Job Description

Requisition Number:

1227

Terms of Employment:

Contract Full-Time (12 Months)

Location:

Head Office

Employment Address:

700 - 2235 Sheppard Ave E, Toronto ON M2J 5B5

Hours of Work:

Monday to Friday, 37.5-hour work week

Vacancy:

1

Language:

English

Hiring Range:

$69,666 - $74,484 annually

About Mount Pleasant Group:

Mount Pleasant Group (MPG) is a not-for-profit organization that has been dedicated to serving families in the Greater Toronto Area since 1826. MPG comprises of two affiliated entities: the Mount Pleasant Group of Cemeteries (MPGC) and Canadian Memorial Services (CMS). Together, they deliver comprehensive death care services with compassion and professionalism. MPGC owns and operates ten cemeteries and four crematoriums across the GTA, while CMS provides funeral services at nine locations, including funeral centres within MPGC cemeteries and standalone facilities known as The Simple Alternative. As a trusted community partner and environmental steward, MPG is committed to innovation, leveraging new trends and advancements in technology while upholding our long-standing values. Our team takes pride in the meaningful work we do every day, helping families navigate life's most challenging moments with care and respect.

Our Vision:

A world where dignified, inclusive, innovative and trustworthy death-related planning and care are accessible to everyone.

Our Mission:

MPG will serve the diverse clients and communities of yesterday, today and tomorrow with excellence and compassion to meet all their death care needs.

Our Values:

Inclusiveness o Transparency o Innovation o Dependability o Compassion


At Mount Pleasant Group, we believe our strength lies in the passion and diversity of our people, and we deeply value the unique skills, perspectives, and experiences each individual brings to our team. We are committed to fostering an environment where everyone feels respected, supported, and empowered to be their authentic selves. By embracing inclusivity, we aim to build a workforce that collaborates meaningfully and reflects the richly diverse communities we are privileged to serve. We encourage individuals of all backgrounds, experiences, and identities, including those from underrepresented groups, to apply and join us in advancing our commitment to diversity, equity, and inclusion.

About the Position:

The Digital Marketing Specialist (Specialist) plays a pivotal role in shaping and executing the organization's digital presence, with a focus on driving awareness, engagement, and meaningful conversions across both at-need and pre-need audiences. This role requires a unique blend of analytical expertise, strategic thinking, and emotional intelligence to ensure that all digital touchpoints are not only effective but also empathetic and inclusive.


The Specialist will lead the development of integrated digital marketing campaigns that span paid, owned, and earned media. They will be responsible for optimizing performance through continuous testing, data analysis, and the ethical use of AI and automation tools. The role also involves close collaboration with cross-functional teams to ensure that all digital initiatives align with brand values, accessibility standards, and the diverse needs of the communities we serve.


Success in this role requires a deep understanding of digital marketing best practices, a commitment to inclusive communication, and the ability to navigate sensitive subject matter with care and respect. The Specialist will be a key contributor to the organization's mission of supporting individuals and families during some of life's most important and emotional moments.

The successful candidate will be required to:

Strategic Digital & Performance Marketing

Lead the planning, execution, and optimization of performance marketing campaigns across channels such as Google Ads, Bing, Meta, and programmatic platforms. Design, implement, and continuously refine comprehensive digital marketing strategies that span paid (e.g., PPC, display), owned (e.g., website, email), and earned (e.g., social media, reviews) media. Align all campaigns with organizational goals, brand voice, and the evolving needs of diverse audiences, ensuring strategies are adaptable and responsive to feedback and performance data

Inclusive Content Creation

Create and manage compassionate, informative, and engaging digital content that is tailored to both at-need (immediate service) and pre-need (planning ahead) audiences. Ensure all content meets accessibility standards (e.g., AODA, WCAG), including the use of alt text, plain language, and inclusive visuals. Collaborate with internal stakeholders and community partners to ensure content reflects a wide range of lived experiences, cultural practices, and communication preferences. Ensure ethical targeting practices and transparency in ad messaging, particularly when engaging with individuals during emotionally sensitive times

Analytics & Optimization

Apply a test-and-learn methodology to continuously improve campaign effectiveness, using A/B testing, audience insights, and conversion tracking. Use digital analytics platforms (e.g., Google Analytics 4, Looker Studio, CRM dashboards) to track campaign performance, user behavior, and engagement trends. Translate complex data into clear, actionable insights for internal teams and leadership, with a focus on continuous improvement and audience understanding. Monitor key performance indicators (KPIs) such as cost-per-click (CPC), conversion rate, customer acquisition cost (CAC), and lifetime value (LTV), while ensuring data privacy and compliance with relevant regulations (e.g., GDPR, CASL)

Cross-Functional Collaboration

Collaborate with their fellow colleagues on the internal Marketing, Communications and Outreach team, as well as partner with internal teams in Cemetery Services, Funeral Services, and Property Services to ensure digital initiatives are cohesive, inclusive, and aligned with broader organizational goals. Act as a digital subject matter expert, providing guidance and support to colleagues on best practices in digital engagement, accessibility, and performance. Foster a collaborative environment that values diverse perspectives and encourages open dialogue and shared learning.

AI & Automation Integration

Integrate AI-powered tools (e.g., chatbots, predictive analytics, content generation) and marketing automation platforms (e.g., HubSpot, Salesforce Marketing Cloud) to enhance personalization and streamline workflows. Map and optimize customer journeys using data-driven insights, ensuring that automated touchpoints remain human-centered and empathetic. Maintain transparency in the use of AI, ensuring that all automated interactions are clearly disclosed and that users retain control over their data and choices.

Continuous Learning & Innovation:

Stay informed on emerging digital marketing trends, tools, and best practices, particularly those relevant to sensitive service industries. Share insights and recommendations to foster a culture of continuous improvement.

Other

Additional duties as assigned that fall within the scope of the role as assigned by the Manager, Advertising & Analytics

Qualifications:

Degree / Diploma in Marketing, Communications or other related disciplines; or equivalent combination of work experience, training and education At least three (3) years' experience in digital marketing, with a focus on performance marketing and content strategy. Experience working in the not-for-profit, health care, and/or death care services sectors would be a strong asset. Experience working in organizations that are mindful of diverse cultural practices and customs, and that engage and serve diverse communities and diverse lived experiences common to the GTA. Familiarity with AI tools for content generation, customer segmentation, and campaign optimization. Strong analytical skills and experience with data visualization and reporting tools. Excellent communication and storytelling skills for content creation. Strong interpersonal skills to allow for the ability to build effective relationships within own team and with key stakeholders. Demonstrate a high degree of cultural competency and a commitment to supporting diverse and inclusive teams and relationships with external stakeholders. Excellent time management skills with ability to prioritize multiple tasks, projects and deadlines. A flair for creative ad copywriting would also be an asset Proficiency with Google Ads, Meta Ads, SEO tools, and marketing automation platforms. Proficient in MS Word and Excel, with ability to create and analyze spreadsheets and reports.

The Mount Pleasant Group is committed to providing equitable opportunities to all applicants and strives to ensure a barrier-free selection process. If you require accommodation during the recruitment and selection process, please send us an email with your accommodation needs at accomodations@mountpleasantgroup.com, quoting the job requisition ID # and the job title. Any information received related to any accommodation will be addressed confidentially.


The deadline for internal applications is

Mon

day October 13th

Employees must apply through the Internal Career Centre in ADP