Digital Marketing Specialist


White Ash Group is currently recruiting a Digital Marketing Specialist to join a fully licensed cannabis producer known for its popular products and uncompromising retail experiences.

Reporting to the Marketing Director, this position plays a strong role in shaping and sharing the brand story with key customers (B2B), legal age consumers, and provide support to the Marketing strategy to grow brand awareness in the everchanging Canadian recreational cannabis space.

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Company Offering:

  • Competitive base salary
  • Huge opportunities for career progression as our organization continues to grow
  • A leadership team dedicated to every employee’ s development and success
  • Excellent training and development opportunities
  • A supportive culture in fast paced industry

Key Responsibilities:

  • Manage the digital customer journey from end-to-end, including segmentation, mapping, uncovering and solving pain points, and optimizing user experience.
  • Lead integrated digital communications and content strategy development and execution across paid, earned, and owned (website, e-commerce, e-mail, social) channels and provide best practice guidance to the greater Marketing and cross-functional teams on digital products.
  • Administer brand websites, building and publishing content to support key brand initiatives and product launches.
  • Develop, execute, and manage e-mail marketing campaigns, aligning with business priorities and marketing calendar.
  • Lead a customer and lead segmentation strategy that optimizes email effectiveness to existing and prospective consumers.
  • Leverage content marketing best practices to ideate and develop high-quality content that resonates with key customer segments, driving target consumer engagement, and increasing overall brand equity.
  • Communicate strong understanding of organizational goals and strategies, and ensure priorities are integrated in strategic communications initiatives to develop and deliver content to the right audiences on the right channels at the right time (i.e. brand ecosystem vis-à-vis digital infrastructure).
  • Prioritize efforts and resources through supporting impactful and thematic strategies and storylines that support annual and ongoing brand campaigns and calendars.
  • Provide strategic counsel regarding leveraging third-party partner and influencer voices in organic content, earned, and paid media integrations
  • Act as lead contact and point-person for all website integration, analytics programming and ongoing SEO and SEM management.
  • Monitor and measure the success of integrated marketing efforts and content, and leverage data and insights to inform strategy and optimize performance.
  • Communicate results to leadership and cross-functional stakeholders.
  • Ensure content pillars and framework, alongside the Marketing Director, delivers on-strategy, relevant brand stories and enhances consumer experiences.
  • Sourcing, leading, and negotiating partnerships with digital vendors and agencies.
  • Project manage all digital marketing initiatives.
  • Assist in evaluating emerging technologies, trends, vendors and innovations, conducting regular competitive digital reviews to identify new strategic opportunities.
  • Other duties are required


  • Bachelor’s degree (any discipline) from an accredited university or college is required.
  • 3+ years of experience in digital marketing, specifically in regulated environments such as beverage/alcohol and cannabis preferred; as well as digital, content focused agency experience is a plus and or e-commerce
  • Creative problem solver who sees every challenge as an opportunity to accelerate progress; most importantly not afraid to fail and learn from mistakes.
  • Experience leveraging data-driven research/analysis to drive strategic direction and optimize programs.
  • Strong proficiency with front-end web management platforms such as Webflow, Squarespace, Shopify, WordPress, Prismic. Coding experience with HTML5, CSS3, and Javascript is a bonus.
  • Hands-on experience with CRM and e-mail marketing tools, capable of data pulls and e-mail deployments.
  • Understanding and experience developing and maintaining ecommerce marketplace solutions and partners, including membership-only services, merchandise, print-on-demand services, 3PL vendors, inventory management, and customer service tools.
  • Strong working knowledge of Instagram, Facebook, Twitter, Pinterest, YouTube, LinkedIn, TikTok and other social platforms
  • Proficiency and experience with graphic design, content creation, copywriting, web management and development are core assets
  • Experience using communications platforms (e.g. Salesforce Marketing Cloud, Power Point, MailChimp, Hootsuite, etc.)
  • Working proficiency with Adobe Creative suite and other design tools would be an including Illustrator, InDesign, Photoshop, etc.
  • Experience with MS Office suite of products
  • Knowledge or experience with the Cannabis Act of Canada is a bonus
  • Familiar in CASL, Privacy Act and data security measures

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