Digital Marketing Manager (52)

Digital Marketing Manager

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.

We are seeking a highly strategic and performance-driven Digital Marketing Manager to lead the direction, integration, and performance of digital marketing across channels. This role is responsible for setting digital strategy, defining performance expectations, and ensuring campaigns are executed effectively across email, web, paid, affiliate, and social.

This is a senior role that requires strong judgment, initiative, and a clear point of view. The Digital Marketing Manager is expected to bring forward ideas, connect insights across channels, and guide teams toward stronger performance outcomes.

This role ensures campaigns are executed as true omni-channel initiatives by defining how they come to life across channels, what is prioritized within each, and how they work together to drive results.

Email is the primary focus of this role and a core revenue driver. Affiliate and paid marketing are a secondary area of ownership, with responsibility for defining strategy, identifying growth opportunities, and providing direction to the Performance Marketing Specialist to scale the channel effectively, alongside oversight of paid and influencer efforts as supporting channels.

In addition to leading strategy and performance, this role will step in to support execution or operational responsibilities when required to ensure delivery and continuity across the team.

Responsibilities

What You'll Do

Email Strategy & Performance (Primary Focus Area)

• Own the strategic direction of email marketing across all brands, ensuring it remains a consistent and growing revenue-driving channel.
• Define campaign approach, lifecycle strategy, and testing priorities based on performance and customer behavior.
• Monitor performance across revenue contribution, engagement, and conversion, identifying clear opportunities for improvement.
• Provide direction to the Email Marketing Specialist on what to optimize, test, and scale.
• Ensure email is fully aligned with broader campaign strategy and integrated with web, paid, affiliate, and social channels.
• Step in to support execution or troubleshooting when needed.

Performance Marketing (Paid, Affiliate & Influencer)

Affiliate Marketing

• Manage the strategic direction of affiliate marketing across all brands.
• Define how affiliate contributes to customer acquisition and revenue growth.
• Identify opportunities to scale the channel through:
• Partner expansion and recruitment.
• Improved commission structures.
• Campaign integration and placement strategy.
• Provide clear direction to the Performance Marketing Specialist on:
• Partner prioritization.
• Campaign alignment.
• Optimization opportunities.
• Evaluate partner performance and identify:
• Top-performing partners to scale.
• Underperforming partners to optimize or replace.
• Ensure affiliate is integrated into campaign planning and contributes meaningfully to overall performance.
• Bring forward ideas to grow affiliate contribution and efficiency.

Paid Media

• Define when and how paid media should be used to support campaigns.
• Set expectations for performance including ROAS, CPA, and conversion contribution.
• Provide direction on creative, messaging, and audience targeting.
• Translate campaign strategy into clear briefs for execution.
• Evaluate performance and recommend optimization or adjustments.

Influencer Marketing

• Provide direction on influencer strategy and role within campaigns.
• Guide expectations for content, messaging, and audience alignment.
• Evaluate performance and provide feedback on effectiveness.
• Ensure influencer efforts align with broader marketing strategy.

Set Digital Strategy, Goals & Performance Expectations

• Define the role of each digital channel (email, web, paid, affiliate, social) within the broader marketing strategy.
• Establish clear performance targets and KPIs across channels in alignment with business goals.
• Develop quarterly digital plans outlining priorities, opportunities, and expected outcomes.
• Identify growth opportunities, risks, and areas for improvement based on performance data and market trends.
• Ensure digital strategy evolves based on results, customer behavior, and competitive activity.

Lead Cross-Channel Integration & Campaign Planning

• Ensure campaigns are supported by a clear, integrated digital strategy across all channels.
• Define how channels should work together to drive awareness, engagement, and conversion.
• Partner with brand and communications to align campaign messaging with channel execution.
• Identify gaps in campaign support (e.g., missing content, insufficient coverage, misaligned messaging) and provide direction to address them.
• Ensure consistency and alignment across email, web, paid, affiliate, and social.

Provide Content Direction & Channel Guidance

• Define what content is required to support marketing objectives across channels.
• Provide clear direction to social teams and agency partners on:
• What content is needed
• What is performing vs not performing
• How content should evolve based on results
• Establish expectations for content volume, focus areas, and messaging priorities in collaboration with brand/communications.
• Ensure content aligns with campaign goals, customer needs, and performance objectives.

Analyze Performance & Drive Decision-Making

• Consolidate performance insights across email, web, paid, affiliate, and social channels.
• Translate data into clear, actionable recommendations.
• Identify trends, patterns, and performance drivers across campaigns and channels.
• Present monthly performance updates to marketing leadership, including:
• What worked
• What didn't
• Why
• What should change
• Use insights to inform future planning, investment decisions, and campaign strategy.

Lead & Support Digital Marketing Team

• Manage and guide the digital marketing team (Email Marketing Specialist, Digital Marketing Specialist, Performance Marketing Specialist, Social Media Specialist, etc.)
• Set expectations, priorities, and performance standards across the team.
• Ensure team members are aligned with overall strategy and delivering against goals.
• Provide direction, feedback, and support to improve output and performance.
• Step in to support execution, analysis, or operational tasks when needed to ensure continuity and delivery.

Use AI to Improve Planning, Analysis & Efficiency

• Use AI to support:
• Campaign planning and ideation.
• Performance analysis and trend identification.
• Competitive benchmarking
• Reporting efficiency and insight generation.
• Structure inputs to improve quality and relevance of outputs.
• Apply judgment to validate outputs and ensure alignment with brand, strategy, and business context.

How Success is Measured

Overall Digital Performance

• Year-over-year growth in total digital revenue contribution.
• Improvement in blended conversion rate across digital channels.
• Improvement in efficiency metrics (e.g., cost per acquisition, return on spend where applicable).

Channel Performance

• Email revenue contribution and engagement metrics.
• Website conversion rate and performance of marketing-driven experiences.
• Paid media performance (ROAS, CPA, conversion contribution).

Affiliate Performance

• Affiliate revenue contribution and growth.
• Conversion rate from affiliate traffic.
• Average order value from affiliate channel.
• Number of active and high-performing affiliate partners.
• Revenue contribution from top partners vs long-tail expansion.

Campaign Effectiveness

• Performance of campaigns across channels relative to