Chief Marketing & Commerce Officer

ABOUT US

Terrabis is a leading privately held cannabis company with a bold growth strategy. Operating across both wholesale and retail channels, we are committed to delivering exceptional customer experiences while expanding access to cannabis through innovation, technology, and operational excellence. Join us as we continue to build the future of cannabis retail.

JOB SUMMARY

The Chief Marketing & Commerce Officer (CMCO) owns the full customer revenue engine at Terrabis, leading both marketing and direct-to-consumer commerce. This role is responsible for driving top-line revenue, strengthening brand presence, and building a unified omnichannel experience across digital and retail.

This leader connects marketing strategy, customer acquisition, eCommerce performance, and in-store/drive-thru (DT) experience into one cohesive function. They will oversee brand, digital marketing, CRM, eCommerce, and retail commerce initiatives, ensuring all efforts contribute to measurable business outcomes.

This is a highly cross-functional role that partners closely with Retail Operations, Merchandising, Technology/Data, and Finance to drive growth, improve conversion, and increase customer lifetime value.

RESPONSIBILITIES

Marketing Strategy & Brand Leadership

• Own the company’s marketing strategy, including brand positioning, customer acquisition, and retention
• Lead development of integrated campaigns across digital, retail, and wholesale channels
• Ensure consistent brand voice and customer experience across all touchpoints
• Partner with executive leadership to align marketing efforts with company growth goals

Commerce Strategy & Revenue Ownership

• Own performance and growth of all direct-to-consumer channels, including eCommerce, drive-thru, and in-store kiosks
• Define and execute a unified commerce strategy that connects digital and physical retail
• Establish and track KPIs including revenue, conversion rate, average order value, retention and customer lifetime value
• Drive initiatives that increase transaction size, frequency, and overall customer spend

Customer Acquisition & Lifecycle Marketing

• Oversee paid and organic acquisition channels, including digital advertising, SEO, and partnerships
• Lead CRM and lifecycle marketing strategy across email, SMS, and loyalty programs
• Build segmentation strategies to improve targeting, engagement, and retention
• Optimize the full customer journey from first interaction through repeat purchase

eCommerce & Digital Experience

• Oversee the performance and optimization of the eCommerce platform
• Improve site experience, navigation, product discovery, and conversion
• Lead digital merchandising strategy including product presentation, promotions, and category structure
• Drive testing and personalization initiatives to improve customer experience and revenue

Retail Commerce Integration

• Ensure alignment between digital and in-store experiences
• Partner with Retail Operations to optimize drive-thru and kiosk performance
• Support in-store initiatives that enhance customer experience and increase conversion
• Align promotions, pricing, and merchandising across all channels

Technology, Data & Analytics

• Oversee the marketing and commerce tech stack, including CRM, eCommerce platforms, and analytics tools
• Ensure systems are integrated and support a single view of the customer
• Build reporting frameworks and dashboards to track performance and inform decisions