The Social Media Content Strategist is responsible for supporting the development, execution, optimization, and growth of social media content across multiple brands and platforms. This role combines social media strategy, content planning, trend identification, audience development, creator coordination, publishing execution, and performance optimization to support brand awareness, engagement, and business objectives. 

The ideal candidate is highly knowledgeable in social media platforms, content trends, audience behavior, and digital storytelling. They will be responsible for identifying content opportunities, supporting content creation initiatives, managing social publishing activities, monitoring performance, and helping ensure content is optimized for maximum reach, engagement, and effectiveness across all social media channels. 

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: 

Social Media Strategy 

• Support the development and execution of social media strategies across multiple brands and platforms. 

• Identify opportunities to increase audience engagement, community growth, brand awareness, customer acquisition, and retention. 

• Ensure social media initiatives align with broader content, campaign, and business objectives. 

• Monitor competitor activity, platform developments, and industry trends to identify growth opportunities. 

Content Planning 

• Assist in the development and management of social media content calendars. 

• Coordinate content requirements across campaigns, product launches, promotional initiatives, and seasonal programs. 

• Support content planning activities by identifying content gaps, opportunities, and priorities. 

• Ensure content plans align with publishing schedules and campaign objectives. 

Content Ideation & Trend Identification 

• Generate content ideas, campaign recommendations, social-first concepts, and platform-specific content opportunities. 

• Research emerging trends, creator content, viral formats, and audience interests. 

• Monitor cultural moments and platform developments that may support brand engagement. 

• Recommend new content formats and creative approaches that improve performance and audience engagement. 

Content Publishing 

• Manage content publishing across social media platforms including Instagram, Facebook, TikTok, YouTube, X, LinkedIn, Pinterest, and emerging channels as required. 

• Schedule and publish content according to approved content calendars and campaign plans. 

• Ensure content is properly formatted and optimized for platform-specific requirements. 

• Maintain publishing accuracy, quality control, and adherence to established workflows.

Platform Optimization 

• Optimize content for engagement, reach, retention, audience growth, and overall channel performance. 

• Ensure content follows platform best practices and current content trends. 

• Support content repurposing initiatives to maximize content value across channels. 

• Recommend improvements to publishing strategies, content formats, and platform execution. 

Creator & Influencer Coordination 

• Support creator and influencer outreach initiatives. 

• Assist with creator identification, content planning, approvals, and publishing requirements. 

• Coordinate creator deliverables and content collection activities. 

• Ensure creator content aligns with campaign objectives and brand standards. 

Audience Engagement 

• Monitor comments, messages, reviews, tags, mentions, and social media conversations across channels. 

• Engage with audiences in accordance with brand guidelines and community standards. 

• Escalate customer service concerns, compliance issues, or reputation risks when necessary. 

• Support initiatives designed to increase audience participation and engagement. 

Community Insights 

• Monitor audience sentiment, engagement trends, and customer feedback. 

• Identify recurring audience questions, interests, and opportunities for future content. 

• Share audience insights with creative and content teams to improve content development. 

• Support social listening and competitive monitoring activities. 

Performance Tracking 

• Monitor and analyze social media performance metrics including engagement, reach, impressions, views, audience growth, click-through rates, and conversions. 

• Evaluate content effectiveness across brands, campaigns, and platforms. 

• Identify top-performing content and opportunities for improvement. 

Performance Optimization 

• Use social media analytics and audience insights to improve content performance. 

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

• Support testing initiatives designed to improve engagement and audience growth. 

• Stay informed of algorithm updates, platform changes, and evolving best practices. 

Reporting & Insights 

• Prepare regular social media performance reports and content summaries. 

• Present findings, recommendations, and opportunities for improvement. 

• Support campaign recaps, content audits, and performance reviews. 

• Demonstrate how social media initiatives contribute to broader business objectives. 

Internal Collaboration 

• Work closely with content strategists, designers, videographers, editors, marketing stakeholders, and external partners. 

• Participate in campaign planning, content development, and creative reviews. 

• Ensure social media requirements are incorporated into content planning and production activities. 

Content Production Support 

• Provide platform-specific recommendations during content planning and production. 

• Support content shoots, creator initiatives, product launches, and marketing activations when required. 

• Assist in preparing content for publication and distribution. 

• Ensure social media content aligns with approved creative direction and brand standards. 

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

• 3+ years of experience in social media, content marketing, digital marketing, community management, or related fields. 

• Strong understanding of major social media platforms, content trends, audience development, and platform best practices. 

• Experience managing social media content calendars, publishing schedules, and platform execution. 

• Strong copywriting, communication, and content planning skills. 

• Experience utilizing social media analytics and performance data to guide strategic recommendations. 

• Familiarity with social media scheduling, publishing, listening, and analytics platforms. 

• Strong organizational skills with the ability to manage multiple projects simultaneously. 

• Excellent communication and stakeholder management skills. 

Preferred (Not Required) 

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

• Experience coordinating creators, influencers, contractors, or external content partners. 

• Familiarity with content production workflows including photography, videography, short-form video, and creator content. 

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

• Knowledge of social listening, audience research, and trend monitoring tools. 

• Portfolio or examples demonstrating successful social media campaigns, audience growth initiatives, and content performance improvements. 

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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