Senior Manager, Conversion & Funnel Optimization

Chartwell•Mississauga, ON

1d•CA$100,000 - CA$105,900•Onsite

About The Position

The Senior Manager, Conversion & Funnel Optimization leads Chartwell's marketing analytics and conversion optimization function. This role turns performance data, funnel insights, and customer behaviour into prioritized actions to improve marketing effectiveness, lead quality, booked tour progression, move-in contribution, and LTV. It's a player-coach role that manages analytics and website content optimization resources, building a disciplined operating model for insight activation, experimentation, journey optimization, and performance measurement. The role identifies prospect drop-off points, reasons for changing results, and improvements that will create the greatest business impact across digital experiences, campaigns, lifecycle touchpoints, and the marketing-to-sales funnel. This position works across Marketing, Sales, Data, Technology, and Operations, connecting insight to execution and ensuring optimization work is grounded in evidence, customer behaviour, and measurable outcomes. Success requires strong business judgment, analytical strength, funnel thinking, lifecycle marketing understanding, and the ability to influence cross-functional teams toward evidence-based decisions and actions that improve conversion performance.

Requirements

University degree in marketing, business, analytics, digital experience, technology, communications, or a related field.
Equivalent combination of education and relevant experience may be considered.
8+ years of experience in marketing analytics, digital marketing, conversion optimization, growth marketing, lifecycle marketing, UX optimization, or a related performance-focused role.
Proven experience leading marketing analytics, performance reporting, insight generation, and measurement planning.
Experience translating campaign, channel, website, customer behaviour, and funnel data into business recommendations and measurable improvements.
Strong understanding of funnel performance, lead progression, customer journey optimization, lifecycle performance, and conversion diagnostics.
Experience with testing programs, including A/B testing, hypothesis creation, prioritization frameworks, and performance measurement.
Working knowledge of lifecycle marketing, nurture journeys, segmentation, and marketing automation, with the judgment to distinguish performance insight from execution ownership.
Experience working with analytics platforms, CMS platforms, marketing automation tools, CRM systems, testing tools, behavioural analytics tools, and dashboarding/reporting platforms.
Experience managing analytics, content, or optimization resources, including prioritization, coaching, and workload alignment.
Experience working with broader Data, CRM, IT, and Power BI teams to support measurement, attribution, dashboarding, or data integration needs.
Experience managing direct reports or leading cross-functional workstreams.
Strong analytical judgment and ability to identify meaningful performance patterns, root causes, and business opportunities.
Highly data-oriented, with the ability to move beyond reporting what happened to understanding why it happened, what opportunity exists, and what should be done next.
Strong experimentation mindset, with the ability to turn observations into hypotheses, tests, learnings, and scalable improvements.
Ability to diagnose funnel problems, separate symptoms from root causes, and prioritize the highest-value opportunities.
Practical understanding of UX, content, lifecycle marketing, analytics, testing, personalization, and marketing automation.
Strong communication and stakeholder management skills, with the ability to explain complex performance issues in simple business language.
Strong prioritization skills, with the ability to balance business impact, effort, urgency, and operational capacity to drive clear decisions, alignment, and measurable progress
Ability to lead through influence across teams that may not directly report into the role.
Ability to balance strategy and hands-on execution.
Strong coaching mindset and ability to build team capability.
Comfort with ambiguity, cross-functional complexity, and evolving priorities.
Strong attention to detail, especially in measurement, testing, QA, and implementation follow-through.
Practical fluency using AI-enabled tools to improve analytics, optimization workflows, content testing, personalization, and decision-making, while validating outputs against business data, brand, privacy, and governance expectations.

Nice To Haves

Experience using AI-enabled tools to improve analytics, optimization, content testing, reporting, personalization, or workflow efficiency is an asset.
Working knowledge of SEO, AEO, GEO, digital discovery trends, and how search behaviour influences conversion performance is an asset.
Experience working in a sales-assisted business model, senior living, healthcare, real estate, financial services, education, or another considered-purchase category is an asset.

Responsibilities

Own the process for identifying, prioritizing, and improving conversion opportunities across the marketing-to-sales funnel.
Analyze performance across key funnel stages, including inquiry, lead, MQL, booked tour, tour completion, and move-in influence, to identify where prospects are dropping off, slowing down, or failing to progress.
Translate funnel gaps into clear business problems, hypotheses, priorities, and recommended actions that improve lead quality, tour progression, and conversion outcomes.
Connect digital behaviour, campaign performance, lifecycle engagement, source/channel performance, and sales outcomes into a clearer view of conversion performance.
Prioritize optimization opportunities based on impact, effort, confidence, customer behaviour, and business value.
Partner with Sales and Marketing stakeholders to identify lead quality issues, follow-up gaps, handoff friction, and barriers to conversion.
Own the marketing analytics function and build a repeatable process that turns performance data into business insight, optimization priorities, and measurable action.
Manage the Manager, Digital Analytics and oversee analytics priorities, reporting standards, insight development, KPI consistency, and measurement planning.
Lead analysis across website, campaigns, paid and organic channels, SEO, landing pages, forms, chatbot, email/lifecycle journeys, lead sources, and funnel stages.
Ensure analytics outputs clearly explain what happened, why it matters, where the opportunity is, and what action should be taken.
Define measurement frameworks for campaigns, tests, personalization, landing pages, content performance, chatbot, forms, lifecycle journeys, and lead progression.
Create and manage a structured optimization backlog based on customer behaviour, funnel performance, marketing performance, business impact, and measurable opportunity.
Identify opportunities to improve visibility, relevance, and conversion across discovery, acquisition, and digital journey touchpoints, including emerging AI-driven search behaviours.
Use AI-enabled tools where appropriate to accelerate performance analysis, anomaly detection, insight development, reporting efficiency, and opportunity identification, while validating outputs against business data, customer context, brand, privacy, and governance requirements.
Lead performance narratives for leadership reporting, business reviews, campaign readouts, and optimization planning.
Partner with Data, CRM, IT, and Power BI teams where deeper data integration, attribution, dashboarding, Snowflake, Yardi, or enterprise reporting support is required.
Lead a disciplined test-and-learn program focused on improving conversion performance, prospect progression, and journey relevance.
Build and maintain a hypothesis-driven testing roadmap across UX, content, landing pages, forms, chatbot, lifecycle journeys, personalization, and campaign experiences.
Prioritize and govern experiments based on business value, audience relevance, expected impact, feasibility, and measurement readiness.
Lead UX, website content optimization, and content implementation priorities that improve journey clarity, CTA effectiveness, content sequencing, lead capture, and high-intent conversion paths.
Partner with relevant teams to execute tests and scale successful learnings across pages, campaigns, residences, regions, or journey stages.
Support personalization and segmentation opportunities by region, residence, funnel stage, care need, inquiry type, behaviour, campaign source, or prospect intent.
Partner with Marketing, Sales, Data, and relevant cross-functional teams to identify lifecycle performance opportunities based on funnel behaviour, engagement data, lead aging, content engagement, inquiry patterns, and sales feedback.
Recommend improvements to nurture flows, post-inquiry journeys, re-engagement programs, segmentation, timing, messaging, and trigger-based communications.
Improve conversion performance across key lead capture and decision-support touchpoints, including forms, chatbot, landing pages, call centre handoffs, and sales follow-up points.
Define the business problem, audience segment, performance gap, tracking need, and measurement approach for lifecycle and lead flow optimization opportunities.
Provide insight-driven recommendations to improve lead quality, tour readiness, reactivation, and progression toward booked tours.
Own lifecycle performance insight and optimization recommendations, while partnering with the appropriate teams on content strategy, automation execution, technical implementation, and system operations.
Manage the Manager, Digital Analytics and Manager, Online Content, including prioritization, coaching, performance expectations, capability development, and workload alignment.
Oversee website content implementation through the Manager, Online Content, ensuring landing pages, website updates, and optimization-related execution support business and conversion priorities.
Create a clear operating rhythm for analytics review, backlog review, test planning, insight review, content implementation priorities, and performance reporting.
Build stronger collaboration between analytics, content implementation, UX, development, marketing automation, integrated marketing, content and brand, sales, operations, and data teams.
Influence stakeholders through clear problem framing, data-backed recommendations, practical action plans, and measurable business impact.
Build team capability in funnel thinking, experimentation, performance analysis, insight generation, evidence-based decision-making, and practical AI-enabled workflow improvement.
Create simple standards, playbooks, and repeatable processes so analytics, experimentation, personalization, and optimization work can scale across the portfolio.