COMPANY DESCRIPTION

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

  • We love books and all things beautiful
  • We are Canada's Cultural Department Store
  • Books are our heart and our soul and Great Books are JUST the Beginning...

We play by the following rules:

  • We exist to add joy to our customers' lives each and every time they interact with us and our products
  • Our job is to create joyful moments for our customers
  • We treat each other the way we'd treat a valued friend
  • We inspire each other to do our best work
  • We seek to ignite creativity and innovation every day
  • We give back to the communities in which we operate

JOB DESCRIPTION

MISSION

As the Director of Growth Marketing & Content at Indigo, your mission is to strategically oversee and enhance the company's online presence and performance across various acquisition and owned channels. You will be instrumental in driving retail traffic, boosting eCommerce sales, and fostering customer engagement through social channels and targeted, data-driven paid acquisition campaigns. Additionally, you will develop comprehensive digital marketing and content plans that align with Indigo's eCommerce and retail objectives. Your responsibilities include analyzing and reporting campaign performance, adjusting strategies to maximize ROI, and meeting sales and ROAS/MER targets. Furthermore, you will lead Indigo's social media strategy and content creation efforts, identifying opportunities to enhance brand visibility, particularly within the booklover audience segment. Collaboration with cross-functional teams such as Customer Service, IT, Finance, and Analytics ensures a seamless online customer journey and effective attribution modelling.

KEY PERFORMANCE METRICS

  • Channel traffic and sales.
  • Growth in email acquisition and KPIs - open, click conversion rates, revenue, and overall ROI.
  • Increase rankings, keywords ranked and backlinks.
  • Growth in organic social reach - with a focus on Meta (FB/IG) & TikTok (Booktok)
  • Drive marketing excellence, effectiveness, and efficiency across digital channels, maximizing spending.
  • Employee Engagement score

KEY ACCOUNTABILITIES

Strategic

  • Leverage paid digital channels such as Google Ads and Meta Ads as well as email marketing, SMS marketing, SEO, affiliates, and organic social to hit acquisition & retention goals.
  • Develop & oversee the execution of comprehensive digital marketing & content plans, aligning with Indigo's eCommerce & retail objectives.
  • Lead Indigo's social media strategy and content creation, identifying opportunities to join the social conversation and grow brand visibility.
  • Champion and bring to life this customer marketing strategy digitally -- through holistic integrated cross-channel strategies and activation plans.
  • Craft strategies and drive implementation of lifecycle marketing programs that delight our users and improve customer engagement through engagement marketing channels (including email, push, in-app messages, paid re-marketing and SMS).
  • Track and analyze site traffic growth from organic search and referrals.
  • Monitor and optimize growth in email acquisition, including key performance indicators such as open/click/conversion rates, revenue, and overall ROI.
  • Measure and improve rankings, keywords ranked, and backlinks to enhance organic search visibility.
  • Evaluate conversion rates (orders) from organic search and implement strategies for improvement.
  • Increase organic social reach, focusing on platforms like Meta (FB/IG) and emerging channels like TikTok/Booktok.

Functional

  • Enable relationships with key digital partners, such as TikTok, Google, Facebook, Email Service Providers, etc., to drive results and thought leadership through strategic partnerships.
  • Deliver measurable campaigns to drive traffic and profitable growth while providing the organization with outstanding marketing. Ensure efforts are tracked and measured appropriately to demonstrate effectiveness and return on investments.
  • Establish an analytical framework and manage reporting and performance of all lifecycle initiatives in partnership with customer intelligence and analytics teams - surface meaningful business insights and campaign improvements to key partners. This includes maintaining and monitoring key metrics across channels, including budget pacing, New Customers, LTV, and CAC
  • Establish quarterly channel forecasts and budget recommendations, with speed and ownership to adjust tactics and strategies quickly based on learnings and opportunities.
  • Manage an experimentation roadmap to optimize performance, including A/B creative, incrementality, and spend scaling tests.
  • Test new channels and technology to identify incremental audiences and opportunities for accelerating growth and customer experience.
  • Continually build the department's ?internal muscles', technical expertise and skill sets as not to become completely dependent on using outside agency talent with the end goal of creating a strong hybrid in-house agency model for operational excellence and agility
  • Manage multi-million dollar digital budgets across all performance marketing and CRM channels: search, affiliates, email, paid media (social, display), push and SMS
  • Act as an advocate for the customer by placing them at the forefront of all design and decision-making processes.
  • Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them.

People

  • Lead and engage team to deliver strategic objectives through effective coaching and mentoring, identifying, and developing emerging talent, and fostering an innovative, collaborative, and agile culture.
  • Foster a culture of innovation and continuous improvement focusing on customer experience.
  • Accountable for the overall engagement, productivity, turnover and bench strength of the team
  • Collaborate with others to drive flexible and iterative solutions quickly and easily.
  • Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself.

Cultural

  • Celebrate diversity of thought and have an open mindset.
  • Take an active role in fostering a culture of continual learning, taking risks without fearing making mistakes.
  • Embrace, champion, and influence change through your team and/or the organization.

SCOPE

Reports to: Chief Marketing Officer

KEY RELATIONSHIPS

Internal:

  • Marketing (brand)
  • Storytelling
  • Loyalty
  • Customer Intelligence and Digital Analytics
  • Creative
  • IT
  • Finance
  • ECommerce
  • Merchants Teams
  • Senior Leadership

External:

  • Key partners - Google, Facebook, TikTok, Email Service Provider, Affiliate publisher (CJ), Feed Management Tool, CDP etc.

QUALIFICATIONS

Work Experience / Education / Certifications

  • 10+ years' experience in Marketing or a related field
  • 3+ years' people-management & leadership experience
  • Experience leveraging a diverse range of digital channels, including Google Ads, Meta Ads, email marketing, SMS marketing, SEO, affiliates, and organic social to achieve acquisition and retention goals
  • Experience strategic planning, performance analysis, and team management driving continuous improvement and innovation within the marketing function
  • Post-secondary education in Marketing, Business or a related discipline
  • Experience managing large multi-million-dollar budgets across a variety of channels
  • Strong technical and marketing knowledge, including an understanding of advertising and media analysis, Customer Relationship Management (CRM) and journeys, segmentation techniques, digital acquisition and agency processes
  • Experience leading cross-functional teams to deliver creative and content deliverables

Competencies / Skills / Attributes

  • Exceptional attention to detail and commitment to a high degree of accuracy
  • Creativity and demonstrated ability to work in a fast-paced environment with a high degree of change
  • Comfort collaborating cross-functionally with senior leadership

ADDITIONAL INFORMATION

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at [email protected] if you require an accommodation at any time during the recruitment process.

WELCOME HOME


Additional Information

620 King St W, Toronto, ON M5V 1M6, Canada
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