Lead - Digital Experience Optimization

Canadian Blood Services•Ottawa, ON

1d•CA$86,400 - CA$101,700•Hybrid

About The Position

Canadian Blood Services is looking for a Regular full-time Lead - Digital Experience Optimization to join our dynamic Integrated Marketing team. The Digital Experience team is responsible for supporting Canadian Blood Services by defining and evolving how digital experiences are structured, optimized and continuously improved across Canadian Blood Services' public-facing digital channels in support of the organizational campaigns and journey-based interactions. In this role, you will focus on performance of key digital experience surfaces, including landing pages, campaign web experiences and supporting email experiences, ensuring these are designed and continuously improved to maximize engagement and conversation. The Lead serves as the subject matter expert in digital activation, conversion optimization and organic search performance, providing leadership in shaping the structure, content hierarchy and engagement pathways of digital experiences, in alignment with user experience best practices, accessibility standards, SEO principles and modern digital marketing approaches.

Requirements

Completion of post-secondary education in a relevant discipline from a recognized academic institution, preferably in Digital Marketing, Communications, Marketing, Digital Media, or a related field.
Minimum 5 years' experience in digital marketing, digital experience, conversion optimization or related fields, including experience in digital experience strategy, SEO, analytics interpretation and cross-functional collaboration.
Technical experience working with digital experience surfaces such as landing pages, email communications, mobile apps and web experiences within complex digital environments.
Robust knowledge of conversion optimization and experimentation practices, including hypothesis development, experiment design (e.g., A/B testing) and iterative improvement of digital experiences.
Proficiency in search engine optimization (SEO) principles, including keyword strategy, search intent alignment, metadata structure and content discoverability, as well as Answer Engine Optimization (AGO) and Generative Engine Optimization (GEO).
Strong understanding of user experience (UX) principles, including information architecture, content structure and interaction patterns that influence engagement and conversion.
Excellent stakeholder communication skills, with the ability to translate digital concepts, performance insights and optimization opportunities into clear, actionable recommendations for non-technical audiences.
Demonstrated curiosity and commitment to staying current with evolving digital experience, experimentation and platform practices.

Nice To Haves

Familiarity with personalization concepts, modular content structures and/or journey-based digital experiences enabled through modern digital platforms is strongly preferred.

Responsibilities

Lead the strategy, development, and optimization of user‑centred digital experiences across channels, translating campaign and lifecycle objectives into cohesive, accessible, and high-performing journeys aligned with brand standards.
Lead comprehensive, data-driven optimization and experimentation program, partnering with analytics to translate insights into prioritized A/B testing, personalization, and continuous improvements that enhance engagement, usability, and conversion performance while evolving scalable frameworks and best practices.
Lead SEO strategy and discoverability initiatives by partnering with content teams, leveraging performance insights, and applying best practices and emerging search approaches to increase visibility, organic traffic, and downstream engagement.
Foster a collaborative, solutions-focused team environment by supporting colleagues, sharing knowledge, contributing to continuous improvement, and consistently demonstrating organizational values.