Digital Marketing Lead

Turning Point Brands Canada•Quebec, QC

1d•CA$90,000 - CA$100,000•Remote

About The Position

This is a brand-builder role focused on owning the digital presence of a new brand, Fusion, from its early stages. The Digital Marketing Lead will be responsible for building the digital engine, including paid media, organic social, email and lifecycle marketing, influencer and creator execution, performance tracking, and AI-powered workflows. The role involves working closely with the Director of E-Commerce and Digital Marketing, progressively taking on more responsibility for paid media and budget management. While primarily focused on Fusion, the role is part of a broader digital team within Turning Point Brands Canada, which also operates in the cannabis lifestyle essentials space.

Requirements

3 to 6 years in digital marketing, growth marketing, or ecommerce-focused roles
Hands-on experience across paid digital and organic social execution
Strong understanding of conversion, funnels, and performance metrics
Experience executing email and SMS or lifecycle campaigns
Experience in a DTC or consumer brand environment preferred, particularly in an unregulated or lifestyle category
You are a generalist by instinct. You want to own the whole digital picture, not go deep on one channel
You have worked on a brand that was still being built and you preferred it that way
You are commercially minded. You understand that digital marketing exists to drive revenue, not just impressions
You move fast, make decisions with imperfect information, and course-correct without drama
You are actively using AI tools in your work today and curious about where they can go
You are as comfortable writing a brief as reading a dashboard
You thrive with ownership and do not need to be managed closely to deliver

Nice To Haves

Exposure to influencer or creator marketing considered an asset
Full professional proficiency in both French and English is a meaningful differentiator for this role. We operate nationally and serve a bilingual market. It is not a requirement, but candidates who bring it will stand out.

Responsibilities

Own organic social strategy and execution across key platforms for Fusion.
Build a consistent, credible, and on-brand digital presence from the ground up.
Translate campaign direction into platform-specific content that resonates with Fusion's audience.
Support influencer and creator execution, from brief to post to performance review.
Build and manage email and SMS campaigns and flows including segmentation, targeting, and optimisation.
Own retention initiatives and customer engagement programmes that turn first-time buyers into repeat customers.
Work with the ecommerce team to ensure lifecycle marketing connects with the on-site experience.
Track performance across all channels and translate data into clear, actionable decisions.
Run structured tests across creative, messaging, audiences, and channels.
Focus resources on what works and move quickly away from what does not.
Contribute to monthly performance reporting with clear channel-level insight.
Actively use AI tools to accelerate content creation, audience research, performance analysis, and campaign execution.
Identify and implement automation opportunities across marketing workflows to increase output without increasing overhead.
Build smarter, faster ways of working and share what you learn with the broader team.
Think in systems, not one-off tasks.
Work closely with the Director to learn, contribute to, and progressively own paid digital campaign execution across key platforms including Meta, Google, and emerging channels.
Support and develop ROI-focused campaign strategy as you build familiarity with the brand and its audience.
Identify opportunities to improve conversion and revenue across the paid funnel.