Manager, Strategy & Analytics

Job Description

Northland Properties Corporation is a Canadian‑owned hospitality group with a portfolio of hotels and restaurants across Canada, the United States, Ireland, and the United Kingdom. The Manager, Digital Strategy & Analytics will drive data‑led guest engagement across a multi‑brand portfolio, focusing on CRM strategy, advanced segmentation, and email marketing to grow revenue and build loyalty.

EMPLOYER:

Northland Properties Corporation (NPC)

EMPLOYMENT TYPE:

Full Time

COMPENSATION RANGE: $85,000–$105,000

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

• Build, plan and implement digital marketing strategies using all available tools (e.g., website, email, WiFi, social media) and 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 and 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 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 and share best practices in digital marketing by brand for the 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.

• 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 and other marketing systems.
• Knowledge of marketing automation workflows and trigger‑based communications across email and other channels.
• Familiarity with AI‑driven marketing tools and capabilities (e.g., predictive segmentation, personalization engines, automation optimization).
• Strong grasp of data governance, privacy regulations (e.g., CASL), and data hygiene best practices.
• Creative, inventive thinker with a collaborative, problem‑solving approach.
• Strong ability to translate business requirements into actionable strategy and effectively communicate complex data insights to non‑technical stakeholders.
• Proven relationship‑management skills, coordinating across diverse operational groups and external agency partners.
• Motivated, outgoing personality with excellent command of the English language (written and spoken).
• Experience with e‑commerce or hospitality considered an asset.

NPC uses AI‑enabled tools to assist with application management. All hiring decisions are made by people. NPC is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. NPC does not discriminate on the basis of disability, veteran status or any other basis protected under federal, provincial or local laws. Accommodations are available at any stage of the recruitment process upon request.

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