Director, Marketing - Digital, CRM & Performance

The Director of Marketing – Digital, CRM & Performance leads Fernway’s digital marketing ecosystem, overseeing owned digital channels, customer relationship management, and paid advertising initiatives. This role is responsible for building meaningful consumer engagement, strengthening customer relationships, and driving measurable business results through integrated digital marketing strategies.

This position oversees Fernway’s website, social media presence, CRM platform, and performance marketing investments, ensuring these channels work together to deliver a consistent brand experience and support broader commercial objectives. The Director will lead a team of marketing professionals, manage external agency and technology partners, and collaborate closely with Brand Marketing, Creative, Commercial, and other departments to translate marketing strategies into effective consumer experiences.

To thrive on the Fernway Marketing Team, you should be both a strategic thinker and a hands-on leader who is equally comfortable developing digital marketing strategies, interpreting performance data, and managing day-to-day execution. You bring a strong understanding of digital platforms, consumer behavior, and marketing technology, with a passion for building engaging brand experiences. You are analytical, resourceful, and adaptable, with the ability to balance creative thinking and commercial objectives in a fast-paced, evolving industry.

Key Responsibilities

Critical Responsibilities
- Lead Fernway’s integrated digital marketing strategy across owned channels, CRM, and paid advertising.
- Develop and execute digital initiatives that increase brand awareness, consumer engagement, customer acquisition, and retention.
- Oversee the performance, functionality, and continued evolution of Fernway’s website and digital consumer experiences.
- Own Fernway’s CRM strategy, including audience segmentation, consumer communications, lifecycle marketing, and marketing automation.
- Direct paid media strategy, planning, and execution across digital advertising channels, including retail menu advertising, paid social, display, and programmatic media.
- Establish clear performance objectives, reporting frameworks, and KPIs to evaluate marketing effectiveness and optimize investments.
- Lead and develop a team of marketing professionals while managing external agencies, technology platforms, and service providers.
- Partner with Marketing, Commercial, Creative, and other cross-functional teams to ensure digital initiatives support broader brand and business priorities.
Digital Marketing & Owned Channels
- Oversee Fernway’s owned digital ecosystem, including the company website, social media channels, and other consumer-facing digital platforms.
- Lead website strategy, content management, user experience, and ongoing optimization to improve consumer engagement and conversion.
- Manage digital projects, including website enhancements, new platform capabilities, integrations, and other digital initiatives.
- Oversee organic social media strategy, content planning, community engagement, and channel performance, ensuring alignment with Fernway’s brand identity.
- Partner with Brand Marketing and Creative teams to translate campaigns, product launches, and brand initiatives into compelling digital experiences.
CRM & Consumer Engagement
- Own Fernway’s CRM strategy and marketing operations within HubSpot, ensuring the platform effectively supports consumer engagement, communication, and retention.
- Develop and manage consumer segmentation strategies based on preferences, behaviors, engagement, and other relevant customer data.
- Oversee email, SMS, and other direct-to-consumer communication programs, including campaign execution, automated journeys, and lifecycle marketing.
- Develop strategies to grow Fernway’s first-party consumer database while improving data quality, audience understanding, and engagement.
- Monitor CRM performance, optimize communication effectiveness, and ensure consumer data and marketing practices comply with applicable privacy and regulatory requirements.
Performance Marketing & Advertising
- Lead Fernway’s paid media strategy, including channel selection, investment allocation, campaign planning, execution, and optimization.
- Oversee advertising across retail menu platforms, paid social, display, programmatic, and other relevant digital media channels.
- Develop integrated advertising plans that support brand campaigns, product launches, retail partnerships, and local market priorities.
- Establish performance measurement frameworks to evaluate advertising effectiveness, identify new opportunities, and ensure compliance with applicable cannabis advertising regulations.

Marketing Analytics & Optimization

- Establish and monitor KPIs and reporting dashboards that measure digital marketing effectiveness across owned, paid, and CRM channels.
- Analyze campaign performance, consumer behavior, and marketing data to identify insights, optimize strategies, and improve business results.
- Oversee digital marketing budgets, performance measurement, and testing initiatives to maximize efficiency and return on investment.

Team Leadership & Operational Excellence

- Lead, coach, and develop a team responsible for digital marketing, social media, and customer service, establishing clear priorities, accountability, and performance expectations.
- Oversee customer service operations, ensuring a positive consumer experience while leveraging feedback and insights to inform marketing and business improvements.
- Build scalable workflows, manage external partners, and collaborate across departments to ensure effective execution of digital marketing initiatives.

Skills, Knowledge and Expertise

- 7+ years of progressive experience in digital marketing, CRM, performance marketing, or related disciplines, including experience leading teams and managing integrated marketing programs.
- Demonstrated experience developing and executing digital marketing strategies across owned, paid, and customer relationship channels.
- Strong working knowledge of CRM platforms, preferably HubSpot, including segmentation, marketing automation, email marketing, and SMS communications.
- Experience managing digital advertising campaigns across paid social, display, programmatic, and other performance marketing channels.
- Strong understanding of website management, digital user experience, content management systems, and conversion optimization.
- Proficiency with digital analytics and reporting platforms, including Google Analytics, Google Tag Manager, and advertising platform reporting tools.
- Proven ability to manage marketing budgets, analyze campaign performance, and translate data into actionable business recommendations.
- Experience managing external agencies, media partners, technology vendors, and cross-functional projects.
- Demonstrated ability to lead, develop, and motivate marketing teams while remaining actively involved in execution.
- Strong analytical, organizational, and project management skills, with the ability to manage competing priorities in a fast-paced environment.
- Excellent written and verbal communication skills, with the ability to collaborate effectively across departments and levels of leadership.
- Experience with WordPress, Shopify, ClickUp, and other digital marketing platforms is a plus.
- Highly approachable and collaborative personality.
- A high degree of integrity and ethical conduct at all times.
- Must pass a background check in accordance with all applicable federal and state laws.

Benefits

- Generous annual leave: 13 paid holidays and up to 3 weeks PTO (hourly and salaried staff alike)
- Comprehensive health coverage: company-sponsored health, dental, and vision insurance
- Extra benefits: PSL, FSA, life insurance, 401(k) with match, discounted pet insurance and gym membership