Senior Marketing Manager, .Com & Content Strategy, Acquisition Marketing

Job Family Group:
Marketing

Address: 100 King Street West

Leading the strategic direction and optimization of  Drive funnel performance, conversion optimization, and acquisition outcomes. Improving digital customer journeys and website experiences to support acquisition, engagement, and conversion objectives. Partnering with Digital, Product, GEO/SEO, and Analytics teams to shape website strategy and performance improvements. Leading initiatives related to content ecosystems, information architecture, content governance, and website optimization. Identifying opportunities to improve discoverability, usability, customer engagement, and digital conversion performance.

Contributing to broader digital transformation initiatives across Wealth and Investor Line.

Own and lead the overall content strategy for Investor Line across social media channels,  Develop comprehensive content strategies designed to drive lead generation, increase engagement, strengthen brand awareness, and support acquisition objectives. Create and manage integrated editorial calendars and content plans aligned to business priorities and customer needs. Lead social media strategy, including engagement initiatives and emerging platform opportunities to drive awareness, demand generation, and community growth.

Partner with subject matter experts to translate complex investing concepts into clear, actionable, inclusive, and customer‑focused content. Oversee the planning and development of educational content, including articles, courses, podcasts, videos, webinars, tools, and other learning experiences. Develop timely content initiatives that respond to market events, industry trends, and evolving investor interests. Manage external copywriters, content vendors, and agency partners, including workload planning, quality review, and prioritization.

Original content development may be required from this role. Collaborate closely with SEO, Digital Marketing, Product, Design, Brand, and Corporate Communications teams to maximize content performance across channels. Partner with enterprise SEO teams to enhance content discoverability and search performance. Lead information architecture initiatives and periodically evaluate website navigation, site structure, menus, links, and content organization. Support content audits, content governance initiatives, and ongoing improvements to digital experiences across Investor Line properties.

Monitor market, customer, competitor, and industry trends to identify opportunities and inform content strategy decisions.

Drive acquisition and growth marketing campaigns rooted in customer insights, behavioral data, and business objectives. Lead the development and execution of strategic marketing roadmaps, business cases, product initiatives, and integrated marketing programs. Assume end‑to‑end ownership of marketing campaigns from planning through execution, measurement, and optimization. Manage campaign development processes, including creative briefing, stakeholder alignment, agency management, approvals, QA/UAT, deployment, and post‑launch reporting.

Coordinate required approvals across Legal, Compliance, Privacy, Brand, Product, and business stakeholders. Develop campaign targeting strategies and audience segmentation frameworks to improve acquisition effectiveness and customer engagement. Analyze campaign performance and key performance indicators, including traffic, engagement, conversion, acquisition, and return on marketing investment. Produce and manage agency briefs and campaign requirements for creative and media partners. Ensure all campaigns and marketing assets adhere to brand standards, regulatory requirements, and business objectives.

Lead campaign optimization efforts, including testing strategies and recommendations based on performance insights.

Identify opportunities to improve marketing effectiveness, operational efficiency, and customer experience. Develop business cases supporting process improvements,…