Channel Engagement Manager

Position:

Channel Engagement Manager

Reports to:

Director of Growth

Position Term:

Full Time Permanent

Primary Location:

Mississauga, Ontario, Canada

Workplace Type:

Hybrid

Job Purpose

The Channel Engagement Manager in the Growth team oversees the development and implementation of lead capture, nurture and awareness activities on the unauthenticated space of our main website: www.worldvision.ca.

We hold this manager accountable for:

• Quality Metrics: Lead sign-ups / consents on our site. Dwell-time. Click-through rates. Bounce Rates.
• Nurture & Engagement Metrics: Interactions with content. Engagement with content. Views and sharing. Click-through to conversion pages.
• Content Strategy & Organic Traffic: Working closely with content teams across Marketing to lead on an SEO-led strategy for web content aimed at driving relevance, links-to, juice and organic traffic to our site.
• Data Fingerprinting: Using data and personas to help identify and engage leads on our site - driving personalization and metric improvement through data fingerprinting, analytics, and other techniques.
• Topic-Clustering, Information Architecture & Journey Optimization: Owning the strategy and implementation of structural and meta-data elements for our unauthenticated site – making sure they reflect our brand strategy of what we want to be famous for,
• Web development plans & priorities: Ensuring our digital development teams have up to date, prioritized, and customer-led strategic backlogs and roadmaps for new functionality and elements needed on our website.
• Planning migration of content from our previous site: Ensuring we know what is being brought over, when, why, and the budgets and resources we need to get this done.

The Channel Engagement Manager will be responsible for managing web budgets, analyzing web performance, and optimizing strategies for maximizing engagement and ultimately (in collaboration with our Product Owner for Conversion in our Product Team) conversion through our site – either conversion-to-sale, or conversion-to-advocacy.

The role involves coordinating with internal teams and external agencies to create compelling and effective web content, experiences, engagement and lead capture. They analyze market trends, consumer behavior, and the competitive landscape to adjust web experiences and content accordingly.

This role is crucial in driving growth and customer acquisition, requiring an in-depth understanding of Adobe Experience Manager, as well as other related digital platforms and tools for analytics and web experience. The Channel Engagement Manager also plays a key role in team leadership, fostering innovation, and ensuring that all marketing efforts are synergistic and aligned with business objectives.

Responsibilities

• Define channel vision, customer-led strategy, roadmap and growth opportunities.
• Define content strategy & roadmap for web channel
• Balance spend and activity on migration with activity on creating new web experiences on our beta site.
• Assess value, develop cases, and prioritize stories, epics, and themes to ensure work focuses on those with maximum value that are aligned with product strategy and business priorities.
• Provide vision to team members throughout projects and planning cycles.
• Prioritize needs between scope, budget and time – weighing priorities according to supporter value.
• Collaborate with Digital Marketing Managers and other Channel Managers to coordinate, measure and improve lead journeys and acquisition metrics.
• Share progress, gather feedback, and collaborate with Channel Managers and other stakeholders to drive the product vision and roadmap. Your communication skills will bridge gaps and build strong, collaborative relationships.

Website Strategy:

• Be responsible for all unauthenticated website activities.
• Developing, executing, and optimizing cutting-edge web campaigns from conception to launch – working closely with the Director of Brand to ensure full alignment with our campaign strategy.
• Leading, with agency support, the design and build efforts of new pages, experiences and campaigns on our website.
• Developing and executing an audience-led Content Strategy for web channel, working closely with the Director of Brand to ensure close alignment with our “Defy Reality” brand ambitions.
• Working cross-departmentally to align web strategies and goals across the organization
• Develop innovation experiments, test and activities for web and web campaigns.
• Working with other Channel Managers, and Digital Marketing Managers, to help coordinate customer journeys and multi-channel marketing activity.
• Working with internal and external stakeholders to create and execute media plans
• Develop and execute web portions of multi-channel marketing campaigns
• Develop lead nurture campaigns for trial users.
• Work with in-house teams and external vendors for content creation.
• Develop creative briefs, in alignment with double-diamond design methodology, for our web agencies.

Leadership:

• Maintaining knowledge of industry best practices and new technologies, including devising and leading experiments to widen our reach, SEO, and engagement on the web.
• Managing agencies and third-party vendors for marketing activities.
• Assigning tasks to the Engagement and wider Growth Team and ensuring that the required output is delivered on time with expected quality
• Building out staffing plans with future needs and current capabilities
• Mentoring and motivating the growth team to maximize production.
• Offering expert advice to help improve planning activities as it relates to growth
• Developing a network of vendors to achieve web KPI’s including but not limited to: lowering bounce, increasing dwell time, increasing engagement and driving sign-up and click through online.

Data Tracking

• Managing budgets, analyzing data, and keeping up with the latest trends and industry best practices.
• Leading on data management, analysis, fingerprinting and coordination across our unauthenticated website, developing lead and audience understanding and putting strategies in place for persona-based personalization where possible.
• Tracking, measuring, and reporting on web results, and leading on analysis of page, feature and element performance.
• Providing ongoing actionable insights into campaign performance to relevant stakeholders
• Defining, measuring, and evaluating relevant paid media KPIs
• Overseeing and managing the overall budget for paid media

Qualifications

• A minimum of 5 years of experience in website management
• Proven experience in running multi-channel campaigns
• Experience managing agencies and third-party vendors
• Proven experience as a Web Channel Manager, with minimum of 5 years in digital product development
• Strong understanding of Lean Agile Scrum principles and methodologies.
• Proficiency in AEM, web analytics, and SEO technologies
• Track record in managing budgets
• Knowledge of innovative and traditional web campaigns
• Strong people management skills and experience
• Experienced storyteller with experience handling the content lifecycle (ideation, execution, testing)
• Good understanding of SEO, search, and optimization technologies
• Highly collaborative and comfortable with both high-level planning and tactical execution (writing, editing, etc.)
• Able to excel in a dynamic environment while managing several projects simultaneously.
• Strong time management and prioritization skills to realize maximum value
• Strong analytical skills and the ability to make data driven decisions especially when needing to make trade-offs
• Able to navigate the organization and influence through indirect leadership and relationship capital
• Other personal attributes: ambitious, assertive, energetic, enthusiastic, confident, optimistic, inquisitive, persuasive, and motivational
• Experience in a start-up or agile environment would be an asset
• Nonprofit experience would be an asset

Why Consider Us?

• Our competitive compensation & benefits include:
• Health Spending Account
• Up to 6% matched pension contributions
• Parental leave top-up
• Generous paid vacation, sick days, wellness and personal days
• Office closed extra days before long weekends (6x/year)
• World Vision Canada has consistently been awarded Canada and GTA top employer awards.
• We are Canada’s largest development, relief, and advocacy non-profit organization.
• We embody an Agile mindset here.

#LI-Hybrid

Job Family

Marketing

Job Function

Individual Contributor

Pay Type

Salary

Employment Indicator

Hybrid