Director – Digital Marketing
Division/ Department
Marketing
Reports to (Job Title)
VP Marketing
Location
Toronto
COMPANY Description
Goway Travel has humble beginnings. Founder Bruce Hodge started the company in his apartment in 1970, and it has grown into a bustling organisation with over 250 employees. Today, we are one of North America’s leading travel companies with offices around the world sending Globetrotters to over 100 exotic destinations in Asia, Africa, Europe, Central and South America, and Australia and the South Pacific. With growth comes expansion and the need for proven professionals to join the Goway team and help make the dreams of world travellers come true.
DEPARTMENT/ DIVISION Description
The Digital Marketing Directors role is to manage and optimize our digital advertising across all relevant channels, daily website oversight and working closely with and improving upon our CRM-Marketing systems (Salesforce Marketing Cloud), while building a digital team including a PPC analyst and other roles. The suitable candidate will approach this role with the mindset and enthusiasm of being a start-up, supporting company goals, expansion and growth. This role requires someone who lives and breathes digital marketing but is able to operate at both a strategic and tactical levels with the marketing team and senior sales management. Specifically this role requires an ability to analyze and report on digital marketing data, constant collaboration with marketing and sales teams, awareness of key sales objectives and marketing campaigns, and a deep understanding of how to performance manage digital marketing. Experience in digital spend management, digital advertising, and the creation of digital marketing infrastructure is a must.
job responsibilities
DIGITAL LEADERSHUP & OVERSIGHT
Create and manage a digital team reporting to you, including a PPC analyst, Email/Web specialists, Marketing Automation specialists, and others.
With the VP of Marketing, manage an annual $1+ million digital advertising budget while monitoring multiple Sales KPIs.
Creation and enhancement of performance management systems for account management, analysis, reporting for all Digital Marketing
A daily user of Google suite and other digital measurement tools
Direct ad, email and landing page tests.
Annual in-depth reporting and review of our digital marketing activities (including email and social) and key websites.
Lead weekly meetings related to current and future digital marketing activities.
Improve and enhance dynamic online advertising
Conversion rate and Average Booking Value optimization
Add value to content marketing and web copywriting from SEO and UX perspectives through analysis
Add value to social media marketing (Facebook, Instagram, Pinterest, LinkedIn, Twitter, etc)
Implement successful bidding strategies and effective keyword management using third party software using metrics data, maintaining Goway’s current high organic, while carefully managing our paid traffic.
Analyze and assess the performance of campaigns and translate quantitative and qualitative data into recommendations and plans for revising the campaign strategy.
Communicate regularly on status, timeline, budget, deliverables, performance reporting, and competitive intelligence analysis with VP Marketing, other Marketing management, Senior Sales or Accounts teams.
Plan and execute digital marketing campaigns across multiple channels.
Coordinate forecasts and budgeting with other members of the online marketing team and Senior Advisor leadership team.
Drive continuous implementation of digital marketing best practices across all relevant channels
CRM-MARKETING MANAGEMENT
Work closely with our CRM Administrator and Technology team
Provide input and clarity on the “Marketing Side” of data when it comes to our CRM (Salesforce), and be able to review data infrastructure as it relates to relevant, usable information.
Managing a dedicated Marketing Automation Specialist, create, analyze and implement Marketing automations in pursuit of business goals.
Using a variety of Project Management and AGILE Development tools and processes, to outline projects and track progress of completion with the support of the Marketing Automation Specialist.
Work with 3rd party advisors, consultants and 3rd party technicians in troubleshooting issues, errors and making enhancements
KNOWLEDGE, SKILLS & ABILITIES
A desire and willingness to create a team and infrastructure required to achieve success
5+ years Digital Marketing management experience
Proven track record managing large scale paid search programs
In-depth experience across all Google marketing platforms
An authority on current and emerging SEM trends and technologies
Advanced experience with Microsoft Excel and other Data-analysis programs and dashboards
Strong analytical skills, organizational skills, and high attention to detail
High level of independence and efficiency
Excellent communication and interpersonal skills
Solid understanding of sales-lead generation conversion funnels
AdWords and Bing Ads certified is an asset
Experience with campaigns on Twitter, Facebook, Instagram & LinkedIn is an asset
Travel industry experience an asset but not required
ISSUE DATE
Nov 2021
REVISION DATE
DISCLAIMER: This job description is not intended to be all-inclusive. Employees may perform other related duties as assigned from time to time to meet the ongoing and changing needs of the organization.
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