Digital Growth Executive

4 weeks ago

Old Toronto, Canada Tbwa ChiatDay Inc Full time
Growth Strategy Role

The successful candidate for this Senior Vice President, Digital position at Kensington Tours will be responsible for driving the company's digital growth through comprehensive marketing strategies. This involves developing and managing growth marketing plans to achieve revenue goals, ensuring a strong return on investment (ROI) while influencing key business metrics. The ideal candidate will have 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.

Key Responsibilities

  • Develop and execute growth marketing plans 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 and Optimization

  • Optimize customer acquisition channels and conversion strategies while aligning acquisition and retention plans with the P&L budget.
  • Forecast and manage Customer Lifetime Value (CLV), Customer Acquisition Cost (CAC), Return on Ad Spend (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 and 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. The candidate should have 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.

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