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Digital Marketing Specialist

3 weeks ago

Vancouver, Canada CEFA Early Learning Full time

**About the company**:
**CEFA Early Learning** is a renowned private school for children aged one to five, offering full-day early childhood education and junior kindergarten programs that go beyond typical childcare services. With +40 locations across Canada, CEFA is dedicated to developing children intellectually, socially, and physically based on the latest research in child and brain development. As the only **Early Childhood Education franchise** in Canada for this age group, CEFA supports franchise partners in establishing schools that provide exceptional education and nurturing environments.

**Role Overview**:
As a **Digital Marketing Specialist**, your primary focus will be to manage and optimize CEFA’s paid media campaigns and SEO strategies to drive both prospective parents to our schools and potential franchisees to our business opportunity. You will be responsible for creating and executing digital campaigns that not only promote the CEFA educational experience but also highlight the benefits of franchising with CEFA. You will collaborate closely with marketing, design, and franchise development teams to ensure our messaging resonates with both audiences and drives measurable results.

**Key Responsibilities**:
**Paid Media Campaign Management & Optimization**:

- **Campaign Strategy & Execution**:Develop, implement, and optimize paid media campaigns (Google Ads, Facebook, LinkedIn, etc.) that target both prospective parents and potential franchisees, increasing traffic, conversions, and brand awareness.
- **Budget Management**:Monitor and optimize media-spend across both parent and franchisee-focused campaigns to ensure efficient use of advertising budgets, maximizing ROI.
- **Audience Targeting & Segmentation**:Conduct research to identify and segment key audiences, ensuring targeted ads that speak to both parents looking for quality early childhood education and entrepreneurs interested in opening a CEFA franchise.
- **Performance Monitoring & Reporting**:Track, analyze, and report on key performance metrics (CTR, CPA, conversion rates, ROAS) for both parent and franchisee campaigns, providing actionable insights to continually optimize performance.
- **Ad Optimization & A/B Testing**:Work with design and content teams to create, test, and optimize ad creatives, landing pages, and campaigns specifically tailored to the unique needs of both parents and prospective franchisees.

**SEO Strategy & Optimization**:

- **On-Page SEO**: Perform keyword research and optimize on-page elements (meta tags, headings, images, content) to improve search rankings and visibility for both parent and franchisee searches.
- **Technical SEO**:Identify and resolve technical SEO issues, collaborating with web development teams to improve site speed, crawlability, and mobile optimization.
- **Off-Page SEO & Link Building**: Develop and execute link-building strategies to increase CEFA’s domain authority, improving organic search performance for both parent and franchisee-focused content.
- **SEO Audits**: Regularly audit CEFA’s website and content, identifying opportunities for SEO improvements that will boost visibility among both parents and potential franchisees.

**Campaign Performance & Insights**:

- **Performance Tracking & Reporting**: Use tools like Google Analytics, Google Search Console, and ad platforms to track campaign performance and generate insights to inform future strategies.
- **Data-Driven Recommendations**:Analyze data from both parent and franchisee campaigns to optimize digital marketing strategies, improving engagement, conversion rates, and overall ROI.
- **Website Conversion Tracking**:Set up and maintain conversion tracking on CEFA’s website, monitoring key customer actions like form submissions, inquiries, and lead generation for both parents and franchisees.
- **Ad Platform Conversion Tracking**: Implement and optimize conversion tracking across ad platforms (Google Ads, Facebook, LinkedIn) to measure success, including lead generation and e-commerce metrics for both audiences.

**Cross-Functional Collaboration**:

- **Collaboration with Teams**: Work closely with content, design, franchise development, and educational teams to integrate SEO and paid media strategies into the broader marketing plan, ensuring a consistent, unified message across all digital touchpoints.
- **Campaign Strategy Alignment**: Align paid media and SEO efforts with broader marketing goals, ensuring that all digital initiatives contribute to CEFA’s business objectives of increasing enrollment and attracting franchisees.

**Qualifications**:

- **Experience**: Minimum of 3-5 years of experience in digital marketing, specifically with hands-on experience in paid media campaigns (Google Ads, LinkedIn Ads, Facebook Ads) and SEO.
- **Paid Media Expertise**:Proven track record in managing and optimizing paid search and social campaigns with a focus on ROI, conversions, and audience engagement, targeting bot