Job Description

Overview

Company: Harlequin Enterprises ULC
Department: Brand
Reporting To: Senior Director, Digital Platforms & Subscriber Acquisition
Status: Regular Full Time
Location: 22 Adelaide Street West, Toronto (hybrid model)

We celebrate and support the differences that make each of us unique, striving to create a welcoming workplace that ensures everyone has a voice and is able to do their best work. We welcome all applicants, including those who identify with groups that are traditionally underrepresented in the publishing industry including, but not limited to, Black, Indigenous, people of colour, members of the LGBTQIA2S+ community, and persons with disabilities.
Join us, and share your story.

Job Summary:
Lead the strategic and logistic implementation of Harlequin's corporate Digital Advertising, Program for Harlequin the Harlequin Brand.

Reporting to the Senior Director Digital Platforms & Subscriber Acquisition, the Digital Advertising Manager position will be a key member of the Harlequin Brand team. In this role, you will be responsible for leading the strategic planning, budgeting and managing the execution of digital advertising initiatives to drive sales, brand awareness and to meet the Digital Advertising program goals that contribute to strategic and financial objectives. To continually challenge the existing environment, scan the external environment for opportunities and develop new initiatives based on competitive analysis, available technology, and sales/trend analysis. Work closely with other members of the Digital Platforms and Subscriber Acquisition team, contributing to a synergistic work environment where people learn from one another and continuously improve processes and facilitate innovation.

Responsibilities

Strategy (30%)

• Develop and lead the Harlequin Brand digital advertising and performance marketing strategy.
• Own the ongoing Harlequin Brand paid media road map including paid search (SEM), paid social, display, and search engine optimization (SEO).
• Build SEM strategies including keyword discovery and bidding, quality score optimization, ad copy, landing page and digital creative testing, ensuring that SEM plays a role in supporting the customer journey.
• Lead the SEO strategy for the Harlequin brand and contribute to the customer journey and content strategies through SEO insights and best practices with the goal of driving relevant organic traffic to Harlequin's digital properties.
• Develop and manage a conversion funnel management road map to track customers from acquisition to conversion, improve funnel efficiency and drive performance improvements.
• Build digital advertising campaigns in conjunction with the brand management and digital marketing teams for the Harlequin master brand, adjacent brands, priority books and products, entertainment content projects, subscriber acquisition and audience development initiatives.

Execution (40%)

• Implement and optimize the Harlequin brand digital advertising strategy with a focus on expansion and development of Harlequin digital audience through lead generation, revenue generation and brand engagement.
• Maintain and improve the data-driven Harlequin digital advertising program structure and process through working closely with the data analytics, marketing technology, digital marketing, customer experience, brand and product teams.
• Manage the tactical execution of self-serve advertising platforms and paid social efforts including campaign optimization & maintenance (i.e. targeting, bids, creative, budgets, etc.).
• Manage budget and pacing, forecast results, identify gaps and collaborate with business owners to optimize advertising performance and ROI.
• Partner with the ecommerce and email manager to drive revenue growth and improve retention and conversion of customers across the entire Harlequin digital ecosystem.
• Execute on SEM strategies, drive analysis and insights generation, and collaborate with internal teams to improve overall search performance, increase ROI and identify areas for adjustments.
• Partner with the customer experience team to the manage the successful implementation and execution of SEO priorities and provide SEO insights for the customer experience and content strategies.
• Work closely with brand and retail marketing to ensure that target personas are translated into addressable audiences by channel, brand and product to ensure consistent and targeted campaign execution.
• Build and execute an ongoing test plan for new and emerging digital advertising opportunities to identify the best performing paid media tactics, platforms, targeting, messaging, and creative formats to help move the business forward.
• Analyze digital advertising campaign results to provide insights to leverage in the development of future campaigns.

Consulting and Best Practices (15%)

• Liaise with the corporate Harper Collins team as well as with the digital experts in other Harper Collins divisions to share best practices and learnings.
• Stay on top of industry trends and all applicable technologies, including developments in - Display, Social media, SEM, SEO, etc.
• Generate and share digital advertising best practices with internal stakeholders.
• Chair the bimonthly cross-departmental digital advertising best practices meeting.

Vendor Management (15%)

• Lead engagement with digital advertising agencies, vendors and key internal partners.
• Negotiate contract, bulk buys and added value deals with key vendors.
• Build relationships with key stakeholders at various social media platforms and other digital advertising vendors and agencies.

Qualifications

Specific training or job experience required includes:

• 6+ years of digital marketing experience with a focus on paid media.
• Experience in developing digital advertising program strategies and road maps.
• Tactical hands-on knowledge and experience in building and optimizing advertising campaigns for SEM, SEO, display and paid social media. (Google, Facebook, Linkedin, TikTok)
• Data-driven marketer fluent in using Google Analytics, Google Tag Manager, and audience building tools.
• Post-secondary education in a related field (Advertising, Marketing) and/or relevant experience.
• Strong time management, organizational and planning skills.
• Exceptional internal and internal relationship management capabilities.
• Excellent communication skills, including ability to communicate complex information to non-technical audiences.
• Creative and innovative thinker with a drive for results.
• Positive and passionate with ability to work well with in a close-knit, team environment.

What's in It For You?

• The opportunity to be part of a company on the leading edge of publishing, working with a very talented team and exceptional books
• Hybrid work, flexible start/stop times
• Paid time off days and vacation allotment, starting at three weeks (prorated based on start date)
• Flexible benefit plans to fit your needs and pension matching
• Various virtual social activities to keep you connected - we love trivia!
• Virtual author events and access to discounted books
• Working with passionate people!

About HarperCollins Canada and Harlequin
Harlequin is a leading publisher of commercial fiction and narrative nonfiction. We publish more than 100 titles a month that reach audiences globally. Encompassing highly recognizable imprints that span a broad number of genres, we are home to many award-winning New York Times and USA TODAY bestselling authors. Harlequin is a division of HarperCollins Publishers, the second-largest consumer book publisher in the world. Through HarperCollins's global publishing program, Harlequin titles are published in 17 countries and 16 languages.

Known worldwide for the quality of its list, HarperCollins Canada is the proud home of many bestselling and award-winning authors, including Esi Edugyan, Heather O'Neill, and Lawrence Hill. It is our vision to publish the best books of our generation and to work with authors over the length and breadth of their careers. Our authors are at the centre of everything we do. In addition to the Canadian publishing program, HarperCollins Canada is responsible for the sales, marketing, and publicity of HarperCollins titles from around the globe.

HarperCollins Canada and Harlequin are Equal Opportunity Employers committed to
equal employment opportunities. Employment decisions are based on job requirements and the skills, knowledge, and experience of the candidate, regardless of any other factors unrelated to job performance.

We are also committed to ensuring that the accessibility needs of candidates and employees are considered and accommodated during the recruitment process.

We thank all applicants for their interest, however, only those candidates selected for an interview will be contacted.