Manager, Paid Digital Marketing

Manager, Paid Digital Marketing

(Permanent; Full-time; Remote; Based in Toronto)

Reporting into Deputy Director, Digital Marketing, the Manager, Paid Digital Marketing will manage and oversee all paid digital activities across the organization. The Manager, Paid Digital Marketing will manage campaign strategy, implementation, and optimization across all digital advertising channels, with a focus on paid search and paid social.

The Manager will manage and maintain strategies to increase web traffic, grow online revenue, and increase UNICEF’s supporter and donor base. Working in consultation with the Deputy Director, business owners and key stakeholders, the Manager will provide tailored strategy recommendations to drive more traffic and conversions for their campaigns.

The Manager will monitor clearly defined metrics of success for all paid digital activity, providing regular reporting and recommending adjustments as required. The incumbent will help coordinate digital media buys, manage campaign budgets and work with external agencies on behalf of internal client teams.

The responsibilities of the position will include:

Digital Acquisition and Conversion Rate Optimization (30%)

• Work with internal stakeholders to provide tailored paid media strategy recommendations, advising on the optimal channel mix and budget allocation per channel to ensure maximum ROI.
• Grow UNICEF’s supporter and donor base through the use of digital advertising channels including paid search, paid social, display and the Google Grant.
• Support vendor procurement for digital campaigns and help to manage external agency relationships.
• Drive conversions by making ongoing improvements to campaigns to optimize user experience and conversion rates.
• Develop and execute strategies for paid digital campaigns to support UNICEF Canada’s overall goals including revenue growth, brand awareness and lead generation.

Digital Insight and Analysis (25%)

• Provide actionable insights to program and business leads on campaign performance, highlights and risks. Coordinate and align digital insight with UNICEF Canada’s overall insight strategy and approach.
• Support the test/learn strategies for A/B and multivariate tests for digital ad campaigns, working with the Business Solutions Team to develop tests and monitor results.
• Manage a reporting process for paid digital activity and campaigns.
• Understand and apply industry best practices in digital marketing, staying up to date on emerging channels and tactics.
• Ensure ongoing improvement by leading continuous testing and performance analysis, reporting on results and implementing insight-driven changes.

Digital Planning (25%)

• Advise on digital lead generation and remarketing strategies, and strategies for always-on campaigns.
• Help to ensure alignment of digital strategies with organizational priorities and key programs.
• Manage and oversee paid campaign budgets and invoicing.
• Work with the Deputy Director, Digital Marketing to develop and maintain the digital strategic plan.

People Management (20%)

• Develop effective, motivated staff to achieve common goals with clearly defined accountabilities which are aligned with organizational priorities.
• Anticipate the long-term implications/risk of decisions and plan for contingencies, anticipating obstacles and roadblocks.
• Conduct individual and departmental annual goal setting, planning, and performance reviews as established by people management processes.
• Ensure integrity with the mission and values in all people-related activities.

Qualifications, Competencies, & Skills

• Post secondary degree or college diploma in marketing or a related field.
• Ability to work independently, as a member of a team, and cross-functionally.
• Experience leading high-performing staff in a fast-paced environment.
• Experience working with content management systems (CMS) and CRM platforms (Salesforce, Raiser’s Edge, etc.).
• Experience training individuals on digital marketing disciplines such as web analytics, SEO/SEM and digital advertising.
• Ability to lead procurement and manage relationships with external partners, agencies, and vendors.
• Paid media planning and buying experience on major websites/networks.
• Solid understanding of SEM, SEO, paid digital advertising, CRO and UX.
• Knowledge of and interest in the work and mission of UNICEF Canada.
• Experience executing digital campaigns and leading post campaign analysis for multiple high-budget ($200K+) digital campaigns in market at the same time.
• Minimum of 5 years relevant work experience in digital marketing, digital advertising or digital communications or equivalent combination of education and experience.
• Digital agency experience (an asset).
• Excellent written, verbal and interpersonal communication skills including the ability to develop and deliver clear and persuasive presentations.
• Proven organizational, project management and analytic skills.
• Deep working knowledge of digital media execution and measurement platforms, including (but not limited to) Google products (GA, Google Ads, Google Data Studio), FB Ads/Audience Manager, and LinkedIn Campaign Manager.

Salary Range: $64,000- $78,000.

What we offer

• Maternity and Parental leave top-up
• 3 weeks of annual leave (vacation time increases with time served)
• UNICEF Canada strongly supports workplace wellness and offers the following benefits:
• Employee and Family Assistance Program (EFAP)
• Learning and Development Opportunities
• Long Terms Disability (LTD)
• One additional day of vacation on the anniversary of each year of service, up to a maximum of 30 days
• 2 paid personal days.
• Extended Health and Dental Benefits with Health Care Spending Account
• Employer contributions (5%) to Group Pension plan
• 10 paid sick days
• Staff Appreciation Days
• Currently offering Hybrid/Remote work options
• Short Term Disability (STD)
• Life insurance and AD&D
• Discounted rate for a GoodLife membership

For consideration, please submit your resume and cover letter to [email protected] by August 4th, 2023. Please attach your cover letter (including salary expectations) and resume as one document and reference “Manager, Paid Digital Marketing” clearly in the subject heading.

UNICEF Canada sincerely thanks all applicants for their expressed interest in this opportunity, however, only those selected for an interview will be contacted.

Consistent with our Child Protection Policy, the successful candidate must receive clearance by a police background check, including the vulnerable sector screen.

UNICEF Canada is an inclusive workplace and is committed to championing accessibility, diversity and equal opportunity. Requests for accommodation can be made at any stage of the recruitment process providing the applicant has met the requirements for the position.