Digital Marketing Manager

5 months ago

Toronto, Canada Upfield Full time

**Are you a Digital Marketing Guru?**

**About us**

At Upfield our purpose is clear: we make people healthier and happier with nutritious and delicious, plant-based products that are good for you, and our planet. We have iconic brands like Becel, Violife, Country Crock, and I Can't Believe It's Not Butter that Canadians know and love and we've been a trusted category leader since 1871. Yet, we feel like we're only just getting started

Performance, Passion, and Care define who we are as a company, how we work every day, and the responsibility we feel toward our associates, our consumers, our business partners, and our world.

We have big ambitions to grow this business as the largest plant-based foods company in the world, and we want to attract the right people - those that love what they do, thrive on responsibility and are looking for career defining opportunities.

**About the Role**

This is a unique role as it combines three exciting areas of digital expertise: media, eComm, and Shopper Marketing. We are seeking a highly driven, experienced individual to join Upfield's marketing team to lead the organization in Digital Excellence. You will leverage your unparalleled understanding of the digital landscape to collaborate with internal and external stakeholders in the development and execution of robust marketing plans to drive profitable volume and household penetration.

The Digital Excellence Manager will continuously monitor campaign performance and identify optimization opportunities, collaborate with the Sales organization and retail partners to drive strategic growth-driving programs, lead digital media priorities, and support day-to-day marketing initiatives. You will need to flex your strategic thinking, project management, and operational skills while keeping consumer and customer needs at the forefront of what you do.

The Digital Excellence Manager will join a vibrant Upfield Marketing team and report to the Head of Marketing. This position may also be responsible for one direct report at a future point in time.

**Main Responsibilities include, but are not limited to, the following**:
Digital Media:

- Lead digital marketing priorities, investment strategy, channel recommendations, and measurement requirements to ensure delivery against KPIs and benchmarks
- Own ongoing analysis of digital media campaigns including reporting and pacing updates, SEO best practices and content optimizations, channel activity with analysis, developing data-driven insights and recommendations.
- Own and manage relationship with media agency to inspire and challenge them to bring their best work, while overseeing execution of day-to-day media practices, tagging and trafficking process.
- Collaborate with marketing team on the planning, build, and management of integrated media campaigns across multiple channels to consistently deliver on business, advise on the creation of digital assets and campaign content, coaching team members on media best practices and trends.

eCommerce:

- Monitor performance, find areas of optimization, and develop data-driven recommendations for future activities.
- Elevate Shopper marketing and brand initiatives through enhanced customer-specific eComm content and support Sales team with customer management.
- Work with Shopper Marketing agency and key retailers directly to develop plans and utilize their owned-platforms to drive sales, notably self-serve search marketing.
- Drive continuous improvement in the eComm arena by ensuring foundation content, SEO strategies, ratings & reviews and syndication are up-to-date and operational.

Digital Shopper Marketing:

- Lead agencies and external vendors to develop and execute shopper marketing programs and promotions along the entire path to purchase. Evaluate creative and media proposals, providing feedback and direction.
- Own the development of annual shopper marketing strategies and plans that are rooted in consumer, shopper, channel and retailer insights and that deliver on brand and business objectives such as sales & market share growth, product trial, shopper to buyer conversion, increased loyalty and revenue maximization, with agency support
- Seek innovative solutions, partners and technologies, staying on top of industry trends and competitive activity.
- Set KPIs for programs, measuring and reporting on program success and ROI, identifying ways to optimize and driving efficiency.

**Qualifications and Requirements**:

- _Knowledge_: intimate knowledge of the Canadian grocery and mass retailer landscape, with specific view on how to advance business via digital media, eCommerce, and Shopper Marketing. Expertise in digital media campaign management, SEO methodologies and best practices, and in-platform experience in Paid Search, Paid Social, Display. High proficiency with standard industry tools (SEO and analytics platforms), SEMrush, Google Analytics, Google Search Console, Looker. Experience with Salesforce Datorama and Power

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