Director, Digital Growth & Campaigns

Position:	Director, Digital Growth & Campaigns
Reports to:	VP, Brand & Marketing
Position Term:	Full Time Permanent
Primary Location:	Mississauga, Ontario, Canada
Workplace Type:	Remote (Within Canada)

 

 

 

Job Purpose

 

Director, Digital Growth & Campaigns leads a broad portfolio of Digital Assets and Initiatives aimed at increasing the number of net-new B2C supporters giving to World Vision Canada, especially around (but not limited to) longer-term pledge and sponsorship products. This includes leadership of the following capabilities in WVC: 

 

• Paid Media: Owning multi-million dollar spend across digital & TV advertising channels to support our campaigns and channels across the charity. 

• Organic Media: Owning our use of traditional and new organic media channels to build audience, engagement, customer advocacy, and ultimately supportership, as well as understanding customer voice, sentiment and feedback through these channels. 

• Engagement (Website): Owning the logged-out website experience through to sale – managing content and UX strategy for this – and ensuring the production of campaign sites and pages are coordinated alongside strengthening our main site offering. 

• Campaigns & Lead Management: Ensuring our campaigns are thematically strong, product & need-aligned, produce excellent, striking and unignorable content across all relevant channels, and are aligned with our customer and audience personas. 

 

Director, Digital Growth & Campaigns will be held accountable for the following: 

 

• Digital, Campaign and Lead Management Strategy: Making 3-year, 1-year and Quarterly plans, linked to organizational KPIs and OKRs, to improve every aspect of our customer acquisition funnel and pipeline, and experience of our channels by our audiences. 

• Quality of Campaign & Content Output: Ensuring the quality, suitability and brand-alignment of our campaign output is of a high standard, and meets and exceeds our customer expectations when measured through their engagement, sharing and click-through. 

• Campaign and Lead Management: The management of both content and campaign production, as well as overall Lead / Customer journeys through campaigns – coordinating and measuring these across our customer channels. 

• Liaison with Product, Finance, IT, Martech & Other Ministries: As a leader this role will own key relationships across the business that are vital to Growth’s job – from our partners in the Product Ministry and Martech teams, to our Finance and HR BPs, to our brothers and sisters in Brand.  

• Advancements in Digital & Data Maturity: Working across teams within Growth and outside to foster a culture of learning, development and improvement in the understanding and use of digital and data tools to improve customer engagement and conversion outcomes. 

• KPI and OKR reporting, definition and ownership: This role owns, and must understand, a whole suite of digital native OKRs and KPIs, ensuring their team, other teams, and suppliers and partners are held to account and timely intervention and improvement is made when results fall short of expectations.  

• MarTech development plans & priorities: Ensuring our digital development teams have up-to-date, prioritized, and customer-led strategic backlogs and roadmaps for new functionality and elements needed on our digital channels – across a range of technology modalities. 

• Supplier Management: This role owns the relationships between WVC and some of our biggest $ suppliers, including suppliers for Paid Media, Organic Media, Content Creation, Campaign Creation, and various analytical and consulting suppliers across these areas. 

• Management of Digital Native Staff: Managerial and personal growth responsibility for a broad spectrum of digital native staff – from Content Editors and Producers, to UX experts, to SEO Specialists, to Paid and Organic Media Producers, to Multi-Channel Campaign Managers – this role ensures each member of staff has development pathways, growth opportunities, and understands their OKRs and KPIs. 

• Budget Management and Responsibility: Annualised budgets of between $5 – 10M are expected to be managed in this role – and bid for / justified with advanced, high-quality business cases and metrics.  

 

They are responsible for managing large budgets, analyzing digital performance across a range of channels, and optimizing strategies for maximizing engagement and ultimately (in collaboration with the Channel Managers reporting to them) conversion of net-new customers – either conversion-to-sale, or conversion-to-advocacy.  

 

The role involves coordinating with internal teams and external agencies to create compelling and effective content, experiences, engagement, lead management and ultimately conversion to supportership. They analyze market trends, consumer behavior, and the competitive landscape to adjust our experiences, and understanding and anticipating evolving customer expectations. 
 
This role is crucial in driving growth and customer acquisition, requiring an in-depth understanding of the various platforms used internally for this, including Adobe Experience Manager, Adobe Journey Optimizer, Dynamics365 CRM, Stripe Payment Gateway, along with a host of smaller technologies around UX, UI and design.  This role is key in team leadership, fostering innovation, agility, and ensuring that all marketing efforts are synergistic and aligned with business objectives. 

 

 

Responsibilities

 

 

• Define channel, customer and campaign vision, customer-led strategy, roadmap and growth opportunities. 

• Define content strategy & roadmap across channels and campaigns 

• Define campaign strategy, calendar, tactics and partnerships across the year 

• Leading relationships with Digital, MarTech and IT teams to provide the tech and digital support for our channel and campaign goals. 

• Balance spend and activity across channels, optimizing against competing OKRs such as CPA, ROAS, and net-new acquisition rates. 

• Assess value, develop cases, and prioritize stories, epics, and themes to ensure work focuses on those with maximum value that are aligned with product strategy and business priorities. 

• Create overarching channel, lead management and campaign vision for Growth department and heads-of / team members throughout projects and planning cycles. 

• Prioritize needs between scope, budget and time – weighing priorities according to supporter value. 

• Lead on defining, measuring and strategising lead journeys, and on defining and reporting acquisition metrics. 

• Share progress, gather feedback, and collaborate with Channel Managers and stakeholders to drive the overall growth vision and roadmap across channels and campaigns. Your communication skills will bridge gaps and build strong, collaborative relationships. 

• Owning our customer personas, further developing and refining these with data gathered from our campaigns and channels. 

 

Channel and Campaign Strategy: 

• Be accountable for overall campaign and channel strategy across all growth areas and initiatives. 

• Developing, executing, and optimizing cutting-edge campaigns from conception to launch – working closely with the Director of Brand to ensure full alignment with our Brand Strategy and upper funnel activities. 

• Leading, with agency support, the overall strategy and design of our digital channels, their overall objectives, and how we implement those objectives. 

• Developing and executing an audience-led Content Strategy across our channels, working closely with the Director of Brand to ensure close alignment with our “Defy Reality” brand ambitions, ensuring our content aligns across all customer touchpoints. 

• Working cross-departmentally to align channel strategies and goals across the organization, most especially with our Product Ministry, Philanthropy, and IT. 

• Develop innovation experiments, test and activities for lead journeys and campaigns, owning the refinement of our Personas. 

• Lead our Senior Channel Managers, and Digital Marketing Managers, to help coordinate customer journeys and multi-channel marketing activity. 

• Reviewing and signing-off campaign and content activities – being the ultimate point of contact and escalation for our Channel Managers. 

• Leading on our vendor strategy and procurement to enable our channel, content and lead management ambitions. 

• Lead on overall campaign and creative briefs, in alignment with double-diamond design methodology, for our agencies. 

 

Leadership: 

• Maintaining knowledge of industry best practices and new technologies, including devising and leading experiments to widen our reach, engagement, audience knowledge and channel improvement. 

• Leading engagement with agencies and third-party vendors for digital marketing and lead management activities. 

• Assigning tasks to the Growth Team and channel managers and ensuring that the required output is delivered on time with expected quality 

• Communicating and leading growth strategy to Channel Managers, Campaign Managers, and their teams, ensuring everyone is clear and coordinated about expected OKRs. 

• Building out staffing plans with future needs and current capabilities 

• Mentoring and motivating the Growth Team to maximize production. 

• Offering expert advice to help improve planning activities as it relates to growth 

 

Data Tracking 

• Managing budgets, analyzing data, and keeping up with the latest trends and industry best practices across a wife growth and campaign portfolio 

• Leading on data management, analysis, fingerprinting and coordination across our channels, developing lead and audience understanding and putting strategies in place for persona-based personalization where possible. 

• Tracking, measuring, and reporting on channel and campaign results at SLT and CXO level, and leading on analysis of channel performance and improvement at this level. 

• Providing ongoing actionable insights into campaign performance to relevant stakeholders 

• Defining, measuring, and evaluating relevant channel, campaign and content KPIs 

• Overseeing and managing the overall budget for Growth, and headcount for the team. 

 

Qualifications

 

• A minimum of 10 years of experience in digital channel development and management, and campaign leadership and management activities 

• Proven experience in devising and running multi-channel campaigns, and forming campaign and content strategies across complex audiences. 

• Experience managing agencies and third-party vendors with multi-million dollar contract values. 

• Experience in managing 8-figure yearly budgets  

• Proven experience as a Marketing Director, especially in the Digital / Growth marketing area, with minimum of 5 years in Lead Management and Campaign Management respectively 

• Strong understanding of Lean Agile Scrum principles and methodologies. 

• Proficiency in common digital marketing tools, with a preference for AEM, AJO, Jira 

 

 

Salary Range: $120,000-$140,000 CAD

 

This is a current vacancy that we are actively recruiting for. The salary range represents the expected compensation for this role and is provided in accordance with Ontario’s pay transparency requirements under the Employment Standards Act. 

 

Placement within the range will be determined based on relevant skills, experience, qualifications, and internal equity. The final offer will reflect the successful candidate’s background and demonstrated capabilities.