Digital Marketing Specialist

Job Title: Digital Marketing Specialist

Department: Digital Marketing

Reports to: Senior Digital Marketing Specialist

FSLA Status: Exempt

Location: Northeast (MD, PA, WV Preferred)

Position Summary:

This role reports to the NE Senior Digital Marketing Specialist and supports the Digital Marketing team within the Trulieve Marketing Department. The position is responsible for planning and executing omni‑channel CRM initiatives across email, SMS, push and mobile app messaging. Core responsibilities include managing promotional CRM campaigns, optimizing segmentation strategies, and building targeted customer audiences to support retention and engagement initiatives. This role will also develop and refine customer personas, design and execute end‑to‑end customer journeys, and leverage CRM insights to drive personalized messaging. Additional duties include coordinating localized communications, supporting product‑relevant targeting strategies, ensuring adherence to brand guidelines, and collaborating with cross‑functional and vendor partners daily.

Responsibilities

• Execute daily customer-facing communications through the Customer Data Platform (CDP), including email and SMS campaigns.
• Manage CRM audience segmentation by leveraging behavioral, demographic, and psychographic data to ensure precise targeting across markets.
• Produce weekly reporting on CRM and marketing campaign performance, highlighting key insights and trends.
• Collaborate with cross‑functional teams to develop CRM communication strategies for email and SMS channels.
• Write compelling copy for subject lines, preview text, and SMS messages, aligned with brand voice and campaign objectives.
• Monitor and analyze campaign results to identify performance wins, optimization opportunities, and gaps in strategy.
• Build, implement, and maintain CRM automations and workflows to support lifecycle marketing and enhance customer

Skillsets

• Attention to detail and commitment to exceptional execution (e.g., spotting spelling errors in creative content, ensuring design output aligns with the brief, identifying functional issues on landing pages, and segmentation criteria).
• Proactive approach to problem-solving.
• Ability to effectively multi-task and thrive in a collaborative, fast-paced environment.
• Excellent oral, written, and presentation communication skills.

What You’ll Need to Have:

• 2-3+ years of relevant experience in email and SMS, particularly in CPG, B2C e-Commerce & retail based businesses.
• Proficiency with an enterprise-level ESP (Experience with SendGrid or, Klaviyo, is a plus).
• Experience in creating, updating workflows, working with dynamic templates, and creating segments.
• Experience in a CRM or CDP
• A basic understanding of HTML, CSS, and responsive design.
• Experience in email reporting, with the ability to identify trends and translate data into actionable business insights.
• Project management skills (experience with Monday.com is a plus).
• The ability to multi-task and work collaboratively in a fast-paced environment.