Manager, Strategy & Analytics

Northland Properties•Vancouver, BC

3d•CA$85,000 - CA$105,000•Onsite

About The Position

The Manager, Digital Strategy & Analytics, drives data-led guest engagement across a multi-brand portfolio of hotels and restaurants. This role, part of our Shared Services Marketing Team, leads CRM strategy, advanced segmentation, and email marketing to enhance guest experiences, grow revenue, and build loyalty. The ideal candidate combines strategic thinking with hands-on execution, bringing a strong understanding of CRM systems, analytics, and emerging technologies to continuously optimize performance and replicate success across brands.

Requirements

Proven expertise in CRM platforms, including campaign setup, audience management, and automation.
Advanced proficiency in customer segmentation, lifecycle marketing, and personalization techniques.
Strong analytical skills with experience using Google Analytics and data visualization and reporting tools (Power BI, Google Data Studio) to generate actionable insights.
Hands-on experience managing email marketing platforms, including campaign deployment, A/B testing, deliverability best practices, and performance optimization.
Understanding of data integration processes, including CDPs, APIs, and data flows between CRM and other marketing systems.
Knowledge of marketing automation workflows and trigger-based communications across email and other channels.
Familiarity with AI-driven marketing tools and capabilities (e.g., predictive segmentation, personalization engines, automation optimization).
Strong grasp of data governance, privacy regulations (e.g. CASL), and data hygiene best practices.
Creative, inventive thinker with a collaborative, problem-solving approach.
Strong ability to translate business requirements into actionable strategy and effectively communicate complex data insights to non-technical stakeholders.
Proven relationship-management skills, coordinating across diverse operational groups and external agency partners.
Motivated, outgoing personality with excellent command of the English language (written & spoken).
You must be legally entitled to work in Canada to apply as the employer does not have a Labour Market Impact Assessment (LMIA) that would support a foreign worker.

Nice To Haves

Experience with e-commerce or hospitality considered an asset.

Responsibilities

Build, plan & implement digital marketing strategies using all necessary tools (e.g. website, email, WiFi, social media) & channels (organic vs. paid)
Own and evolve the CRM ecosystem, including platform management, data governance, campaign deployment, and performance tracking.
Design and implement advanced customer segmentation strategies to drive personalized guest engagement, revenue growth, and brand loyalty.
Identify and activate opportunities across the guest lifecycle (acquisition, retention, re-engagement) through data-driven insights and targeted marketing initiatives.
Manage the overarching email marketing strategy, including campaign planning, content direction, audience targeting, testing, and deployment.
Produce regular and ad hoc reports to inform stakeholders that uncover actionable insights
Establish performance KPIs and reporting frameworks to measure CRM, email marketing and paid media effectiveness
Champion a test-and-learn culture, using A/B testing and experimentation to refine segmentation, messaging, and channel performance.
Monitor changing market dynamics and continuously stay current on platform updates, including advancements in AI and automation.
Collaborate and liaise with Marketing, Sales, Distribution, Design, and Content teams to optimize campaign deployment, customer experience and brand consistency
Establish & share best practices in digital marketing by brand for larger team
Lead and mentor team members, fostering development in digital strategy, analytics, and marketing execution.
Manage one CRM Specialist.
Perform all other related duties as assigned.