Manager, Digital Acquisition

Responsibilities

• Digital acquisition strategy and performance ownership
• Own the end-to-end paid digital acquisition strategy across channels (e.g., search, display, social, email journeys), with full accountability for lead volume, lead quality, cost efficiency, and downstream sales conversion performance across the funnel
• Define success metrics, performance targets, and optimization priorities in partnership with Sales and Marketing leadership, ensuring acquisition programs directly support sales targets
• Set campaign and messaging strategy for digital acquisition, informed by audience insights, funnel performance, and cross-channel dynamics
• Full-funnel and martech enablement
• Lead the design, evolution, and optimization of the digital acquisition ecosystem, including website experiences for improved conversion, testing frameworks, CRM and marketing automation workflows, and integrations with platforms such as Salesforce and Amazon Connect
• Partner closely with Sales to ensure effective lead routing, follow-up, and feedback loops that improve conversion rates and sales productivity
• Own troubleshooting across the acquisition funnel, including responding to Sales feedback, diagnosing campaign performance issues and resolving martech-related challenges to ensure continuity, accuracy and efficiency of digital acquisition programs
• Creative briefing and campaign development
• Lead the development of clear, insight-driven creative briefs for digital acquisition campaigns, translating business objectives, audience insights, performance learnings, and compliance requirements into actionable direction for internal creative teams and agency partners
• Collaborate with creative and brand to guide the development, testing, and evolution of ad creative, ensuring messaging, formats, and concepts are optimized for performance while aligning with brand standards
• Use performance data and test-and-learn insights to continuously refine creative strategy and campaign approach across the funnel
• Vendor leadership
• Serve as the primary owner of the digital media agency relationship, providing strategic direction, approving campaigns, optimizing budget and holding partners accountable for performance, innovation, and continuous improvement
• Ensure agency activity aligns with enterprise priorities, compliance requirements, and brand standards, while driving best-in-class execution and optimization
• Cross-functional leadership
• Lead cross-functional planning and delivery of acquisition initiatives, coordinating across Marketing, Sales, IT, Legal, Compliance, and external partners to manage risks, dependencies, and readiness
• Translate business objectives and program changes into clear briefs, requirements, and roadmaps that enable efficient execution and stakeholder alignment
• Performance reporting and insights
• Own performance reporting and forecasting for digital acquisition, delivering clear insights, recommendations, and trade-offs to senior leadership
• Collaborate closely with the Business Intelligence and Analytics team to support ongoing performance reporting, advanced analytics, and insight generation that informs acquisition strategy, optimization and decision-making
• Support measurement and attribution approaches that account for cross-channel influence, including the impact of traditional media (e.g., DRTV) on organic and digital lead generation, and provide insight-driven recommendations on channel mix, investment timing, and performance interpretation
• Proactively identify risks, gaps, and opportunities, recommending changes to investment levels, channel mix, targeting, or operating models to improve outcomes
• Continuous improvement and innovation
• Stay current on evolving digital platforms, privacy and regulatory considerations, attribution approaches, and consumer behavior trends
• Champion test-and-learn approaches that improve effectiveness, scalability, and long-term acquisition capability
• Key Qualifications
• Education (minimum required): Bachelor's degree in Marketing, Digital Media, Computer Science or related discipline
• Experience (minimum required): Minimum 7 years progressive digital marketing experience across key performance channels such as paid search, display and social with a strong focus on using data and insights to drive meas

Additional Information

Career Opportunity Role Title Manager, Digital Acquisition Purpose of role The Manager, Digital Acquisition owns the strategy, delivery, and performance of paid digital acquisition programs that generate high-quality leads to support Canadian direct-to-consumer sales. This role is accountable for full-funnel outcomes, including lead volume, quality, conversion performance and efficiency and works closely with Sales, Marketing, IT, Legal, Compliance and external partners to continuously improve results. As the primary lead for digital acquisition programs, the Manager drives data-informed decisions, optimizations and conversion outcomes to support sustained sales growth. Job Description

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