Marketing Specialist - Lifecycle & Conversion

DescriptionDescriptionPosition Title: Marketing Specialist - Lifecycle & ConversionDepartment: MarketingReports To: Head of MarketingFLSA Status: ExemptLocation: Albuquerque, NM (HQ)Salary Range: DOEPosition SummaryThe Lifecycle & Conversion Marketing Specialist owns the customer journey from first touch to loyal repeat purchase. This role develops and executes high-performing email, SMS, and web content designed to drive acquisition, engagement, and retention across the Verdes ecosystem. You'll write persuasive copy, build segmented campaigns, analyze funnel performance, and continuously test and optimize to maximize conversion. This is a strategic performance marketing role, ideal for someone who combines creative messaging with data fluency and funnel expertise.Key ResponsibilitiesLifecycle Marketing & Customer JourneysDevelop and manage lifecycle campaigns including welcome, onboarding, reactivation, win-back, and loyalty flowsSegment customers by behavior, RFM scores, and product preferences to deliver personalized experiencesCreate automated and manual email and SMS campaigns that drive trial, repeat purchase, and retentionSet campaign KPIs and report monthly on engagement, conversion, list growth, and churn metricsManage and grow our email and SMS platforms (e.g. Klaviyo, Attentive, Alpine IQ)Conversion-Focused CopywritingWrite performance-oriented copy for email, SMS, landing pages, and promos aligned to campaign goalsOwn messaging for promotions, new product launches, educational flows, and value propositionsCollaborate with retail, wholesale, and creative teams to align offers and assets with funnel strategyTest and optimize subject lines, CTAs, copy length, and content formatsWeb Management & Funnel OptimizationUpdate and optimize website content to align with campaigns, promotions, and SEO strategyEnsure all product and promotional pages are optimized for conversion and aligned with UTM taggingIdentify and fix funnel drop-offs using tools like GA4, Hotjar, and SEMrushPartner with the creative team to improve user flow and merchandisingSEO, SEM & AnalyticsConduct keyword research and manage on-page SEO across all web contentSupport the Head of Marketing with paid search campaigns and digital media spendTrack campaign performance in Google Analytics and SEMrush, and report insights regularlyEnsure consistency between organic, paid, and owned channels for full-funnel alignmentKey Qualifications3 to 5 years of experience in performance marketing, lifecycle marketing, or CRM strategyProven track record developing and optimizing customer journeys and campaigns that drive measurable revenueHands-on experience with email and SMS marketing platforms (Klaviyo, Attentive, or similar)Strong copywriting background, especially in promotional, lifecycle, and funnel messagingExperience managing websites and CMS platforms (WordPress preferred), including SEO best practicesProficient in Google Analytics (GA4), SEMrush, UTM tracking, Hubspot and funnel analysisBonus: Experience in cannabis, retail, or CPGBonus: Familiarity with Dutchie, Alpine IQ or other cannabis-specific marketing platformsCore AttributesData-driven and results-oriented with a passion for conversionStrong sense of ownership and accountability to KPIsClear and concise communicator with a creative edgeFast learner with a bias for action and continuous testingCollaborative mindset, thrives in a cross-functional environment40+ hours/wk., Required Mon - Fri, some weekends and holidaysPTO Health Insurance with employer contributionVision Insurance with employer contributionDental Insurance with employer contributionEmployee Assistance Program: 100% employer paid premiumEmployer paid Basic Life Insurance ($10k coverage) plus Voluntary Life Insurance (100% employee paid)401K (automatic enrollment at 3%)25% Employee DiscountLoyalty Program - 3% cash back to be used towards any Verdes purchaseIt is the policy of The Verdes Foundation to provide equal employment (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity, and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, The Verdes Foundation, will provide reasonable accommodations for qualified individuals with disabilities.