Lazarus Naturals
Overview
Cycling Frog and Lazarus Naturals are seeking a results-driven and strategic Senior Digital Marketing Manager to lead our digital acquisition efforts and grow our DTC businesses. This role will oversee all performance marketing channelsincluding paid, organic, and affiliate marketingand manage a small but mighty team. You'll work cross-functionally with Creative, Brand, and Ecomm to execute high-impact campaigns that drive traffic, conversions, and revenue across our two fast-growing cannabis and wellness brands. This role reports to the Senior Director of Marketing. This role is based in Seattle, WA.
Responsibilities
- Acquisition Strategy & Execution
- Own and optimize the full acquisition funnel across paid and organic channelsincluding SEM, paid social, display, sponsored content, affiliate, influencer, and emerging platforms
- Strategically manage vendor and platform relationships (Google Ads, Meta, TikTok, affiliate platforms, etc.) to ensure performance and alignment with business goals
- Navigate advertising compliance challenges unique to cannabis and natural wellness products by developing strategies that work withinand sometimes aroundthe limitations of major platforms
- Think creatively and resourcefully about growth: identify new acquisition opportunities through content partnerships, influencer programs, email/SMS campaigns, native placements, and niche publishers
- Tailor messaging and spend strategies for new vs. returning customers across distinct product lines (THC, CBD, functional wellness)
- Champion a test-and-learn mindsetdevelop A/B tests for creative, landing pages, targeting, and messaging to continually improve campaign performance
- Data, Reporting & Optimization
- Analyze acquisition performance metrics (CAC, ROAS, LTV, conversion rates, etc.) to identify opportunities and reduce cost per acquisition
- Develop weekly and monthly reports to track KPIs, surface insights, and communicate business impact to internal stakeholders. Maintain dashboards or visualization tools that clearly track campaign health and trajectory
- Proactively identify performance issues, uncover root causes, and implement improvements across underperforming campaigns or channels
- Regularly analyze customer cohorts and acquisition paths to identify high-value segments and optimize spend allocation
- Own A/B testing roadmaps across acquisition channels to continually refine tactics and creative
- Team Management & Leadership
- Manage and support two direct reports: Affiliate Marketing Manager and Social Media & Community Specialist
- Foster collaboration across teams and develop systems for executing performance and growth strategies at scale
- Cross-Functional Collaboration
- Partner with the creative team to ideate, brief, and test new ad creatives, landing pages, and campaign messaging
- Collaborate with Ecomm, Brand, and Product Marketing teams to align acquisition initiatives with product launches, seasonal campaigns, and promotional calendars
Qualifications
- 5+ years of digital marketing or performance marketing experience, preferably in CPG, wellness, or highly regulated categories (e.g., cannabis, supplements, alcohol)
- A strategic thinker and creative problem solveryou've navigated advertising restrictions before and know how to work around limitations without sacrificing results
- Demonstrated success managing acquisition across paid media platforms (Google, Meta, TikTok, programmatic, etc.)
- Analytical mindset with a strong grasp of performance metrics, conversion funnels, and customer LTV
- Hands-on experience using ad platforms, analytics tools (GA4, Looker, Shopify, etc.), and affiliate networks
- Proven leadership and team management capabilities
- Comfortable working in a fast-paced, highly collaborative startup environment
- Bonus: Experience with both high-velocity ecomm and regulated products (CBD, THC, or wellness)
Benefits
- Medical, Dental, Vision
- Five weeks PTO & 3 holidays
- Fully stocked kitchen
- 401(k) plan
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