Senior Graphic Designer

Overview:
Reporting to the Director of Creative and Design, the **Senior Graphic Designer** plays a key role in shaping compelling packaging experiences across a diverse portfolio of consumer products. This role is focused on driving innovation in packaging design—from structure and materials to branding and visual systems—ensuring each solution is functional, cost-effective, and visually distinctive.

**_
Without restricting the generality of the above-stated basic functions, this position shall perform such duties and responsibilities as may be assigned including but not restricted to the following:_**

**Responsibilities**:
**Strategic Brand & Design Leadership**
- Champion High Tide’s house of brands with a strong POV on positioning, visual systems, and consumer experience.
- Define brand narratives and visual languages that resonate across product categories and retail channels.
- Translate emerging trends, cultural insights, and competitive intelligence into meaningful brand experiences and product innovations.
- Develop and evolve style guides and visual frameworks that enable brand consistency and differentiation across touchpoints.

**Product & Packaging Innovation**
- Lead the creation of product designs and packaging systems that balance manufacturing feasibility, cost efficiency, and strong shelf appeal.
- Design with the customer journey in mind—from unboxing to everyday use—enhancing tactile, visual, and instructional experiences.
- Work cross-functionally to elevate form and function across the accessory portfolio, using illustrative storytelling and visual logic to highlight product benefits.
- Propose new design formats or packaging structures that align with both emerging trends and regulatory constraints in cannabis and accessory markets.

**Creative Strategy & Execution**
- Provide high-level creative leadership across campaigns, retail environments, and product launches.
- Set the tone for how design integrates into marketing, e-commerce, and retail teams to deliver cohesive brand expressions.
- Elevate design solutions with compelling concepting, strong typography, and distinctive packaging architecture.
- Act as a key contributor to creative reviews, collaborating with other senior stakeholders to ensure design aligns with business and consumer objectives.

**Collaboration & Influence**
- Partner with product development, marketing, and merchandising teams to ensure brand strategies are executed with excellence.
- Present creative work to internal stakeholders with confidence and clarity, building alignment on brand direction and visual execution.
- Influence internal processes by identifying opportunities for innovation, efficiency, or differentiation within the design workflow.
- Collaborate with international suppliers and production partners to ensure final output meets brand and technical standards.

Qualifications:
**Academic/Educational Requirements**:

- 3-4 yr Bachelor or Diploma in graphicdesign

**Required Skills/Experience**:

- 6-10 years of experience in branding, packaging, or product design, with a focus on CPG or lifestyle goods.
- Deep portfolio demonstrating expertise in smoking accessories, cannabis-related products, or parallel industries.
- Strong proficiency in Adobe Creative Suite and familiarity with 3D mockup workflows and print production processes.
- Demonstrated success leading brand design initiatives across multiple categories or consumer touchpoints.
- Experience in photography direction and visual storytelling is a strong asset.
- Comfortable presenting to senior leadership and advocating for design-driven decision-making.
- Visionary thinker with an instinct for visual identity and brand resonance.
- Confident communicator who thrives in cross-functional environments.
- Detail-oriented executor who balances creativity with business objectives.
- Strong understanding of how to design within regulatory, cost, and manufacturing constraints.
- Passionate about cannabis culture, accessory innovation, and brand-building.

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**⁷**. 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 195 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.

Wholesale Distribution: High Tide keeps that cannabis category stocked with whole