Digital Marketing Manager (Email/Affiliate)

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. They are seeking a highly strategic and performance-driven Digital Marketing Manager to lead the direction, integration, and performance of digital marketing across channels, with a primary focus on email and affiliate marketing. The role involves defining strategies, setting performance expectations, and ensuring effective execution of campaigns across various digital platforms.

Responsibilities:

• 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
• Drive strategy, direction, and performance across paid media, affiliate, and influencer channels
• 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
• 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
• 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
• 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
• 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
• 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
• 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
• 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 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

Requirements:

• 6 – 10+ years of experience in digital marketing, performance marketing, or e-commerce
• Strong experience across multiple digital channels (email, web, paid media, affiliate)
• In-depth email experience and affiliate management experience are requirements to succeed in this role
• Proven ability to develop strategy, set performance targets, and drive measurable outcomes
• Strong analytical skills and ability to translate data into actionable insights
• Experience managing or guiding cross-functional teams
• Experience working with agencies and external partners
• Strong communication and presentation skills