Director of Visual Merchandising

Founded in 2020, FIKA’s origin is a lifestyle brand redefining cannabis retail including flagship locations in Toronto’s Union Station and Distillery District. The FIKA Company is the home of 20 + Canadian retail banners, with over 200+ stores across Ontario, Manitoba, Saskatchewan, Alberta, B.C., and Yukon. At FIKA we provide exceptional service in a variety of welcoming, intuitive, and diversified store environments, this has allowed The FIKA Company retail family to evolve into the destination for every type of cannabis consumer.

Reports To: EVP, Merchandising & Open Fields

Location: Toronto, ON

At FIKA, retail is more than a transaction—it’s an experience that makes people feel something. The Director, Visual Merchandising leads the creative and strategic vision for how FIKA’s retail banners show up in stores, translating brand identities, commercial priorities, product stories, seasonal programming, and customer insights into elevated, compliant retail experiences. As the senior visual merchandising expert, this role sets the vision, standards, systems, and operating model that drive consistent, high-impact experiences while preserving each banner’s distinct brand personality.

The Director partners with Marketing, Retail Operations, Purchasing, Merchandising, Commercial, Compliance, Construction, Licensed Producers, and other stakeholders to ensure every customer touchpoint is intentional, inspiring, educational, commercially effective, and unmistakably FIKA. This highly visible role is ideal for a strategic creative leader who understands how brand, customer experience, commercial performance, execution, and cannabis culture come together in great visual merchandising.

• Develop and own the enterprise-wide visual merchandising strategy across FIKA Company’s multi-banner retail portfolio.
• Establish a clear vision for how visual merchandising contributes to brand equity, customer experience, product discovery, education, and commercial performance.
• Translate enterprise business objectives, brand strategies, seasonal priorities, promotional programming, and category priorities into compelling visual merchandising strategies.
• Define visual merchandising principles, standards, and frameworks that create consistency across the enterprise while allowing each banner to maintain its unique brand expression.
• Act as the enterprise subject matter expert and strategic advisor for all visual merchandising-related initiatives.
• Build and continuously evolve the visual merchandising function, including processes, tools, standards, and ways of working.
• Build a strong internal network of visual merchandising champions across the enterprise.

• Lead the development of innovative, customer-centric visual merchandising concepts that bring cannabis culture, product stories, education, and brand experiences to life.
• Ensure every visual touchpoint supports the customer journey, from discovery and education through consideration and purchase.
• Partner with Brand and Marketing teams to translate brand campaigns, product launches, seasonal moments, and promotional priorities into impactful retail experiences.
• Develop visual storytelling strategies that balance creativity, education, accessibility, compliance, and commercial performance.
• Champion elevated, differentiated, and culturally relevant retail experiences that help FIKA stand apart in a competitive cannabis landscape.
• Stay ahead of emerging trends in retail, cannabis, culture, design, consumer behaviour, and experiential merchandising.

• Own and maintain the enterprise Visual Merchandising Playbook, including…