Your Opportunity

The Senior Digital Marketing Specialist, Growth & Digital Performance helps BDO attract, engage, and convert priority audiences through data-driven digital marketing, acquisition programs, website experience optimization, and performance measurement.

Reporting to the Digital Manager, this net new role will contribute to digital strategies, including acquisition plans, user journeys, optimization approaches, digital marketing briefs, and measurement plans, while also executing key tasks such as managing paid campaigns, supporting landing page updates, analyzing performance, and building reports. This is a strategic and hands-on individual contributor role without any direct reports.

The ideal candidate is naturally curious about how digital behaviours are evolving and actively monitor trends in digital marketing, search, AI-powered discovery, customer experience, and marketing technology to identify practical opportunities that help BDO adapt, test, and improve.

Key Responsibilities

1. Performance Analysis & Optimization

• Analyze digital performance using GA4 and related analytics tools.
• Evaluate performance across the digital funnel to understand how users discover, engage with, and convert through BDO's digital properties.
• Identify trends, risks, gaps, opportunities, and performance drivers that explain what is influencing results.
• Translate performance insights into clear recommendations that improve acquisition, engagement, conversion, and user experience.
• Communicate findings through reports, dashboards, post-campaign reviews, and concise executive summaries that provide direction, not just data.
• Support testing, experimentation, and optimization initiatives to validate hypotheses, improve performance, and evaluate emerging digital channels, search behaviours, and AI-powered discovery opportunities.
• Use evidence, business context, and professional judgment to influence digital priorities, investment decisions, and future marketing strategies.

2. Acquisition Strategy & Paid Media

• Develop, execute, optimize, and report paid and organic digital acquisition programs that are aligned to business objectives, audience priorities, and campaign goals.
• Analyze how audiences discover, engage with, and convert across paid, organic, referral, direct, and emerging channels.
• Evaluate traffic sources, search behaviour, content performance, entry points, landing pages, and user behaviour to identify opportunities that improve discoverability, engagement, and conversion.
• Improve BDO's visibility across SEO, Answer Engine Optimization (AEO), AI-powered search, content discoverability, and emerging digital channels.
• Partner with Content, CRM/Email, Activation, and Business Development teams to improve acquisition performance, lead generation, and pipeline outcomes.

3. Campaign Planning, Site Updates & Digital Coordination

• Translate marketing objectives, audience strategies, and campaign plans into actionable digital requirements and execution plans.
• Develop digital briefs, landing page requirements, user journey recommendations, measurement plans, and campaign support materials.
• Coordinate digital deliverables across Content, Web, CRM/Email, Analytics, Activation, Paid Media, and external vendors.
• Manage timelines, dependencies, approvals, stakeholder communications, and execution readiness for digital marketing initiatives.
• Identify risks, gaps, or blockers early and escalate with recommended solutions.
• Participate in campaign reviews and post-mortems, identifying opportunities to improve future planning, execution, and performance.
• Help ensure digital campaigns are delivered clearly, consistently, and with the appropriate level of detail for the objective and internal audience.

4. Website Experience, Content Governance & Conversion Optimization

• Recommend improvements to user journeys, landing pages, website content structure, content discovery, calls to action, and conversion paths based on data, audience insights, business objectives, and brand requirements.
• Support audience-specific digital journeys across industries, service lines, campaigns, and buying cycles.
• Partner with the Digital Manager, front-end development, content, CRM, and activation teams to improve website experiences that support acquisition, engagement, and conversion.
• Contribute to website content governance by helping ensure digital experiences align with audience needs, user experience principles, brand standards, conversion goals, and business priorities.
• Develop and support QA and testing plans, including A/B tests and other experiments, to improve engagement, usability, and conversion performance.

How do we define success for your role?  

• You demonstrate BDO's core values through all aspects of your work: Integrity, Respect, and Collaboration 
• You understand your clients' industry, challenges, and opportunities; clients describe you as positive, professional, collaborative, and someone who delivers high-quality work 
• You identify, recommend, and are focused on effective service delivery to your clients 
• You share in an inclusive and engaging work environment that develops, retains, and attracts talent 
• You actively participate in the adoption of digital tools and strategies to drive an innovative workplace 
• You grow your expertise through learning and professional development

Your experience and education

• 5–7+ years of experience in digital marketing, performance marketing, digital strategy, marketing analytics, or a related field.
• Hands-on experience managing paid search and paid social campaigns is required.
• Strong experience using Google Analytics 4 to analyze performance, inform decisions, and recommend optimizations is required.
• Experience improving website and landing page performance through user journey analysis, testing, and conversion optimization.
• Experience developing campaign briefs, digital requirements, measurement plans, and performance recommendations.
• Experience coordinating multi-channel digital marketing initiatives across many stakeholders and contributors.
• Experience developing landing pages and digital experiences either through hands-on CMS execution or through close partnership with developers to translate marketing requirements into effective digital experiences.
• Experience working in professional services, B2B marketing or agency environments is considered an asset.

Technical Expertise

Must-Haves

• Google Analytics 4 (GA4)
• Paid media, including Google Ads, LinkedIn, Meta, display, and programmatic advertising
• Digital performance analysis and reporting
• Dashboard development and data visualization
• Conversion rate optimization (CRO) and funnel analysis
• User journey analysis and optimization
• Landing page strategy and optimization
• A/B testing and experimentation
• Google Tag Manager and campaign tracking
• Campaign brief development and measurement planning
• SEO and digital discoverability

Nice-to-Haves

• AI-powered search, Answer Engine Optimization (AEO), and emerging search behaviours
• Kentico CMS or similar CMS platforms
• CRM and marketing automation platforms, including Marketo

Competencies

• Strong critical thinking skills, with the ability to move beyond reporting to identify insights, opportunities, and actionable recommendations.
• Ability to translate data, audience insights, and business objectives into clear strategies, briefs, recommendations, and action plans.
• Strong understanding of how acquisition, website experience, user journeys, conversion, and measurement work together to drive business outcomes.
• Excellent communication and stakeholder management skills, with the ability to simplify complex information into concise, decision-ready outputs.
• Strong project coordination and organizational abilities, with the ability to manage multiple initiatives, priorities, and deadlines.
• Operates as an experienced individual contributor, balancing strategic thinking with hands-on execution and collaborating effectively across teams and stakeholders.
• Naturally curious and continuously learning, with a passion for digital marketing, user experience, consumer behaviour, analytics, and emerging technologies.

The expected range of compensation for this role is $74,000 to $112,000 annually