Job Description

Digital Marketing Specialist

Ethos Cannabis

Website:

Ethos Cannabis is a multi-state cannabis company with operations in the cultivation, processing and dispensing of cannabis in Pennsylvania, Massachusetts, and Ohio with planned expansion into other markets. We are focused on helping people live their best lives through informed access to cannabis. This mission is supported by our relationship with Jefferson Health, a leading academic medical center in the U.S., dedicated to collecting and analyzing valuable real-world data and developing educational initiatives with a focus on patient outcomes and quality of life. Jefferson Health is our Academic Clinical Research Center partner for our vertically integrated operations in Pennsylvania.

Position Summary

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.

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.

Skills and Qualifications

Technical & Platform Knowledge

• 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

Analytical & Communication Skills

• 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

Creative & Operational Execution

• 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

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

Compensation

• This position is classified as Exempt and is not eligible for overtime pay.

Ethos Cannabis is an equal opportunity employer and does not discriminate in the recruitment, selection, or advancement of employees on the basis of race, sex, color, national origin, creed, age, religion, marital status, disability, political affiliation, or on any other basis prohibited by law.

Ethos is dedicated to creating and equal opportunity workplace and encourages women, minorities, persons with disabilities, and individuals with past drug convictions to apply. Must be 21 or older.

Employment opportunities shall be provided for applicants with disabilities and reasonable accommodation(s) shall be made to meet the physical or mental limitations of qualified applicants or employees.

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