Director, Performance Marketing

Job summary

You will design and manage the performance marketing strategy, including SEM campaigns across Google and Microsoft Ads to drive growth. Additionally, you will oversee SEO initiatives, manage digital marketing budgets, and establish performance measurement frameworks to provide actionable business insights.

Job details

As our business continues to expand and evolve, we are proactively building a talent pipeline of exceptional digital marketing leaders who are passionate about driving growth, innovation, and customer impact. We are seeking experienced digital marketing professionals interested in future opportunities within our organization. As a Director of Performance Marketing, you will lead the performance marketing vision and will be responsible for driving growth through data-driven marketing practices, SEM and digital marketing initiatives, analyze campaign data, and manage the digital marketing strategies across multiple platforms and markets, including Google Ads. This is a unique opportunity to manage one of Canada's largest digital marketing portfolios, partnering with senior business leaders, vendors, and cross-functional teams to shape customer acquisition and growth strategies at scale. This role requires a blend of deep digital skills, analytics, and an entrepreneurial mindset. The ideal candidate combines strategic leadership, advanced analytical capabilities, strong commercial acumen, and a focus on continuous improvement. In this role you will: * Design, implement, and manage the performance marketing strategy, Search Engine Marketing campaigns across Google and Microsoft Ads, including Paid Search, Performance Max, Paid Shopping, YouTube, and Display campaigns * Establish the strategic roadmap for Search Engine Marketing (SEM) across Google Ads, Microsoft Ads, and other performance marketing platforms, ensuring alignment with enterprise growth objectives * Lead the SEO strategy including technical optimization, content initiatives, and organic growth opportunities, and digital properties to maximize organic visibility and traffic * Continuously monitor and optimize campaigns, drive efficiencies in customer acquisition costs, return on investment, and overall marketing effectiveness * Define performance measurement frameworks, KPIs, attribution models, and reporting standards that provide actionable business insight * Support annual and ongoing budget planning, forecasting, and performance tracking across markets and channels * Oversee vendor and agency relationships, ensuring campaigns are optimized and aligned with business goals while maintaining a high standard of performance * Identify opportunities to leverage insights, best practices, and innovations across the brand to maximize overall business impact * Establish measurement frameworks, reporting standards, and performance benchmarks to support data-driven decision-making across the organization What we are looking for: * University Degree in Business, Marketing, Math, Data Analytics Engineering or related discipline * 5-10 years of demonstrated experience in a performance marketing, digital acquisition, SEM for a retail or e-Commerce brand, with extensive hands on experience in executing Google Ads. * Proven track record of managing and optimizing a multi-million dollar digital marketing budget across multiple channels, platforms, for a profitable eCommerce business * Expert understanding of digital marketing channels, best practices, Google Ads, Search Console, Google Merchant Center, Tag Manager, and SEMrush (or a similar tool) * Highly analytical, structured thinker who can derive insights from complex data, and clearly articulate ideas into actionable items to a diverse set of stakeholders and cross functional teams * A highly entrepreneurial mindset that has a “doer” mentality, curiosity to understand the entire business, and demonstrated ability to observe and adapt to a changing landscape of digital advertising. * Seasoned project management skills, a strong sense of initiative, and attention to detail * Creative thinker who can bring in new ideas and approaches and execute on these new ideas * Excellent communication and presentation skills, with the ability to influence and align diverse stakeholder groups Additional Information This is a talent pipeline position. The salary range for this position is $130,000.00 - $160,000.00 annually. Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labor market. Our recruitment process incorporates various screening technologies, which may include AI, to screen for employability or suitability. Human recruiters review all applications. Inclusion & Belonging We are committed to building a company culture of inclusion and diversity where differences are embraced and valued, this allows us to better understand and meet the needs of our customers and the communities we serve. We want to ensure every job applicant is treated fairly and with respect regarding race, national or ethnic origin, religion, age, gender, sexual orientation, or disability. Upon request, accommodations are available during all stages of the recruitment process. At Sleep Country Canada/Dormez-vous? (SCC/DV), we are inspired every day through our purpose to transform lives by awakening Canadians to the power of sleep and our vision to champion sleep as the key to healthier and happier lives, helping everyone achieve better tomorrows through better tonight’s. Guided by our values – We CARE About People; We WIN Together; We DREAM Big and We DELIVER with Excellence – we are building on our 30-year foundation of taking care of each other and our customers’ sleep needs, with passion and commitment to be the best that we can be. We invest in our sleep ecosystem, innovative products, world-class customer experience, our communities and diverse best-in-class team to be Canada’s leading sleep partner. We’re looking for someone to join our exceptional team as we continue to advance the future of sleep wellness.

What you’ll do

You will design and manage the performance marketing strategy, including SEM campaigns across Google and Microsoft Ads to drive growth. Additionally, you will oversee SEO initiatives, manage digital marketing budgets, and establish performance measurement frameworks to provide actionable business insights.

Requirements

The ideal candidate holds a university degree in a relevant field and possesses 5-10 years of experience in performance marketing or digital acquisition for retail or e-commerce brands. You must have extensive hands-on experience with Google Ads and a proven track record of managing multi-million dollar digital marketing budgets.

Listed skills

• Project management · Preferred
• Reporting · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Performance Marketing
• Digital Marketing
• SEM
• Google Ads
• Microsoft Ads
• SEO
• Data Analytics
• Budget Management
• Strategic Leadership
• Project Management
• Customer Acquisition
• Attribution Modeling
• E-commerce
• Reporting
• Vendor Management
• Talent Pipelining
• Influencing Skills
• Strategic Roadmaps
• SEO Strategy
• Digital Advertising
• Curiosity
• Digital Literacy
• Advanced Analytics
• SEMrush (Software)
• Planning
• Data-Driven Decision Making
• Analytics
• Data Analysis
• Business Marketing
• Business Continuity Planning
• Customer Acquisition Management
• Customer Service
• Communication
• Contextual Advertising
• Continuous Improvement Process
• E-Commerce Management
• Entrepreneurship
• Forecasting
• Growth Strategies
• Marketing
• Innovation
• Marketing Strategies
• Key Performance Indicators (KPIs)
• Marketing Effectiveness
• Mathematics
• Organic Growth
• Performance Measurement
• Presentations
• Return On Investment
• Search Engine Marketing

Job areas

• Marketing
• Management & Leadership
• Data & Analytics
• Retail
• Technology
• Director of Performance Marketing
• Director of Marketing
• Sales and Marketing Managers
• Marketing Managers

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