Digital Marketing Specialist

at  MakeAWish Canada Rves denfants Canada

“The best prescription I’ve ever given is a wish.”

• Dr. Jeremy Friedman, Associate Paediatrician-in-Chief, SickKids Hospital & Medical Advisor for Make-A-Wish® Canada

WHERE YOU COME IN

We are looking for a Digital Marketing Specialist to join our team at Make-A-Wish Canada. Reporting to the Digital Marketing Manager, the Specialist will conduct data analysis of all digital marketing platforms in order to inform strategy and decision-making: email campaigns, websites, social channels, and paid advertising. They will also lead the development and execution of all national and regional email marketing campaigns and initiatives to achieve fundraising, event, and mission goals for Make-A-Wish® Canada (MAWC).
This role will provide specialized expertise in end-to-end execution of all email marketing efforts to the organization, ensuring we utilize current best practices to maximize our email marketing and fundraising efforts.
This role can be based out of any Make-A-Wish Canada office and is a full-time, permanent, hybrid position.

1. Conduct data analysis of all digital marketing platforms; email campaigns, websites, social channels, and paid advertising in order to inform strategy and decision making.

• Leverage advanced web analytics and software to measure, test, and evaluate email, website and digital advertising.
• Create timely reports on email, website and social channel performances for owned programs and stakeholder programs on a regular basis, sharing performance and insights with stakeholders, and providing data-based recommendations on content, subject lines, audience segmentation and targeting, button and link placement, etc.
• Provide ad-hoc digital marketing and data analytics consultation to staff.
• Analyze traffic sources, website ranking and keyword mapping, find profitable and competitive keywords, increase website and landing page traffic, increase conversions, decrease website and landing page bounce rate through SEO, SEM, and Google Analytics.
• Leverage existing customer database information and social media follower information; location demographics, behaviours, services used, age, etc. to help tailor future content, messaging and strategic targeting.

1. Lead the development, execution, and optimization of email marketing campaigns and activities for national and regional campaigns, programs, events, and initiatives.

• Conduct the development, testing, and deployment of promotional and fundraising emails, to ensure high performance and conversation rates.
• Implement and manage email marketing calendars, including content gathering, content development, and project management.
• Pull and segment, identify audience overlaps and resolve them with stakeholders to ensure timely completion of projects and flawless campaign sends.
• Participate actively in design, development, copywriting, configuration, and quality assurance testing of new and modified email templates.
• Oversee and manage Make-A-Wish Canada staff email and digital marketing support requests; review, establish and optimize processes; define scope of work (SOW) and monitor reports to ensure deliverables are met.

1. Other Responsibilities

• Develop documentation and training resources around digital marketing; conduct training sessions for MAWC staff and volunteers, as required.
• Stay current on innovations and best practices related to digital fundraising and marketing.
• Work in collaboration with IT/Digital Solutions team to research and evaluate new digital solutions and tools pertaining to email marketing that will meet or enhance organizational business needs.
• Ensure consistent adherence of MAWC’s visual identity and web development standards for all digital marketing campaigns and initiatives.
• Ensure that all digital marketing and fundraising initiatives adhere, and are compliant, to CRA, CASL, Privacy, Accessibility and other relevant guidelines and standards.
• Other duties as assigned.