POSITION OVERVIEW:The Growth Marketing Manager is responsible for leading targeted, data-driven subscriber acquisition initiatives by identifying high-value audience segments and developing personalized, multi-channel marketing campaigns. This role owns the end-to-end lifecycle of targeted campaigns, including strategy, execution, optimization, and performance measurement, with a strong focus on email and CRM marketing. Working closely with analytics, engagement, product, customer experience, editorial, and creative teams, the Growth Marketing Manager drives subscription growth through audience-first acquisition strategies and continuous campaign optimization. This is a new vacancy, and a hybrid role based in Toronto.
RESPONSIBILITIES:- Develop audience acquisition strategies by identifying and prioritizing high-potential audience segments using behavioral and demographic data.
- Partner with analytics, data, and engagement teams to build, refine, and optimize target audience cohorts.
- Plan and execute targeted acquisition campaigns across multiple channels, including email and onsite personalization initiatives.
- Collaborate with cross-functional teams to support app-based, offsite, and other targeted marketing campaigns while ensuring consistent messaging and brand alignment.
- Own the email acquisition and nurture strategy, including audience segmentation, campaign design, and performance optimization.
- Design and execute personalized email campaigns to increase subscriber acquisition and conversion rates.
- Optimize email performance through testing and refinement of messaging, creative, audience segmentation, timing, and frequency.
- Work closely with engagement teams to develop customer journeys that support onboarding, engagement, nurturing, and conversion objectives.
- Manage campaign operations, including campaign calendars, quality assurance, timelines, deployment, and execution.
- Track campaign performance, conduct A/B testing, analyze results, and deliver insights and recommendations to improve acquisition efficiency and conversion rates.
- Collaborate with analytics teams on reporting, attribution, forecasting, and performance measurement.
QUALIFICATIONS:Required- Minimum 4 years of relevant experience in growth marketing, lifecycle marketing, CRM marketing, digital marketing, or a related field.
- Strong marketing management knowledge with a solid understanding of digital media and subscription or membership marketing.
- Demonstrated expertise in email and CRM marketing.
- Experience with audience segmentation, personalization, and targeted marketing strategies.
- Strong understanding of customer acquisition, conversion, and purchase funnels.
- Data-driven mindset with the ability to interpret performance metrics and turn complex data into actionable insights.
- Experience managing campaigns across multiple channels and executing marketing campaigns from strategy through implementation.
- Strong analytical and problem-solving skills.
- Experience using analytics and reporting tools such as Amplitude, Tableau, and Microsoft Office applications.
- Excellent communication and collaboration skills with the ability to work effectively across cross-functional teams and external partners.
- Knowledge and understanding of the Canadian content landscape, particularly news and media.
Preferred- Undergraduate degree in Business, Marketing, Economics, or a related discipline.
- Experience working within subscription-based, media, publishing, membership, or direct-to-consumer (DTC) organizations.
- Proven experience designing and executing segmentation and personalization strategies that drive conversion and retention results.
- Demonstrated success using A/B testing methodologies to optimize campaign performance and customer acquisition outcomes.
- Experience leading end-to-end, multi-channel marketing campaigns with measurable business impact.
- Advanced understanding of customer lifecycle marketing, subscriber acquisition, and retention best practices.
SALARY: The base salary for this role ranges from $86,000 to $96,000 per year. Placement within this range depends on a candidate's level of experience, technical skills, and alignment with the role's requirements. Candidates who have been identified as meeting the role's requirements can expect to be near the midpoint of this range, while the upper end is reserved for those with specialized expertise or a strong track record of success in comparable roles. This role may be eligible for The Globe's Sales Incentive Plan, which is based on a combination of corporate and revenue objectives and rewards individual performance.
WE OFFER:- Competitive compensation to ensure we hire, retain and reward team members
- Hybrid work environment that promotes work-life balance
- Generous vacation and flexible work arrangements
- Parental leave top-up
- Competitive health and dental benefits
- Defined Benefit pension plan
- Annual wellness subsidy
- On-site chiropractor and registered massage therapist
- Employee and family assistance program
- Free digital subscription to globeandmail.com and 40% off other Globe products
- Education assistance for external training courses
SUPPORTING YOUR GROWTH: - We are committed to creating equitable opportunities for all employees, to enable everyone to reach their full potential. This commitment is embedded in our strategic plan and core values.
- There are lateral and upward advancement opportunities for rewarding and developing careers.
- We believe in mentorship and collaborative peer-to-peer learning and have both formal and informal programs in place to encourage knowledge-sharing.
- We support continuing education and provide both internal and external opportunities for training and development.
AI DISCLOSURE: Artificial intelligence tools may be used to support certain aspects of the recruitment process, such as candidate sourcing or application review. All employment decisions, including interview selection and hiring outcomes, are made by human reviewers. We ask candidates to engage authentically in interviews; AI may support preparation but should not be used during interviews or replace your own responses.
