Digital Marketing Lead

Turning Point Brands Canada

21h•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. Fusion is a ready-to-drink protein shot with 21g of premium BLG whey protein, zero sugar, and zero prep, targeting consumers seeking convenient nutrition. The role involves building the digital engine for Fusion, encompassing paid media, organic social, email and lifecycle marketing, influencer/creator execution, performance tracking, and AI-powered workflows. The Digital Marketing Lead will work 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 (TPB Canada), which also operates in the B2B wholesale and D2C 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.
Generalist by instinct, wanting to own the whole digital picture.
Experience working on a brand that was still being built.
Commercially minded, understanding that digital marketing drives revenue.
Ability to move fast, make decisions with imperfect information, and course-correct without drama.
Actively using AI tools in work and curiosity about their potential.
Comfortable writing a brief as reading a dashboard.
Thrives with ownership and does not require close management.
Full professional proficiency in both French and English is a meaningful differentiator.

Nice To Haves

Exposure to influencer or creator marketing considered an asset.

Responsibilities

Work closely with the Director to learn, contribute to, and progressively own paid digital campaign execution across platforms like Meta, Google, and emerging channels.
Support and develop ROI-focused campaign strategy.
Identify opportunities to improve conversion and revenue across the paid funnel.
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.
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 optimization.
Own retention initiatives and customer engagement programs.
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 effective strategies and quickly pivot from ineffective ones.
Contribute to monthly performance reporting with clear channel-level insights.
Actively use AI tools to accelerate content creation, audience research, performance analysis, and campaign execution.
Identify and implement automation opportunities across marketing workflows.
Build smarter, faster ways of working and share learnings with the broader team.
Think in systems, not one-off tasks.