Director - Global SEO

Calgary, AB

Director, Global SEO, High Tide Inc

Looking for a creative leader to develop and drive High Tide's search strategy. As a key leader on the Marketing Team, the Director, Global SEO will develop and The SEO Strategy to maintain and grow High Tide’s retail and ecommerce brand visibility in search engines through content, technical SEO, backlinking and conversion rate optimization.

Reporting to the Chief Marketing Officer, this position will be based in Calgary, Alberta and will work indirectly with Operations team and other departments at High Tide Inc.

Key Responsibilities:

  • Responsible for developing and executing The SEO Strategy; a strategy for acquiring quality traffic, leading to new conversions and customers, through organic search channels.
  • Clearly communicate The SEO Strategy to executive management, detailing project plans, milestones, measurement strategies, and resources required. Provide frequent updates on progress. Establish and hit targets for rankings, traffic, leads and conversions.
  • Keep The SEO Strategy current to evolving best practices in Search, including developments in Artificial Intelligence and other key technologies impacting user traffic.
  • Maintain clear reporting on competitor Search results and strategies, communicating results relative to competitors and leading websites.
  • Manage and develop a competent team of search professionals including technical specialists, including existing and new team members across Canada, the United States, and Remote Offices as needed by The SEO Strategy.
  • Maintain and improve existing rankings, and develop strategies to expand into new categories and keywords as the product portfolio grows.
  • Develop a content strategy, working with the Marketing team to plan, produce and publish relevant and engaging content.
  • Measure the efficacy of new and existing content.
  • Integrate and advise on content strategies across mediums including video, social, graphical communications and paid media in alignment with The SEO Strategy.
  • Operationalize SEO best practices across all areas of the business; develop and enforce guidelines, educate Marketing, website and tech teams.
  • Drive strategy and execution of technical aspects of SEO, including site architecture, taqging, speed, core web vitals, and the tools needed to collect and analyze results.
  • Collaborate closely with Marketing & IT teams including Graphical Communications, Affiliate, Development and Design to execute The SEO Strategy.
  • Grow impactful backlinks using best practices to maximize High Tide brand exposure across organic search.
  • Drive strategy, execution and overall management of High Tide blogs, including all content planning, development and optimizations.
  • Continually support the improvement of The Customer Journey in alignment with The SEO Strategy.
  • Produce competitive analysis that enables improvements in existing keywords along with category expansion, and provides early indications of risks and threats to rankings and targets.


  • 8+ years in SEO, including all aspects of the discipline
  • Awareness about cannabis sector an asset.
  • Proven record of delivering incremental results
  • 2+ years managing teams
  • Strong understanding of website and content architecture and tech stacks (Shopify, WooCommerce, MAGENTO, HTML, CSS, JavaScript)
  • Proficient in key analytics, website and management tools including Google Analytics, Screaming Frog, SEMRUSH, AHREFS.
  • Collaborative and flexible

Based in Calgary, Head office, In-office role 

JOB CODE: 660397