Content Producer & Videographer

Overview

The Content Producer & Videographer is responsible for planning, producing, and capturing high-quality photo and video content across multiple brands, channels, and media platforms. This role combines content production, videography, photography, creative execution, production coordination, and visual storytelling to support integrated marketing campaigns, social media initiatives, e-commerce content, retail programs, product launches, and brand-building activities. 

The ideal candidate is a highly creative and technically skilled content creator with experience in videography, photography, production planning, and content development. They will be responsible for capturing engaging visual content that aligns with creative direction, brand standards, and business objectives while ensuring production activities are executed efficiently and professionally. 

Responsibilities

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: 

Video & Photography Production 

• Capture high-quality video and photography content across multiple brands and channels. 

• Produce content for social media, digital advertising, e-commerce, retail marketing, creator campaigns, educational initiatives, and product launches. 

• Execute content shoots in studio, retail, event, office, and on-location environments. 

• Ensure all content aligns with creative direction, campaign objectives, and brand standards. 

Content Creation 

• Produce original content including: 

• Product demonstrations and product launch content 

• Lifestyle photography and videography 

• Retail and in-store content 

• Creator and influencer content 

• Educational and host-led content 

• Event coverage and activation content 

• Behind-the-scenes content 

• Product listing videos and e-commerce assets 

• Support the development of both short-form and long-form video content. 

• Identify opportunities to maximize content output from each production. 

Visual Storytelling 

• Translate creative concepts and campaign objectives into compelling visual content. 

• Collaborate with strategists and creative leadership to execute content that supports brand storytelling and customer engagement. 

• Ensure content maintains a consistent visual style and aligns with brand standards. 

Content Ideation & Innovation 

• Contribute ideas for content concepts, production approaches, creator collaborations, and campaign executions. 

• Monitor content trends, platform developments, and emerging production techniques. 

• Identify opportunities to improve content quality, production efficiency, and audience engagement. 

Pre-Production Planning 

• Assist with creative planning, shot development, storyboarding, shot lists, and production requirements. 

• Coordinate locations, schedules, props, products, equipment, talent, and creator requirements. 

• Ensure production activities are organized and prepared prior to execution. 

• Collaborate with strategists and creative teams during campaign planning. 

Production Logistics 

• Manage production schedules and content shoot logistics. 

• Coordinate internal stakeholders, creators, contractors, vendors, and external partners as required. 

• Source props, production materials, and supporting resources required for content creation. 

• Ensure equipment, products, and production resources are available and properly maintained. 

Creator & Talent Coordination 

• Direct creators, hosts, influencers, and talent during content production. 

• Provide creative guidance to ensure content aligns with campaign objectives and brand standards. 

• Coordinate creator-generated content requirements and production schedules. 

• Assist with creator onboarding and content collection initiatives. 

Videography 

• Operate professional video equipment, lighting systems, audio equipment, stabilization systems, and related production tools. 

• Capture footage suitable for social media, digital marketing, advertising, retail, and e-commerce applications. 

• Ensure footage meets technical and creative requirements. 

• Maintain proper organization and management of production files and footage. 

Photography 

• Capture product photography, lifestyle photography, retail photography, event photography, and campaign photography. 

• Ensure imagery aligns with brand standards and creative direction. 

• Support content requirements across social, retail, digital, and marketing channels. 

• Assist with image selection and content preparation for editing and distribution. 

Equipment Management 

• Maintain cameras, lenses, lighting equipment, audio equipment, and production accessories. 

• Ensure all production equipment is properly maintained and operational. 

• Recommend equipment upgrades and production improvements where appropriate. 

• Follow company procedures regarding equipment handling, storage, and transportation. 

Media Organization 

• Organize, archive, and maintain production assets and media libraries. 

• Ensure content assets are properly labeled, stored, and accessible. 

• Support efficient handoff of assets to editing and creative teams. 

• Maintain organized production documentation and project files. 

Asset Delivery 

• Deliver production assets according to established workflows and timelines. 

• Ensure files meet technical requirements for editing, publishing, and distribution. 

• Support content repurposing and cross-channel asset utilization. 

Internal Collaboration 

• Work closely with content strategists, designers, editors, marketing stakeholders, retail teams, and creative leadership. 

• Participate in campaign planning, content development, and production discussions. 

• Support integrated content initiatives across multiple brands and business units. 

Creative Support 

• Assist with content production needs across campaigns, product launches, retail activations, creator initiatives, and special projects. 

• Provide production expertise and recommendations during content planning. 

• Support creative teams in achieving campaign and content objectives. 

Content Effectiveness 

• Collaborate with creative and strategy teams to understand content performance and audience engagement. 

• Identify opportunities to improve content quality, storytelling, and production effectiveness. 

• Apply performance insights to future content creation efforts. 

Production Optimization 

• Recommend workflow improvements that increase production efficiency and content quality. 

• Stay informed on industry best practices, production techniques, creative technologies, and content trends. 

• Support ongoing improvements to production processes and standards. 

Qualifications

• Bachelor's degree in Film Production, Media Production, Photography, Digital Media, Communications, or a related field, or equivalent professional experience.
• 3+ years of experience in videography, photography, content production, or related creative fields.
• Strong portfolio demonstrating professional video and photography work across multiple content formats and channels.
• Experience producing content for social media, digital marketing, e-commerce, retail, or advertising environments.
• Proficiency with professional camera systems, lighting equipment, audio equipment, stabilization systems, and production tools.
• Experience with Adobe Creative Suite, including Premiere Pro, Lightroom, Photoshop, and related software.
• Strong understanding of composition, lighting, framing, visual storytelling, and content production principles.
• Excellent organizational and project management skills.
• Ability to manage multiple projects and production schedules simultaneously.
• Strong communication and collaboration skills.

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 count⁷. 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.
• 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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