Manager, Digital Marketing

Job Description:
**About Us**

Amica Senior Lifestyles is setting a new standard for senior living in Canada by combining unparalleled premium hospitality and amenities with expert care and support to deliver a personalized senior living experience. Committed to enriching the lives of seniors now and as their needs change, Amica offers Independent Living (IL), Assisted Living (AL) and Memory Care (MC) lifestyle options. Established in 1996, the company owns and operates 33 residences in British Columbia, Alberta and Ontario, with plans to continue expansion in select markets.

**The Opportunity**

The Manager, Digital Marketing leads the strategic planning, execution, optimization and reporting of digital marketing initiatives. As a member of the Digital Marketing team, you will contribute to the increase of qualified leads, visits and move-ins, ultimately positively impacting the occupancy growth for Amica communities. In this role you will also be responsible for monitoring and managing complex multi-location digital marketing campaigns and working in conjunction with Amica’s sales & marketing teams to drive new lead inquiries into the sales funnel. You are metric driven and will establish and meet goals of improving lead quality, optimizing conversion rates and lowering the cost-per-lead.

You will also be responsible for day-to-day oversight and communication with our third-party agency that runs searches and paid social and display campaigns. This is an exciting opportunity for a Digital Marketing professional with strong experience in all digital media channels and advanced analytical skills.

**What you will be doing**
- Develop and implement digital marketing strategies and initiatives to effectively increase visibility, traffic and engagement
- Monitor and manage data-driven multi-channel campaigns (search engine marketing, paid social, video, display), in partnership with digital media agency
- Develop lifecycle remarketing campaigns targeting website visitors and prospects
- Lead the targeting and audience segmentation for digital campaigns across a variety of programs and initiatives
- Improve conversion rates of existing traffic by analyzing our funnel, making recommendations on design and copy, along with identifying new opportunities for A/B testing, testing new ad formats, product features & strategies
- Utilize Google Analytics & other measurement tools to report on performance success
- Write compelling ad copy for a variety of digital channels
- Ensure company & product messaging is on-brand across all paid channels, ads & other marketing assets including local search listings
- Work with sales & marketing on tactics to increase number of high-quality marketing qualified leads throughout the funnel that supports company growth goals
- Assist in quantifying the quality of leads and track their conversion
- Maintain a data-first approach through continual tracking, reporting, optimization and experimentation to meet or exceed company goals
- Perform in-depth analysis of campaign data to identify opportunities for optimization and to continuously improve conversion and ROI
- Manage budget and invoice tracking for digital invoices and agency / other partners.
- Proactively work with the web team to maintain SEO fundamentals and local directory listings (Google My Business)
- Monitor online reviews and mentions of Amica to proactively protect the brand. Respond when appropriate and escalate when needed.
- Advocate for customer centric content & digital experiences
- Contribute to an ongoing evolution of content standards and processes

**What we’re looking for**
- At least five years of hands-on experience managing performance-based paid digital programs: programmatic display, paid social, SEM
- Strong understanding of B2C marketing, demand generation, persona and customer experience
- Analytical and makes data-driven decisions to maximize ROI
- Website measurement skills including data analysis and reporting
- Proven experience developing and executing metrics-driven marketing plans and campaigns
- Adept at working in a highly-collaborative, lean, agile environment
- Highly detail oriented and organized, with exceptional analytical skills
- Solid understanding of brand management
- Experience using Microsoft Office/Sharepoint/Teams, Salesforce, Adobe Creative Suite, Google Analytics (GA/GA4), Google Tag Manager (GTM), Siteimprove.
- Must possess strong organizational and project management skills, proven ability to meet deadlines while managing multiple projects simultaneously, and ability to work independently. Flexibility is key as priorities and deadlines change.
- Excellent communication skills and will be confident in working with people from across the business to present and explain the reasoning behind decisions.

**What you can expect from us**
- A diverse and inclusive environment where individual differences are celebrated, and you’re encouraged to be your best self
- A colla