Vice President - E-commerce

Overview

We are seeking a results-driven and technically skilled Vice President of E-Commerce to lead our digital commerce strategy and execution. This senior leadership role requires a dynamic professional with deep expertise in programming, Shopify, WooCommerce, Magento, SEO, database architecture, and broader web development practices. The ideal candidate is equally comfortable writing code, leading cross-functional teams, optimizing UX, and driving revenue growth through innovative digital solutions.

Responsibilities

• E-Commerce Strategy & Leadership
• Develop and execute a comprehensive e-commerce roadmap aligned with the company's business goals.
• Oversee platform development, site performance, user experience, and digital marketing integrations.
• Manage the full e-commerce ecosystem including frontend, backend, integrations, and third-party applications.
• Platform & Development Oversight
• Lead the design, development, and maintenance of online stores on Shopify, WooCommerce, Magento, and other platforms.
• Oversee custom development and integrations using HTML/CSS, JavaScript, PHP, Python, and RESTful APIs.
• Ensure scalable and secure architecture across platforms and applications.
• Technical Leadership
• Manage in-house developers and/or third-party vendors to deliver high-quality code and timely releases.
• Maintain clean, well-documented codebases and lead the development lifecycle from ideation to deployment.
• Ensure robust database management (SQL, MySQL, PostgreSQL, etc.) and integration with CRM, ERP, and other systems.
• Conversion & SEO Optimization
• Lead efforts in technical SEO, performance optimization, A/B testing, and CRO to maximize sales and search visibility.
• Collaborate with marketing and design teams to implement campaigns, landing pages, and tracking mechanisms.
• Leverage tools like Google Analytics, Search Console, and SEMrush to measure and refine strategies.
• Operations & Performance
• Monitor KPIs such as traffic, conversion rate, AOV, and customer retention to drive performance improvements.
• Implement and manage automation, personalization, and AI-driven tools to enhance customer experience.
• Ensure 24/7 uptime, data integrity, and quick load speeds across all e-commerce properties.

Qualifications

• Bachelor's or Master's degree in Computer Science, Information Systems, or related field.
• Minimum 8-10 years of experience in e-commerce and web development, including 3+ years in a leadership role.
• Expertise in Shopify Plus, WooCommerce, and Magento (Adobe Commerce).
• Strong programming skills in JavaScript, HTML, CSS, PHP, Python, SQL, and relevant frameworks (React, Vue.js, Laravel, etc.).
• Deep understanding of database design, e-commerce architecture, API integrations, and security best practices.
• Proven experience in SEO, site speed optimization, UX/UI, and mobile-first development.
• Strong project management and communication skills.
• Ability to work cross-functionally with marketing, IT, logistics, and customer service teams.

Preferred:

• Experience with headless commerce and JAMstack architecture.
• Familiarity with platforms like BigCommerce, Salesforce Commerce Cloud, or SAP Hybris.
• Experience with international e-commerce and multi-language/multi-currency sites.

What We Offer:

• Competitive executive compensation package
• Performance-based bonuses and equity options
• Opportunity to lead digital transformation at scale
• A collaborative and innovative team culture
• Flexible work environment

About Us

High Tide Inc. is the leading community-grown, retail-forward cannabis enterprise engineered to unleash the full value of the world's most powerful plant and is the second-largest cannabis retailer globally by store count. High Tide (HITI) is uniquely-built around the cannabis consumer, with wholly-diversified and fully-integrated operations across all components of cannabis, including:

• Bricks & Mortar Retail: Canna Cabana is the largest cannabis retail chain in Canada, with 194 current locations spanning British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and growing. In 2021, Canna Cabana became the first cannabis discount club retailer in the world.
• Retail Innovation: Fastendr is a unique and fully automated technology that employs retail kiosks to facilitate a better buying experience through browsing, ordering and pickup.
• Consumption Accessories: High Tide operates a suite of leading accessory e-commerce platforms across the world, including Grasscity.com, Smokecartel.com, Dailyhighclub.com, and Dankstop.com.
• E-commerce Platforms: High Tide operates a suite of leading accessory sites across the world, including Grasscity.com, Smokecartel.com, Dailyhighclub.com, and Dankstop.com.

CBD: High Tide continues to cultivate the possibilities of consumer CBD through Nuleafnaturals.com, FABCBD.com, blessedcbd.de and blessedcbd.co.uk.

Wholesale Distribution: High Tide keeps that cannabis category stocked with wholesale solutions via Valiant.

Licensing: High Tide continues to push cannabis culture forward through fresh partnerships and license agreements under the Famous Brandz name.

High Tide consistently moves ahead of the currents, having been named one of Canada's Top Growing Companies in 2021, 2022, 2023 and 2024 by the Globe and Mail's Report on Business Magazine, and was named as one of the top 10 performing diversified industries stocks in both 2022 and 2024 TSX Venture 50. High Tide was also ranked number one in the retail category on the Financial Times list of Americas' Fastest Growing Companies for 2024.

To discover the full impact of High Tide, visit www.hightideinc.com. For investment performance, don't miss the High Tide profile pages on SEDAR+ and EDGAR.

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