Manager, Strategy & Analytics

Location: West Vancouver

Proud to be 100% Canadian-owned, Northland Properties' are recognized as one of the most trusted names in hotels, restaurants, resorts, sports, construction, and asset management. Our well-known and loved brands have been bringing people together to celebrate unforgettable experiences across Canada, the US, Ireland, and the UK for over 50 years. As Canada’s fastest-growing hospitality group, we believe the foundation of our continued success is our people and their ability to take great care of our guests.

EMPLOYER:

Northland Properties Corporation (NPC)

LOCATION:

Support Centre, Vancouver, BC

EMPLOYMENT TYPE:

Full Time

COMPENSATION RANGE:  $85,

BENEFITS:  Health/Dental/Vision, RRSP, Paid Time Off, Employee Perks

VACANCY STATUS:  We are conducting targeted, confidential search to identify exceptional talent for upcoming opportunities in this function. Selected candidates may be contacted as roles are approved.

Recognized throughout Canada as one of the most trusted names in hotels, restaurants, sports, and construction, Northland Properties Corporation is the force behind such brands as Sandman Hotel Group, The Sutton Place Hotels, Moxies Restaurants, Chop Steakhouse & Bar, Denny's Restaurants, the Dallas Stars, and Northland Asset Management Company.

Manager, Digital Strategy & Analytics
The Manager, Digital Strategy & Analytics, drives data‑led guest engagement across a multi‑brand portfolio of hotels and restaurants. This role, part of our Shared Services Marketing Team, leads CRM strategy, advanced segmentation, and email marketing to enhance guest experiences, grow revenue, and build loyalty. The ideal candidate combines strategic thinking with hands‑on execution, bringing a strong understanding of CRM systems, analytics, and emerging technologies to continuously optimize performance and replicate success across brands.

Responsibilities

Your responsibilities will include, but will not be limited to:

Build, plan & implement digital marketing strategies using all necessary tools (e.g. website, email, WiFi, social media) & channels (organic vs. paid)

Own and evolve the CRM ecosystem, including platform management, data governance, campaign deployment, and performance tracking.

Design and implement advanced customer segmentation strategies to drive personalized guest engagement, revenue growth, and brand loyalty.

Identify and activate opportunities across the guest lifecycle (acquisition, retention, re‑engagement) through data‑driven insights and targeted marketing initiatives.

Manage the overarching email marketing strategy, including campaign planning, content direction, audience targeting, testing, and deployment.

Produce regular and ad hoc reports to inform stakeholders that uncover actionable insights.

Establish performance KPIs and reporting frameworks to measure CRM, email marketing and paid media effectiveness.

Champion a test‑and‑learn culture, using A/B testing and experimentation to refine segmentation, messaging, and channel performance.

Monitor changing market dynamics and continuously stay current on platform updates, including advancements in AI and automation.

Collaborate and liaise with Marketing, Sales, Distribution, Design, and Content teams to optimize campaign deployment, customer experience and brand consistency.

Establish & share best practices in digital marketing by brand for larger team.

Lead and mentor team members, fostering development in digital strategy, analytics, and marketing execution.

Manage one CRM Specialist.

Perform all other related duties as assigned.

Qualifications

Proven expertise in CRM platforms, including campaign setup, audience management, and automation.

Advanced proficiency in customer segmentation, lifecycle marketing, and personalization techniques.

Strong analytical skills with experience using Google Analytics and data visualization and reporting tools (Power BI, Google Data Studio) to generate actionable insights.

Hands‑on experience managing email marketing platforms, including campaign deployment, A/B testing, deliverability best practices, and performance optimization.

Understanding of data integration processes, including CDPs, APIs, and data flows between CRM…