Job Description

Description :

Company: CGL

Department: Marketing & Communications

Employment Type: Regular Full-Time

Work Model: Hybrid

Language: English

Additional Information: The work location for this role is flexible between Burlington, Guelph, and Mississauga.

The Opportunity:

We are a leading Canadian financial services co-operative committed to being a catalyst for a sustainable and resilient society and our team is essential to deliver on this strategy. That\xe2\x80\x99s why we prioritize our people, to ensure we provide a strong culture and development opportunities which enables our team to thrive and to live our purpose. The best part is that you will work with people that care passionately about you, our clients, and our communities.

Our Marketing and Communications team aspires to drive innovation and be the industry leader in client engagement. Our versatile and knowledgeable team works collaboratively with business partners to enhance client experience, creating value at every point of contact. We think strategically and align our initiatives to help our organization achieve its business objectives.

This role will oversee two key areas of responsibility: 1) Performance Marketing \xe2\x80\x93 ensuring our digital programs are effective in driving measurable results to achieve business and marketing objectives; and 2) Digital Acquisition \xe2\x80\x93 attracting, engaging, and converting customers via organic social and paid media channels (paid social, paid search, display, programmatic, affiliates). The successful candidate will have 3-5 direct reports of Consultants and Specialists.

How you will create impact:

• Manage and supervise spend across all paid channels (social, search, display, programmatic, affiliates). Recommend, and optimize media dollars across, the best channel mix for customer acquisition to drive business growth.
• Drive social media marketing strategy to establish clear expectations, goals, and tactics for the channel. The social media strategy will answer key questions like: What should our social media marketing objectives be? What platforms should we have a presence on? What types of content should we curate? What should our mix of organic vs. paid efforts be? Etc.
• Drive paid search strategy to improve visibility in search results and acquire the most customers at the highest ROI. The paid search strategy will address key elements like: keyword research, understanding search intent, campaign structure, SEO and content marketing foundations, test and learn, etc.
• Propose top of funnel (ToFu), middle of funnel (MoFu), and bottom of funnel (BoFu) strategies and tactics across organic social and paid media to drive business and marketing objectives.
• Collaborate with internal business partners (B2C, B2B, creative, content, brand, digital properties) and agency partners to plan, design, implement, and measure the performance of organic social and paid media initiatives with a focus on the customer experience.
• Analyze, interpret, and share organic social and paid media campaign results for all B2C and B2B lines of business. Disseminate learnings, identify opportunities, and propose recommendations to improve future campaign performance to drive business growth and optimize media spend.
• Champion performance across organic social and paid media channels, leveraging data, insights, best practices, market trends, competitive analysis, etc. to identify and assess new opportunities for growth and efficiencies.
• Act as a subject matter expert to business partners and stakeholders for thought leadership in performance marketing and digital acquisition.
• Manage and enhance a Monthly Marketing Performance Dashboard. Establish the right metrics and KPIs to measure impact against business and marketing objectives, improve storytelling with data, drive actionable insights and commentary, and author for the audiences of the report.
• Coach, mentor, and develop a team of 3-5 strategic subject matter experts and foster a positive, collaborative, and growth-oriented culture.
• Manage relationships with digital media agencies, establishing ways of working, pushing beyond the status quo, and ensuring accountability to get the most out of our partnerships.

How you will succeed:

• You are a true people leader: You coach, mentor, and develop your team. You foster a healthy team culture. You provide structure, clarity, and psychological safety. You manage and recognize performance. You can identify and recruit top talent. People want to work for you.
• You are a strategic, big-picture thinker. You ask probing questions, have a growth-oriented and innovation mindset, and purposefully challenge the status quo.
• You are very comfortable with data analysis, measurement, and attribution, and you can combine this with experience and intuition to chart the right paths forward.
• You deliver value by bringing customer-focused solutions and recommendations to problems.
• You have strong communication skills \xe2\x80\x93 speaking, writing, listening, observing, and empathizing. You can clearly convey your messages to a varied audience and build buy-in.
• You stay well-informed of competitors\' activities and the ever-changing digital landscape to identify and recommend opportunities for improvement.
• You are effective at budget management, planning, and forecasting.

To join our team:

• You have 6-8 years of experience in digital marketing and digital acquisition with a focus in organic social and paid media (paid social, paid search, display, programmatic, affiliates).
• You have a track record of driving performance improvements and optimizations across organic social and paid media.
• You bring a strong background in digital analytics, measurement, and reporting, with success bringing your insights and recommendations to life.
• You have strong people leadership experience, having managed and developed high-performing teams of diverse tenure, strengths, and personalities.
• You have practical familiarity in Google Ads, Facebook/Instagram Ads Manager, Meta Business Suite, LinkedIn Campaign Manager, social media management and intelligence platforms, and Google Analytics. Familiarity with Sprout Social and Looker is a nice-to-have.
• You have experience facilitating change adoption and navigating the organizational discomfort that comes with innovation.
• You have a post-secondary degree in Marketing, Business, or Commerce.

What you need to know:

• Strict confidentiality is required as a leader, with respect to sensitive matters and employees\xe2\x80\x99 personal information.
• You will be subject to a Background check as a condition of employment, in the event you are the successful candidate.

What\xe2\x80\x99s in it for you?

• Training and development opportunities to grow your career.
• Flexible work options and paid time off to support your personal and family needs.
• A holistic approach to your well-being, with physical and mental health programs and a supportive workplace culture.
• Paid volunteer days to give back to your community.
• A comprehensive total rewards package, including competitive salary, bonus, pension, and benefits.

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The Co-operators