The Senior Integrated Media Content Strategist is responsible for leading the planning, coordination, execution, and optimization of integrated content initiatives across multiple brands, channels, and media platforms. This role serves as the strategic and operational counterpart to the Senior Integrated Media Content Designer, ensuring creative concepts are translated into actionable content plans, production schedules, publishing strategies, and measurable business results. 

The ideal candidate is a highly organized content strategist with expertise in content planning, copywriting, editorial development, workflow management, analytics, and integrated campaign execution. They will oversee content calendars, creator initiatives, content distribution, performance reporting, and cross-functional coordination while ensuring all content aligns with brand objectives and creative direction.

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: 

Lead Integrated Content Strategy 

• Collaborate with the Senior Integrated Media Content Designer and cross-functional stakeholders to develop integrated content strategies supporting marketing, retail, e-commerce, product development, and branding objectives. 

• Establish content pillars, editorial frameworks, and audience engagement strategies across multiple brands and channels. 

• Develop channel-specific and cross-channel content approaches aligned with business objectives. 

• Ensure content strategies support customer acquisition, retention, engagement, and brand awareness goals. 

Campaign Planning & Development 

• Support the development of campaign concepts, content themes, product launches, promotional initiatives, retail activations, and integrated marketing programs. 

• Develop strategic content recommendations based on audience insights, platform opportunities, and business priorities. 

• Translate creative direction into actionable content plans and execution requirements. 

• Ensure content initiatives support broader business objectives and campaign goals. 

Content Calendar Management 

• Develop and manage monthly, quarterly, and campaign-specific content calendars. 

• Coordinate content priorities across brands, departments, and stakeholders. 

• Ensure content production schedules align with publishing requirements and campaign timelines. 

• Manage content planning processes to ensure projects remain on track and properly resourced. 

Copywriting & Content Development 

• Develop captions, scripts, campaign copy, content briefs, creative direction documents, and content recommendations. 

• Ensure messaging aligns with brand standards, audience expectations, regulatory requirements, and business objectives. 

• Collaborate with creative teams to ensure content execution supports strategic goals. 

• Review content for accuracy, consistency, and effectiveness prior to publication. 

Creator & Influencer Strategy 

• Support creator and influencer programs across multiple brands. 

• Identify creator partnership opportunities that align with brand objectives and content needs. 

• Coordinate creator requirements, deliverables, approvals, and publishing schedules. 

• Assist with creator onboarding, relationship management, and content planning. 

Content Distribution Strategy 

• Develop publishing strategies and content deployment plans across social media and digital channels. 

• Ensure content is optimized for channel-specific requirements and audience behaviors. 

• Coordinate content distribution activities across multiple platforms and brands. 

• Identify opportunities to maximize content reach and performance. 

Content Workflow Management 

• Act as the primary coordinator for integrated content planning and execution activities. 

• Manage project timelines, production schedules, approvals, content requests, and deliverable tracking. 

• Coordinate activities between designers, videographers, editors, content strategists, creators, and stakeholders. 

• Ensure content initiatives are completed on schedule and according to established priorities. 

Traffic & Resource Coordination 

• Monitor team workload, content requirements, and production capacity. 

• Prioritize content requests and allocate resources based on business objectives. 

• Identify workflow improvements that increase efficiency and content output. 

• Support forecasting and planning for upcoming campaigns and initiatives. 

Content Asset Management 

• Maintain content libraries, asset repositories, campaign documentation, and project records. 

• Ensure content assets are organized, accessible, and properly maintained. 

• Support content repurposing and cross-channel utilization initiatives. 

• Establish processes that improve content organization and accessibility. 

Performance Monitoring 

• Monitor key performance indicators including engagement, reach, audience growth, traffic, conversion, retention, and content effectiveness. 

• Analyze content performance across brands, campaigns, and channels. 

• Identify trends, opportunities, and areas for improvement. 

Strategic Optimization 

• Use analytics, audience insights, and performance data to refine content strategies and improve results. 

• Recommend adjustments to content formats, publishing schedules, creator initiatives, and distribution strategies. 

• Support testing initiatives designed to improve engagement and content effectiveness. 

• Stay informed of platform updates, audience behavior trends, and content best practices. 

Reporting & Business Insights 

• Develop regular content performance reports and executive summaries. 

• Present findings, recommendations, and strategic insights to leadership teams. 

• Demonstrate how content initiatives contribute to business objectives and organizational priorities. 

• Support annual planning, forecasting, and performance review activities. 

Stakeholder Management 

• Collaborate closely with Design, Marketing, Retail Operations, E-commerce, Product Development, Procurement, and external partners. 

• Ensure content initiatives align with broader business objectives and campaign priorities. 

• Act as a key point of contact for content planning and execution activities. 

Campaign Support 

• Support the planning and execution of product launches, retail activations, seasonal campaigns, promotional programs, and brand-building initiatives. 

• Ensure content requirements are identified and communicated early in the planning process. 

• Coordinate integrated campaign execution across multiple channels and teams. 

Content Planning Support 

• Assist in forecasting content requirements and production needs. 

• Support content prioritization and resource planning activities. 

• Monitor project scope, content requirements, and production demands. 

• Help maximize content output while maintaining quality standards. 

Contractor & Vendor Coordination 

• Coordinate with creators, contractors, agencies, freelancers, and external partners as required. 

• Track deliverables, timelines, and content requirements. 

• Ensure external partners meet established content standards and deadlines. 

• Support vendor and creator relationship management activities. 

• Bachelor's degree in Marketing, Communications, Digital Media, Journalism, Advertising, Business, or a related field, or equivalent professional experience. 

• 5+ years of experience in content strategy, content marketing, social media, digital marketing, editorial planning, or related fields. 

• Proven experience developing and executing integrated content strategies across multiple channels and brands. 

• Strong copywriting, content planning, editorial development, and communication skills. 

• Experience managing content calendars, workflows, content production schedules, and cross-functional projects. 

• Strong understanding of social media platforms, content ecosystems, audience development, and content performance metrics. 

• Experience utilizing analytics and performance data to guide strategic decisions. 

• Excellent organizational, communication, project management, and stakeholder management skills. 

• Ability to manage multiple priorities and deadlines simultaneously. 

Preferred (Not Required) 

• Experience managing multi-brand content programs. 

• Experience coordinating creators, influencers, contractors, or agency partners. 

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

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

• Experience utilizing AI-powered tools for content planning, workflow management, and optimization. 

• Portfolio or examples demonstrating successful content strategy, campaign execution, audience growth, and measurable business results. 

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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