Senior Manager, Digital Marketing

Heart & Stroke

2d • Hybrid

About The Position

The opportunity This is a hybrid role based within the GTA with the need to commute into the office based on the needs of the business. The role of the Senior Manager, Digital Marketing is crucial in supporting the operation and alignment of the strategy of our online presence. This position will consult on digital campaign initiatives, collaborating closely on H&S digital campaigns to enhance the donor journey on the web. The primary focus will be on creating a seamless omnichannel experience that aligns donor journeys with tailored web experiences. This involves implementing the work around web personalization, refining user experiences, optimizing journeys, enhancing SEO, and fine-tuning internal search capabilities. Moreover, this role entails the development of comprehensive digital strategies for the entire organization's web platform. Regular consultations with content, integrated marketing, and fundraising teams will ensure the incorporation of best web practices and the latest web design & functionality trends. The role will take the lead in introducing new digital experiences and launching programs, all while keeping a vigilant eye on performance metrics and generating insightful reports. A strong grasp of emerging digital platforms is essential for this role, along with a solid understanding of the foundational web operations and digital media.

Requirements

• 7-10 years of digital marketing experience with a successful track record of defining and driving web metrics.
• Proven ability to develop people and teams with a view to improving employee engagement.
• Demonstrated ability to generate big ideas and lead complex, strategic projects through to delivery; possess powerful analytical skills to quickly identify risks and opportunities.
• Digital Experience: Front-end web fundamentals, CMS, GA4, Digital media fluency, understanding of organic search algorithms and variables that drive ranking, Robust working experience around UX/journey & web personalization, good understanding of internal search mechanism and indexing.
• In depth experience establishing, monitoring and driving key digital metrics such as engagement, traffic, average donations & conversion rates etc with reporting & insights delivered to senior stakeholders
• Innovation experience, new web product launches, and functionality improvements

Nice To Haves

• Broad experience across CMS, DXP, CDP, PIM, OMS etc. is an asset.
• Familiarity with Excel and creating macros is a bonus.
• HTML/CSS experience is an asset
• Positive attitude and a strategic leader with a deep passion for the consumer and driving growth in e-commerce and digital marketing channels.
• Self-starter with a passion for learning and staying up to date with the evolving digital world.

Responsibilities

• Champion web vision and support execution of our H&S and Lottery web strategy, brand prioritization, and fundraising goals
• Support thinking and influence on donor Journeys, web experience, and web activation with Marcom teams for always-on and integrated brand campaign-related activities.
• Collaborate with integrated marketing, fundraising, analytics, and content teams to develop audience and lead in the creation of personalization testing parameters, KPI assumptions, and an annual playbook of delivery.
• Manage implementation for H&S.ca and Lottery with digital experience manager.
• Take charge of identifying user journey and UX design prospects for both H&S and Lottery.
• Evaluate user journeys, pinpoint areas of opportunities, and establish an annual schedule for changes/testing to ensure a seamless and effective user experience across all interaction points.
• Lead the development of an SEO strategy, aiming to enhance organic rankings and drive increased traffic to H&S.ca.
• Share optimal practices with the broader cross-functional team.
• Work with the digital experience manager and content specialist for delivery
• Provide strategic web direction as an internal consultant to other cross-functional teams beyond Marcom and fundraising.
• Assist in gathering business requirements and challenges from cross-functional teams through the proper briefing input and process.
• Assist the Director of Digital to be the representative of digital and initial entry point for project intake and requirement gathering.
• Steer the formulation of the web strategy, journey mapping, functional prerequisites, recommendations, and execution of web experiences in alignment with the business objectives/needs of the cross-functional team.
• Drive alignment and finalization with cross-functional teams around the scope of work and timing of delivery.
• Collaborate closely with the Digital Project manager, digital team, and agency to guarantee punctual project delivery (fundraising, campaign, non-fundraising, maintenance) incorporating appropriate capacity planning for Marcom and various cross-functional web projects throughout the year.
• Assist with capacity planning and project roadmap maintenance around mapping all project activation across the year inclusive of Marcom, Fundraising, and other cross functional team.
• Communicate project prioritization monthly and quarterly, timing of delivery, and proper support coverage across vacation periods for digital and agency
• Digital campaign consultation with internal and external stakeholders
• Key contributor to web and digital media planning and strategic execution of H&S integrated brand campaigns with internal team and agency.
• Consult marketing strategy around media initiative during pre-planning and optimization phases, aimed at boosting web traffic and fundraising efforts for H&S.
• Provide valuable web insights throughout the campaign's duration and afterward, analyzing the impact of the digital campaign and guiding refinements to our digital media strategies.
• Collaborate with the analytic team to create comprehensive dashboard reports, enhancing the understanding of business trends and monitoring web performance towards our web annual traffic and revenue targets.
• Inform routine and on-demand reports with analytics detailing performance metrics, trends in documentation, business insights, and UX experiments and testing, and then deliver these findings to pertinent stakeholders.
• Monitor and assess crucial key performance indicators (KPIs) against testing assumptions and drive business insight associated with work regarding personalization, organic search, and on-site search to gauge the effectiveness of various initiatives.
• Stay abreast of industry trends, best practices, and innovations in UX design, site personalization, SEO, and digital media.
• Implement emerging strategies and techniques to maintain a competitive edge and to improve user experience.
• Foster collaboration among diverse teams, encompassing marketing, agencies, content, fundraising, and IT, to ensure a unified approach to personalization and optimization endeavors.
• Share digital expertise and provide education to team members and stakeholders regarding pertinent subjects.
• Cultivate strong relationships with Directors and Vice Presidents to gain a comprehensive understanding of business objectives, vision and obstacles, contributing to the guidance of planning outcomes.
• Aid in the process of budget and annual planning and ensure alignment and own budget reconciliation.
• Monitor and manage daily billing and reconciliation tasks for the digital team (excluding email).
• Support and validate forecast planning for annual web targets related to traffic and revenue projections in collaboration with Director, Digital Marketing.
• Assist Director of Digital Marketing in fiscal planning by allocating resources effectively and charting the project roadmap. This entails integrating personalization, SEO, UX/design efforts, along with prioritizing Marcom initiatives and other cross-functional projects.
• Contribute to the creation and rationalization of the annual planning for web-related budgets.
• Lead talent development, ensuring high standards, competence and that staff is well supported in fulfilling their accountabilities, developing their skills and achieving their career potential.
• Provide clear direction on business goals and priorities; ensure optimal deployment of resources to achieve business goals.
• Build and develop cohesive lateral relationships cross functionally.
• Establish performance plan and objectives and review on an ongoing basis; provide coaching and feedback as per the performance management process
• As required, recruit skilled talent in support of current and future Foundation needs, following Foundation policies, interviewing methodology and assessment guidelines.
• Familiarize and comply with all HSF policies while ensuring accurate administration of employee related information: absence records, vacation, title, etc.

Benefits

• generous paid time-off package including vacation days, personal days, wellness days, and paid company-wide closure between December 25 and January 1
• competitive health, medical, dental and vision benefits
• life insurance
• disability benefits
• an employee assistance program (EAP)
• a defined contribution pension plan with employer matching
• flexible hybrid working model
• reimbursement for mobile phones and home office setup
• opportunities for professional development

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: Associate degree