Strategic Digital Marketing Lead

About Reliance Foundry

Reliance Foundry is an innovation-driven manufacturer with a legacy of engineering excellence and a bold outlook for the future. We design, produce, and support a wide range of products seen around the world. We are looking for a seasoned professional to join our marketing team.

The Opportunity

The role is responsible for driving qualified leads to Reliance Foundry by leveraging data, analytics, and insights to create integrated marketing approach that is targeted and engaging. Connecting digital, social, mobile, email and traditional off-line efforts to develop and implement high impact campaigns that drive qualified leads to our website and our sales team. The role will lead all Paid Media (PPC) efforts and work in close collaboration with the content and creative team, the UX/U1 team, and the sales team to orchestrate seamless campaigns that meet and exceed the revenue and growth targets of Reliance Foundry.

Working in a highly collaborative manner, a primary focus of the role is to connect marketing to sales revenue, develop campaigns through experimentation, critical thinking, and extraordinary attention to detail.

Duties & Responsibilities

Digital Leadership

• Develop and implement all PPC and SEM initiatives.
• Stay at the forefront of Marketing Technologies and apply relevant tools and trends Reliance Foundry's marketing approach.
• Monitor all digital spending initiatives and channel performance metrics, as well as set expectations and standards for tracking performance.
• Provide strategic direction of the organization's digital channels (website, microsites, blogs, social channels etc.)
• Demonstrate thought leadership in areas of digital strategy, digital marketing, and Al.
• Develop and execute content marketing strategy aimed toward increasing brand awareness and inbound leads.
• Leverage social media channels and SEO to create brand awareness, driving high qualified leads to our website.
• Regularly review and update our digital marketing practices to ensure full compliance with all relevant legislation.
• Take the lead in researching and identifying emerging Al technologies that can benefit our marketing processes. Develop and assist the implementation of Al solutions, such as chatbots, personalized marketing tools, and predictive analytics, into our marketing strategies.
• Google Shopping, remarketing, and paid social integration as part of the role.
• Responsible for competitor ad monitoring and benchmarking to ensure we maintain share of search in high-value categories.
• Develop and execute e-commerce strategies to enhance online sales and customer engagement. Collaborate with sales and marketing teams to ensure a seamless integration of e-commerce functionalities into our website.
• Provide ongoing support and assistance to team members as needed.

Digital Optimization

• Improve and expand our digital presence to communicate with key audience. You will have experience in industry specific keyword research and audience targeting strategies, including but not limited to architects, design firms, urban planners, engineers, facilities manager, businesses, and consumers.
• Develop and implement a "brand health dashboard" that tracks all digital metrics on a weekly basis.
• Responsibility for building/maintaining predictive models and attribution frameworks (multi-touch attribution cohort tracking)
• Develop and implement a cross channel Attribution Model the that clearly connects marketing tactics and revenue.
• Implement strategies to improve website traffic, user engagement, and conversion rates.
• Accountable for reducing CAC (customer acquisition cost) and maintaining/Improving ROAS (Return on ad spend).
• Analyze website performance data and user feedback to identify areas for improvement.
• Connect PPC Campaigns to CRM/ERP (Netsuite, Salesforce etc.)
  to ROI is measured at sales-order level, as well as WebRFQ level.
• Evaluate AI-driven ad optimization tools (Google Ads AI bidding, LLM-based ad copy generation, etc.).

Brand

• Ensure that all content across all Reliance Foundry marketing platform adheres to brand guideline.
• ·Consistently maintain and update brand and marketing assets to ensure that Reliance Foundry's stays top of trends and supports key campaign messaging and brand.

Qualifications

• 3+ year of digital marketing experience
• Well-developed and refined knowledge of digital and content marketing strategies and framework including inbound marketing methodologies, techniques, and tools (eg Hubspot)
• Significant expertise in data analytics, digital reporting and calculating ROI on digital media buying.
• Ability to develop and present strategies to ensure cross company buy-in and alignment.
• Well versed in delivering campaigns into multiple channels and platforms (digital, print, tradeshow, and events)
• Excellent verbal and written communication skills
• ·Entrepreneurial and the ability to be proactive, flexible and a collaborative team member
• Fluent in usability of GA, web analytics. SEO, web metrics planning and testing, optimization of digital marketing campaigns.

Benefits

• $60,000-90,000 per year
• Bonus program
• RRSP Matching
• Extended benefits with an EAP included
• On site free parking
• Free Snacks
• Company events

Reliance Foundry is an equal opportunities employer.