Channel Manager, Paid Media

Job Purpose: 

The Paid Media Channel Manager in the Growth team oversees the development and implementation of paid marketing strategies using social, display, search and other channels. We hold this senior manager accountable for: 

• Lead Generation: Number and quality of leads and prospects driven into our web and other channels 

• Financial Measures: Cost per Mille, Cost per Click, and ROAS from our paid media campaigns 

• Quality Measures: Working closely with our Senior Channel Manager: Engagement, responsible for quality of leads using a variety of measures of engagement, bounce, etc. 

• Data Fingerprinting: Using data and personas to find, identify and harvest the best leads for the best price, driving continuous improvement through data fingerprinting, analytics, third-party data sharing, and other techniques. 

• Channel Content Strategy & Improvement: Getting great, relevant and personal & data-informed content driven through our paid channels to improve their effectiveness. 

They are responsible for managing budgets, analyzing campaign performance, and optimizing strategies for maximum ROI & ROAS. The role involves coordinating with internal teams and external agencies to create compelling and effective advertising content. They analyze market trends, consumer behavior, and the competitive landscape to adjust campaigns accordingly. 
 
This role is crucial in driving growth and customer acquisition, requiring an in-depth understanding of digital marketing tools, platforms, and analytics. The Paid Media Channel Manager also plays a key role in team leadership, fostering innovation, and ensuring that all marketing efforts are synergistic and aligned with business objectives. 

 
Responsibilities: 

• Define channel vision, customer-led strategy, roadmap and growth opportunities. 

• Define content strategy & roadmap for paid channels 

• Balance spend and activity on existing channels, as well as making the case to innovate on new channels and pioneering experiments for Paid. 

• Assess value, develop cases, and prioritize stories, epics, and themes to ensure work focuses on those with maximum value that are aligned with product strategy and business priorities. 

• Provide vision to team members throughout projects and planning cycles. 

• Prioritize needs between scope, budget and time – weighing priorities according to supporter value. 

• Collaborate with Digital Marketing Managers and other Channel Managers to coordinate, measure and improve lead journeys and acquisition metrics. 

• Share progress, gather feedback, and collaborate with Channel Managers and other stakeholders to drive the product vision and roadmap. Your communication skills will bridge gaps and build strong, collaborative relationships. 

Paid Media Strategy: 

• Be responsible for all paid marketing activities. 

• Developing, executing, and optimizing cutting-edge paid campaigns from conception to launch – working closely with the Director of Brand to ensure full alignment with our campaign strategy. 

• Leading media buys with agency support to ensure efficient spending across paid platforms 

• Developing and executing an audience-led Content Strategy for Paid Channels, working closely with the Director of Brand to ensure close alignment with our “Defy Reality” brand ambitions. 

• Working cross-departmentally to align paid media strategies and goals across the organization 

• Develop innovation experiments, tests and activities for Paid Media. 

• Working with other Senior Channel Managers, and Digital Marketing Managers, to help coordinate customer journeys and multi-channel marketing activity. 

• Working with internal and external stakeholders to create and execute media plans 

• Develop and execute Paid Media portions of multi-channel marketing campaigns  

• Develop lead nurture campaigns for trial users. 

• Work with in-house teams and external vendors for content creation. 

• Develop creative briefs for advertising.

• Maintaining knowledge of industry best practices and new technologies, including devising and leading channel experiments to widen our reach and discover new audiences. 

• Managing agencies and third-party vendors for marketing activities. 

• Assigning tasks to the Paid Media and wider Growth Team and ensuring that the required output is delivered on time with the expected quality.

• Mentoring and motivating the growth team to maximize production. 

• Offering expert advice to help improve planning activities as it relates to growth 

• Developing a network of vendors to achieve paid media KPI’s including but not limited to: CPA, CTR, Impressions etc. 

Data Tracking 

• Managing budgets, analyzing data, and keeping up with the latest trends and industry best practices. 

• Leading on data management, analysis, fingerprinting and coordination across Paid Media, developing lead and audience understanding in collaboration with Brand and Data teams. 

• Tracking, measuring, and reporting on campaign results. 

• Providing ongoing actionable insights into campaign performance to relevant stakeholders 

• Defining, measuring, and evaluating relevant paid media KPIs 

• Overseeing and managing the overall budget for paid media 

Qualifications: 

• A minimum of 5 years of experience in paid media

• Proven experience in running multi-channel campaigns 

• Experience managing agencies and third-party vendors 

• Strong understanding of Lean Agile Scrum principles and methodologies. 

• Proficiency in SEM, Display, Meta, and other digital advertising mediums 

• Track record in managing budgets 

• Knowledge of innovative and traditional media campaigns 

• Strong people management skills and experience 

• Experienced storyteller with experience handling the content lifecycle (ideation, execution, testing) 

• Good understanding of SEO, search, and optimization technologies 

• Highly collaborative and comfortable with both high-level planning and tactical execution (writing, editing, etc.) 

• Able to excel in a dynamic environment while managing several projects simultaneously. 

• Strong time management and prioritization skills to realize maximum value 

• Strong analytical skills and the ability to make data driven decisions especially when needing to make trade-offs 

• Able to navigate the organization and influence through indirect leadership and relationship capital 

Why Consider Us?   

• World Vision Canada has consistently been awarded Canada and GTA top employer awards.  

• We are Canada’s largest development, relief, and advocacy non-profit organization.  

• We embody an Agile mindset here.  

• We offer competitive pay and benefits. Our comprehensive health benefits start at day 1 which includes a Health Spending Account.   

• We match pension contributions up to 6% and provide a top-up for pregnancy & parental leaves.  

• We offer extra time off for restoration by closing for an additional day on long weekends, 6 times a year.  

• We provide up to six weeks’ vacation, plus paid sick days, personal days & wellness days.  

• We offer a family-friendly, caring, and flexible work environment.   

• #LI-Hybrid