Shopper Loyalty & Insights Director
The Role
As the Shopper Loyalty & Insights Director on the Retail team, you will be the owner of Shopper knowledge: collecting and aggregating shopper data, analyzing and finding data storyline, establishing a test + learn workstream. You will be the manager of the GT Retail system-wide Loyalty Program. This role will participate on multiple cross-functional teams not limited to Retail Operations, Financial Planning, IT, and Brands/Wholesale. The overall goal of this position is to design, build, and evolve a best-in-class cannabis Shopper Loyalty program. A crucial part of this role is to work effectively with creative resources that will be producing Shopper-specific content and distinct creative assets for promotional offers. Loyalty is a critical channel in the Shopper Journey and this role will demand strong retail marketing acumen.
Responsibilities
- Create shopper segmentations across all GT Retail markets (eg MVPs, Occasionals, Lapsed).
- Establish productive relationships with cross-functional teams to define strategic plans for capturing behavioral data, analyzing/reporting findings, applying key insights that inform creative marketing ideas across the entire Shopper Journey.
- Utilize available data to evaluate marketing performance, to anticipate market trends, and to translate customer attitudes into new directions. Provide consistent and clear reporting on key metrics generated from Loyalty.
- Work closely with the VP Retail Marketing to imbue Loyalty Program audience profiles with cultural context and learnings from primary research (quantitative and qualitative).
- Work closely with creative resources and the Brand Marketing Director to develop SMS/Email campaigns that align/integrate with a larger State by State Promotional Calendar and Brand Social Calendar.
- Manage and maintain the currently Loyalty platform – SpringBig. This includes scheduling all SMS and Email campaigns, pulling reports, setting up new stores, managing billing, and developing a key point of contact with the supplier.
- Onboard new marketing technologies and lay a groundwork for programmatic media.
- Manage, maintain, and scale Listings Citations (eg Leafly, Weedmaps). Requires collaborating with SEO Strategist and coordinating/updating listings to reflect all monthly promotions and status changes across the enterprise. Importantly, this includes establishing Listing Citations for New Store Openings.
Qualifications
- 10+ years as a consumer insights/strategist or a hybrid set of experiences in marketing/brand management, media/channel management, and consumer research/analytics at either a consumer products company or marketing agency.
- Bachelor Degree in Marketing, Decision-Science, or related field required; MBA Preferred.
- Strong background in digital marketing; understands the ecosystem of the Shopper Journey
- Experience creating segmentation, audience profiles, and integrating data with Business Intelligence tools and platforms
- Adaptive and quickly fluent in the use of digital marketing tools and collaborative platforms (CMP, CRM, Sharepoint, SpringBig, Tableau, etc)
- Thoughtful leader who knows how to effectively manage, cultivate, mentor and inspire a group of individuals to consistently produce their best work
- Highly motivated, self-directed, innovative and able to work independently or among teams with keen judgement, common sense and resourcefulness
- Adapts and thrives in a demanding, scaling, fast-paced environment
- Possesses a high level of critical thinking
- Operates with a high level of professionalism and integrity, including dealing with confidential information
- Must understand and comply with the rules, regulations, policies, and procedures of GTI
Additional Requirements
- Must pass any and all required background checks
- Must be and remain compliant with all legal or company regulations for working in the industry
- Must possess valid driver’s license
- Must be a minimum of 21 years of age
- Must be approved by the D.O.A. to receive an Agent badge