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Web Analytic Manager - Contract

Our client, a leader in the manufacturing industry of landscaping and stones is looking for a talented Email Marketing and Web Anaytics Manager.

 

JOB SUMMARY

The Email Marketing and Web Analytics manager (16-month contract) is an exciting role that offers a unique opportunity for the right candidate to join this exciting industry. 

The right candidate is a highly skilled and experienced Email and Web Analytics Manager to join our dynamic marketing team. The ideal candidate will be responsible for leading and executing our email marketing campaigns and own the digital analytics reporting across channels. In addition to managing email marketing and owning analytics, this role will also manage our YouTube channel's SEO to enhance visibility and reach. This person will have a deep understanding of customer segmentation and journey mapping and should have extensive experience implementing dynamic and personalized communications through a marketing automation platform, preferably HubSpot. As the subject matter expert in this field, the Email Marketing and Digital Analytics manager will work collaboratively with our contractor, homeowner, and commercial marketing teams to implement email marketing strategies that generate leads, customer engagement, and retention.  Additionally, being a nimble Marketing Team, this role will include leading the YouTube optimization strategy and web analytics implementation.

If you are a seasoned marketer with 5-10 years of experience, this role is an opportunity to learn an entirely new industry and unleash your disciplined marketing skills in a highly entrepreneurial environment.  Unlike global companies you may have worked for in the past, our client has an environment where bureaucracy is strongly discouraged, and plans remain flexible so that great new ideas can be developed and executed quickly. 

 

 Specifically, the Email Marketing and Web Analytics Manager will:

               Email Marketing

•             Work with the corporate marketing team to build an email marketing calendar that balances the needs of individual Unilock regions with larger corporate initiatives, including strategic priorities, promotions, and seasonal campaigns for our various target audiences (homeowner, contractor, dealer, and commercial specifier).

•             Define effective and actionable user segments that can be utilized to tailor content and messaging to deliver our strategic objectives.

•             Manage email marketing automation processes, including campaign setup, testing, deployment, and performance tracking.

•             Create customer journey maps and develop implementation plans for new program initiatives with a focus on automated campaigns and a personalized customer relationship utilizing data from our CRM database.

•             Work with sales and IT teams to continuously improve the quantity, quality, and usability of data in our CRM.

•             Execute planned and ad hoc email marketing campaigns using mass emails and personalized automated emails.  Complement this with text message communication (SMS) utilizing our marketing automation platform, HubSpot.

•             Conduct post-campaign reports and audits to pinpoint actionable insights, efficiencies, and new opportunities.  Share these insights with corporate marketing colleagues and senior management to make recommendations for future campaigns.

•             Conduct A/B tests to strengthen understanding of keys to successful email campaigns.

 

Digital Analytics

•             Managing all analytics across all web channels including the measurement and analysis of website performance, identifying problem areas, and testing opportunities to improve the customer journey and optimization.

•             Maintain monthly Looker studio reports for audience leads and teams.

•             Provide ad hoc web page and engagement reports.

•             Deploy tags and triggers through Google Tag Manager and implement conversion and event tracking on GA4 to accurate and relevant tagging and tracking.

 

YouTube Channel Optimization

•             Lead and execute the YouTube strategy and optimization efforts by collaborating with other marketing leads to improve visibility, engagement, and subscriber growth.

•             Stay updated on industry trends, best practices, and emerging technologies in email marketing, web analytics, and YT SEO.

 

QUALIFICATIONS:

•             Bachelor’s degree in business, Marketing or Communications

•             Minimum 5-7 years in a marketing role with extensive experience running end-to-end aspects of email marketing programs.  Agency-side experience is a distinct asset.

•             Passionate about marketing automation with hands-on experience using tools like HubSpot, ClickDimensions, Constant Contact or other email marketing platforms.

•             Comprehensive understanding of Canadian anti-spam legislation (CASL) and other applicable email privacy laws in Canada and the U.S.

•             Experience utilizing SMS and Text Messaging for marketing programs and knowledge of industry best practices.

•             Deep understanding of how to leverage CRM data to develop automated marketing programs.  Experience with Microsoft Dynamic CRM is preferred.

•             Extensive experience with Google Analytics and Google Tag Manager.

•             Strong analytical skills with the ability to interpret data, analyze trends, and draw actionable insights to optimize marketing strategies.

•             Proficiency in SEO best practices and techniques, with hands-on experience optimizing YouTube channels or videos for search.

•             Excellent communication skills (written and verbal) and enthusiasm for collaborating with a cross-functional team in a fast-paced, entrepreneurial environment.

•             Track record of managing multiple short- and long-term projects with excellent attention to detail.

•             Self-starter with a strong bias for action and a can-do attitude.

              

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