Digital Marketing Manager

What You’ll Do

• Own the strategic direction of email marketing across all brands, ensuring it remains a consistent and growing revenue-driving channel.
• Define campaign approach, lifecycle strategy, and testing priorities based on performance and customer behavior.
• Monitor performance across revenue contribution, engagement, and conversion, identifying clear opportunities for improvement.
• Provide direction to the Email Marketing Specialist on what to optimize, test, and scale.
• Ensure email is fully aligned with broader campaign strategy and integrated with web, paid, affiliate, and social channels.
• Step in to support execution or troubleshooting when needed.

• Manage the strategic direction of affiliate marketing across all brands.
• Define how affiliate contributes to customer acquisition and revenue growth.
• Identify opportunities to scale the channel through:
• • Partner expansion and recruitment.
  • Improved commission structures.
  • Campaign integration and placement strategy.
• Provide clear direction to the Performance Marketing Specialist on:
• • Partner prioritization.
  • Campaign alignment.
  • Optimization opportunities.
• Evaluate partner performance and identify:
• • Top-performing partners to scale.
  • Underperforming partners to optimize or replace.
• Ensure affiliate is integrated into campaign planning and contributes meaningfully to overall performance.
• Bring forward ideas to grow affiliate contribution and efficiency.

Paid Media

• Define when and how paid media should be used to support campaigns.
• Set expectations for performance including ROAS, CPA, and conversion contribution.
• Provide direction on creative, messaging, and audience targeting.
• Translate campaign strategy into clear briefs for execution.
• Evaluate performance and recommend optimization or adjustments.

Influencer Marketing

• Provide direction on influencer strategy and role within campaigns.
• Guide expectations for content, messaging, and audience alignment.
• Evaluate performance and provide feedback on effectiveness.
• Ensure influencer efforts align with broader marketing strategy.

• Define the role of each digital channel (email, web, paid, affiliate, social) within the broader marketing strategy.
• Establish clear performance targets and KPIs across channels in alignment with business goals.
• Develop quarterly digital plans outlining priorities, opportunities, and expected outcomes.
• Identify growth opportunities, risks, and areas for improvement based on performance data and market trends.
• Ensure digital strategy evolves based on results, customer behavior, and competitive activity.

• Ensure campaigns are supported by a clear, integrated digital strategy across all channels.
• Define how channels should work together to drive awareness, engagement, and conversion.
• Partner with brand and communications to align campaign messaging with channel execution.
• Identify gaps in campaign support (e.g., missing content, insufficient coverage, misaligned messaging) and provide direction to address them.
• Ensure consistency and alignment across email, web, paid, affiliate, and social.

• Define what content is required to support marketing objectives across channels.
• Provide clear direction to social teams and agency partners on:
• • What content is needed
  • What is performing vs not performing
  • How content should evolve based on results
• Establish expectations for content volume, focus areas, and messaging priorities in collaboration with brand/communications.
• Ensure content aligns with campaign goals, customer needs, and performance objectives.

Analyze Performance & Drive Decision-Making

• Consolidate performance insights across email, web, paid, affiliate, and social channels.
• Translate data into clear, actionable recommendations.
• Identify trends, patterns, and performance drivers across campaigns and channels.
• Present monthly performance updates to marketing leadership, including:
• • What worked
  • What didn’t
  • Why
  • What should change
• Use insights to inform future planning, investment decisions, and campaign strategy.

Lead & Support Digital Marketing Team

• Manage and guide the digital marketing team (Email Marketing Specialist, Digital Marketing Specialist, Performance Marketing Specialist, Social Media Specialist, etc.)
• Set expectations, priorities, and performance standards across the team.
• Ensure team members are aligned with overall strategy and delivering against goals.
• Provide direction, feedback, and support to improve output and performance.
• Step in to support execution, analysis, or operational tasks when needed to ensure continuity and delivery.

Use AI to Improve Planning, Analysis & Efficiency

• Use AI to support:
• • Campaign planning and ideation.
  • Performance analysis and trend identification.
  • Competitive benchmarking
  • Reporting efficiency and insight generation.
• Structure inputs to improve quality and relevance of outputs.
• Apply judgment to validate outputs and ensure alignment with brand, strategy, and business context.

How Success is Measured

• Year-over-year growth in total digital revenue contribution.
• Improvement in blended conversion rate across digital channels.
• Improvement in efficiency metrics (e.g., cost per acquisition, return on spend where applicable).

• Email revenue contribution and engagement metrics.
• Website conversion rate and performance of marketing-driven experiences.
• Paid media performance (ROAS, CPA, conversion contribution).

• Affiliate revenue contribution and growth.
• Conversion rate from affiliate traffic.
• Average order value from affiliate channel.
• Number of active and high-performing affiliate partners.
• Revenue contribution from top partners vs long-tail expansion.

• Performance of campaigns across channels relative to targets.
• Improvement in cross-channel alignment and contribution.

• 6 – 10+ years of experience in digital marketing, performance marketing, or e-commerce.
• Strong experience across multiple digital channels (email, web, paid media, affiliate).
• In-depth email experience and affiliate management experience are requirements to succeed in this role.
• Proven ability to develop strategy, set performance targets, and drive measurable outcomes.
• Strong analytical skills and ability to translate data into actionable insights.
• Experience managing or guiding cross-functional teams.
• Experience working with agencies and external partners.
• Strong communication and presentation skills.

How to Apply - Please submit:

• Your resume.
• Any relevant portfolio, case studies, or examples demonstrating digital strategy, campaign performance, or channel optimization.

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• 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.