Senior Digital Marketing Manager

Etz Hayim owns and operates the brands Cycling Frog and Lazarus Naturals, as well as a sprawling operation that spans from farming over 300 acres of hemp, extraction, chemical processing, packaging and warehousing to support both brands and private label customers. Lazarus Naturals was founded in 2016 to provide safe and accessible CBD products for everyone who would benefit from them, regardless of their financial situation and ability to pay, which is why we provide a 60% Assistance Program to veterans and people with disabilities or low-incomes. In order to maintain an affordable price point and our commitment to accessibility for all, we have built a vertically integrated business model, which allows us to walk our talk of developing quality, affordable products - from product inception, development, seed, farming, extraction, finished production formulation and packaging, and distribution. Cycling Frog is normalizing the consumption of casual use THC products. We are on a mission to make THC convenient, affordable, and fun by making a sessionable THC beverage the same price as a beer or soda. We want to change the way THC is consumed and viewed by our society by focusing on lower potency, ready to drink beverages that can easily fit into anyone’s lifestyle. Under the Federal Farm Bill it is legal to sell these low potency THC products across all 50 states via the internet, and anywhere you can grab a beer. This role will be based in Seattle, WA Reports To: Senior Director of Marketing 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 channels—including paid, organic, and affiliate marketing—and 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. Key Responsibilities Acquisition Strategy & Execution Own and optimize the full acquisition funnel across paid and organic channels—including 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 within—and sometimes around—the 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 mindset—develop 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. Requirements Who You Are 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 solver—you’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 Why Join Us? Cycling Frog and Lazarus Naturals are at the forefront of two powerful movements: cannabis normalization and accessible natural medicine. We’re vertically integrated, mission-driven, and fiercely committed to making high-quality, affordable products that work. If you want to make an impact at the intersection of wellness, cannabis, and ecommerce, we’d love to meet you. Medical, Dental, Vision Five weeks PTO & 3 holidays Fully stocked kitchen 401(k) plan Salary Range: $100-$120k