Digital Marketing Manager


Our purpose is to enrich the lives of sales professionals. For as long as sales has existed in Canada, the Canadian Professional Sales Association (CPSA) has been there to support and advance the profession with tools, sales training, and resources that accelerate success. Over the years, we have transformed the sales industry, bringing in rigorous standards, ethical guidelines, and recognition programs. Today we continue to shape the future with innovative, digital-first programs that support sales professionals in achieving their goals.

As the CPSA’s Digital Marketing Manager, your role will be to develop, amplify and optimize the organizations digital marketing and member experience, including the building of new capabilities to engage members and broaden reach across all digital touch points. You will be the subject matter expert for all things digital and can develop strategy at a high level as well as execute with precision. This role reports to the Director, Member Engagement and requires a self‐directed thinker, who relentlessly drives innovation, and is passionate about Sales. The ideal candidate thrives in a changing environment and can roll up their sleeves, engage others and develop relationships inside and outside the organization.

• Management of the development and optimization of Association-wide digital-driven marketing and engagement programs targeted at current and prospective members
• Leads the overall direction for all digital marketing channels and touchpoints including paid search, SEO, email, social media, remarketing, display ads, website UX & content
• Researches, sources, and recommends strategies for driving online memberships, education product sales and member benefits usage
• Optimizes the end-to-end website user experience and content curation to best represent CPSA’s brand and value proposition
• Manages CPSA marketing and digital technology stack, including functionality, data, and content enhancements to CRM, website, and marketing automation applications
• Owns the member lifecycle, with a focus on development of digital acquisition, retention, and nurturing campaigns across all channels and CPSA products
• Leads the targeting, audience segmentation, and personalization strategies for digital programs and campaigns, leveraging deep data analytics
• Works closely with Sales to drive lead and demand generation throughout the funnel process; develops digital sales tools and materials for sales team and education partners
• Collaborates with other CPSA business functions to understand digital enablement opportunities and define appropriate solutions
• Leverages digital performance data, including campaign results, conversion rates, and website behaviour to assess engagement, identify trends and inform future strategy
• Collaborates in organizational initiatives to develop market and member insights, including ongoing member satisfaction and voice of the member input
• Manages relationships and budgets with digital marketing agencies, technology partners and other service providers

• Reports directly to CPSA Member Engagement Leader
• Works closely with other Member Engagement associates to ensure alignment of priorities and delivery of an integrated, seamless member experience
• Collaborates with and enlists the support of cross-functional Association personnel in Learning Solutions, Sales, IT, and Finance functions
• Leverages external network of specialized agencies, technology partners and consultants

Your contribution will be based on a number of KPI’s
• Member retention
• Member acquisition and lead generation
• Member engagement with digital channels and programs
• Revenue generated from memberships, education product sales, and member benefits usage via digital channels
• Digital Marketing ROAS

• Minimum 5 years’ experience in B2B digital marketing, digital user experience, digital demand generation, eCommerce
• Deep knowledge and experience managing paid search, SEO, social media, remarketing and display advertising campaigns
• Experience developing highly targeted email marketing programs, including audience segmentation, A/B testing, and dynamic content creation
• Strong data analysis and leveraging skills
• Knowledge of website experience design, including usability, customer journeys, content presentation/mapping, and Internet best practices
• Hands on experience with Google Analytics and digital performance metrics
• Strong knowledge of CRM (MS Dynamics or similar), website content management systems (Sitefinity or similar) and marketing automation tools (ClickDimensions or similar)
• Proven project management experience and strong attention to detail
• ‘Builder’ mentality with a drive to create, evolve, transform
• Collaborative and customer‐centric mindset
• Excellent communication skills including verbal, written and presentation skills
• Proficient in Microsoft Office (Word, Excel, PowerPoint)

Please submit your candidacy for this position by sending your resume to by February 16, 2022.

The Canadian Professional Sales Association is an equal opportunity employer. All aspects of employment including the decision to hire, promote, discipline, or discharge, will be based on merit, competence, performance, and business needs. We do not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, provincial, or local law.
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