MANDATE The Senior Manager of Digital Marketing leads the digital commercialization strategy for AGI's partner network, driving growth across ecommerce, paid media, social, CRM, SEO/GEO and digital experience initiatives. This role supports the development and execution of digital toolkits, governance frameworks and performance programs across key markets while ensuring alignment with ALDO Group's brand, technology and commercial priorities.
The Senior Manager serves as a key digital resource for franchise partners, building capabilities, performance standards, and digital maturity across the network.
RESPONSIBILITIES Strategic Support & Execution
- Support AGI's global digital commercialization strategy under senior leadership direction.
- Develop and maintain digital toolkits, governance documentation and best practices for partner deployment.
- Execute digital transformation initiatives to increase ecommerce penetration, omnichannel integration and ROI.
- Identify growth levers across acquisition, retention, conversion and customer lifetime value.
Revenue & Performance Management
- Manage digital performance KPIs across key partner markets.
- Execute integrated performance marketing strategies in collaboration with territorial marketing leads.
- Maintain forecasting models, traffic and revenue targets, ROI benchmarks and performance scorecards.
- Drive data-led decision making and support partners in meeting performance standards.
Media & Campaign Management
- Support the development of integrated 360° campaign strategies aligned with global brand direction.
- Execute media architecture, channel mix, budget allocation and optimization recommendations.
- Ensure excellence in paid media execution, SEO/GEO, CRM, social media and ecommerce content deployment.
- Collaborate with content teams to ensure best-in-class digital-first asset delivery.
Franchise & Partner Support
- Act as a key digital point of contact for strategic partners.
- Support franchise digital commercialization compliance and marketing investment execution.
- Coordinate with Ecommerce Managers across partner markets.
- Contribute to capability-building programs, training materials and digital playbooks.
Cross-Functional Collaboration
- Collaborate with IT, Marketing, Account Management and Sales & Operations teams to align on digital priorities.
- Support UX optimization initiatives and pilot program coordination.
- Contribute to e-merchandising and content strategy to optimize ecommerce performance.
Innovation & Digital Growth
- Monitor emerging technologies, media opportunities and digital trends.
- Support the experimentation roadmap (A/B testing, personalization, automation, new platforms).
- Contribute to customer-centric digital experience improvements across the funnel.
Team Leadership
- Mentor and develop junior team members and support partner teams.
- Contribute to a culture of accountability, agility and innovation.
Experience - Minimum 7-10 years of progressive marketing experience with strong digital and ecommerce focus.
- 2-3 years in a people management or team lead role.
- Retail and/or franchise network experience an asset.
- Demonstrated track record of contributing to digital revenue growth.
Knowledge & Skills
- Solid expertise in performance marketing, media strategy, CRM, SEO/GEO and ecommerce optimization.
- Strong analytical capability; proficiency in Google Analytics, ad platforms and attribution modeling.
- Hands-on experience with e-commerce platforms; Shopify experience a strong asset.
- Experience with email marketing software and CRM automation tools; Klaviyo experience a strong asset.
- Experience with data visualization and dashboarding tools; Looker experience a strong asset.
- Experience managing marketing budgets with ROI accountability.
- Strong communication skills; ability to collaborate with stakeholders and international partners.
- Strategic thinker with solid commercial acumen.
- Strong organizational and project management skills.
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