Digital Marketing Lead

Digital Marketing Lead
Turning Point Brands Canada
Location: Remote, Canada ( travel to Head Office may be required from time to time) 
Reports to: Director, E-Commerce & Digital Marketing
Compensation: $90,000- $100,000 base + bonus
Learn more: turningpointbrands.ca |  fusionprotein.com

About the Opportunity

This is a brand-builder role. Not a campaign manager role, not a channel specialist role. A role for someone who wants to own the digital presence of a new brand from near zero and grow it into something real.

Fusion is a ready-to-drink protein shot built around a genuinely differentiated product: 21g of premium BLG whey protein in a 100ml shot, zero sugar, zero prep, ready to drink. It is clean, convenient, and positioned for a consumer who wants real nutrition without the shake drama. The brand is live, the product is real, and the digital engine needs building.

As Digital Marketing Lead you will be the person who builds that engine. Paid media, organic social, email and lifecycle, influencer and creator execution, performance tracking, and the AI-powered workflows that tie it all together. You will work closely with the Director of E-Commerce and Digital Marketing, who currently holds the paid media and budget relationships, and you will progressively own more of that as you learn the business and the brand.

TPB Canada also operates an established portfolio in the cannabis lifestyle essentials space, running B2B wholesale and D2C channels across Canada. You will be primarily focused on Fusion but you will be part of a broader digital team and that context will inform how you work.

About Turning Point Brands Canada

TPB Canada is a high-growth consumer products business operating at the intersection of brand building, distribution, and digital commerce. We build and scale brands across Canada with an operator mindset, combining strong execution, commercial discipline, and a focus on long-term value.

The environment is entrepreneurial and intentionally low on politics. Ownership is real, autonomy is real, and accountability is clear. Ideas are encouraged, people are trusted to take initiatives from concept through execution, and mistakes are treated as part of the process. Leadership is hands-on, accessible, and direct.

Build brands. Own outcomes. Grow with us.

What You'll Own

Paid Media

• 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

 

Organic Social & Brand Execution

• 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

 

Email, SMS & Lifecycle

• 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

 

Performance & Optimisation

• 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

 

AI & Ways of Working

• 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

Who This Role Is For

Experience

• 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
• Exposure to influencer or creator marketing considered an asset
• Experience in a DTC or consumer brand environment preferred, particularly in an unregulated or lifestyle category

 

Mindset

Beyond the functional experience, we are looking for a specific kind of person.

 

• 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

 

Bilingual

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.

Why Join TPB Canada

You will be the person who builds Fusion's digital presence. Not inherits it, not optimises it. Builds it. That is a rare opportunity at any stage of a career and it comes with real ownership, real visibility, and a direct line to leadership.

The role will grow as the brand grows. The paid media and budget responsibilities you start by supporting will progressively become yours as you prove yourself. There is no ceiling on scope here.

The team is small, the environment is low on politics, and the work is visible. If you want to be one of many executing a defined process, this is not the right role. If you want to build something and own what you build, it is worth a conversation.