Manager, Digital Marketing

**Manager, Digital Marketing**:
hybrid
38 East Main Street, Welland, Ontario, Canada, L3B 3W3
full-time. June 10, 2025

Description

Billyard Insurance Group (BIG) is a leader in the insurance industry, dedicated to building a culture that reflects our core values. At BIG, we _Think BIG_ by exceeding expectations and creating lasting value for our clients, industry, and communities. We _Act with Integrity_ by upholding honesty, transparency, and respect in everything we do. Our clients are at the center of our decisions as we embrace a _Client First, Always_ mindset. We believe in the power of teamwork to _Achieve More Together_, combining strengths to deliver meaningful solutions. Finally, we _Innovate with Purpose_ by leading the digital insurance revolution, consistently driving quality, enhancing client service, and empowering brokers.

With over 80 locations across Canada and recognition as one of Canada’s Top Growing Companies, BIG is shaping the future of insurance. Join us as we continue to redefine the industry with innovation, collaboration, and excellence.

**What does the Manager, Digital Marketing do?**
- Own segmentation, personalization, A/B testing, and deliverability best practices.
- Collaborate with design and content teams to produce on-brand, high-converting templates.
- Maintain and optimize automation workflows (e.g. welcome, cart abandonment, cross-sell).
- Plan, execute, and optimize paid campaigns across Google Ads, Bing, Meta, LinkedIn, etc.
- Manage budgets, bids, and ad copy to maximize ROI and drive qualified traffic/leads.
- Monitor quality score, conversion rate, and audience performance.
- Continuously test and refine keyword strategy, ad formats, and landing pages.
- Conduct keyword research and competitor analysis to inform on-page and content strategy.
- Collaborate with web and content teams to ensure SEO best practices are implemented.
- Monitor site health, crawl errors, and Core Web Vitals.
- Develop link-building strategies to improve domain authority and SERP rankings.
- Build and maintain dashboards and reports to track performance across all channels.
- Deliver actionable insights and recommendations to stakeholders.
- Track campaign KPIs such as CTR, CPL, ROAS, LTV, etc.
- Set up and maintain proper tracking (e.g. UTM parameters, conversion goals, event tracking).

**Does this sound like you?**
- ** Experience in Pay-Per-Click Platforms**: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Bing Ads
- ** Pay-Per-Click Skills**:Bid strategy, audience targeting, retargeting, ad extensions, keyword match types
- ** Experience in SEO Tools**: SEMrush, Ahrefs, Google Search Console, Screaming Frog
- ** SEO Skills**:Technical SEO (schema, site speed, redirects), content optimization, backlink analysis
- ** Experience in Reporting Tools**: Google Analytics (GA4), Looker Studio (formerly Data Studio), Google Tag Manager
- ** Reporting Skills**:Funnel analysis, event tracking, UTM strategy, custom dashboard creation
- Designs and optimizes multi-stage campaigns tailored to specific audience segments and objectives.
- Applies strategic thinking to lead generation and intake workflows, including tracking and broker distribution.
- Proficient in CRM and marketing automation platforms to manage campaign components and broker engagement.
- Analyzes campaign data to surface trends, measure impact, and drive continuous optimization.
- Ensures all messaging aligns with brand, compliance standards, and campaign goals.
- Coordinates multiple projects simultaneously with clear timelines, deliverables, and cross-functional collaboration.
- Works effectively with diverse departments such as Business Development, Distribution, and Brokerage Operations to align and execute shared objectives.
- Conveys information clearly and professionally in both written and verbal formats, adapting messaging to audience and context.
- Builds and maintains strong relationships with internal stakeholders, encouraging input and buy-in throughout the campaign process.
- Identifies challenges in campaign performance or execution and proposes practical, timely solutions based on available data and insights.
- Takes proactive steps to identify opportunities, suggest improvements, and advance campaign effectiveness without direct supervision.
- Adjusts priorities, timelines, and deliverables in response to shifting business needs or evolving marketing conditions.
- Reviews campaign materials and data outputs with a critical eye to ensure accuracy, quality, and compliance with established standards.
- Balances multiple priorities and meets deadlines in a fast-paced, hybrid work environment.
- Supports collective goals and contributes to a positive, collaborative culture within the marketing team and broader organization.
- Welcomes constructive feedback from peers and leaders and uses it to improve personal performance and campaign quality.

**Qualifications**:

- Completion of High School diploma or equ