Senior Marketing Manager; Awareness & Consideration

Position: Senior Marketing Manager (Awareness & Consideration)
Location :
This hybrid role requires 3 days on-site at our Burnaby, BC office and 2 days remote per week.

What You’ll Do
The Senior Marketing Manager (Awareness & Consideration) is responsible for driving growth in key upper‑funnel marketing metrics, specifically brand awareness and brand consideration. This role primarily focuses on building the Specsavers brand across Canada through integrated omnichannel campaigns. The scope of the role is broad yet clearly defined, with end‑to‑end ownership of core brand‑building campaigns—from research and insights through to campaign development and execution—as well as responsibility for growing and managing key brand partnerships.

The role also plays an active part in shaping the future direction of the business through the annual planning process.

Key Responsibilities
End to End Campaign Management

Lead channel briefing, cross‑channel engagement, and campaign management

Shape, define, and oversee marketing ways of working related to briefs and campaigns

Contribute to the briefing process and development of creative assets aligned to strategic briefs and campaigns

Support the presentation of campaign updates and work streams to the Marketing leadership team

Create marketing briefs for smaller Awareness & Consideration campaigns, specifically Style and Contact Lenses

Develop and present campaign overviews summarizing strategy, channel activity, and creative execution

Chair and lead a weekly cross‑functional campaign status meeting, bringing teams together and holding them accountable for campaign delivery

Media Buying and Agency Management

Lead the development of annual and campaign‑specific media strategies, ensuring media investments are aligned with brand objectives, target audiences, and business goals.

Own the relationship with the company’s media agency, providing strategic direction, establishing performance expectations, and ensuring high‑quality planning, execution, and optimization.

Oversee the end‑to‑end media planning process across paid channels, including digital, social, video, audio, search, out‑of‑home, and emerging platforms.

Partner with internal stakeholders to translate marketing objectives into effective media plans, audience strategies, budget allocations, and channel recommendations.

Manage media budgets and investment decisions, optimizing spend to maximize reach, engagement, efficiency, and return on investment.

Annual Planning

With support from the Head of Awareness and Consideration CJT, lead the annual planning process, developing comprehensive brand strategies and priorities that align with overall business objectives, growth targets, and market opportunities.

Partner with local and global stakeholders to establish annual brand goals, investment priorities, target audiences, messaging frameworks, and key performance indicators.

Synthesize consumer insights, market research, competitive intelligence, and business performance data to inform strategic planning and decision‑making.

Translate brand strategy into actionable annual marketing plans, ensuring clear priorities, resource allocation, timelines, and success measures.

Develop executive‑ready planning materials, strategic briefs, and presentations to communicate brand strategy, priorities and expected business impact.

Sponsor ships

Lead the development and execution of the company’s brand sponsorship strategy, ensuring alignment with business objectives, brand positioning, and marketing priorities.

Own and manage all sponsorship relationships, serving as the primary point of contact for partners, rights holders, agencies, and key stakeholders.

Identify, evaluate, negotiate, and secure strategic sponsorship opportunities that drive brand awareness, customer engagement, and business impact.

Oversee sponsorship activation planning and execution across integrated marketing channels, maximizing the value and visibility of brand partnerships.

Manage sponsorship budgets, contracts, and performance metrics, ensuring effective investment allocation and measurable return on sponsorship spend.

Consumer Research

Lead the company’s consumer insights and research agenda, developing a comprehensive understanding…