Performance Marketing Specialist

Purpose

Reporting to the Manager, Digital Marketing and Media, the Performance Marketing Specialist is responsible for leading digital media campaigns and activities, ensuring they are delivered according to plan, on budget, and are achieving performance targets. The Performance Marketing Specialist works closely with the Manager, Digital Marketing and Media to establish digital marketing KPIs and reporting dashboards, to optimize media activities to improve performance results, and is responsible for managing day-to-day communications and activities with marketing and media agency partners.

Key Areas of Accountability

Paid Media
- Support the Manager, Digital Marketing and Media in developing Rocky Mountaineer’s paid media and marketing strategy and activity calendar.
- Provide expertise in paid media platforms and tactics to Rocky Mountaineer’s marketing department, assisting with strategic planning across media, content, communications, and other teams as needed.
- Provide ongoing monitoring, management and optimization of paid media campaigns and tactics, ensuring tactics are achieving KPIs and delivering optimal performance.
- Analyze and assess the performance of campaigns, translating quantitative and qualitative data into actionable insights, and provide recommendations for revising campaign strategy to various RM teams and stakeholders as needed.
- Work with key stakeholders to set-up tests and experiments to identify new and alternative ways to grow our audience, improve KPI results, and achieve organizational objectives.

Search Marketing (Paid Search and Organic)
- Develop SEM strategies and activity plans that execute on RM’s overall vision and strategic direction.
- Ensure SEM activities are delivered according to plan and budget.
- Analyze and assess the performance of SEM campaigns, and translate quantitative and qualitative data into actionable insights, make recommendations for revising campaign strategy and tactics action the changes as needed.

Reporting & Analytics
- Act as a key resource within the marketing function to help determine the effect/impact of any marketing activities on sales.
- Ensure tracking pixels are firing correctly both on the RM website and with pixels used in paid media activities.
- Ongoing quality control of the analytics and tracking of data to the website.
- Create dashboards, reports, and generate valuable insights to the wider organization on any marketing related efforts.

Agency and Project Management
- Attend weekly, monthly, and quarterly performance reporting calls with agency partners to assist in assessing and optimizing performance our search, analytics platform, and paid media.
- Work alongside agency partners on status, timeline, budget, deliverables, performance reporting, and competitive/landscape intelligence.
- Collaborate cross-functionally with other departments (Research and Analytics, People & Culture, Guest Experience, and Marketing teams) to communicate digital marketing campaigns’ scheduled activity.

**Qualifications**:
Education, Certification, Licenses
- Post-secondary education in marketing or related area of study or relevant experience.
- Certification in Google AdWords, Bing Ads, Facebook Ads, and other paid media platforms preferred.
- Completion of Google Analytics Academy courses for Google Analytics and Google Tag Manager preferred.

Experience
- Minimum 3+ years online marketing experience.
- 2+ years’ experience managing campaigns in Google AdWords, Bing Ads, Facebook Ads, and other paid digital platforms.
- At least 2 years of experience analyzing data, preparing reports, and providing actionable recommendations.
- Previous marketing or media agency experience preferred but not required.

**Skills**:

- Expert analytical and quantitative problem-solving skills, including conducting tests, analyzing data, developing hypotheses, and synthesizing recommendations.
- Expert knowledge of Excel or similar tools to help transform and manipulate data to report on it in a meaningful way.
- Expert knowledge of Google Analytics to guide analysis and implementation.
- Knowledge of Google Data Studio and Power BI an asset.
- Advanced knowledge of the latest paid media tools and platforms.
- Strong written communication skills.
- Outstanding ability to learn new marketing technology, systems and tools quickly.
- Strong time management skills, capable of working on multiple projects and timelines.
- Strong project management and budget management ability.

Attributes
- Strong work ethics with the ability to work independently and in a team environment.
- A thirst for knowledge with a desire to keep up on the latest digital trends.
- Ability to deliver compelling, engaging, informative, and/or instructive presentations.
- Ability to think globally and creatively to quickly develop solutions to challenges.
- Ability to work collaboratively in a fast paced and ever-changing environment.
- Ability to influence stakeholders at vari