eCommerce Marketing Manager
Irvine, CA US
Posted ago

About the Role

P&L Ownership

  • Drive online sales including Express Pickup (buy online, pick up in-store) and Delivery through the design and execution of online, email, text, and analog campaigns
  • Drive topline sales growth through customer acquisition strategy, customer retention, and customer lifetime value
  • Ensure marketing ROI through metrics measurement, management, and feedback

Creative Ownership:

  • Manage the creation of campaigns and content to engage users in repeat visits and sticky traffic
  • Lead re-imagining of People’s website to optimize site performance and guest experience
  • Manage release schedules to hit Marketing calendar milestones

Results Ownership:

  • Define and set-up measurement for People’s eCommerce funnel
  • Ensure industry-leading conversion at each stage of the funnel
  • Determine A/B test design, data gathering, read-outs and adjustments
  • Design and act on eCommerce KPIs

Customer Ownership:

  • Build Consumer Insights function to convert guest feedback into actionable insights and continuous innovation
  • Lead Guest Relations team to regularly audit website and kiosk performance
  • Own customer segmentation, including initial design and ongoing evolution based on demographic, geographic, psychographic, and behavioral data
  • Determine segment prioritization (existing and new)

Tech Ownership:

  • Own business requirements for supporting technical solutions such as CRM, BI tools, data science tools, data warehousing, etc.
  • Manage regular website updates to support Marketing calendar and ensure guest experience
  • Identify and resolve all website, cart and payment issues
  • Key business point of contact for eCommerce technology solutions (website, kiosks, payments)


About Your Partners

  • Direct Reports: Digital Marketing Specialist, Data Science Intern, Consumer Insights as we grow
  • Manage outside segmentation vendor
  • Work with Marketing team to manage outside digital agency
  • Work with Marketing team to manage other outside eCommerce vendors (s)
  • Partner with Marketing team to create content
  • Partner with Merchandising team to create promotions
  • Partner with IT to ensure website uptime and consistent guest UX



  • 10+ years in an eCommerce-oriented marketing role at a digital agency, omnichannel retail brand, or eCommerce direct-to-consumer brand
  • Strong analytical bent married with strong implementation action-orientation
  • Strong consumer user experience attention to detail
  • Experience with Google Analytics, Google Tag Manager, pixels, Omniture or similar
  • Experience with CRM platform(s) preferred
  • Experience with Wrike preferred
  • Passion for data, customers and cannabis
  • BS/BA degree in related field, MBA preferred

Physical Demands and Work Environment:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the functions. While performing the duties of this position, the employee is regularly required to talk or hear. The employee frequently is required to use hands or fingers, handle or feel objects, tools, or controls. The employee is occasionally required to stand; walk; sit; and reach with hands and arms. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus. The noise level in the work environment is usually low to moderate.


This job description in no way states or implies that these are the only duties to be performed by the employee(s) incumbent in this position. Employees will be required to follow any other job-related instructions and to perform any other job-related duties requested by any person authorized to give instructions or assignments. All duties and responsibilities are essential functions and requirements and are subject to possible modification to reasonably accommodate individuals with disabilities. To perform this job successfully, the incumbents will possess the skills, aptitudes, and abilities to perform each duty proficiently. Some requirements may exclude individuals who pose a direct threat or significant risk to the health or safety of themselves or others. The requirements listed in this document are the minimum levels of knowledge, skills, or abilities. This document does not create an employment contract, implied or otherwise, other than an “at-will” relationship.

The company is an Equal Opportunity Employer, drug-free workplace, and complies with ADA regulations as applicable.


People's California is Southern California’s largest cannabis retail store. As an industry-leading cannabis company, People's provides high-quality products and excellent customer service to recreational and medical customers in the Orange County area. People's prides itself on its knowledgeable staff, sustainable business practices, community involvement, and close relationships with farmers and vendors. 

Our retail store in Orange County is currently hiring new employees. Grow with us!

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