Digital Marketing Manager; Email​/Affiliate

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.

We are seeking a highly strategic and performance-driven Digital Marketing Manager (Email/Affiliate) 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. Must have email/affiliate experience.

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.

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)

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

Affiliate Marketing - Required skill set

• 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…