Portfolio Lead, Growth Marketing

3 weeks ago

Edmonton, Canada United Way of the Alberta Capital Region Full time

This exciting position with United Way Alberta Capital Region’s Product and Marketing team leads the marketing and communications endeavors for United Way products and the Give for Good platform. The incumbent will play a pivotal role in deploying United Way's Give for Good marketing and communications plan, ensuring that the content resonates with ideal audiences and effectively increases awareness, understanding, and adoption of the platform. This will ultimately contribute to attracting new app users and United Way customers in alignment with Give for Good's overarching growth goals. This position reports to the Portfolio Manager, Growth Marketing.

The Day to Day:

Ensures the Give for Good website is regularly updated with relevant and SEO-rich content, including new features, success stories, and donation opportunities.  Collaborates with cross-functional teams to implement website enhancements and optimize user experience and performance. Develops and execute social media strategies to increase brand awareness, engagement, and user/customer acquisition. Creates engaging content for various social media platforms, including Facebook, Twitter, Instagram, LinkedIn, and others. Monitors social media channels for mentions, comments, and messages, and respond in a timely manner. Writes compelling blog posts, for UW, partnering agencies, and product sponsors that highlight the impact of UW products including Give for Good, share success stories, and provide valuable information to users. Assists in the development of social video content, including scripting, storyboarding, and editing, to showcase the benefits and functionality of the Give for Good platform. Develops and executes email marketing campaigns to capture and nurture leads, encourage user engagement, and promote platform features and updates. Crafts engaging and personalized email content that resonates with target audiences and drives action. Maintains consistency in messaging, tone, and visual identity across all marketing channels. Collaborates with external marketing and advertising partners to implement marketing strategies for United Way products and the Give for Good two-year plan. Coordinates meetings, provides updates, and ensures alignment with United Way and Give for Good brand guidelines. Tracks key performance indicators (KPIs) related to user acquisition, engagement, and retention. Analyzes data from website analytics, social media insights, and email marketing platforms to evaluate campaign effectiveness and identify areas for improvement. Prepares regular reports and presentations for stakeholders, highlighting campaign performance and recommending adjustments as needed.

About you:

You are eager to apply your excellent writing and storytelling skills with a knowledge of marketing and communications concepts, approaches, and best practices to attract new app users and United Way customers to help ensure no one in our community is left behind.

You have knowledge of and experience in creative writing, developing various types of business and digital communications along with knowledge of and experience with web design, domain management, coding, data analytics, SEO, keywords, and social media management. As well as experience and knowledge in media buying process and advertising best practices.

You have a solid understanding of community social conditions and fundraising strategy and knowledge of photography and videography and the ability to take and edit photos and videos, considered as assets.

You have a can-do attitude, are outcomes driven, and approach situations with empathy and collaboration. Thinking creatively, developing innovative ideas, and juggling multiple tasks and priorities is how you thrive. You love operating in a digital environment and are proficient with MS Office, of HTML, CSS, JavaScript, Google Ads, and Google Analytics, digital marketing tools and tactics. 

You have a post-secondary degree or diploma in Marketing, Communications, Digital Media or related field plus a minimum of two (2) to three (3) years of related experience. A combination of education and experience will be considered.

The successful candidate for this position will be someone who shares our purpose to ensure no one in our community is left behind, is a difference maker in our community, and wants to connect to a bigger purpose. 

You align with and integrate our core values throughout all organizational and business practices, and you consistently act with personal, professional, and behavioural integrity. 

You see yourself in our Values. We value and operate with a commitment to:

Creating solutions.

Continuous learning.

Being courageous in our work.

Capturing our customers’ hearts and minds.

Being insights driven and utilizing real data.

Applying a lens of equity and inclusion to all that we do. 

Why work with us?

We are people who love what we do and are passionate about our work. We offer rewarding work, a positive workplace culture, and a total rewards package. Our work environment is a hybrid - with time spent both collaborating in the office as well as remotely.

United Way looks at the big picture in order to deliver a coordinated network of services and programs to address a range of needs for children and families who are struggling. By bringing together partners and strategies, we work to ensure that no one in our community is left behind.

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