The Senior Integrated Media Content Designer is a senior creative leader responsible for establishing and maintaining the visual direction, creative standards, and integrated content strategy across multiple brands and media channels. Acting as the lead creative authority for content initiatives, this role combines art direction, graphic design, visual storytelling, campaign development, and content strategy to create compelling customer experiences that support business objectives. 

The ideal candidate is an experienced designer and creative thinker with a strong background in branding, integrated campaign development, photography and video art direction, digital design, and content creation. They will lead the visual development of campaigns and content initiatives while ensuring all creative output aligns with the company's brand standards, customer experience goals, and creative vision.

Without restricting the generality of the above-stated basic functions, this position shall perform such duties and responsibilities as may be assigned including but not restricted to the following: 

Creative Leadership 

• Establish and maintain the creative vision for integrated content initiatives across all brands and media channels. 

• Lead the visual development of campaigns, content series, product launches, promotional initiatives, and brand-building activities. 

• Translate business objectives into compelling visual concepts, creative platforms, and customer-facing experiences. 

• Drive creative excellence across all content channels while maintaining consistency and quality. 

Branding & Design 

• Provide art direction for photography, videography, motion graphics, social media content, digital advertising, retail marketing materials, creator content, packaging support, and e-commerce assets. 

• Direct creative execution from concept development through final production. 

• Collaborate with producers, videographers, editors, designers, photographers, and creators to ensure visual concepts are executed effectively. 

• Guide content creation teams during pre-production, production, and post-production activities. 

• Develop and maintain visual identity systems, content frameworks, campaign toolkits, and creative standards. 

• Ensure consistency across all customer-facing creative assets and communication channels. 

• Establish scalable design systems that support content production efficiency and brand consistency. 

• Champion strong visual storytelling and design best practices throughout the organization. 

Content Ideation & Innovation 

• Lead the development of innovative content concepts, campaign ideas, creative executions, and storytelling approaches. 

• Identify opportunities to leverage emerging content formats, creative technologies, and media platforms. 

• Encourage experimentation and continuous improvement across content initiatives. 

• Stay informed of design, content, photography, video, and digital media trends. 

Content Strategy Development 

• Collaborate with internal stakeholders to develop integrated content strategies that support marketing, retail, e-commerce, product development, and branding objectives. 

• Establish content pillars, campaign frameworks, and audience engagement strategies. 

• Develop channel-specific and cross-channel content approaches that align with broader business goals. 

Campaign Development 

• Lead the development of campaign concepts, content themes, promotional initiatives, and integrated creative platforms. 

• Create creative briefs and strategic direction for launches, seasonal campaigns, retail activations, and brand initiatives. 

• Ensure all content initiatives support business objectives and deliver a consistent customer experience. 

Brand Storytelling 

• Drive compelling visual storytelling that strengthens customer engagement, loyalty, and brand affinity. 

• Ensure content reflects the company's voice, values, positioning, and customer experience objectives. 

• Identify opportunities to enhance brand storytelling through new creative \ 

Team Leadership 

• Lead and provide creative direction to content strategists, producers, editors, designers, creators, and external partners. 

• Foster a collaborative, innovative, and performance-driven team culture. 

• Support professional development through mentorship, coaching, and creative leadership. 

• Establish creative processes, standards, and workflows that support efficient execution. 

Cross-Department Collaboration 

• Work closely with Design, Marketing, Retail Operations, E-commerce, Product Development, Procurement, and external partners to align creative initiatives with business objectives. 

• Participate in integrated planning sessions and campaign development activities. 

• Act as a key creative stakeholder for brand, campaign, and content initiatives. 

Production Oversight 

• Oversee content production from concept development through final delivery. 

• Participate in pre-production planning including creative briefs, shot planning, storyboards, content requirements, and production direction. 

• Ensure content is delivered on time, within scope, and to established creative standards. 

• Support efficient production workflows and content utilization across channels. 

Creative Quality Control 

• Review and approve creative deliverables across all media channels. 

• Ensure content meets established standards for visual quality, messaging, brand consistency, and customer experience. 

• Maintain quality standards across internal teams, contractors, creators, and external partners. 

Content Performance Monitoring 

• Monitor content performance across channels including engagement, reach, audience growth, traffic, conversion, and retention metrics. 

• Evaluate the effectiveness of creative initiatives and campaign performance. 

• Collaborate with content strategists to identify opportunities for optimization and improvement. 

Reporting & Strategic Optimization 

• Utilize data, audience insights, and business results to refine creative strategies and improve effectiveness. 

• Present content performance insights, recommendations, and strategic updates to senior leadership. 

• Support annual planning, forecasting, budgeting, and performance review processes. 

Resource Planning 

• Support content planning and prioritization across multiple brands and initiatives. 

• Assist in allocating creative resources to maximize impact and efficiency. 

• Support production forecasting and capacity planning activities. 

Contractor & Creator Oversight 

• Collaborate with contractors, creators, agencies, photographers, videographers, and other external partners as required. 

• Review external deliverables to ensure alignment with company standards and creative objectives. 

• Identify opportunities to improve efficiency, scalability, and creative output through external partnerships. 

• Bachelor's degree in Graphic Design, Visual Communications, Advertising Design, Digital Design, or a related field, or equivalent professional experience. 

• 5+ years of professional graphic design, creative direction, branding, or integrated design experience. 

• Proven experience leading integrated creative initiatives across multiple channels and brands. 

• Strong portfolio demonstrating graphic design, branding, campaign development, content design, art direction, and creative leadership expertise. 

• Advanced proficiency in Adobe Creative Suite, including Photoshop, Illustrator, InDesign, and related creative tools. 

• Strong understanding of typography, layout, composition, branding, visual communication, and design systems. 

• Experience art directing photography, videography, motion graphics, and integrated content campaigns. 

• Strong understanding of digital content ecosystems, audience engagement, and content performance metrics. 

• Excellent communication, presentation, organizational, and leadership skills. 

• Ability to manage multiple priorities and complex projects simultaneously. 

Preferred (Not Required) 

• Experience managing multi-brand creative programs. 

• Experience leading content production teams, contractors, or agency partners. 

• Experience working with retail, e-commerce, cannabis, CBD, consumer packaged goods, or lifestyle brands. 

• Familiarity with content management, analytics, project management, and creative workflow platforms. 

• Experience utilizing AI-powered tools for content development, creative ideation, and production efficiency. 
• Portfolio demonstrating successful integrated campaigns, brand development, and measurable business impact.  

High Tide Inc. is the leading community-grown, retail-forward cannabis enterprise engineered to unleash the full value of the world’s most powerful plant and is the second-largest cannabis retailer globally by store count⁷. High Tide (HITI) is uniquely-built around the cannabis consumer, with wholly-diversified and fully-integrated operations across all components of cannabis, including:

• Bricks & Mortar Retail: Canna Cabana™ is the largest cannabis retail chain in Canada, with 195 current locations spanning British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and growing. In 2021, Canna Cabana became the first cannabis discount club retailer in the world.
• Retail Innovation: Fastendr™ is a unique and fully automated technology that employs retail kiosks to facilitate a better buying experience through browsing, ordering and pickup.
• Consumption Accessories: High Tide operates a suite of leading accessory e-commerce platforms across the world, including Grasscity.com, Smokecartel.com, Dailyhighclub.com, and Dankstop.com.
• E-commerce Platforms: High Tide operates a suite of leading accessory sites across the world, including Grasscity.com, Smokecartel.com, Dailyhighclub.com, and Dankstop.com.

CBD: High Tide continues to cultivate the possibilities of consumer CBD through Nuleafnaturals.com, FABCBD.com, blessedcbd.de and blessedcbd.co.uk.

Wholesale Distribution: High Tide keeps that cannabis category stocked with wholesale solutions via Valiant™.

Licensing: High Tide continues to push cannabis culture forward through fresh partnerships and license agreements under the Famous Brandz™ name.

High Tide consistently moves ahead of the currents, having been named one of Canada’s Top Growing Companies in 2021, 2022, 2023 and 2024 by the Globe and Mail’s Report on Business Magazine, and was named as one of the top 10 performing diversified industries stocks in both 2022 and 2024 TSX Venture 50. High Tide was also ranked number one in the retail category on the Financial Times list of Americas’ Fastest Growing Companies for 2024.

To discover the full impact of High Tide, visit www.hightideinc.com. For investment performance, don’t miss the High Tide profile pages on SEDAR+ and EDGAR.

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