Overview
High Tide Inc. is one of the largest global cannabis and accessories companies, operating a diverse portfolio of e-commerce and retail brands across North America and Europe, including Canna Cabana, Smoke Cartel, Daily High Club, Nuleaf Naturals, and others.
We are seeking a Contract - Senior Digital Marketing Specialist to own the performance, health, and evolution of our digital marketing channels including email, web, social, loyalty related digital touchpoints, and paid media where applicable. This role functions at a senior level and is responsible for understanding how digital channels perform year over year, identifying trends and risks, and ensuring digital marketing initiatives are driving measurable business outcomes.
The Senior Digital Marketing Specialist is expected to lead with strong judgment and recommendations. They guide channel strategy by translating performance data into clear insights that inform campaign planning, and present a consolidated, executive-level view of digital performance to the leadership team.
This role plays a key part in leading integrated digital execution for major campaigns such as BFCM and 420, ensuring alignment across email, web, social, and paid channels.
Important: While this role is open to candidates based anywhere in Brazil, High Tide does not operate or market within Brazil. This role supports brands operating in North America and Europe. Resumes must be submitted in English. Portfolios or examples of work are encouraged.
This role requires working Toronto hours (9:00 AM – 5:30 PM EST) and being available during these hours for meetings, collaboration, and real-time communication.
Responsibilities
Digital Channel Performance Ownership
- Own the consolidated monthly digital performance deck across email, web marketing initiatives, social media (agency-delivered), and paid media (where applicable).
- Evaluate year-over-year and month-over-month performance trends, identifying material changes, risks, or opportunities, and proactively drive corrective action.
- Translate channel-level data into clear performance narratives that explain what happened, why it happened, and what actions are recommended.
- Guide meetings and collaboration with the Email Marketing Specialist, Digital Marketing Specialist, Social Media Coordinator, and external agencies to consolidate insights surfaced by these roles for reporting.
- Collaborate with the Marketing lead for Canna Cabana to integrate digital performance for campaign decks. Digital performance decks must be delivered within 2 weeks of campaign completion.
- Ensure leadership has confidence in digital performance narratives and decision-making.
Integrated Digital Campaign Leadership
- Lead digital strategy and coordination for major integrated campaigns (e.g. BFCM, 420, Holidays).
- Ensure alignment in timing, messaging and measurement across email, web, social, paid inputs, and loyalty touchpoints.
- Partner with marketing team members to ensure execution stays on track.
- Own the evaluation of integrated campaign effectiveness, beyond individual channel metrics.
Channel Strategy & Cross-Functional Collaboration
- Act as the primary escalation point for digital performance questions from leadership.
- Partner closely with:
- Email Marketing Specialist to understand email performance drivers and lifecycle trends.
- Digital Marketing Specialist to understand website, conversion, loyalty, and survey performance.
- Review social performance reporting provided by agency partners and translate results into insights for executive team.
- Collaborate with data and analytics teams to define data requirements, validate inputs, and ensure accuracy of reporting.
Paid Media Oversight & Briefing
- Own marketing-side accountability for paid media performance during active periods.
- Define campaign objectives, formats, and performance expectations for paid initiatives.
- Consolidate insights from email and web performance to inform paid campaign direction.
- Submit paid media briefs to content writers, including campaign context, messaging direction, and asset requirements.
- Evaluate paid media performance trends and recommend adjustments or de-prioritization as budgets change.
Loyalty & Customer Insights
- Own digital reporting on loyalty performance, including:
- Membership growth
- Engagement and usage trends
- Performance vs non-member behavior
- Ensure loyalty insights extend beyond coupon redemption to broader customer behavior.
- Use digital data to assess whether loyalty initiatives are contributing to revenue and retention.
AI-Enabled Insights, Planning, and Reporting
- Embed AI into digital reporting workflows to:
- Accelerate performance analysis and YoY comparisons.
- Benchmark results against historical data and industry norms.
- Identify emerging trends and underperformance earlier in planning cycles.
- Use AI to support campaign planning by reviewing past performance data, identifying patterns, and informing goal setting.
- Partner with other marketing roles to ensure AI outputs are grounded in accurate data and business context.
- Support the evolution of AI inputs over time to improve the quality and reliability of insights.
Qualifications
KPIs are set in collaboration with the Director of Marketing
- Email: MoM + YoY email revenue contribution, improvement, or maintenance of core email metrics (open rate, CTR, conversion rate). Improvement required where performance was below internal or industry benchmarks.
- Website: conversation rate + revenue (where applicable) for marketing-led initiatives such as landing pages, major campaigns (BFCM/420), and homepage features
- Paid ads (if applicable): ROAS, CPA
- Loyalty (reporting ownership): Monthly membership growth + usage of loyalty benefits (coupon redemption rate, member purchase frequency vs non-members)
Where KPIs are healthy, maintenance levels YoY are accepted. Where KPIs are below industry and competitor benchmarks, improvements are required.
This role will continue to evolve as marketing priorities, tools, and ways of working develop. Responsibilities may be adjusted over time in alignment with business needs and team structure.
About Us
High Tide Inc. is the leading community-grown, retail-forward cannabis enterprise engineered to unleash the full value of the world’s most powerful plant and is the second-largest cannabis retailer globally by store count⁷. High Tide (HITI) is uniquely-built around the cannabis consumer, with wholly-diversified and fully-integrated operations across all components of cannabis, including:
- Bricks & Mortar Retail: Canna Cabana™ is the largest cannabis retail chain in Canada, with 200+ current locations spanning British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and growing. In 2021, Canna Cabana became the first cannabis discount club retailer in the world.
- Retail Innovation: Fastendr™ is a unique and fully automated technology that employs retail kiosks to facilitate a better buying experience through browsing, ordering and pickup.
- Consumption Accessories: High Tide operates a suite of leading accessory e-commerce platforms across the world, including Grasscity.com, Smokecartel.com, Dailyhighclub.com, and Dankstop.com.
- E-commerce Platforms: High Tide operates a suite of leading accessory sites across the world, including Grasscity.com, Smokecartel.com, Dailyhighclub.com, and Dankstop.com.
CBD: High Tide continues to cultivate the possibilities of consumer CBD through Nuleafnaturals.com, FABCBD.com, blessedcbd.de and blessedcbd.co.uk.
Wholesale Distribution: High Tide keeps that cannabis category stocked with wholesale solutions via Valiant™.
Licensing: High Tide continues to push cannabis culture forward through fresh partnerships and license agreements under the Famous Brandz™ name.
High Tide consistently moves ahead of the currents, having been named one of Canada’s Top Growing Companies for the consecutive 5 years in a row by the Globe and Mail’s Report on Business Magazine, and was named as one of the top 10 performing diversified industries stocks in both 2022 and 2024 TSX Venture 50. High Tide was also ranked number one in the retail category on the Financial Times list of Americas’ Fastest Growing Companies for 2024.
To discover the full impact of High Tide, visit www.hightideinc.com. For investment performance, don’t miss the High Tide profile pages on SEDAR+ and EDGAR.
