VP, eCommerce

Green Thumb Industries

Chicago, IL, USA

Full time

Sep 13

This job is no longer accepting applications.

The Role

The VP of eCommerce is a high-impact leader responsible for the vision and strategy for Green Thumb’s digital presence. This individual will work cross-functionally and bring a people-first mindset to build greenfield platforms across ecommerce, customer relationship management, mobile, CRM and retail, developing a cohesive, world-class Omnichannel experience for Green Thumb’s customers across all brands. This role will function as a change agent and primary driver to retain and increase consumer equity and create a high-performance eCommerce Channel. The Vice President of eCommerce reports directly to the SVP, Revenue, with high visibility to the Executive Leadership Team. This position requires an outside the box strategic leader with the flexibility to manage the fast pace and unique challenges of the cannabis industry.


Develop and implement short and long-term vision and strategic business plans that drive company eCommerce growth objectives

Develop a state-of-the-art website for Green Thumb brands to compete and provide omni-channel experience to customers

Recommend and implement initiatives that will drive traffic, conversion, customer retention, revenue, and profitability of the eCommerce platform

Define and implement a collaborative planning process to develop sales forecast/plans and go-to-market strategies

Build, develop, and lead a team to achieve the company's eCommerce vision

Analyzes and interprets data to uncover successes and opportunities that will deliver key objectives that drive future growth

Ensure the development and execution of all content for distribution across the eCommerce platform is high-impact and highly integrated, including for product launches and other marketing campaigns

Identify opportunities to facilitate growth (new product development, differentiated assortment, etc.)

Communicate and gain alignment with key stakeholders including buying, marketing, supply chain and merchandising teams

Serve as a bridge between the technical and commercial aspects of eCommerce

Work closely with the Technology team to define the eCommerce business requirements and ensure its the delivery

Continuously evolve all aspects of eCommerce vision and strategy as cannabis laws and regulations continue to progress


Bachelor’s Degree required; MBA preferred

10+ years experience with 5+ years’ leading eCommerce businesses in retail or CPG space including building strategy and overseeing execution across different business models and platforms (Amazon, Brick and Click, DTC)

Depth of experience to develop a roster of 3rd party vendors, manage vendor contracts and plan budgets effectively

Experience working within a highly matrix function and partnering with various groups – technology, brand marketing, retail operations, etc.

Ability to scale and lead a high-performing team

Strong working knowledge of digital measurement tools; expertise in site analytics tools

Knowledge of Headless eCommerce, SEO and SEM as well content management systems

Knows how to get things done by engaging all stakeholders proactively and effectively delegate and empower others to meet responsibilities on-time and on-budget

Ability to influence others and move towards a common vision and/or goal

Strong interpersonal skills with demonstrated ability to build and maintain strong working relationships within area of influence as well as cross-functionally throughout the organization

Strong knowledge and hands on operations experience with eCommerce platforms like Magento, Shopify, WooCommerce and Salesforce Commerce Cloud /Demandware

Develop and implement media strategy working with media agencies to drive consumer awareness and engagement (Digital Media, SEO, SEM, Social, Affiliate.)

Oversee e-Mail strategy, Optimize CRM utilization and email marketing performance

Must understand and comply with the rules, regulations, policies, and procedures of Green Thumb

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Green Thumb Industries

Green Thumb | Health, Happiness & Wellbeing with Cannabis.