Director of Digital Marketing

4 weeks ago

Markham, Canada Robertson & Company Ltd. Full time

Reports to the Chief Revenue Officer

Location: Markham

Hybrid: 1 day a week onsite


Summary

The Director of Marketing will build, grow and lead the marketing department, plan and delegate the execution of the marketing strategy and work with key stakeholders to meet revenue goals. The Director’s mission will be to craft and execute demand generation and account-based marketing (ABM) strategies that captivate target audiences and accelerate growth trajectory.


Key Responsibilities

  • Evaluate the current marketing department and campaigns to determine what is working well.
  • Build a marketing team to ensure we have the resources to meet revenue goals.
  • Create a robust marketing strategy, in collaboration with the leadership team, to increase inbound qualified leads and drive growth targets.
  • Set brand strategy to ensure a strong and consistent branding that resonates with the target audience.
  • Build marketing dashboards tracking department, channel and agency KPIs.
  • Set or refine department KPIs and fully understand the marketing performance of all brands.
  • Set quarterly department OKRs and fully align the marketing department and go to market
  • functions toward achieving them.
  • Ensure the marketing department aligns with the overall company mission and vision.
  • Develop annual marketing plans that outline key initiatives, timelines, required resources, and potential challenges to reach revenue targets.
  • Execute annual marketing plans to reach annual company goals.
  • Identify and prioritize customer segments that offer the highest growth potential.
  • Determine new markets, channels, niches that align with the company's capabilities and the
  • brands' positioning.
  • Identify potential strategic partnerships with companies, influencers or organizations that can amplify the brand's reach and credibility.
  • Own the company marketing budget and conduct periodic meetings with the finance team.
  • Manage a marketing budget; shift budget by allocating spend from non-performing campaigns to high performing campaigns.
  • Have an expert understanding of the company’s customers and how we can meet their needs.
  • Refine or redefine the company's value proposition to make it more compelling and aligned with market needs.
  • Evaluate current employees and agencies for performance and values alignment.
  • Review the current marketing technology stack to ensure it supports the team effectively.
  • Audit, document marketing processes and identify bottlenecks; develop SOPs for recurring marketing tasks.
  • Introduce standardized templates for campaign planning.
  • Implement automation tools for repetitive tasks such as email campaigns, social media posting, and lead nurturing.
  • Ensure that different platforms and tools used in the department are integrated for seamless data flow and reduced manual entry.
  • Manage the monthly marketing budget
  • Work with Sales and ensure departmental alignment to maximize collaboration


Key Skills, Experience & Qualifications

  • Experience in scaling a business from $50 million to $100 million.
  • 6+ years of extensive experience in B2B marketing, with a proven track record of driving growth
  • Expertise in performance marketing (paid ads).
  • Proven experience in developing and implementing comprehensive ABM and inbound marketing strategies to generate new leads that make a measurable impact to growth.
  • Experience in reporting and decision making based on data (data driven).
  • Previous experience as a marketing leader and an ability to recruit and grow the marketing team
  • Able to build a team, infrastructure and systems to support high performance marketing.
  • Digital literacy - deep understanding of tools, tech, products, automation tools in the digital,
  • marketing world.
  • Sales mastery - can sell ideas, products and concepts internally; presents the organization’s value proposition with passion and purpose; strong understanding of the customers business.
  • Social media - understands how to use social media to inform, involve and inspire and to share stories
  • Deep understanding of email marketing, SEO, Content marketing, Conversion Rate Optimization
  • Deep understanding of relevant marketing KPIs and metrics.
  • Sales alignment – understands the importance and synergies between marketing and sales and how to effectively work together to drive growth.
  • Exceptional organizational skills to be able to manage a number of diverse projects simultaneously.
  • Ability to work in a fast-paced environment and adapt to rapid and frequent change.
  • Good knowledge of technology solutions, including financial modeling and business analytics.
  • Proficient in using sales and marketing tools and technologies.

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