Digital Marketing Manager
at Make-A-Wish Canada

Job Description

WHERE YOU COME IN

Reporting to the Director, Digital and Brand Strategy, the Digital Marketing Manager will oversee all online marketing and fundraising activities for Make-A-Wish Canada. In collaboration with regional and national leads, the role will champion digital programs end-to-end from inception through launch, and develop over-arching strategies across all digital channels, including but not limited to digital advertising, email marketing, and the development of digital programs, to meet the acquisition and fundraising goals for the organization, with a holistic view on donor and supporter journeys. 

The ideal candidate will be a strategic thinker, with a comprehensive understanding of, and hands-on technical experience in SEO, SEM, GA4, WordPress, and website development.

This role can be based out of either Toronto or Pickering, and is a full-time, permanent, hybrid position.

WHAT YOU WILL DO

• Provide organization-wide support in the development and implementation of digital marketing and fundraising initiatives for lead generation, prospecting and stewardship, which includes paid digital advertising, email marketing, SEO, SEM, KPI and financial tracking and reporting.
• Work in collaboration with the Digital Marketing Specialist & Web Developer to develop and optimize campaign landing pages and lead forms for key campaigns and events.
• Perform tests to collect and analyze data to achieve maximum ROI in digital paid campaigns.
• Lead the development, planning and execution of the MAWC email marketing calendar.
• Work with the Digital Marketing Specialist to develop, test and deploy promotional and fundraising emails, ensuring high delivery, open and click-through rates.
• Ensure digital content is engaging, speaks to our audience, and motivates action to support our cause.
• Work with the team to identify opportunities in developing new digital fundraising programs or products, conducting research on emerging digital fundraising trends.
• Lead the development and execution of online promotion and acquisition for new digital programs.
• Develop and implement effective SEO and SEM strategies to increase web traffic and visibility.
• Manage and optimize MAWC's not-for-profit Google Grants budget.
• Develop and Execute Search Engine Marketing (SEM) on Google AdWords and Bing ads tactics for key initiatives, events and campaigns.
• Manage and optimize our WordPress website, ensuring usability, design, and content are in place to maximize search terms, keywords, and google ranking while also aligned with our mission and brand voice. Oversee the technical aspects of the website, including performance and capacity, to ensure optimal functionality and user experience.
• Supervise two direct reports, and recruit, engage and retain qualified employees within your team to meet business priorities.
• Other duties as assigned.

WHAT YOU BRING

• Related post-secondary education, preferably in marketing, online marketing, and/or e-commerce, or an equivalent combination of education, training and related experience.
• 5+ years of digital management and online marketing experience, including hands-on experience in developing online marketing/online fundraising solutions, SEO/SEM campaigns, Display, Real-Time Buying/Programmatic campaigns and Remarketing campaigns.

• Hands-on experience with self-serve advertising platforms – Adwords, Meta, Twitter, etc.
• Hand-on experience working with digital analytics, particularly Google Analytics (GA4), with the ability to report/evaluate the media performance results and drive insights for the business.
• Experience in evaluating digital creative copy/design and campaign landing pages.

• Demonstrated experience and proven results in developing and implementing online strategies with an understanding of acquisition journeys.
• Strong working knowledge of Google Tag Manager, HTML5, CSS, Javascript.

• 3-5 years' experience managing and mentoring direct reports; experience in a large multi-level organization or the non-profit/charity sector would be an asset.
• You are a digital storyteller, with technical ability and an eye for strong design, content aesthetic and a focus on outcome-driven user experiences.

• Experience with online fundraising platforms, content management systems and database management; experience with Salesforce, MailChimp, Donor Drive and Causeview tools an asset.

• Experience working with marketing tech solutions – Data Management Platforms (DMP), Salesforce Marketing Platform, attribution modelling tools.

• Experience with web analytics reporting software, online data collection and analysis, report development.
• Excellent organizational, time management, communication, problem solving, writing, and analytical skills.
• Demonstrated experience in project and client management.
• Working knowledge of MS Office, HTML, XML, CCS and Photoshop.
• A customer-focused mindset to interact with staff, donors, volunteers and members of the general public.
• A clear Criminal Background Check is required.
• Fully vaccinated against COVID-19 at least 14 days prior to their first day of work, subject to relevant accommodations or exemptions.

YOUR WORK ENVIRONMENT

• Hybrid working environment: 2 days per week in office and 3 days working remotely, with occasional requirements to work outside of regular office hours.
• Occasional day/overnight travel.

Physical/Mental Effort

• Works under pressure of tight deadlines, with high volume workload, and with multiple demands, changing priorities.
• Demonstrates emotional resiliency to be able to conduct cold-calls and continue to develop key stakeholder relations.