CRM & Loyalty Marketing Specialist
Verdes Cannabis, Albuquerque, NM, United States
Verdes Cannabis is a New Mexico-based, locally owned cannabis company committed to quality products, patient and customer education, and community stewardship. Our team operates with a mission-driven approach to the regulated cannabis industry, and we hold ourselves to the highest standards in compliance, service, and brand integrity. This role is central to sustaining and deepening the relationships we build with our customers — turning first-time visitors into loyal, repeat advocates for the Verdes brand.
Position Overview The CRM & Loyalty Marketing Specialist is responsible for maximizing the long-term value of the Verdes Cannabis customer base through well-executed email marketing, loyalty program management, and promotional execution — and for extending that same discipline to the wholesale channel through a dedicated B2B email marketing program. Where the acquisition funnel ends, this role begins; owning every touchpoint that influences whether a customer returns, engages more deeply, and develops a lasting affinity for Verdes.
Above all else, this role demands reliability and follow-through. The foundation of effective CRM marketing is showing up consistently; emails go out on schedule, loyalty automations run without gaps, promotional configurations are accurate, and customers feel the presence of the brand between visits. The ideal candidate is organized, self-directed, and takes genuine pride in maintaining high-quality execution week after week.
This position reports directly to the Director of Marketing and owns both the retail CRM program and the wholesale email marketing program. The role collaborates cross-functionally with retail operations, compliance, and the wholesale sales team to ensure all outbound communications and customer-facing programs are on-brand and compliant with applicable New Mexico cannabis regulations.
Key Responsibilities Email, SMS & Push Notification Marketing
Own the end-to-end outbound marketing program for Verdes Cannabis through Dutchie, spanning email, SMS, and app push notifications — including the design and execution of both single sends and multi-step, multi-channel campaign flows that guide customers through defined journey stages, from first purchase through long-term loyalty.
Plan and execute both single-send campaigns — newsletters, promotional announcements, and product highlights — and multi-step campaign flows built around specific customer behaviors or moments, ensuring each touchpoint has a defined role in moving the customer toward a desired outcome rather than existing as a standalone send.
Build and launch the Verdes SMS and app push notification programs from the ground up within Dutchie — establishing opt-in flows, message frameworks, send cadence, and compliance guardrails.
Build and maintain audience segments and behavioral trigger logic based on customer data available in Dutchie — including purchase behavior, spend thresholds, visit frequency, days since last visit, product category affinity, and loyalty tier — so that communications are initiated by what customers actually do, not just by the calendar.
Review post-send performance metrics across email, SMS, and push — including open rates, click-through rates, opt-outs, and unsubscribes — and use observations to inform future campaign decisions and channel strategy.
Loyalty Program Management
Manage day-to-day operations of the Verdes Cannabis loyalty program, including member communications, reward configurations, and tier maintenance.
Design, build, and maintain multi-step lifecycle flows in Dutchie that move customers through defined stages — including new customer onboarding sequences, winback flows for lapsed customers, birthday and anniversary journeys, post-purchase follow-up series, and re-engagement campaigns — as well as behavior-triggered flows that fire based on real customer signals such as reaching a spend milestone, crossing a visit frequency threshold, trying a new product category, or showing signs of churn risk; deploying each flow across email, SMS, and push as channels come online and coordinating message timing, content, and channel sequencing within each flow to maximize impact.
Use behavioral trigger data from Dutchie to design curated communication experiences for specific customer segments — for example, a high-frequency buyer crossing a spend tier, a customer who has not visited in 30 days, or a first-time buyer who purchased in a specific category — developing targeted flows that feel relevant and timely rather than generic, in coordination with the Director of Marketing.
Monitor loyalty program participation and flag notable trends (unusual drop-off, redemption spikes, inactive member growth, etc.) so that program adjustments can be made proactively.
Discount & Promotional Management
Build, manage, and troubleshoot all discount configurations in Dutchie Backoffice, including promotional pricing, time-limited offers, and loyalty-linked discounts.
Partner with retail operations and the Director of Marketing to execute a promotional calendar that balances revenue objectives with positive customer experience.
Proactively audit active discounts to catch and resolve misconfigurations, unintended stacking, or other issues before they affect customers or margin.
Own the end-to-end configuration of the promotional discount program in Dutchie Backoffice, ensuring all discounts are built, tested, and verified before going live so that retail operations run without interruption. A well-configured program is the primary obligation; reactive troubleshooting should be the exception, not the expectation.
Wholesale Email Marketing
Own the wholesale email marketing program end-to-end, including campaign strategy, content creation, and monthly send execution — serving as the primary marketing communications channel for wholesale buyers and trade partners.
Maintain a clean, accurate, and well-segmented wholesale CRM list, ensuring contacts are properly categorized by account type, region, or other relevant criteria to support targeted and relevant outreach.
Collaborate with the wholesale sales team to align email content with product availability, seasonal priorities, and trade promotions, ensuring campaigns support revenue objectives and buyer engagement.
Track wholesale email performance metrics and use data to refine cadence, content, and segmentation over time.
Qualifications Required
3–5 years of experience in email marketing, customer retention, CRM, or a closely related marketing role.
Demonstrated ability to manage an email marketing program independently, with experience such as building campaigns, writing copy, segmenting audiences, and maintaining a consistent send schedule without significant oversight.
Experience with an email marketing or marketing automation platform. Dutchie experience is a strong plus; equivalent platforms such as Klaviyo, SalesForce, Pardot, Marketo or HubSpot are acceptable.
Demonstrated experience building behavior-triggered marketing flows within a CRM or marketing automation platform — including the ability to define trigger logic based on customer actions (spend, visit frequency, product behavior, churn signals), map multi-step journeys from those triggers, and sequence communications across channels; experience with Dutchie is a strong plus, with Klaviyo, Salesforce, Pardot, Marketo, HubSpot, or comparable platforms acceptable.
Competency with Canva or comparable tools for creating graphics and marketing collateral.
Strong written communication skills; able to write clear, engaging, and compliant copy for email and customer-facing marketing in the Verdes brand voice, as well as professional B2B communications for the wholesale audience.
Highly organized and reliable, with the ability to manage multiple recurring responsibilities and deadlines simultaneously.
Preferred
Bachelor's Degree in Marketing or related field
Experience with Dutchie Backoffice, including discount configuration, loyalty program setup, or customer data management.
Prior experience in cannabis retail, dispensary marketing, CPG or another regulated consumer industry.
Experience managing B2B email marketing or wholesale communications, including list hygiene and audience segmentation for trade audiences.
Familiarity with promotional calendar management and cross-functional coordination with retail or sales teams.
Exposure to campaign performance reporting, even at a basic level; i.e., comfort reading a dashboard and summarizing what it says.
The anticipated salary range for this position is $46,000 – $60,000 annually, commensurate with experience and demonstrated skill level. Candidates with a strong independent track record in email marketing execution and loyalty program management will be considered toward the upper end of the range. Verdes Cannabis offers a competitive benefits package; details will be provided during the interview process.
Verdes Cannabis is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all team members. Candidates must be 21 years of age or older and able to pass a background check in accordance with New Mexico cannabis licensing requirements.
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Position Overview The CRM & Loyalty Marketing Specialist is responsible for maximizing the long-term value of the Verdes Cannabis customer base through well-executed email marketing, loyalty program management, and promotional execution — and for extending that same discipline to the wholesale channel through a dedicated B2B email marketing program. Where the acquisition funnel ends, this role begins; owning every touchpoint that influences whether a customer returns, engages more deeply, and develops a lasting affinity for Verdes.
Above all else, this role demands reliability and follow-through. The foundation of effective CRM marketing is showing up consistently; emails go out on schedule, loyalty automations run without gaps, promotional configurations are accurate, and customers feel the presence of the brand between visits. The ideal candidate is organized, self-directed, and takes genuine pride in maintaining high-quality execution week after week.
This position reports directly to the Director of Marketing and owns both the retail CRM program and the wholesale email marketing program. The role collaborates cross-functionally with retail operations, compliance, and the wholesale sales team to ensure all outbound communications and customer-facing programs are on-brand and compliant with applicable New Mexico cannabis regulations.
Key Responsibilities Email, SMS & Push Notification Marketing
Own the end-to-end outbound marketing program for Verdes Cannabis through Dutchie, spanning email, SMS, and app push notifications — including the design and execution of both single sends and multi-step, multi-channel campaign flows that guide customers through defined journey stages, from first purchase through long-term loyalty.
Plan and execute both single-send campaigns — newsletters, promotional announcements, and product highlights — and multi-step campaign flows built around specific customer behaviors or moments, ensuring each touchpoint has a defined role in moving the customer toward a desired outcome rather than existing as a standalone send.
Build and launch the Verdes SMS and app push notification programs from the ground up within Dutchie — establishing opt-in flows, message frameworks, send cadence, and compliance guardrails.
Build and maintain audience segments and behavioral trigger logic based on customer data available in Dutchie — including purchase behavior, spend thresholds, visit frequency, days since last visit, product category affinity, and loyalty tier — so that communications are initiated by what customers actually do, not just by the calendar.
Review post-send performance metrics across email, SMS, and push — including open rates, click-through rates, opt-outs, and unsubscribes — and use observations to inform future campaign decisions and channel strategy.
Loyalty Program Management
Manage day-to-day operations of the Verdes Cannabis loyalty program, including member communications, reward configurations, and tier maintenance.
Design, build, and maintain multi-step lifecycle flows in Dutchie that move customers through defined stages — including new customer onboarding sequences, winback flows for lapsed customers, birthday and anniversary journeys, post-purchase follow-up series, and re-engagement campaigns — as well as behavior-triggered flows that fire based on real customer signals such as reaching a spend milestone, crossing a visit frequency threshold, trying a new product category, or showing signs of churn risk; deploying each flow across email, SMS, and push as channels come online and coordinating message timing, content, and channel sequencing within each flow to maximize impact.
Use behavioral trigger data from Dutchie to design curated communication experiences for specific customer segments — for example, a high-frequency buyer crossing a spend tier, a customer who has not visited in 30 days, or a first-time buyer who purchased in a specific category — developing targeted flows that feel relevant and timely rather than generic, in coordination with the Director of Marketing.
Monitor loyalty program participation and flag notable trends (unusual drop-off, redemption spikes, inactive member growth, etc.) so that program adjustments can be made proactively.
Discount & Promotional Management
Build, manage, and troubleshoot all discount configurations in Dutchie Backoffice, including promotional pricing, time-limited offers, and loyalty-linked discounts.
Partner with retail operations and the Director of Marketing to execute a promotional calendar that balances revenue objectives with positive customer experience.
Proactively audit active discounts to catch and resolve misconfigurations, unintended stacking, or other issues before they affect customers or margin.
Own the end-to-end configuration of the promotional discount program in Dutchie Backoffice, ensuring all discounts are built, tested, and verified before going live so that retail operations run without interruption. A well-configured program is the primary obligation; reactive troubleshooting should be the exception, not the expectation.
Wholesale Email Marketing
Own the wholesale email marketing program end-to-end, including campaign strategy, content creation, and monthly send execution — serving as the primary marketing communications channel for wholesale buyers and trade partners.
Maintain a clean, accurate, and well-segmented wholesale CRM list, ensuring contacts are properly categorized by account type, region, or other relevant criteria to support targeted and relevant outreach.
Collaborate with the wholesale sales team to align email content with product availability, seasonal priorities, and trade promotions, ensuring campaigns support revenue objectives and buyer engagement.
Track wholesale email performance metrics and use data to refine cadence, content, and segmentation over time.
Qualifications Required
3–5 years of experience in email marketing, customer retention, CRM, or a closely related marketing role.
Demonstrated ability to manage an email marketing program independently, with experience such as building campaigns, writing copy, segmenting audiences, and maintaining a consistent send schedule without significant oversight.
Experience with an email marketing or marketing automation platform. Dutchie experience is a strong plus; equivalent platforms such as Klaviyo, SalesForce, Pardot, Marketo or HubSpot are acceptable.
Demonstrated experience building behavior-triggered marketing flows within a CRM or marketing automation platform — including the ability to define trigger logic based on customer actions (spend, visit frequency, product behavior, churn signals), map multi-step journeys from those triggers, and sequence communications across channels; experience with Dutchie is a strong plus, with Klaviyo, Salesforce, Pardot, Marketo, HubSpot, or comparable platforms acceptable.
Competency with Canva or comparable tools for creating graphics and marketing collateral.
Strong written communication skills; able to write clear, engaging, and compliant copy for email and customer-facing marketing in the Verdes brand voice, as well as professional B2B communications for the wholesale audience.
Highly organized and reliable, with the ability to manage multiple recurring responsibilities and deadlines simultaneously.
Preferred
Bachelor's Degree in Marketing or related field
Experience with Dutchie Backoffice, including discount configuration, loyalty program setup, or customer data management.
Prior experience in cannabis retail, dispensary marketing, CPG or another regulated consumer industry.
Experience managing B2B email marketing or wholesale communications, including list hygiene and audience segmentation for trade audiences.
Familiarity with promotional calendar management and cross-functional coordination with retail or sales teams.
Exposure to campaign performance reporting, even at a basic level; i.e., comfort reading a dashboard and summarizing what it says.
The anticipated salary range for this position is $46,000 – $60,000 annually, commensurate with experience and demonstrated skill level. Candidates with a strong independent track record in email marketing execution and loyalty program management will be considered toward the upper end of the range. Verdes Cannabis offers a competitive benefits package; details will be provided during the interview process.
Verdes Cannabis is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all team members. Candidates must be 21 years of age or older and able to pass a background check in accordance with New Mexico cannabis licensing requirements.
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