Digital Strategy

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**Imperial Tobacco Canada is evolving at pace - truly like no other organisation.**

**To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey**

**WE ARE LOOKING FOR A DIGITAL STRATEGY & MEDIA MANAGER**

**SENIORITY LEVEL**:Mid-Senior Level**:
**FUNCTION**: Marketing

**LOCATION**:Montreal, Canada

**ROLE POSITIONING AND OBJECTIVES**

**This role is part of** **the Consumer Experience team**:
**The role is responsible for** providing the best in-class support to country brand marketing and ecommerce teams in designing and performing digital marketing campaigns. The successful incumbent will lead the definition of an overall digital media strategy across multiple brands, as well as bring that strategy to life by implementing it across various channels including paid video, programmatic, display, search and social media advertising. This includes but is not limited to campaign strategy, implementation, precision marketing optimization, analytics and tracking, landing page performance analysis, and campaign reporting.

**Reports to**: Senior Digital & ecommerce Manager

**Reporting Level**: 2 Direct Reports

**Geographic Scope**: Canada

**What you will be accountable for**
- Own end-to-end orchestration of digital marketing campaigns, across assigned categories and brands - and across key campaign states (planning, design, execution, measurement)/
- Partner with brand and ecommerce teams to develop data-informed campaign design - partnering with internal / external customers to define campaign targeting, touchpoints / channel strategy, creative / content strategy, budget / mix / pacing, shopper insight goals.
- Support internal ecommerce team in linking onsite strategy with offsite initiatives and proactively share relevant findings from marketing campaigns
- Develop, implement, and optimize strategic marketing campaigns within the paid media domain across a number of brands against established KPIs to deliver outstanding results.
- Lead paid media collaboration across internal departments, senior leadership and agency partners
- Own and cultivate the relationship with agency partners to ensure all aspects of campaign configuration, launch, ongoing optimization, and meaningful reporting is effectively managed
- Maintain knowledge of industry best practice, new technologies and platform advancements to drive innovation and improvements of BAT ad tech and SEO.

**Crucial experience, skills, and knowledge**

**Experience Required**
- 5-8 years in digital advertising; at least 2 years of focused experience planning and/or implementing programmatic campaigns (e.g., 2 years working as trading desk specialist)
- Knowledge of digital lead generation, shopper marketing analysis, and brand building techniques using Social and Programmatic channels (e.g. Targeting, content and creatives for programmatic and Social)

**Technical / Functional / Leadership Skills Required**:

- Firm grasp of full funnel paid media implementation, prospecting and retargeting; and optimization through ongoing A/B testing
- Understanding of pricing models (CPA, CPM, CPC, CPL)
- A born leader: You engage and inspire people, you provide direction and focus, and drive people for results. You act commercially and are consumer centric and engage partners proactively

**Education / Qualifications / Certifications Required**:

- Bachelor’s degree in Commerce, Strategic Marketing, Business Administration or related field
- Certification in or extensive hands-on experience with key ad tech platforms such as Google Analytics, Demand Side Platforms (DSP), and (Data Management Platforms) (DMP)

**Beneficial**
- Solid understanding of digital search (e.g. SEO / SEM) strategy, execution and optimization, and its interplay with broader precision marketing tactics
- Experience using ecommerce partner data and platforms (e.g. Amazon) to advise campaign strategy and optimization
- Extensive experience in digital environments especially B2C


**About our organization**

Imperial Tobacco Canada is Canada's leading tobacco and vaping products company and is part of the world's most international tobacco group: BAT. BAT is a global multi-category consumer goods business, operating in over 180 markets. Our vision is to build A Better Tomorrow by reducing the health impact of our business through offering a greater choice of enjoyable and less risky products for our consumers. Our strong foundations, together with our capacity for cutting-edge innovation, are a platform for us to build more sustainable products for our consumers, and a more sustainable business for our colleagues, shareholders, and communities.

**Why join us**:
We’re redefining an industry while going through our own digital transformation, using innovation to keep our portfolio of products at the cutting edge. To keep up with this change, we have the most ambitious, courageous, and resilien