Job Description

Are you a seasoned marketing strategist with a proven track record creating customer-compelling online campaigns, high-converting nurturing programs, and traffic-generating content strategies? Are you looking for an entrepreneurial environment where you can hone your craft and expand your career?

If this is you, we want to connect with you! Visit us at www.builddirect.com/Careers to apply today.

About BuildDirect

BuildDirect is founded with the goal of simplifying the home improvement industry by giving the power of choice back to homeowners and flooring professionals. We provide an online store, support team, and delivery process that gives customers the quality flooring products they want, at prices they love, and at the place and time they need them. Our competitive edge comes from our wide selection of flooring options, real-time customer-facing inventory, and guaranteed shipping/tracking/arrival of our products.

We're a creative, entrepreneurial, and resilient group. We understand that both life and business come with a host of opportunities and challenges, and we face these together head-on. We know that we survive and thrive as a team. We question norms and loathe the statement: "that can't be done". We're passionate, spirited, and fun!

We want to tell our brand story, engage & excite our customers, and bring together data, technology, and creativity to meet our commercial objectives. Ultimately, we seek to build the best experience in the flooring industry.

About Our Marketing Team

The core functions within the team are brand management, channel growth, site development, eCommerce management & merchandising, and brick & mortar marketing support.

We focus on two overarching segments: Homeowners and Design/Build Professionals - with separate strategies and tactics for each group.

We operate as a flat team of diverse skills, cultures, and personalities - but with the uniting principle of collaboration.

Job Summary

The Senior Digital Marketing Strategist (aka Senior Strategist - Demand Generation) will be responsible for developing and executing BuildDirect's acquisition, conversion, and retention strategies across all channels including paid online advertising, email/SMS re-marketing, and organic traffic generation through content creation, scheduling & execution. You will be the company's primary demand generation expert for acquiring both homeowner and home improvement professional clients. This role involves budget management, forecasting, and performance reporting. You will also be the leading liaison with contractors and agencies that support these areas as required.

You will manage and optimize our existing well-performing campaigns whilst exploring and testing new growth opportunities. This is a highly collaborative role with our marketing and sales teams - collecting pertinent customer feedback and market data to evaluate and adapt lead acquisition strategies. You will also work alongside these departments to monitor activity on our eCommerce platform and social media channels - ensuring that customer comments, questions and requests receive timely and appropriate responses. This is a high-profile role with a significant impact on revenue, which balances both strategic and technical tactical execution.

What you'll be doing

• Create, manage and execute competitive and high-performing ad campaigns across a variety of channels including, but not limited to: Google, Facebook, Bing, Pinterest, and Houzz. This includes:
• Campaign setup, tracking, quality assurance, and optimization
• Metrics monitoring and reporting
• Keyword research from a variety of sources including market segments and competitors
• Ad copy writing
• Display ad creation (in collaboration with the Senior Graphic Designer)
• Forecast, manage, and report on paid ad spend and performance, using a combination of site and 3rd party metric tools including Google Analytics, Power BI and Supermetrics
• Ensure that the full customer journey, from paid and organic channels through to site conversion, is optimized in coordination with other marketing functions; this includes:
• Monitoring paid channel and eCommerce platform flow & performance
• Utilizing product feed technology & tools (e.g. Productsup) to deliver effective shopping ads across a variety of ad platforms in collaboration with the Ecommerce/Merchandising/Category teams
• Researching and testing new strategies to grow & optimize paid and organic channels
• Managing BD's nurturing campaigns through a combination of retargeting ads, email/SMS marketing creation & execution, and the setup of appropriate marketing automation systems; this includes:
• Utilizing EMS platforms like Klaviyo
• Managing onsite email captures through abandon carts, signups, and other lead acquisition tactics
• Building email workflows, email copy, and designs in collaboration with the Senior Graphic Designer
• Leading BD's content strategy through content/keyword research, content generation, scheduling, execution, and performance measurement; this includes:
• Meeting with the Sales and Customer Success teams to uncover user-friendly topic opportunities
• Collaborating with internal subject matter experts to build content
• Following industry publications to track residential trends and current topics
• Measuring content traction and engagement with appropriate tools, such as Semrush
• Utilizing content scheduling tools, such as Hootsuite
• Report on competitor activity within social channels
• Monitor social channels for customer interactions (e.g. questions, comments, etc.) and coordinate responses with the appropriate sales teams

What you'll need to bring with you

• Rock-solid analytic analysis and interpretation, alongside an ability to create insights and stories with data
• Strong writing skills, building copy for lead acquisition, nurturing, conversion, and client retention platforms that performs technically well and delivers customer-centric language
• A balanced skillset that allows you to navigate between strategic and tactical execution
• Customer-first mindset
• Curious outlook with a desire to improve "what's there"
• A collaborative approach to marketing functions and working with colleagues
• An audacious spirit that embraces uncertainty and challenges with enthusiasm
• A commitment to do what you say you are going to do
• Humble & supportive - seeking to use your talents and knowledge to help others
• Empathetic - the ability to see and respect others' perspectives
• Ability to work in a hybrid format: balancing time between our Vancouver office and your home office

What you'll need to know

• Bachelor's or master's degree in marketing or a related field and/or proven work experience in digital marketing, particularly within the residential-building industry
• 2+ years in a senior specialist or strategist marketing role
• 5+ years in digital media campaign management, in all ad types across all major online channels
• 3+ years in email/SMS marketing program execution
• 2+ years executing content strategy, scheduling and execution
• Thorough understanding of ad serving technologies, best practices and attribution modeling
• Seasoned experience in organic traffic generation and engagement via blog and social platforms
• Solid GA and GTM experience
• Experience managing $100k+ monthly ad spends
• Proven copywriting skills, balancing platform technicalities and client-friendly narratives.
• Demonstrable experience leading and managing full demand-generation strategies and effective marketing tactics from top to bottom-of-funnel customer journeys

Does this sound like a match for you? If so, click on the apply now button and take a couple of minutes to complete an application.

This role is a hybrid role of in-office and at home work.

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