Senior Manager

Victoria Newitt Recruitment Inc has been retained by William F. White International Inc . to search for a Senior Manager - Digital Marketing

About the Company 

Founded in 1963, William F. White International Inc. (“WFW”), a Sunbelt Rentals Company, is Canada's iconic provider of production equipment and studios to the entertainment industry. With offices across the country, the company services productions of all sizes from coast to coast and houses an extensive state-of-the-art inventory, including camera, lighting, grip, specialty equipment, location support and a growing portfolio of premium studio properties.

Our Shared Purpose 

What really gets you out of bed every morning? Other than the smell of coffee, we’re driven by our shared purpose- to make the magic of storytelling happen. It’s not a surprise that our team is comprised of passionate creators and experienced technical experts. The one thing we all have in common is our love for “moving pictures”, whether it’s glossy high budget TV series or a homegrown Canadian indie film. Our job is to help bring the magic of storytelling to life, by supporting our clients as their go-to Partners in Production.

Our Values 

Values are important to us, not only do they set us apart from the pack, but these shared values also bring us together. At the end of the day, it’s these principles that we strive to live by in our everyday professional lives and what we turn to in the face of adversity.

Put people first

We support and respect our team, clients, and community before anything else.

Do what we say 

We act with integrity and follow through on our commitments.

Foster excellence 

We engage and empower great people to do great things. 

Support our communities 

We work with our industry partners to build safe, healthy, inclusive, and sustainable communities.

About the Role 

Shared Expertise 

A career with shared services at WFW provides a collaborative work environment where you will be an essential part of supporting the company on a national level. From Human Resources and Information Technology to Health and Safety, Education and Training, along with Marketing and Finance, your contributions are vital to the success of the company and ultimately, help bring the magic of storytelling to life. 

The Senior Manager, Digital Marketing is responsible for building out the digital marketing strategy and leading all aspects of digital marketing to support business objectives, increase brand reach in new markets, drive client engagement and identify /convert prospects as appropriate. They play a leadership role on the team mentoring and overseeing a digital campaign manager and other members involved in supporting various digital channels. This is an exceptional opportunity for someone interested in leading and building out a digital marketing team as the company grows and expands into new markets. 

Responsibilities include (but are not limited to): 

Build our digital marketing roadmap including the development and implementation of data-driven annual digital marketing plans and related strategies to support key business objectives

Collaborate with our IT, Sales, Marketing and Digital teams to drive the evolution of our digital consumer experience 

Deliver an exceptional client experience with a focus on marketing and related sales initiatives leveraging relevant analytics (Salesforce, Marketing Cloud, Google etc.), client feedback, adoption of digital platform and tools, and impact on results

Oversee and manage all digital marketing channels and campaigns (, website, blogs, paid campaigns, email campaigns, etc.) to ensure brand consistency, fit with business/objective, and maximum effectiveness 

Plan and implement lead generation and nurture campaigns appropriate for each business (as well as overall) to identify and capture prospects as well as create and maintain high levels of client interaction and engagement 

Identify opportunities based on client insights to assist with improved sales conversions 

Manage, provide recommendations, and where appropriate implement initiatives to improve online content, considering SEO and Google Analytics 

Continue to build out and refine audience profiles, segmentation, and journey mapping – providing recommendations for digital engagement / optimization 

Measure ROI and digital marketing KPIs, and prepare budgets accordingly 

Oversee and manage regular and timely reporting and tracking. Ensure insights and implications are provided including improvements, measure and report key metrics appropriately, and flag issues regarding all digital platforms (website, social media, etc.) using both internal and external tools

Synthesize data to “tell a story” 

Manage and help build out a robust MarTech stack by identifying opportunities to help meet our current and future needs

Manage agency digital marketing partners where appropriate - challenging performance and extracting actionable insights to drive continuous improvement from campaigns

Build excellent relationships with leaders across all business units and shared services including Sales, Digital, and IT to ensure digital strategies and plans help meet business objectives and reinforce brand positioning

Manage and coach digital marketing report to support areas of growth, achieve goals, and develop impactful strategies/plans

Provide digital marketing leadership for the Marketing team as well as for the company 

Act as the primary contact for queries related to our clients’ digital marketing experience 

Seek out innovative solutions and embrace evolving digital technologies 

Monitor competition and provide creative client growth ideas

Other responsibilities as required 

Skills and Experience Required: 

Minimum 7 years of relevant digital marketing experience working within a Marketing department or Digital/Communications agency including at least 2 years as a Manager, Digital Marketing 

Minimum 2 years managing direct reports 

Minimum 7 years in a combined Marketing, Communications, Digital role either in an agency or client side 

Proven experience in designing and implementing successful digital marketing campaigns including email campaigns driving lead acquisition, engagement, and conversion.

Proven knowledge of end-to-end customer experience integration and dependencies 

Excellent understanding of how current digital marketing channels function along with knowledge of upcoming and future trends

Significant hands-on experience with SEO, SEM including PPC, programmatic and display advertising, Google Ads, Google Analytics, email marketing (Pardot, Marketing Cloud preferred), paid social media (FB, LinkedIn, IG, etc.) and CRM software (Salesforce an asset)

Experience helping grow the digital marketing footprint for a B2B sales and marketing driven organization –or with clients if agency side –using digital marketing best practices required

Experience with A/B testing and optimization; creating a culture of continuous learning utilizing data to refine and improve marketing tactics 

Significant experience conducting in-depth keyword and website research, ad grouping and audience targeting

Excellent knowledge of online marketing tools and best practices 

Experience working with external agencies on paid campaigns and/or website development 

Experience and familiarity with web design, development, and best practices 

Exceptional critical thinking, analytical and project management skills 

Excellent communication skills (written and verbal) 

Smart, strategic, solutions focused with excellent judgement; a collaborative and resourceful problem-solver with a client service/stakeholder engagement mentality Comfortable asking “why not” as well as “why” with a focus on the objective vs. the task 

Ability to work with and lead a team as well as work independently when needed and meet strict deadlines while juggling priorities in a fast-paced entrepreneurial organization 

Degree in Marketing (BCom, BSc), digital technologies, or relevant field 

This position requires an experienced digital marketing manager who is as comfortable rolling up their sleeves to get the work done as they are planning and building out the digital marketing roadmap and MarTech stack. 

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