Principal Director
5 months ago
ROLE SUMMARY
Reporting to the Executive Vice President, the Senior Director of Digital Acquisition is responsible of the overall strategy and development of digital media. This strategic and creative position requires a visionary leader capable of infusing innovation and excellence throughout digital performance initiatives. The incumbent will lead and inspire a team of in-house and agency specialists to deploy impactful acquisition strategies for the organization's growth in local and international markets. This person will be the reference for trends in digital acquisition, performance analysis, investment optimization in paid media, and organic search.
RESPONSIBILITIES
- Develop and execute the overall strategic vision for digital acquisition, in line with the organization's business objectives.
- Supervise and evaluate the work of internal specialists and agencies to ensure consistency and excellence in the execution of digital acquisition strategies.
- Identify new opportunities and develop innovative strategies for recruiting and engaging potential learners on paid media, including social media.
- Develop and execute SEO strategies to improve site ranking and visibility aiming to increase organic traffic.
- Manage and optimize the Customer Data Platform (CDP) to personalize acquisition campaigns while complying with data protection regulations.
- Establish and manage the digital marketing budget, ensuring optimal return on investment across all digital channels.
- Lead innovation in digital acquisition by exploring and integrating new technologies, platforms, and methodologies to stay at the forefront.
- Strengthen and diversify the skills of the Digital Acquisition team through continuous training, mentorship, and the recruitment of high-level talent and agency partners.
- Analyze and interpret performance data to inform strategic and tactical decisions, and present reports and recommendations to senior management.
- Ensure effective and strategic collaboration with other teams (brand and content, automation and personalization, web experience, technology development, admissions, contact center, etc.) to create integrated and coherent marketing campaigns.
- Promote a culture of measurement, testing, and continuous learning within the Digital Acquisition team, encouraging innovation and adaptability.
- Ensure compliance with legal and ethical standards in all digital marketing initiatives and campaigns.
PROFILE OF SKILLS AND REQUIRED QUALIFICATIONS
Education and Experience
- University degree in marketing, digital marketing, e-commerce, communication, or a related field.
- Significant experience of over 10 years in digital acquisition and leading complex digital strategies and high-performance teams.
- Proven experience in managing substantial marketing budgets and optimizing investments for maximum ROI.
Knowledge
- Deep expertise in digital acquisition, SEM/SEO, social media marketing, and analytics.
- Proficiency in key digital tools and platforms, such as Google Ads, Facebook Ads, LinkedIn Ads, TikTok Ads, Snapchat Ads, etc., Google Analytics, Google Tag Manager, CRM, Customer Data Platform, and other project management tools.
Skills and Abilities
- Visionary leadership with the ability to inspire, motivate, and develop a team of digital acquisition professionals.
- Communication and interpersonal skills, with a knack for building relationships and developing collaboration and synergy with our agency partners.
- Bilingualism (French and English) essential; proficiency in Spanish is an advantage.
- Excellent analytical and strategic skills, with the ability to turn insights into actions.
- Adaptability, innovation, and open-mindedness to navigate a constantly evolving environment.
JOB CHARACTERISTICS
Decision Making/Problem Solving
Ability to analyze and quickly resolve issues, with a strategic and creative vision.
Level of Autonomy
Autonomy in developing and executing the marketing strategy, with the ability to self-manage and take initiative, while maintaining smooth communication with management.
Leadership/Supervision
Ability to lead and develop a multidisciplinary team, promoting excellence and professional growth.
Communication
Effective in communication, with the ability to simplify and convey complex ideas.
Ability to communicate effectively with external stakeholders to maintain strong and beneficial relationships.
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