Performance Marketing Lead

WhiteWater makes products, but we are a service business at our heart, which means we are a people business. In this way, we excel and create value for our clients by listening to their needs, collaborating to develop solutions, problem-solving and attending to the details. Our culture, as you would expect, reflects these traits. We are a diverse group of experts, from creative designers to talented engineers. Whatever expertise we bring from all over the world, we listen and learn from each other because we are aligned with a clearly understood purpose. Together, we create fun for families globally.

Interested in starting an exciting career with WhiteWater? Apply today!

Position: Performance Marketing Lead
Department: Marketing
Location: Richmond, BC
Reports to: Web Content & Development Manager

Purpose:

The Performance Marketing Lead will be responsible for the performance of our digital marketing activities and optimizing the results delivered from the budget in terms of visits, leads and ultimately conversions from a digital source. You have a passion for using digital media to drive awareness, which converts into engagement and increased brand equity.  You are never satisfied with good enough and enjoy using testing and active measurement to improve the key metrics – ultimately driving revenue at a lower acquisition cost.  You enjoy being hands-on with the technical experience to find our audiences online, but don’t lose sight of the big picture goal of delivering online engagement and staying true to our brand. 
 
Let’s hope you don’t want every day to be the same because in this role you’ll be responsible for our SEO, PPC, and email activities across the four brands in our portfolio, including geo-specific campaigns supporting our four regions. You will work collaboratively with the content and communication team and with the support of the Web Content & Development Manager to develop the digital portion of campaigns they plan and report on the results you deliver together.

Essential Responsibilities:

• Work directly with the Chief Marketing Officer, Web Content & Development Manager and the marketing team to execute building, testing and optimizing campaigns on all major platforms including Facebook/Instagram, LinkedIn, Twitter, Pinterest, TikTok and Google Ads.
  
• Subject matter expert in paid media advertising, social platform dynamics, and Google Ads. Expertise in Google Looker Studio for data visualization, Google Tag Manager for event tracking, and analytics reporting for campaign optimization.
• A strong command in organic methods of acquisition, identifying the right audience across multiple platforms.
• Leverage Google Looker Studio for Measurement and reporting to analyze the performance of digital marketing campaigns across channels and assess against goals (ROI and KPIs); optimize key metrics across the campaign lifecycle.
• Manage a robust international search engine marketing (SEM) program (aligning with PPC goals).
  Conduct in-depth keyword research using Google Keyword Search Tools and SEMrush to refine SEO and PPC strategies.
• Conduct comprehensive research on competitors, identify opportunities and implement improvements.
• Implement and manage Google Tag Manager configurations to track conversions, audience interactions, and other critical marketing metrics.
• Optimize Google Ads campaigns using Ads Keyword Planner to enhance targeting and maximize ad spend efficiency.
• Experience in updating and managing WordPress pages to support marketing initiatives, making regular updates to WordPress pages, ensuring SEO best practices and digital marketing objectives are met.

Qualifications & Experience:

• Degree or diploma in Digital Marketing (or equivalent work experience).
• 3 to 6 years experience in a Digital Marketing and Paid Media role.
• Experience with translating marketing goals to digital strategy and running integrated digital marketing campaigns across Pay Per Click, SEO, Display and sponsored social.
• Solid experience across multiple platforms (e.g., Google, Bing, Facebook/Instagram, LinkedIn, Twitter, Pinterest, TikTok) and experience in organic social strategy, planning and execution for both awareness and performance (conversion) campaigns.
• Experienced in audience identification, targeting, optimization of paid media platforms, including in-platform media buying.
• Strong analytical skills with the ability to develop KPIS & measurement plans to track and communicate and improve the digital marketing performance.
• Proven expertise in Google Looker Studio, Google Tag Manager, Google Keyword Search Tools, SEMrush, and Google Ads.
• Hands-on experience with Ads Keyword Planner to develop high-performing PPC campaigns.
• Proficiency in updating and managing WordPress pages, including content updates, basic SEO optimizations, and plugin management.

Skills and Abilities:

• Proficiency in using Google Looker Studio for real-time performance reporting and actionable insights.
• Strong technical and analytical mindset with experience in Google Tag Manager for tracking and improving campaign effectiveness.
• Ability to conduct comprehensive keyword research using Google Keyword Search Tools and SEMrush to drive organic and paid search success.
• Comfortable making updates to WordPress pages, ensuring accuracy, responsiveness, and alignment with SEO best practices.
• A positive ‘can do’ mindset with a desire to continually learn and improve results.
• You hold yourself accountable, meeting deadlines and take pride in your contributions to the team and company.
• A self-motivated individual who can operate autonomously and take control when required.
• You are structured and organized, and able to manage your time well, progressing various projects simultaneously with the ability to prioritize competing demands.
• Commercially focused, understanding the impact that social media can have on business goals.
• Strong communication skills with the ability to tailor messaging for varying levels of understanding of paid media.

WhiteWater Competencies:

• Accountability – We do what we say
• Collaboration – We work well together
• Customer Focus – We know and respond to our customers
• Communication – We listen to and understand each other
• Authenticity – We are honest and trust each other
• Resilience – We deal effectively with pressure, are persistent and optimistic
• Flexibility & Adaptability – We are willing and able to respond to changing circumstances

WhiteWater is proud to be an equal opportunity employer. We celebrate the diversity of all employees and applicants and are strongly committed to creating an inclusive environment for everyone.

We thank all the candidates who take the time and energy to apply. Given the volume of applications, it makes responding personally to each applicant difficult, but please know we are grateful for your interest. We look forward to connecting with you through this search or future ones. All the best in your job search.