Senior Vice President, Digital

2 months ago

Old Toronto, Canada Tbwa ChiatDay Inc Full time
h3>Vice President, Growth (Acquisition & Retention)

Toronto, ON, Canada

Kensington Tours is an award-winning luxury tour operator offering tailor-made, private-guided experiences to the world’s most extraordinary destinations. Our brand promise is ‘to create the experience that changes the life’, and with our growth plans, we are looking for passionate and highly motivated sales professionals with travel experiences to be part of our fun, collaborative, and engaging team.

As the Vice President of Growth Marketing at Kensington Tours, you will report to the SVP of Marketing and play a pivotal role in driving the brand’s accelerated growth. You will be responsible for developing and leading a comprehensive growth marketing strategy across paid, organic, and digital channels to ensure the acquisition and retention of high-value customers. Managing a significant 8-figure marketing budget, you will optimize campaigns for a strong return on investment (ROI) while influencing key business metrics, with a focus on maximizing reach, awareness, and engagement, and maintaining an efficient Customer Acquisition Cost (CAC) to Customer Lifetime Value (CLV) ratio. p>

Responsibilities

  • Build, execute, and manage a growth marketing plan to achieve revenue goals, including ownership of prospect and lead email marketing campaigns.
  • Develop acquisition and retention strategies across channels such as paid search, SEO, email, affiliate marketing, TV, podcasts, influencer marketing, and direct mail.

Customer Acquisition & Optimization:

  • Optimize customer acquisition channels and conversion strategies while aligning acquisition and retention plans with the P&L budget.
  • Forecast and manage CLV, CAC, ROAS, new/repeat customer revenue, customer growth, and engagement rates.
  • Collaborate with UX/UI, sales, and marketing teams to identify, test, and roll out improvements in messaging, pricing, and user experience.
  • Identify and foster partnerships with luxury brands aligned with Kensington Tours’ vision.

Data-Driven Campaign Management:

  • Lead a data-first approach by continuously analyzing marketing performance with advanced analytics tools like Google Analytics, HubSpot, and Google Tag Manager.
  • Ensure end-to-end campaign tracking processes are in place and provide data-driven insights to senior leadership.
  • Lead and mentor a team of performance marketing professionals, providing guidance and support to drive individual and team success.

SEO & Organic Growth:

  • Oversee SEO strategy and execution to ensure content is optimized and activated effectively.
  • Leverage data insights to inform SEO tactics and drive organic growth.
  • Manage and scale initiatives across digital and offline channels using strategies such as A/B testing, audience segmentation, and ad performance optimization.
  • Drive traffic and leverage partner co-op opportunities to expand reach and increase site traffic.
  • Distill complex aggregate and channel-level data into overarching performance narratives for business partners.

Candidate Profile

The ideal candidate is a highly analytical, results-driven growth marketer with a deep understanding of digital marketing and customer acquisition strategies. This role requires significant expertise in paid media, performance marketing, and customer retention, with experience leading growth marketing initiatives in fast-growing DTC companies, service-based industries, or luxury brands. p>

  • Strategic Acumen & Execution:
    Ability to develop comprehensive growth marketing strategies, particularly in paid search, and drive strong business outcomes using data-driven insights.
  • Technical Expertise:
    Strong understanding of marketing analytics, ad metrics, and optimization tools like Google Analytics, Tag Manager, and HubSpot.
    Experience managing large-scale media with a focus on performance improvement.
  • Leadership & Collaboration:
    Proven leadership in managing high-performing teams and collaborating with cross-functional stakeholders.
  • Communication & Influence:
    Excellent written and verbal communication skills, capable of presenting complex strategies and performance updates to senior leadership with clarity and confidence.

Qualifications:

  • 15+ years of experience in digital, performance, and growth marketing with a focus on user acquisition and customer retention.
  • Proven success managing a marketing budget of $20 million or more, with a strong track record of optimizing CAC and CLV.
  • Successfully scaled full-funnel media budgets across multiple platform channels, including paid social, Google (Search, PMax, YouTube), TV (linear and streaming), audio (radio, podcasts), forums (Reddit, Quora), direct mail, OOH, SEO, and affiliate.
  • Expertise in paid search, SEO, and cross-channel marketing, with experience administering large-scale accounts and leading comprehensive campaigns.
  • Strong analytical skills with experience building dashboards to track ad performance and key marketing metrics.
  • Experience with CRM tools like HubSpot and managing audience segmentation strategies.

We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If you require accommodation due to a disability at any stage of our hiring process, please advise us when completing your application.

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