Demand Generation Manager driving paid media, marketing automation, and conversion optimization for Westland’s Canadian insurance brands. Generating qualified leads and strengthening client acquisition, onboarding, and retention.
About the role
- Director leading paid media, SEM, and SEO for Sleep Country Canada’s mattress and home furnishings business. Driving online orders and showroom traffic across Canada.
Responsibilities
- Lead the performance marketing vision and drive growth through data-driven marketing practices
- Design, implement, and manage performance marketing strategy
- Manage Search Engine Marketing campaigns across Google and Microsoft Ads, including Paid Search, Performance Max, Paid Shopping, YouTube, and Display campaigns
- Establish the SEM strategic roadmap across Google Ads, Microsoft Ads, and other performance marketing platforms
- Lead SEO strategy, including technical optimization, content initiatives, organic growth opportunities, and digital properties
- Monitor and optimize campaigns to improve customer acquisition costs, return on investment, and overall marketing effectiveness
- Define performance measurement frameworks, KPIs, attribution models, and reporting standards
- Support annual and ongoing budget planning, forecasting, and performance tracking across markets and channels
- Oversee vendor and agency relationships
- Identify and leverage insights, best practices, and innovations across the brand
- Establish performance benchmarks and support data-driven decision-making across the organization
- Partner with senior business leaders, vendors, and cross-functional teams to shape customer acquisition and growth strategies
Requirements
- University Degree in Business, Marketing, Math, Data Analytics Engineering or related discipline
- 5-10 years of demonstrated experience in performance marketing, digital acquisition, or SEM for a retail or e-Commerce brand
- Extensive hands-on experience executing Google Ads
- Proven track record managing and optimizing a multi-million dollar digital marketing budget across multiple channels and platforms for a profitable eCommerce business
- Expert understanding of digital marketing channels and best practices
- Expertise with Google Ads, Search Console, Google Merchant Center, Tag Manager, and SEMrush or a similar tool
- Highly analytical and structured thinking, with ability to derive insights from complex data and articulate actionable items
- Entrepreneurial mindset and demonstrated ability to adapt to changes in digital advertising
- Seasoned project management skills
- Strong initiative and attention to detail
- Creative thinking and ability to execute new ideas
- Excellent communication and presentation skills
- Ability to influence and align diverse stakeholder groups and cross-functional teams
Benefits
- Accommodations available during all stages of the recruitment process upon request
- Inclusion and diversity commitment
- Human recruiter review of applications after screening technologies
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