OverviewReporting to the VP, Marketing, the Senior Manager, Marketing - Digital leads EHN Canada's digital performance marketing function, with primary accountability for paid media, search, websites, analytics, business intelligence, and AIenabled marketing capabilities.
This role blends hands-on expertise in direct response marketing with people leadership, technical ownership, and cross functional influence. The successful candidate acts as both a strategic owner and a translator-setting direction, developing talent, and ensuring digital and AI enabled execution is tightly aligned to admissions, growth, and organizational outcomes.
Key Responsibilities Strategy & Performance Marketing
- Own and evolve EHN's digital performance and direct response marketing strategy, with a primary focus on paid search (PPC), SEO, GEO, and performance optimization
- Serve as the organizational subject matter expert and escalation point for digital performance marketing
- Establish and enforce testing, attribution, and optimization best practices across digital channels
- Ensure digital investment decisions are grounded in measurable impact on admissions, conversion, and patient access
Analytics, Measurement & Business Intelligence
- Act as superuser and governance owner for Google Analytics (GA4), including configuration, access management, data integrity, and alignment with business objectives
- Translate complex marketing, admissions, and performance data into clear, actionable insights for senior leadership and cross functional partners
- Partner closely with Analytics and Technology teams to develop, maintain, and evolve Power BI dashboards and performance reporting frameworks
- Define and standardize KPIs, metrics, and reporting methodologies across marketing and admissions
- Ensure consistent measurement practices across channels, platforms, and facilities
AI, Automation & Agentic Capabilities
- Lead the responsible adoption of AI driven and agentic marketing capabilities, including applied use of large language models (LLMs), automation tools, and agent based workflows
- Design and oversee agentic AI systems that support marketing operations, such as campaign monitoring, performance analysis, testing recommendations, intake signal triage, and reporting automation
- Partner with Technology, Analytics, and Privacy teams to ensure AI tools are deployed with appropriate governance, data controls, and ethical safeguards
- Enable the digital marketing team to effectively use AI through clear standards, practical use cases, and training
- Evaluate emerging AI platforms and vendors, making evidence based recommendations tied to measurable business value
- Ensure AI generated insights and outputs are transparent, auditable, and aligned with EHN's brand, clinical sensitivity, and regulatory environment
Leadership & Team Management
- Lead, coach, and manage a team of 5 digital marketing and technical specialists, providing clear direction, prioritization, and performance expectations
- Build structure and accountability for execution focused team members while supporting strategic growth and capability development
- Support hiring, onboarding, performance management, and development planning within the digital marketing team
Agency & Cross Functional Collaboration
- Oversee and optimize paid search and SEO programs in collaboration with internal specialists and external agencies
- Collaborate cross functionally with Admissions, Clinical, Business Development, Technology, and Finance teams to align digital strategy with operational priorities
Other
- Perform other related duties as assigned
Work Experience Requirements - 5+ years of experience in digital or performance marketing, with deep expertise in direct response PPC and search
- Proven experience leading and developing teams
- Strong command of paid search platforms, performance optimization, attribution models, and funnel measurement
- Hands on experience with Google Analytics (GA4), including advanced configuration, governance, and data quality management
- Demonstrated experience working with Power BI or comparable business intelligence tools
- Practical experience applying AI and automation in a marketing context, including LLM based tools and agent style workflows
- Ability to critically assess AI capabilities and distinguish high value applications from experimentation or vendor hype
- Ability to clearly communicate technical, analytical, and AI driven insights to nontechnical stakeholders
- Experience managing external agencies and vendors in a performance driven environment
- Proven ability to operate in a fast paced, data driven organization with competing priorities
Education - Bachelor's degree in Science, Engineering, Analytics, or another technical discipline preferred
- Business or commerce degrees considered secondary to demonstrated technical, analytical, and performance marketing capability
Employee Benefits and Perks:- Comprehensive benefits package including a yearly allowance of $2,000 for mental health and addiction services, plus $600 for various paramedical services (e.g., massage, physiotherapy)
- 24/7 Employee Assistance Program through GreenShield Health
- Competitive paid time off, with an extra paid day off for your birthday, offered to eligible employees
- Float Days and Recognized Statutory Holidays, providing additional flexibility and time off for eligible employees
- Access to in-house fitness facilities or discounted gym memberships
- Exclusive discounts through Perkopolis on entertainment, insurance, and more
- Opportunities for personal and professional growth through our Education Support Assistance program
- Supportive relocation opportunities due to our nationwide presence
- Defined Benefit pension plan with up to a 4% employer contribution
- Maternity and parental leave top-up
- Discounts available at Kids & Co. Daycare.
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