Digital Marketing Specialist

Ethos Cannabis•Philadelphia, PA

About The Position

The Digital Marketing Specialist will be responsible for managing day-to-day operations across all digital platforms-including websites, in-store digital signage, mobile app content, loyalty-with a heavy focus on email/SMS/push campaigns. This role will collaborate closely with the content, design, brand, and development teams to ensure all digital touchpoints are optimized for performance, aligned with brand and compliance standards, and supportive of marketing goals across retail and wholesale channels. This position plays a critical role in building, testing, and maintaining omnichannel content experiences-while supporting loyalty strategy, campaign tracking, personalization, and digital-to-in-store integration. Ideal candidates thrive in fast-paced, data-driven environments, demonstrate curiosity for customer behavior, and bring operational excellence to every aspect of digital marketing delivery.

Requirements

Diploma or certification in computer science or similar field
Minimum of 1 to 3 years' experience in digital marketing, data, or front-end development
Basic working knowledge of modern HTML/CSS/JavaScript
Solid understanding of UI/UX principles and web standards
Proficiency with content management systems (CMS), WordPress preferred
Experience with digital cannabis platforms: Dutchie+, MJ Freeway, Alpine IQ
Proficiency with loyalty and retention programs, segmentation, and lifecycle marketing
Strong organizational and project management abilities
Excellent verbal and written communication skills
Comfort presenting insights and digital performance updates to cross-functional teams
Ability to interpret and visualize data to support decision-making
Comfortable working with designers and writers to ensure digital assets meet brand standards
Detail-oriented with strong QA practices
Proactive, deadline-driven mindset with ability to manage multiple projects simultaneously

Responsibilities

Lifecycle & Segmentation Strategy
Execute customer messaging aligned to key lifecycle stages (new, active, waning, dormant, high-value, loyalty tiers).
Build and manage audience segments based on behavior, purchase history, engagement patterns, location, and loyalty status.
Support re-engagement and retention initiatives by identifying drop-off points and developing targeted messaging to re-activate customers.
Assist in refining lifecycle frameworks and messaging logic to reduce dependency on broad, one-size-fits-all campaigns.
Campaign Execution & Optimization
Plan, schedule, and deploy D2C and B2B email, SMS, and push campaigns through Alpine IQ (or equivalent platform).
Own message setup end-to-end, including:
Audience selection and segmentation
Copy QA and compliance checks
Timing and frequency considerations
Link creation and UTM tagging
Continuously test subject lines, send times, formats, CTAs, and messaging strategies to improve engagement and conversion.
Balance promotional messaging with educational, product-focused, and experience-driven content to maintain long-term customer trust.
Performance Tracking & Insights
Monitor performance metrics including open rate, click-through rate, conversion rate, revenue per send, unsubscribe rates, and retention trends.
Report on messaging performance by lifecycle stage, campaign type, and channel.
Use insights to make data-driven recommendations for improving messaging relevance, cadence, and effectiveness.
Partner with digital leadership to translate messaging performance into actionable optimizations across ecommerce, loyalty, and content strategy.
Loyalty & Offer Support
Support loyalty-driven messaging initiatives, including point reminders, reward education, tier progression, and personalized offers.
Ensure loyalty offers are accurately reflected across messaging, menus, and app experiences.
Assist with testing and troubleshooting loyalty promotions to ensure proper visibility, redemption, and customer understanding.
Help identify opportunities where messaging can reinforce habitual behavior rather than transactional discounting.
Cross-Channel & Omnichannel Alignment
Coordinate messaging with website, app, and in-store promotions to ensure a consistent customer experience.
Align messaging timelines with campaign launches, product drops, and retail initiatives.
Support digital-to-store journeys by reinforcing key CTAs such as pre-orders, pickup reminders, and app adoption.
Governance, QA & Compliance
Maintain high standards for QA across all messaging, ensuring accuracy, compliance, brand voice, and proper functionality before deployment.
Monitor opt-in/opt-out compliance and customer feedback signals.
Flag risks related to over-messaging, fatigue, or declining engagement and proactively recommend adjustments.
Digital Content & Channel Management
Manage and maintain digital content across all platforms, including website, mobile app, ecommerce menus, and in-store digital signage.
Own the digital content calendar, coordinating with content and design teams to support campaign launches and ongoing updates.
Maintain product catalogs, banners, landing pages, and curated menus across ecommerce and digital menu platforms (e.g., Dutchie+).
QA and support testing of web, app, and menu experiences to ensure accuracy, alignment, and proper visibility of promotions and loyalty offers.
Partner with retail and cross-functional teams to deploy and update in-store digital signage and touchscreen content in alignment with marketing initiatives.
Support initiatives that connect online and in-store journeys, including app personalization, curated menus, and digital engagement features.
Technology & Vendor Coordination
Coordinate with third-party technology and software vendors to ensure digital platforms are operating reliably and efficiently.
Assist with troubleshooting, testing, and maintenance of frontend and backend digital experiences across web, app, and ecommerce tools.
Monitor digital traffic, performance, and revenue sources to identify optimization opportunities.
Ensure all digital content meets brand standards, compliance requirements, and usability best practices (UI, cross-browser compatibility, accessibility).
Support loyalty program configurations, reporting, and issue resolution across platforms and locations.
Use platform data, user feedback, and performance insights to identify issues and recommend improvements to digital experiences.