Social Media & Content Specialist

Papa's Herb; Markham; On-site; CAD 65,000 - 90,000; Full time

Job summary

Papa's Herb, a growing cannabis brand in Ontario, seeks a highly creative Social Media & Content Specialist to develop, film, edit, and manage content across its brand portfolio. You’ll own multi-brand social strategies and hands‑on production across platforms.

You thrive in a fast‑paced environment, stay on top of trends, optimize engagement, and ensure content aligns with brand voices and regulatory requirements.

Qualifications

• Experience in social media management and digital marketing.
• Strong portfolio of original photography, videography, and social campaigns.
• Ability to independently plan, shoot, edit, and publish high‑quality content.
• Familiarity with cannabis marketing regulations and platform rules.
• Excellent written communication and storytelling skills.

Responsibilities

• Develop, manage, and execute social media strategies across multiple brands.
• Manage social accounts on Instagram, TikTok, YouTube, Facebook, Reddit, Pinterest, X, LinkedIn.
• Plan, schedule, and publish engaging content daily across platforms.
• Stay current with trends, platform updates, and audience preferences.
• Monitor engagement and content performance to optimize strategies.
• Collaborate with marketing, design, and product teams for launches.
• Coordinate with external creators when required.
• Track key metrics and maintain content calendars.
• Ensure content complies with cannabis advertising regulations.

Skills

Social media management

Content creation

Photography

Videography

Editing

Storytelling

Tools

Adobe Premiere Pro

Photoshop

Lightroom

After Effects

CapCut

Canva

Job description

Papa's Herb is a growing cannabis brand focused on delivering high-quality products, authentic experiences, and meaningful connections with consumers. With a strong emphasis on creativity, innovation, and community engagement, we strive to build brands that resonate with today's cannabis consumers.

Our portfolio includes Papa's Herb and three additional cannabis brands, each with its own unique identity, audience, and market presence.

We are looking for a highly creative, hands‑on Social Media & Content Specialist to develop, produce, and manage engaging digital content across our portfolio of brands.

This role is ideal for someone who lives and breathes social media, understands emerging trends, and enjoys being directly involved in the creative process. The successful candidate will be responsible for everything from brainstorming content ideas and developing social media strategies to filming, photographing, editing, posting, and engaging with our online communities.

We are looking for someone who can both develop creative strategies and execute them independently, producing high-quality content that strengthens brand awareness and drives engagement.

Key Responsibilities

• Develop, manage, and execute social media strategies across Papa's Herb and three additional brands, ensuring each maintains its own distinct voice and identity.
• Manage social media accounts across Instagram, TikTok, YouTube, Facebook, Reddit, Pinterest, X, and LinkedIn.
• Plan, schedule, and publish engaging content regularly across multiple platforms, including multiple daily posts where required.
• Stay current with social media trends, platform updates, emerging content formats, and audience preferences.
• Monitor engagement, audience growth, and content performance to continuously improve social media strategies.

Content Creation & Production

• Independently conceptualize, film, photograph, edit, and produce high-quality content for digital and social media platforms.
• Create a variety of content, including short‑form videos, Instagram Reels, TikToks, product photography, lifestyle content, graphics, memes, and promotional campaigns.
• Take a hands‑on approach to content production, including setting up equipment, lighting, filming, photography, and post‑production editing.
• Develop creative concepts and execute content from initial idea through final publication.
• Produce content tailored to each brand's target audience, visual identity, and marketing objectives.
• Ensure content remains engaging, visually appealing, and consistent with brand guidelines.

Community Engagement & Brand Growth

• Actively engage with online communities by responding to comments, messages, mentions, and tags.
• Identify opportunities to increase brand visibility, audience engagement, and organic growth.
• Build meaningful connections with followers, influencers, and relevant online communities.
• Monitor social conversations and identify opportunities to participate in relevant trends and discussions.
• Develop and maintain content calendars, posting schedules, and campaign timelines across multiple brands.
• Collaborate with marketing, design, and product teams to align content with product launches, promotions, and brand initiatives.
• Coordinate with external content creators, influencers, photographers, and videographers when required.
• Track and report on key social media performance metrics, including reach, engagement, follower growth, and content effectiveness.
• Manage multiple creative projects simultaneously while meeting deadlines and maintaining consistent content output.
• Ensure content and promotional activities comply with applicable cannabis marketing and advertising regulations.

Qualifications & Skills

• 5+ years of experience in photography, videography, and/or digital content production, with strong hands‑on shooting, lighting, and editing capabilities.
• Demonstrated experience in social media management, content creation, and digital marketing, preferably within cannabis, lifestyle, consumer packaged goods (CPG), or related industries.
• Strong portfolio showcasing original photography, videography, short‑form content, and social media campaigns.
• Proficiency with content creation and editing tools such as Adobe Premiere Pro, Photoshop, Lightroom, After Effects, CapCut, Canva, or similar software.
• Strong understanding of Instagram, TikTok, YouTube, and other major social media platforms, including algorithms, trends, and best practices.
• Ability to independently plan, shoot, edit, and publish high‑quality content.
• Experience managing multiple social media accounts or brands simultaneously is considered an asset.
• Excellent written communication, storytelling, and creative copywriting skills.
• Strong organizational and time‑management skills, with the ability to manage multiple projects and deadlines.
• Creative, proactive, resourceful, and comfortable working in a fast‑paced environment.
• Strong understanding of brand identity and the ability to adapt content for different audiences.
• Familiarity with cannabis marketing regulations and platform‑specific advertising restrictions is considered an asset.

What We're Looking For

We're looking for someone who is more than just a social media manager. We want a creative professional who enjoys being behind the camera, experimenting with new ideas, producing content, and bringing brands to life through engaging digital storytelling.

The ideal candidate is someone who can take ownership of the entire content creation process, from strategy and planning to filming, editing, publishing, and analyzing results.

You should be comfortable working independently, producing content consistently, and managing the social presence of multiple brands while maintaining a high standard of creativity and quality.

Commitment to Equity & Accessibility

Papa's Herb is an equal opportunity employer committed to fostering a diverse, inclusive, and accessible workplace. We welcome applications from individuals of all backgrounds and experiences.

Accommodations are available throughout the recruitment process and during employment in accordance with the Accessibility for Ontarians with Disabilities Act (AODA) and the Ontario Human Rights Code.