Senior Marketing Manager

SENIOR MARKETING MANAGER, The Successful Investor Inc.

We are an established investment publishing firm with 30 years’ experience in subscription marketing. We help people across Canada invest more successfully. The Successful investor is currently seeking a creative, analytical, and results-oriented Senior Marketing Manager to manage, grow, and lead our brand and customer acquisition strategies throughout our next phase of growth.

The Senior Marketing Manager is responsible for planning and managing print and digital marketing activities and promotions across various channels for our publishing business. With a strong customer focus, this role leverages insight to optimize acquisition and growth campaigns. Working with internal teams and external partners, the Senior Marketing Manager will lead the team to drive growth and champion new marketing ideas and initiatives to reach key targets within budget.

The main objective of this role is to drive subscriptions via online and offline channels, with an emphasis on PPC campaigns and enhancing our dynamic website, to increase customer lifetime value and reduce churn across our subscription products.

• Development, planning, and execution of marketing strategies that drive new subscriptions sales through digital channels (Email, Search, Paid Social and PPC).
• Development and execution of campaigns to meet sales targets, lead generation, and conversion goals. Meet free and paid subscription signup goals for the newsletter business as well as lead nurturing, qualification and lead generation for our wealth management business, Successful Investor Wealth Management.
• Channels & media planning
  - Work closely with the marketing team on digital media channels (SEO, social, email, PPC, etc.).
• Customer-centric
  - Champion a customer-first strategic approach in the creation and flawless execution of end-to-end marketing strategy across organic, owned, and paid digital channels.
• Create a frictionless experience for our subscribers, ranging from email deployment to landing pages to sign-ups to content delivery.
• Creative execution – Work with our internal and external teams to assist with the management of creative development (including messaging, look and feel).
• Customer retention & new acquisition and growth – Develop retention and upsell programs to deliver highly targeted multi-channel campaigns and implement strategies for cross-sell and upsell. Leverage customer insights to develop marketing plans and campaigns that drive revenue and new customer growth.
• Brand management – Along with the Marketing team, own our brand and its evolution, including strategy development and execution of brand communications.
• Competitive intelligence – Compile and extract insights from competitive intelligence to inform brand and campaign strategies.
• Work with the team to develop the annual marketing campaign calendar, including seasonal campaigns, promotions, and sales activity.

• Understand and report against engagement program KPIs, sales results, and forecasts; track, analyze, and report on activity, along with recommendations to improve.
• Plan and perform A/B testing to define and execute enhancements to productivity, conversion rates, program/campaign ROI, and sales growth. Scope testing for campaigns, upsell assets, landing pages, and funnel follows.
• Analyze and report testing results to ensure learning is applied thoroughly and quickly.
• Dive into audience data to make campaigns even better and remove sources of friction from our conversion process to create hassle-free sign-ups across channels.

• Manage multiple team members through objective setting and periodic performance evaluations. Coach and discipline as necessary.
• Oversee recruiting, new hiring training, and orientation for the department.

• Bachelor’s degree in Business/Marketing discipline.
• 5+ years in marketing in subscription or print/email marketing with an exceptional digital and email marketing background.
• Experience in developing marketing and communication strategies that are aligned…