Senior Marketing Manager, Digital

Senior Marketing Manager, Digital Department: Marketing Reports To: Director of Marketing Location: Remote (U.S.-based; preference for candidates in CT, OH, or MO) Employment Type: Full-Time, Exempt Travel: Occasional travel to retail markets (CT, OH, MO) and HQ as needed About Shangri-La Shangri-La is a multi-state cannabis retail and wholesale operator with active operations in Connecticut, Ohio, Missouri, and in the future in Delaware. Our portfolio includes owned brands such as Asteroid, Borealis, and Loud, alongside white-label and partner brand relationships. We are a fast-growing, brand-forward organization committed to building elevated cannabis experiences for adult-use and medical consumers across our footprint. Role Summary The Senior Marketing Manager, Digital is responsible for owning and executing the full digital marketing strategy across every channel Shangri-La operates in: app, web (mobile and desktop), paid media, organic and paid social, email, SMS, programmatic, display, OOH, and emerging channels. This role is the digital engine of our marketing organization: the person who decides where we spend, how we measure, and how we keep the funnel performing across every market we operate in. This is a senior individual contributor role with significant ownership and visibility. The right candidate is a hands-on operator who can move from creative review to media plan to compliance check to performance dashboard in a single afternoon, and who knows what great looks like across every one of those moments.

Key Responsibilities

Digital Channel Ownership

• Own all digital channels end-to-end: app, website (mobile and desktop), email, SMS, paid social, organic social, programmatic, display, OOH, search, and any new digital surface where Shangri-La can legally advertise.
• Manage and optimize the Shangri-La consumer app in partnership with IT, including roadmap input, promotion strategy, push notification cadence, and engagement KPIs.
• Own website performance, UX, and conversion across all market sites, including Dutchie menu integration, promotional digital merchandising, and on-site SEO.

Paid Media & Programmatic

• Plan, execute, and optimize Meta paid social campaigns across all permitted markets, including audience strategy, creative briefs, budget pacing, and performance reporting.
• Manage advanced programmatic and display campaigns through cannabis-friendly DSPs, with sophisticated audience targeting, frequency capping, geo-fencing, and creative rotation strategies.
• Plan and traffic OOH campaigns (billboards, transit, place-based) coordinated with broader campaign moments.
• Operate Surfside and Media Jel for cannabis-compliant audience activation, attribution, and reporting; partner with the data team to translate platform output into actionable insight.
• Own paid media budgets across markets: pacing, optimization, channel mix recommendations, and ROI accountability.

Email, SMS & CRM

• Build and own the email and SMS marketing programs across all markets, including segmentation, automation, deliverability, and creative.
• Launch and optimize lifecycle automations - including new customer welcome workflows and 30/60/90-day win-back cadences: as a near-term priority.
• Run structured A/B testing programs across subject lines, creative, send times, audiences, and offer mechanics, with documented learnings that inform the next round.

Social Media

• Manage Meta organic social presence across Shangri-La brand handles, including content calendar, community management oversight, cross-functional alignment and creator/partnership coordination.
• Maintain alignment between organic and paid social on brand voice, creative system, and campaign moments.

Creative & Performance

• Brief, evaluate, and approve performance creative with a sharp eye for what actually drives clicks, impressions, and conversions in cannabis-adjacent ad environments.
• Partner with in-house designers and outside vendors to ensure creative output is on-brand, on-strategy, and optimized per channel and format.
• Build and maintain digital performance dashboards in partnership with the data team; report results, surface insights, and recommend reallocation regularly.

Compliance

• Maintain working fluency in cannabis advertising regulations across Connecticut, Ohio, and Missouri (and Delaware as the market activates), including rules governing claims, imagery, audience targeting, age-gating, and platform-specific restrictions.
• Maintain general digital marketing compliance: CAN-SPAM, TCPA, CCPA/state privacy, accessibility, and platform terms of service across Meta, Google, and programmatic environments.
• Partner with internal compliance and legal to review campaigns prior to launch and document approval workflows.

Cross-Functional Partnership

• Partner closely with retail operations, wholesale, data, IT, and creative to align digital execution with broader business priorities.
• Manage external vendor and platform relationships across Dutchie, Surfside, Media Jel, programmatic partners, app development, and any other digital tooling in the stack.

Required Qualifications

• 5+ years of digital marketing experience within the cannabis industry.
• Demonstrated ownership of Meta paid advertising and Meta organic social management at scale.
• Hands-on experience with Surfside and Media Jel for cannabis audience activation and attribution.
• Advanced programmatic and display advertising experience, including audience strategy, DSP operation, and creative optimization.
• OOH planning and execution experience.
• Hands-on experience with Dutchie and other cannabis-specific platforms (POS/ecommerce, marketplaces, AI budtender tools, etc.).
• Demonstrated website management experience, including CMS operation, merchandising, conversion optimization, and analytics.
• Demonstrated mobile app management or app marketing experience.
• Strong A/B testing discipline across creative, audience, channel, and offer.
• Hands-on email and SMS marketing experience, including lifecycle automation and deliverability management.
• Working knowledge of cannabis advertising compliance in Connecticut, Ohio, and Missouri.
• Working knowledge of general digital compliance frameworks (CAN-SPAM, TCPA, state privacy laws, platform policies).
• A demonstrably strong eye for performance creative - what stops the scroll, what earns the click, and what converts.

Preferred Qualifications

• Experience in a multi-state cannabis operator (MSO) environment.
• Experience launching brands or programs in newly active markets.
• Familiarity with Headset, Notion, and AI-assisted creative or rendering tools.
• Experience building and operating performance dashboards in partnership with a data analyst.
• Familiarity with Delaware cannabis market dynamics.

What Success Looks Like in the First 6 Months

• Full ownership of the digital marketing stack with documented workflows for each channel.
• Welcome and 30/60/90 win-back automations live and producing measurable lift.
• A reset paid media mix with clear ROI accountability and a documented channel strategy by market.
• A regular performance reporting cadence delivering insight, not just data, to marketing leadership.
• Clean compliance posture across all active markets and channels.

Equal Opportunity Shangri-La is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. Applicants must be 21 years of age or older. Apply To This Job