Senior Digital Marketing Manager

ROLE OVERVIEW :

You will own the end-to-end digital marketing strategy for company's US audience - from organic acquisition and compliance-safe paid channels to email, SMS, influencer, and community growth. You will lead and mentor two junior marketers and report directly to the founding team.

KEY RESPONSIBILITIES :

- Develop and execute a comprehensive digital marketing strategy targeting the US vape market while fully complying with FDA, FTC, PACT Act, and platform-specific advertising policies

- Identify and leverage compliant advertising channels (age-gated programmatic, adult content networks, endemic trade publications, and approved DSPs) since mainstream platforms (Google Ads, Meta, TikTok, Snapchat) prohibit vape advertising

- Lead SEO strategy : technical audits, keyword research for age-restricted product categories, link building, and content calendar aligned with E-E-A-T guidelines

- Build and manage performance-driven email marketing programs with proper 21+ age-gating, CAN-SPAM compliance, and behavioral segmentation using platforms such as Klaviyo or Mailchimp

- Design SMS marketing campaigns in compliance with TCPA regulations, including opt-in flows, frequency caps, and opt-out management

- Own affiliate marketing program - recruit, onboard, and manage vetted US-based affiliates operating within FDA and FTC disclosure guidelines

- Develop influencer marketing strategy : identify compliant micro and macro influencers in the vaping/lifestyle space, manage contracts, brief creators on FTC disclosure requirements, and monitor content for compliance

- Oversee community building and organic social presence on platforms that permit age-restricted content (Reddit communities, Discord servers, YouTube with age restrictions enabled)

- Track and report on US-specific KPIs : CAC, LTV, ROAS, email open/click rates, organic traffic growth, and conversion rates by channel

- Monitor competitive landscape in the US vape market including pricing, promotional strategies, and new product launches

- Manage marketing budget allocation across channels; optimize spend based on performance data

- Recruit, train, and manage two junior Digital Marketing Executives; set OKRs and conduct regular performance reviews

- Stay updated on evolving US state-level vape regulations (flavor bans, online sales restrictions, shipping laws) and adapt marketing strategy accordingly

- Coordinate with the product and logistics team to align marketing with stock availability, new launches, and US seasonal peaks (4/20, Black Friday, etc.)

REQUIRED SKILLS & EXPERIENCE :

- 4 - 5 years of hands-on digital marketing experience; prior experience in age-restricted, regulated, or compliance-heavy industries (vape, cannabis, alcohol, tobacco, CBD, firearms) strongly preferred

- Deep understanding of US vaping regulations : FDA deeming rule, PACT Act, state-level restrictions, and platform advertising policies for nicotine/tobacco products

- Proven SEO expertise : ability to rank in competitive US markets using white-hat techniques, technical SEO, and content strategy

- Strong email marketing skills with Klaviyo, Mailchimp, or similar ESP; experience with list segmentation, automation flows, and deliverability optimization

- Hands-on experience with SMS marketing platforms (Postscript, Attentive, or similar) and knowledge of TCPA compliance

- Experience running affiliate programs via platforms like ShareASale, Impact, or PartnerStack

- Influencer marketing experience including FTC disclosure compliance, content briefing, and ROI tracking

- Proficient in Google Analytics 4, Google Search Console, and SEO tools (Ahrefs, SEMrush, or Moz)

- Experience with Shopify or similar e-commerce platforms; understanding of conversion rate optimization

- Strong copywriting and content strategy skills for product descriptions, email sequences, blog posts, and social captions aligned with brand voice

- Ability to work US business hours overlap (IST evening shift) for team meetings and US market coordination

- Experience managing or mentoring junior team members

NICE TO HAVE :

- Prior experience working with US-based vape, nicotine pouch, or e-liquid brands

- Knowledge of PACT Act compliance for online vape sales and shipping carriers (UPS, FedEx policies on vape shipments)

- Familiarity with programmatic DSPs that allow adult/age-restricted ad targeting (e.g., TrafficJunky, ExoClick, or specialized vape ad networks)

- Experience with loyalty programs and referral marketing tools

- Basic knowledge of paid search alternatives : Microsoft Ads (Bing), which has more permissive nicotine advertising policies than Google

- Understanding of US market nuances : flavor ban states (Massachusetts, New York, etc.), age verification tools, and online shipping compliance

JOB DETAILS :

Position : Senior Digital Marketing Manager

Experience : 4 - 5 Years

Employment Type : Full-Time

Location : Ahmedabad, Gujarat, India (On-site)

Market Focus : United States of America

Reporting To : Founders / Business Head

Team Size : Will manage 2 Junior Digital Marketing Executives

Industry : E-Commerce | Vaping & Nicotine Products

WHAT WE OFFER :

- Competitive salary with performance-linked incentives

- Opportunity to build and lead a digital marketing team from the ground up

- Direct exposure to the high-growth US vaping and nicotine products market

- Collaborative, fast-paced startup environment with ownership and autonomy

- Continuous learning support - tools, courses, and industry resources provided