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NOC: NOC 20012 (Computer and information systems managers) TEER: TEER 0

This role reports to: Vice President, Global Marketing & Communications

Purpose of the role: The basic function of the Manager, Marketing and Web Design is to: work as part of our marketing and communication team in the day-to-day execution of our marketing plans, web development projects, managing marketing tech stack and play a key role in attracting international investment to the Edmonton Metropolitan Region. Understanding and developing web environments, landing pages, audience personas, building journey maps, and designing automation campaigns and segmentation strategies will be core activities of this role. We use HubSpot as our marketing automation tool for nurtures, tracking marketing and sales funnel velocity and conversion rates to ensure our activities are trackable and always improving. The ideal candidate has a strong mix of experience in the marketing functions of Account Based Marketing (ABM), SEO and SEM, designing segmented b2b marketing campaigns, UX, and web design.

Job Duties: You will be responsible for designing, building, monitor and optimizing websites, landing pages, email campaigns, search and social media campaigns and create marketing performance dashboards in HubSpot. You will also be responsible for creating and executing effective marketing strategies by understanding the target markets, analyse trends, identify opportunities, design digital campaigns that enhance brand awareness and drive marketing driven sales pipeline. The ideal candidate will have a strategic, analytical, and collaborative mindset with the ability to manage projects, subcontractors, bring people together, and inspire confidence in a digital approach to marketing.

Responsibilities :

  • Demonstrate leadership and build trust and rapport within Edmonton Global and with partners.
  • Manage and build strategic relationships and partner with key industry players, agencies and vendors.
  • Manage and lead others within the Marketing and Communications team.
  • Develop and execute a comprehensive marketing plan, including strategies for brand awareness, lead generation, and customer engagement. Manage the execution of complex multi-channel marketing campaigns aligned to business objectives.
  • Plan, develop and execute global digital initiatives across account touch points, including website design, search marketing (including paid search and organic search), retargeting, email marketing, social media marketing (Facebook, Twitter, LinkedIn), online advertising, and new and emerging opportunities.
  • Develop nurture programs for lead sources and create/update email cadences to maximize signups and conversions.
  • Partner with our Trade and Investment team to create digital campaigns that drive new leads through our pipelines and develop corresponding ABM strategies leveraging key channels such as digital advertising, web marketing, video, webinars, direct mail, events, international activities, etc.
  • Analyse market trends and customer data to inform marketing strategy and improve campaign performance.
  • Use web analytics and business intelligence tools such as Google Analytics and Microsoft Clarity to understand customers' online behaviour and leverage those insights in optimizing webpages and marketing campaigns.
  • Develop and execute the implementation and management of Google Analytics 4, Google Tag Manager, HubSpot advanced reporting modules, WordPress and Webflow CMS.
  • Be a leader in the use of the organisation's Customer Relationship Management (CRM) system (Salesforce) and other marketing enablement technology to manage campaigns and track ROI.
  • Develop and actively manage marketing budgets by project quarterly and annually.
  • Manage and implement marketing automation processes used to generate, distribute, and report on leads. Establish and maintain scalable processes that ensure best practices in campaign and lead management in HubSpot.
  • Create and maintain reporting dashboards on marketing activities, effectiveness, and business impact. Analyse marketing and sales data to develop insights and make recommendations on areas for optimization.
  • Monitor and maintain data quality within the marketing database. Evaluate new technologies and add-on applications to improve and optimize marketing team performance.
  • Stay current on industry trends and emerging technologies to identify new opportunities for growth and competitiveness.
  • Develop and craft AI-enabled inbound lead gen techniques using chatbots, dynamic landing pages and implement automated lead scoring mechanisms.
  • Identify and implement the best marketing technology solutions to facilitate the overall marketing strategy and streamline the marketing workflow.
  • Collaborate with other members of the marketing and communications team to develop content including stories, emails, video, etc. ? Establish design guidelines, standards and optimal design practices.
  • Maintain the appearance of websites by applying content standards.
  • Designing visual imagery for websites and ensuring that it is consistent with Edmonton Global's and sub brand's image.
  • Integrate features and functionalities into websites.
  • Create and optimize content for the website using a variety of graphics, database, animation and other software.
  • Test and improve the design of a website.
  • Lead and coordinate multidisciplinary teams to develop website graphics, content, capacity and interactivity.

Qualifications & Experience :

  • Bachelor's degree in Marketing, Business, Web Development or a related field including computer science or graphic design, a master's degree is preferred.
  • HubSpot certifications in Inbound Marketing and Advanced Implementation are required.
  • 5+ years of web development and marketing experience, with a focus on digital marketing including experience with WordPress and Webflow CMS.
  • 5+ years of working with HubSpot and Salesforce systems.
  • 5+ years experience in graphic design.
  • 5+ years experience with marketing automation tools and analytics platforms - Salesforce, HubSpot (Marketing and Sales), Google Analytics, Google AdWords, Google Tag Manager, Google Search Console
  • Proven track record of developing and executing successful b2b marketing campaigns.
  • Strong leadership and stakeholder management skills.
  • Excellent communication, interpersonal, and organizational skills.
  • Excellent project management and time management skills.
  • Experience developing performance-based marketing programs / plans / campaigns directly tied to lead generation.
  • Ability to conceptualize, innovate, and drive marketing initiatives.

Term of Employment: 3 years

Language Requirement: English

Compensation: 64.90 to 68.00 hourly (To be negotiated) / 30 hours per week

Benefits Package: Edmonton Global offers a competitive salary, comprehensive benefits package, and opportunities for professional growth and development.

Location(s) of work: 10020 100 Street NW, Edmonton AB T5J 0N3

Contact Name: Chris McLeod

Contact Phone: 18002644952

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