Director, Digital Marketing

Job Overview

Napoleon leads the way with innovative engineering, advanced manufacturing techniques, unsurpassed customerserviceand remarkable product quality. Our award-winning products offer a best-in-class experience for all customers’ home comfort needs. While we are proudly Canadian, Napoleon is also fortunate tooperateon a world-wide scale.

The warmth and experience that Napoleon product brings to the homes of our customers transcends borders, language, and cultures to elevate everyday experiences, so you love being home. Throughout North America, Europe, South America and Asia, Napoleon creates memorable moments through our stunning designs and innovative technologies.

This posting is for an existing permanent vacancy and is actively being recruited for.

The Director of Digital Marketing is responsible for shaping and optimizing Napoleon’s end-to-end digital consumer journey across global markets and product categories. This role provides enterprise leadership over performance marketing, digital platforms, and conversion pathways - leveraging data, technology, and AI to drive demand, engagement, conversion, and long-term customer value. The Director sets scalable digital strategy and standards, partners cross-functionally, and ensures measurable impact on growth, brand strength, and customer experience.

• Digital Consumer Journey Ownership:
  Build and continuously optimize the digital path-to-purchase across awareness, consideration, conversion, and retention. Map consumer journey touchpoints across web, search, social paid, dealer platforms, and eCommerce to ensure frictionless user experiences. Partner with Brand, Product, Sales, Customer Service and external agencies to ensure campaigns and content support consumer journey goals. Establish standards for digital experience consistency across Napoleon-owned brands, regions, and platforms.
• Paid Media Leadership:
  Manage paid media channels (search, social paid, programmatic, video, retail media, retargeting). Develop and co-manage global and regional media strategies, budgets, audience targeting, and ROI optimization. Implement test-and-learn frameworks to improve efficiency, lower acquisition cost, and strengthen conversion.
• Website, SEO/SEM & Conversion Optimization:
  Lead strategy for global websites, landing pages, and digital tools to maximize engagement and performance. Oversee SEO and SEM programs to grow share of voice and capture category-level demand. Maximize website user experience through UX enhancements, analytics insights, and structured experimentation. Partner with IT, eCommerce, and Product teams to guide website platform enhancements, performance optimization, accessibility, and scalability.
• Dealer & Channel Digital Enablement:
  Strengthen dealer and distributor performance by providing digital assets, product data syndication, and co-op media frameworks. Ensure digital consumer journey consistency between brand-owned and partner-owned channels.
• CRM, Data & Marketing Automation:
  Expand CRM, email, and automation programs to nurture consumer relationships post-purchase and increase lifetime value. Build audience segments and personalization strategies for stronger engagement and repeat purchase behavior. Define lifecycle marketing and CRM strategy aligned to customer value, retention, and cross-sell opportunities across product categories.
• Adapt to Emerging Digital Trends & Technologies:
  Monitor and evaluate emerging digital platforms, technologies, and consumer behaviors to identify opportunities that improve the digital consumer journey and performance outcomes. Pilot, scale, and champion AI-driven capabilities, ensuring teams are trained and empowered to leverage AI to improve digital consumer journeys and business outcomes. Translate trends into practical, ROI-driven use cases, ensuring innovation is tested, measured, and aligned to business priorities.
  
  Partner with Brand, IT, eCommerce, and external partners to integrate new tools and platforms into existing digital ecosystems. Act as a digital thought leader within the organization, advising senior leaders on evolving digital capabilities and…