Reports To: Associate Director, Marketing

Position Summary:

The Property Marketing Specialist plays a key role in supporting marketing efforts to drive occupancy and reduce vacancy across a portfolio of properties in Quebec, working out of the head office in Toronto. This role requires a strong focus on managing and optimizing digital marketing campaigns, with a particular emphasis on pay-per-click (PPC) analytics and using data-driven insights to enhance campaign performance.

The Property Marketing Specialist will handle multi-channel marketing efforts, including PPC, social media advertising, and content creation, while working closely with the Property Marketing team. Bilingual proficiency in French and English is essential for communicating effectively with diverse audiences.

Key Responsibilities:

PPC Campaign Management & Analytics:

• Manage, monitor, and optimize PPC campaigns (Google Ads, Facebook Ads) to drive traffic and improve conversion rates.
• Analyze campaign performance metrics (CTR, CPC, CPA, conversion rates) and translate data into actionable insights for improving campaign effectiveness.
• Provide detailed performance reports and recommendations for adjusting bidding strategies, keywords, and targeting to improve ROI.
• Use Google Analytics and other tools to identify trends, optimize landing pages, and track the user journey for improved campaign success.
• Stay up-to-date with the latest trends in PPC and digital advertising to ensure campaigns remain competitive.

Marketing Campaign Execution:

• Assist in the execution of multi-channel marketing plans, focusing on digital advertising, SEO, and social media to drive occupancy and reduce vacancies.
• Create digital content, including graphics, social media posts, and ads, ensuring alignment with brand guidelines.
• Collaborate with the team to refine messaging and creative based on campaign performance data.

Collaboration & Communication:

• Work closely with the operations team to align marketing efforts with property-specific goals.
• Communicate with senior marketing leaders and operations managers to provide updates on PPC performance and broader marketing efforts.
• Support bilingual marketing communications, ensuring effective messaging in both English and French.

Content Creation & Graphic Design:

• Design and develop marketing collateral, including digital ads, flyers, and social media graphics.
• Provide input, guidance and support to branding elements for high-grade properties (where applicable) across entire CAPREIT portfolio
• Collaborate with external vendors to ensure the timely delivery of promotional materials and creative assets.

Data Tracking & Reporting:

• Regularly track and analyze key performance indicators (KPIs) across all marketing channels, with a focus on PPC metrics.
• Provide detailed reports on campaign performance, budget utilization, and ROI, and offer strategic recommendations for improvement.
• Ensure marketing efforts align with overall business objectives and contribute to driving occupancy rates.

Requirements:

• Bilingual in French and English (written and spoken).
• 2-4 years of experience in digital marketing with a strong focus on PPC campaign management and analytics.
• Proficient in analyzing PPC metrics (CTR, CPC, conversion rates) and using data to drive decision-making and optimize campaigns.
• Experience using digital marketing tools such as Google Ads, Facebook Ads Manager, Google Analytics, and SEO tools.
• Strong graphic design skills, with experience using Adobe Photoshop, Canva, or similar tools.
• Ability to manage multiple projects and meet deadlines in a fast-paced environment.
• Excellent communication and organizational skills.