The Opportunity
Reporting to the Head of Portfolio and Brand Strategy, the Social Media & Digital Marketing Manager is responsible for developing and executing integrated digital marketing strategies that strengthen brand awareness, drive consumer and budtender engagement, and support business growth.
This role manages all social media channels, digital campaigns, content strategy, influencer partnerships, website performance, email marketing, and paid media initiatives while ensuring alignment with brand objectives and regulatory requirements.
The ideal candidate is a creative storyteller, data-driven marketer, and strategic thinker with a strong understanding of digital platforms, consumer behavior, content trends, and marketing analytics.
Key Responsibilities
Social Media Strategy & Management
Develop and execute comprehensive social media strategies across platforms including Instagram, Facebook, TikTok, YouTube, X, and emerging channels.
Create and manage content calendars that align with business priorities, product launches, seasonal campaigns, and brand initiatives.
Monitor social media trends, platform updates, and competitor activity to identify opportunities for growth and engagement.
Manage community engagement, responding to comments, messages, and inquiries in a timely, on-brand, and professional manner.
Build and maintain relationships with influencers, brand ambassadors, creators, and strategic partners.
Content Marketing
Lead the development of engaging content including videos, graphics, photography, blog articles, email campaigns, and digital advertising assets.
Collaborate with internal teams and external agencies to produce consistent, high-quality content.
Ensure all content reflects brand standards, tone of voice, and compliance requirements.
Optimize content for audience engagement and reach.
Digital Marketing & Campaign Management
Plan, execute, and optimize digital marketing campaigns across paid, owned, and earned channels.
Manage paid media initiatives, including social advertising, display advertising, search marketing, and retargeting campaigns.
Oversee email marketing programs, customer journeys, and audience segmentation strategies.
Support website content updates, SEO initiatives, and landing page optimization.
Analytics & Performance Reporting
Monitor campaign performance using analytics platforms and marketing dashboards.
Track key performance indicators including reach, engagement and traffic
Provide regular performance reports, insights, and recommendations to leadership.
Utilize data to continuously improve content strategy, media investments, and consumer engagement.
Brand Building & Innovation
Identify emerging digital marketing trends, technologies, and best practices.
Recommend new opportunities to increase brand visibility and customer acquisition.
Support product launches, promotional campaigns, events, and sponsorship activations.
Ensure all marketing activities support overall business objectives and brand growth.
Qualifications
Education
Bachelor's degree in Marketing, Communications, Business, Digital Media, or a related field.
Experience
5+ years of experience in social media management, digital marketing, or integrated marketing.
Experience managing multi-channel marketing campaigns.
Proven success growing social media audiences and increasing engagement.
Experience with paid digital advertising and marketing automation platforms.
Experience working in a regulated industry is considered an asset.
Technical Skills
Proficiency with social media management tools (Sprout Social, Hootsuite, Later, etc.).
Understanding of SEO, SEM, content marketing, and website optimization.
Experience with Canva, Adobe Creative Suite, or equivalent creative tools.
Core Competencies
Strategic Thinking
Creativity and Storytelling
Project Management
Data Analysis and Reporting
Strong Written and Verbal Communication
Stakeholder Management
Content Creation and Content Planning
Collaboration and Teamwork
Adaptability and Innovation
Results Orientation
Social Media & Digital Marketing Manager • Toronto, ON
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