Digital Marketing Specialist

The Digital Marketing Specialist is responsible for leading and optimizing the Foundation’s digital ecosystem to drive donor engagement, acquisition, and online revenue. This highly analytical role manages digital strategy across social media, email marketing, paid media, and the Foundation website. Using data-driven insights, marketing automation, and performance analytics, the Specialist continuously improves campaign performance and supports fundraising priorities. Specialist continuously improves campaign performance and supports fundraising priorities.

Southlake Health Foundation

Since the inception of Southlake Foundation in 1980, more than $213 million dollars has been raised in support of Southlake Health. Working with members of the community, hundreds of volunteers, the Southlake Family and our incredible donors, Southlake Foundation will continue to support life-saving medical equipment, infrastructure upgrades and expansions, and patient programs, all for the goal of providing leading edge care for patients and families, close to home. For more information visit: southlakefoundation.ca.

Reporting to the Vice President, Marketing, Brand and Engagement, the Digital Marketing Specialist leads the execution and optimization of the Foundation’s digital marketing strategy to drive donor acquisition, engagement, and revenue growth. This role manages integrated digital campaigns across email, paid media (Google and Meta), website, and social platforms, using data-driven insights and performance marketing techniques to improve results.

As a key member of the Marketing Communications team, the Specialist collaborates across the Foundation to develop and execute goal-driven content and campaigns, manage social media channels, and help share compelling stories that engage donors, partners, volunteers, and the broader community in support of Southlake Health Foundation’s mission.

What you’ll be doing:

Digital Strategy & Social Media

• Develop and execute the Foundation’s social media strategy aligned with fundraising priorities and brand positioning.
• Plan and manage integrated organic and paid social campaigns to drive engagement, donor acquisition, and online donations.
• Lead content planning across platforms including Facebook, Instagram, LinkedIn, YouTube, and X.
• Collaborate with the Marketing & Communications team on compelling digital storytelling, video, and campaign content.
• Monitor channel performance and optimize content using established KPIs and benchmarks.

Email Marketing & Marketing Automation

• Lead the planning and execution of email marketing campaigns and marketing automation using Blackbaud Luminate Online.
• Develop advanced audience segmentation to improve personalization, engagement, and conversion rates.
• Optimize campaigns through testing, performance analysis, and donor lifecycle insights.
• Ensure accurate campaign tracking, deliverability, and compliance with CASL requirements.

Paid Media Campaign Management

• Plan, launch, and optimize paid campaigns across Google Ads and Meta Ads Manager.
• Manage Google Ad Grants to maximize performance and compliance.
• Implement targeting strategies including retargeting, lookalike audiences, and donor segmentation.
• Monitor and optimize campaign performance to improve ROI and revenue attribution.

Website & Conversion Optimization

• Maintain and update website content to ensure accuracy, functionality, and alignment with fundraising initiatives.
• Develop and optimize landing pages and donation experiences to improve conversion rates.
• Implement tracking frameworks using Google Tag Manager and Google Analytics 4.
• Ensure website content aligns with SEO best practices.

Digital Analytics & Reporting

• Monitor and analyze multi-channel digital performance.
• Develop reporting dashboards and provide strategic insights to improve campaign performance and donor acquisition.
• Track campaign ROI and digital fundraising outcomes.

What you‘ll bring:

Education

• Post-secondary degree or diploma in Marketing, Communications, Business, or a related field, or equivalent experience.
• Certifications in Google Ads, Google Analytics, Meta Blueprint, or email marketing considered an asset.

Experience

• 3–5+ years of digital marketing experience, preferably within a non-profit, healthcare, or fundraising environment.
• Proven experience managing paid campaigns on Google Ads and Meta platforms.
• Experience executing performance-driven email marketing campaigns and marketing automation.
• Experience with Blackbaud Luminate Online, Raiser's Edge NXT, or similar CRM/fundraising platforms considered an asset.
• Experience managing Google Ad Grants and implementing digital tracking frameworks.

Technical Skills

• Google Ads, Meta Ads Manager, and campaign optimization
• Google Analytics 4 and Google Tag Manager
• Email marketing platforms and audience segmentation
• UTM tracking, conversion tracking, and performance reporting
• SEO and conversion rate optimization