Manager, Digital Marketing and Media (Fixed Term)

Purpose

The role of Manager, Digital Marketing and Media is to enhance Rocky Mountaineer's overall marketing capabilities and to oversee the growth of RM's digital marketing team. As RM's use of data to make strategic decisions grows, and as online technologies and communication tools become more prevalent among our target travelers, having the right level of skills and marketing sophistication is necessary to ensure we are able to continue to reach guests where they are with the right message at the right time, and to grow RM's business into the future.

Key Areas of Accountability

The Manager, Digital Marketing and Media is responsible for managing the day-to-day paid media and digital marketing activities for Rocky Mountaineer. This includes leading the digital marketing team in developing strategic plans that will help RM achieve its marketing and business objectives, managing paid advertising budgets and ensuring performance objectives are being met, and leading projects and collaborative efforts across departments to ensure marketing activities are supporting and elevating other teams in driving the business forward.

People Leadership:

• Lead and manage members of the digital and performance marketing teams, ensuring projects and goals are understood and aligned with business KPIs, and that marketing activities are executed on time, on target, and on budget.

• Provide mentorship and guidance to team members, supplying feedback and support on projects or assisting with skills development as needed.

• Foster strong cross-functional relationships across the organization.

• Foster processes that best support the business outcomes and marketing requirements.

Internal Stakeholder Support and Collaboration:

• Provide leadership and expertise in development of annual marketing strategic plans.

• Support leadership teams during annual department budgeting and business planning.

• Act as representative for the marketing department among senior leadership and RM stakeholders, presenting performance results and summaries of marketing activities.

• Plan and manage RM's annual media campaign budget, providing a schedule and budget of annual activities across all media channels and ensuring spendings are continually monitored and optimized to maximize performance results.

• Collaborate with Digital Experience team to create seamless end-to-end experience from first touchpoint through to purchase across web experiences and nurture streams.

• Serve as the subject matter expert on digital marketing trends and technologies, helping RM identify opportunities and areas of growth in the digital marketing environment.

• Collaboration with RM's Sales team to help bring global sales needs and opportunities into Marketing's strategic plans and tactical activities.

• Act as team lead and project manager across various working groups and projects, ensuring alignment of activities and completion of project deliverables.

Paid Media and Digital Marketing:

• Lead annual consumer media campaigns, managing significant advertising budget.

• Lead media measurement projects to improve RM's understanding of guest interests and behaviours, integrating findings with existing guest data to create a more complete, holistic guest profile.

• Lead on-page and technical SEO strategy for consumer websites, working collaboratively with SEO specialist, external agency and Content team.

• Oversee reporting and dashboard systems, ensuring KPIs are accurately set, that reporting systems are meeting RM's business needs, and that integration of reporting data across departments and systems is properly managed.

• Support the brand team and creative agencies in development of creative campaigns that deliver on RM's direct-guest targets and overall business objectives.

• Work in collaboration with brand and digital experience teams to understand and refine customer journey mapping and audience segmentation, identifying opportunities to improve audience targeting through media channels and communications.

• Work with Communications, Brand, and Digital Experience teams to ensure best-practices in areas such as SEO, online user experience, conversion optimization, social media, and audience targeting are in place.

• Provide leadership on technical and content SEO, ensuring strong organic search engine presence to drive acquisition and support rail guest targets.

• Manage relationships with agency partners, ensuring agencies have necessary inputs to develop campaign activities and help RM meet its marketing objectives.

Qualifications

Education, Certification, Licenses

• Bachelor's degree in Marketing, Communications or related field

Experience

• 7+ years' experience in marketing.

• 5+ years' experience running digital marketing campaigns with demonstrated experience across search, social, programmatic, and other digital platforms.

• Experience in full-service media planning and buying environment, including digital, traditional and broadcast media.

• Experience in project management and team leadership.

• Experience with software and tools such as Google Analytics, Google Search Console, SEMRush, Google Looker Studio, Google Ads, DV360 Meta Business Manager and Power BI.

• Previous marketing agency experience is an asset.

Skills and Attributes

• Strong working knowledge of media planning tools and systems.

• Strong understanding of data management and analysis tools.

• Strong analytical capabilities with a keen attention to detail.

• Strong understanding of SEO landscape and best practices.

• Strong work ethics with the ability to manage teams across remote and in-person environments.

• Data driven when making decisions.

• Outstanding communication and collaboration skills.

• Critical thinking, with the capability to question existing processes and find novel solutions.

• Desire to improve systems and processes to make deliverables and work experiences better.

• Ability to work with people from different disciplines and backgrounds who have varying degrees of technical knowledge.

• Ability to communicate and present test results, insights, and recommendations to all levels of the company clearly and concisely.

• Ability to think globally and creatively to quickly develop solutions to challenges.

• Ability to work collaboratively in a fast paced and ever-changing environment.

• Ability to work well under pressure with multiple projects.

• Ability to influence stakeholders at various levels.

Work Environment

• Vancouver-based; hybrid role with minimum 3 Days in office.

Please note this is a 13 Months Fixed Term Contract.

Compensation

• The base salary offered for this role is $93,000 - $110,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity.
• Eligible for Rocky Mountaineer's Bonus Program

Eligible Benefits

Rocky Mountaineer supports our team members' health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:

• Medical, Dental, Vision, Life Insurance
• Short term disability, long term disability, and Accidental Death & Dismemberment policy
• Travel emergency assistance
• Vacation time & sick time.
  

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