Senior Manager, Content

Toronto, Ontario, Canada expand job description ↓


What We Are Building

Hiku is focused on building a portfolio of engaging cannabis brands, unsurpassed retail experiences and handcrafted cannabis production. With a national retail footprint led by Tokyo Smoke, small batch cannabis production through DOJA's ACMPR licensed grow, Van der Pop's female-focused educational platforms, and Maïtri, our Quebec based cannabis brand featuring high quality handmade accessories, Hiku houses an industry-leading portfolio that aims to set the bar for cannabis brands in Canada.

What We Are Looking For

Reporting to the VP, Marketing, the Senior Manager, Content will be responsible for developing the overall content strategy across the Hiku portfolio of brands. Working closely with the brand, digital and creative teams, this individual will identify the topics, channels and mediums best suited to reach, engage and grow the Hiku customer community. With retail stores opening across the country and branded products sitting on shelf, the Senior Manager, Content will have a keen understanding as to how content can play a role in driving foot traffic and incenting purchase on top of the need for general education.

Key Duties & Responsibilities:

  • Lead content strategy across a range of brands and website properties to engage and educate consumers
  • Establish unique content strategies per brand; including content themes, cadence and formats (including video, podcasts) for use on the website and other channels
  • Establish processes and standards for content planning, approvals and execution
  • Includes strong collaboration with brand stakeholders to ensure strategy aligns with brand goals and communication priorities
  • Refine editorial style guides
  • Focus on best-in-class content while working within a tight regulatory framework
  • Responsible for delivering against (and reporting on) a set of KPIs, including audience growth and engagement as well as online purchasing or offline store visits
  • Collaborate with internal and external partners on content amplification strategies, including but not limited to, social media and email marketing
  • Collaborate with other internal teams and agency partners to expand pre-existing content partnerships and work to establish new ones
  • Manage a team of internal and external resources for content pitches and execution
  • Collaborate with a range of internal and external stakeholders to find efficiencies in leveraging content assets across platforms and mediums
  • Work closely with other internal groups to establish software and tools to best support editorial efforts
  • Manage website and app content updates as needed


  • Solid understanding of the emerging cannabis industry
  • 5+ yrs. experience building, managing and developing teams
  • Experience with a range of content delivery types including but not limited to written (educational and editorial), video and podcasts (concepting, strategy and production)
  • Excellent oral and written communications skills
  • A degree in Journalism or Marketing is an asset


  • You possess a strong editorial background with the ability to produce, edit and oversee content production
  • You have demonstrated past success in developing and managing a range of processes and procedures
  • You are capable of gaining consensus and alignment with a wide range of stakeholders
  • You have the proven ability develop content with high potential for earned engagement via search and social
  • You have demonstrated the ability to lead a content strategy and deliver against digital KPIs
  • You have a keen understanding as to how content channels can work together or independently to achieve select KPI’s
  • You are comfortable using analytics to aid in the content decision making process - what to create, what channel to use and how best to deploy

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