Web Analytics and Digital Marketing Manager

PC Financial•Toronto, ON

About The Position

This role champions the overall digital marketing vision, seeking innovative ways to improve performance and drive measurable business growth across Loblaw's portfolio. The manager will guide the integrated paid and organic acquisition strategy, leveraging advanced analytics and historical performance to optimize channel plans and achieve ambitious sales targets. They will act as the primary subject matter expert for digital marketing operations and performance, driving recommendations on media model optimization, industry best practices, and fostering a robust test-and-learn culture to sustainably improve ROI. The role involves developing and overseeing the execution of comprehensive paid prospecting and remarketing programs across key platforms (Google, Meta, LinkedIn, Microsoft Ads), ensuring alignment with go-to-market strategies and critical customer journey touchpoints. Staying abreast of emerging trends, including Generative Engine Optimization (GEO) strategies, and integrating relevant innovations into future-proof marketing plans is also key. The position also manages and optimizes the marketing technology stack, ensuring seamless integration and data flow, and oversees the implementation and monitoring of tracking and enhanced conversion setups for accurate attribution and performance measurement. Driving organic growth through technical SEO, content strategy, on-page optimization, and authority building, while collaborating on keyword strategy and ensuring cohesive messaging across all channels is crucial. The manager will serve as the primary intermediary between business stakeholders and the internal media agency (Loblaw Media and Advance), providing strategic guidance, overseeing campaign setup, monitoring performance, fostering effective communication, and bringing forward recommendations for new in-platform opportunities and strategic partnerships. Collaboration with other 3rd party media agency partners is also expected. A core requirement is the management of GA4 (Google Analytics 4) and Google Tag Manager (GTM) to manage tracking tags without heavy reliance on developers. Establishing and maintaining a robust framework for tracking, analyzing, and reporting on web traffic and user behavior to optimize the customer journey is essential. Translating complex data into clear, actionable insights and strategic recommendations that drive applications, conversions, and overall business growth is a primary function. Developing and presenting comprehensive digital sales reports and executive-level dashboards with specific, data-driven recommendations to increase ROAS, optimize CAC, and enhance LTV across all lines of business is expected. Utilizing advanced analytics platforms such as GA4, Tableau, and potentially SQL (BigQuery is a plus) for in-depth data analysis is required. The role involves leading collaborative efforts with internal teams (Digital Acquisition, Product, Creative, Analytics, Media Strategy) to build and launch integrated, high-impact marketing campaigns. Managing strategic relationships with key external partners and platforms (Meta, Google) is also part of the role, aligning on campaign execution, best practices, and innovative opportunities. Proactively identifying opportunities to scale campaigns, enhance efficiency, lower costs, and improve conversion rates across various lines of business is expected. Maintaining a deep understanding of industry trends, platform updates, emerging tools, and competitive landscapes, and translating these into strategic testing opportunities and innovations is also a key responsibility.

Requirements

Post-secondary degree in Marketing, Business, or related field.
3 -7+ years in integrated digital marketing, performance media, ops, and analytics, with agency liaison experience.
Proven success optimizing digital campaigns in retail/e-commerce.
Expertise in Google Ads, Meta (certifications preferred).
Proficiency in GA4, GTM, Micro Strategy, SEO tools, and BigQuery.
Strong ability to translate complex data into actionable insights.
Strategic, data-driven mindset with a deep understanding of digital trends (including GEO).
Demonstrated leadership, influence, and project management skills with internal and external partners.
Collaborative, self-directed problem-solver with excellent communication and a test-and-learn approach.

Nice To Haves

Certifications in Google Ads and Meta.
Experience with BigQuery.

Responsibilities

Champion the overall digital marketing vision, constantly seeking innovative ways to improve performance and drive measurable business growth across Loblaw's portfolio.
Guide the integrated paid and organic acquisition strategy, leveraging advanced analytics and historical performance to optimize channel plans and achieve ambitious sales targets.
Act as the primary subject matter expert for digital marketing operations and performance, driving recommendations on media model optimization, industry best practices, and fostering a robust test-and-learn culture to sustainably improve ROI.
Develop and oversee the execution of comprehensive paid prospecting and remarketing programs across key platforms (Google, Meta, LinkedIn, Microsoft Ads), ensuring alignment with go-to-market strategies and critical customer journey touchpoints.
Stay abreast of emerging trends, including Generative Engine Optimization (GEO) strategies, and integrate relevant innovations into future-proof marketing plans.
Manage and optimize the marketing technology stack, ensuring seamless integration and data flow.
Oversee the implementation and monitoring of tracking and enhanced conversion setups to ensure accurate attribution and performance measurement across all campaigns.
Drive organic growth through technical SEO, content strategy, on-page optimization, and authority building, collaborating on keyword strategy and ensuring cohesive messaging across all channels.
Serve as the primary intermediary and point of contact between business stakeholders and our internal media agency, Loblaw Media and Advance.
Provide strategic guidance, oversee campaign setup, monitor performance, foster effective communication, and bring forward recommendations for new in-platform opportunities and strategic partnerships that can drive growth.
Direct and collaborate with other 3rd party media agency partners as needed, ensuring consistent strategic guidance and performance monitoring.
Management of GA4 (Google Analytics 4) is a core requirement along with management of Google Tag Manager (GTM), to manage tracking tags without relying heavily on developers.
Establish and maintain a robust framework for tracking, analyzing, and reporting on web traffic and user behavior (using tools like Google Analytics 4) to optimize the customer journey.
Translate complex data into clear, actionable insights and strategic recommendations that drive applications, conversions, and overall business growth.
Develop and present comprehensive digital sales reports and executive-level dashboards with specific, data-driven recommendations to increase return on ad spend (ROAS), optimize Customer Acquisition Cost (CAC), and enhance Customer Lifetime Value (LTV) across all lines of business.
Utilize advanced analytics platforms such as GA4, Tableau, and potentially SQL (BigQuery is a plus) for in-depth data analysis.
Lead collaborative efforts with internal teams including Digital Acquisition, Product, Creative, Analytics, and Media Strategy to build and launch integrated, high-impact marketing campaigns.
Manage strategic relationships with key external partners and platforms, including Meta and Google, aligning on campaign execution, best practices, and innovative opportunities.
Proactively identify opportunities to scale campaigns, enhance efficiency, lower costs, and improve conversion rates across various lines of business.
Maintain a deep understanding of industry trends, platform updates, emerging tools, and competitive landscapes, translating these into strategic testing opportunities and innovations.