Directeur, Marketing numérique

Job Description

We are looking for a passionate and experienced Search Engine Marketing Manager (Digital Marketing) to join TD’s Canadian Marketing team. As part of the Growth Marketing team, you will lead our digital marketing transformation, build a digital marketing ecosystem that delivers personalized communications, and drive leadership in all digital marketing channels across paid, owned and earned. Your focus will be on optimizing the customer journey from start to finish, improving performance and driving ROI for our business and channel partners.

Location

Toronto, Ontario, Canada

Schedule

37.5 hours per week

Sector

Marketing

Compensation

$91,200 - $136,800 CAD (base salary).

Objective

Reporting to the Senior Manager, Digital Performance Marketing RESL and Business Banking, the Manager for Paid Search will drive marketing ROI for assigned Lines of Business. Responsibilities include managing media budgets, sharing progress with senior stakeholders, creating competitive paid search strategies, optimizing for cost‑efficient conversions, and delivering a positive ROI.

Job Description & Accountabilities

Work directly in search platforms such as SA360, Google Ads and Bing, leveraging SEM expertise and current best practices to manage the planning and execution of SEM strategy.

Develop and execute on SEM strategies, insights generation, measurement and reporting, ensuring the SEM plays a role in supporting the customer journey and optimizes for the customer journey in recognition of all digital marketing channels.

Manage the SEM budget, optimize KPIs to maximize ROI of each marketing dollar spent, leveraging audience targeting, TD's digital marketing capabilities and other tactics to drive efficiencies.

Accountable to follow TD and industry best practices for winning in search, to drive high quality traffic that leads to conversion.

Understand and be intimately aware of competitive activity in paid search, ensuring that the SEM campaign is set‑up for delivering competitive advantage.

Optimize the end‑to‑end campaign (including segments, creative, networks, tactics, etc.) on an ongoing basis in real‑time with focus on personalization.

Deliver detailed and actionable insights and strategic recommendations, provide interpretation, guidance and recommendations to drive business performance.

Lead the production and management of keyword research, technical, content and SEM audits, analysis, and optimisation recommendations to deliver best‑in‑class SEM strategies and programs.

Partner with Integrated Marketing Planning, Targeted Marketing, Channels and the business to deliver on the aggressive sales goals and digital sales objectives for the businesses.

Provide input into integrated marketing strategies and plans, including annual forecast.

Ensure compliance with TD process and governance control requirements.

Provide SEM training to internal teams and key stakeholders as needed.

Stay on top of industry trends and all applicable technologies, including developments in SEM, social media, SEO, Display and online consumer behavior.

Qualifications

Minimum 7 years of digital marketing experience with emphasis on SEM/PPC focusing on leveraging data to drive business results (agency experience preferred).

Proven experience running performance marketing campaigns through digital, including SEM, and driving performance through optimized customer experiences.

Deep understanding of Google Ads, SA360, Bing and Campaign Manager with preference for Google Ads certifications in Fundamentals, Search and Mobile Advertising.

Strong understanding of Adobe Analytics, GA360, Campaign Manager and Domo (asset).

Proven experience with digital acquisition campaigns in SEM always‑on environment and demonstrating results with driving incremental improvements.

Proven track record of delivering exceptional and measurable performance results through digital marketing efforts.

Strong analytical mindset and able to conduct audits to facilitate optimisations and ultimately improve conversions.

Practical experience utilising digital marketing technology to drive personalised and targeted experiences across Paid Search.

Business acumen: strategic thinking, business process development, analytical and problem‑solving skills.

Experience successfully managing agency and vendor relationships.

Able to follow process and work within an Agile environment.

Proven interpersonal and relationship management skills, with ability to obtain consensus among multiple stakeholders.

Strong teamwork orientation and proven leadership capabilities with an ability to work effectively in a constantly changing environment, requiring ongoing re‑evaluation of priorities.

Superior impact and influencing skills with a demonstrated ability to lead digital marketing initiatives.

Ability to clearly articulate SEM performance & performance drivers, strategy, challenges and opportunities to internal partners with varying domain knowledge.

Experience managing Paid Social/Paid Display ads campaigns is an asset.

Understanding of financial institutions product offerings is an asset.

Undergraduate degree required; graduate degree is an asset.

Education

University or post‑secondary education required.

Business or Marketing Communications is an asset.

Seniority Level Director

Employment Type Full‑time

Job Function Marketing and Sales

Industries Banking

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