Senior Marketing Manager, .Com & Content Strategy, Acquisition Marketing

BMO•Toronto, ON

3d•CA$69,000 - CA$129,000

About The Position

We are seeking a strategic, results-oriented marketing leader to drive lead generation, funnel performance, conversion optimization, and acquisition outcomes by owning content strategy and online/.Com engagement across our online investing business. This role is responsible for developing and executing integrated marketing initiatives that drive leads, increase awareness, consideration, and client acquisition while delivering a seamless customer experience across our digital channels. The successful candidate will bring deep expertise in content strategy, social media, digital marketing/.Com strategy, acquisition marketing, and analytics and optimization. They will work across a complex stakeholder environment, partnering with Product, Digital, Analytics, SEO/GEO, Brand, Compliance, Legal, and external agencies to deliver impactful marketing initiatives that support business growth. In addition to day-to-day marketing activities and business-as-usual (BAU) initiatives, this role is expected to evolve to include broader ownership of InvestorLine.com strategy, helping shape the digital customer experience, content ecosystem, information architecture, and website optimization efforts.

Requirements

6-10+ years of progressive marketing experience, including significant experience in acquisition marketing, growth marketing, content strategy, and digital marketing.
Expertise in digital investing/self-directed brokerage, investor behaviour, trading platforms, and acquisition in an online investing environment. A minimum of 5 years experience preferred.
Demonstrated success developing and managing integrated marketing campaigns that drive customer acquisition and business growth.
Strong expertise in content strategy, social media strategy, SEO, and audience engagement.
Content development experience, ability to produce original content.
Experience managing external agencies, content vendors, and creative partners.
Experience leading complex, cross-functional initiatives in a matrixed organization.
Strong understanding of customer segmentation, marketing analytics, measurement frameworks, and optimization methodologies. Campaign analysis/post campaign analysis is a requirement.
Exceptional communication, presentation, stakeholder management, and relationship-building skills.
Ability to balance multiple priorities and deliver results in a fast-paced environment.
Content Strategy & Editorial Planning
Growth & Acquisition Marketing
Social Media Strategy & Management
GEO, SEO & SEM
Digital Marketing & Customer Journey Optimization
Marketing Analytics & Performance Measurement
Information Architecture & Content Governance
Campaign Management & Go-to-Market Execution
Competitive Analysis & Business Case Development
Content Management Systems (CMS)
Adobe Experience Manager (AEM)
Multimedia Content Development
Programmatic Advertising
A/B Testing & Conversion Optimization
Post-secondary degree in Marketing, Business, Communications, Advertising, or a related discipline.
Equivalent combination of education and relevant experience will also be considered.
Technical and digital marketing proficiency gained through education and/or professional experience.

Responsibilities

Leading the strategic direction and optimization of InvestorLine.com.
Drive funnel performance, conversion optimization, and acquisition outcomes.
Improving digital customer journeys and website experiences to support acquisition, engagement, and conversion objectives.
Partnering with Digital, Product, GEO/SEO, and Analytics teams to shape website strategy and performance improvements.
Leading initiatives related to content ecosystems, information architecture, content governance, and website optimization.
Identifying opportunities to improve discoverability, usability, customer engagement, and digital conversion performance.
Contributing to broader digital transformation initiatives across Wealth and InvestorLine.
Own and lead the overall content strategy for InvestorLine across social media channels, InvestorLine.com.
Develop comprehensive content strategies designed to drive lead generation, increase engagement, strengthen brand awareness, and support acquisition objectives.
Create and manage integrated editorial calendars and content plans aligned to business priorities and customer needs.
Lead social media strategy, including engagement initiatives and emerging platform opportunities to drive awareness, demand generation, and community growth.
Partner with subject matter experts to translate complex investing concepts into clear, actionable, inclusive, and customer-focused content.
Oversee the planning and development of educational content, including articles, courses, podcasts, videos, webinars, tools, and other learning experiences.
Develop timely content initiatives that respond to market events, industry trends, and evolving investor interests.
Manage external copywriters, content vendors, and agency partners, including workload planning, quality review, and prioritization.
Original content development may be required from this role.
Collaborate closely with SEO, Digital Marketing, Product, Design, Brand, and Corporate Communications teams to maximize content performance across channels.
Partner with enterprise SEO teams to enhance content discoverability and search performance.
Lead information architecture initiatives and periodically evaluate website navigation, site structure, menus, links, and content organization.
Support content audits, content governance initiatives, and ongoing improvements to digital experiences across InvestorLine properties.
Monitor market, customer, competitor, and industry trends to identify opportunities and inform content strategy decisions.
Drive acquisition and growth marketing campaigns rooted in customer insights, behavioral data, and business objectives.
Lead the development and execution of strategic marketing roadmaps, business cases, product initiatives, and integrated marketing programs.
Assume end-to-end ownership of marketing campaigns from planning through execution, measurement, and optimization.
Manage campaign development processes, including creative briefing, stakeholder alignment, agency management, approvals, QA/UAT, deployment, and post-launch reporting.
Coordinate required approvals across Legal, Compliance, Privacy, Brand, Product, and business stakeholders.
Develop campaign targeting strategies and audience segmentation frameworks to improve acquisition effectiveness and customer engagement.
Analyze campaign performance and key performance indicators, including traffic, engagement, conversion, acquisition, and return on marketing investment.
Produce and manage agency briefs and campaign requirements for creative and media partners.
Ensure all campaigns and marketing assets adhere to brand standards, regulatory requirements, and business objectives.
Lead campaign optimization efforts, including testing strategies and recommendations based on performance insights.
Identify opportunities to improve marketing effectiveness, operational efficiency, and customer experience.
Develop business cases supporting process improvements, new capabilities, and innovative marketing approaches.
Partner with Wealth Marketing, Lifecycle Marketing, and other stakeholders to develop new strategies that enhance engagement and growth.
Lead testing and experimentation initiatives, including A/B testing and optimization programs.
Recommend and implement scalable solutions to improve campaign execution and content operations.
Build strong partnerships with internal stakeholders, external agencies, and vendors to successfully execute marketing programs and initiatives.
Collaborate with business leaders and cross-functional partners to align marketing activities with strategic objectives.
Partner closely with Digital, Analytics, Product, Brand, and Communications teams to continuously improve customer outcomes.
Influence and communicate effectively with senior leaders and stakeholders across the organization.
Foster collaboration across the broader Wealth and BMO enterprise to deliver a consistent and integrated customer experience.