Job Description

Ritchie Brothers is looking for a Sr. Digital Marketing Specialist out of our Burnaby office.

What you'll do:

As a senior individual contributor on the Digital Marketing Team, you will own the strategy, execution, and performance of paid digital media programs with a sharp focus on B2B lead generation across Ritchie Bros. brands in the North American market.

You will design and run data-driven, full-funnel paid media campaign spanning search, social, programming, and emerging channels-to generate high-quality buyer and seller leads. A core expectation of this role is staying ahead of the industry: fluency in the latest ad tech platforms, AI-powered campaign tools (such as Google AI/Performance Max, Meta Advantage+, LLM Advertising, Social Platforms and AI creative optimization), and automation workflows that drive measurable pipeline impact.

You will uncover actionable insights from multi-touch attribution, incrementality testing, and audience intelligence to continuously improve cost-per-lead, lead quality, and overall GTV contribution.

Major Accountabilities:

• B2B Paid Media Strategy & Lead Generation
• AI & Ad Tech Adoption - Performance Max, Advantage+, Smart Bidding, and AI creative tools
• Conversion Rate Optimization (CRO) to improve lead quality and pipeline conversion
• Alpha & Beta Program Participation - test emerging ad formats, bidding strategies, and audience signals
• Measurement & Attribution - multi-touch, incrementality testing, and data-driven budget allocation

Responsibilities

• Responsible for developing, maintaining, and executing conversion optimization strategy for the digital marketing channels.
• Identifies and solves for roadblocks in conversion process, communicating improvements team.
• Utilize optimization and analysis platforms including Optimizely, Monetate, and Google Analytics to analyze performance, make recommendations for improvements, report on tests and performance improvements.
• Design and optimize landing pages for paid media campaign.
• Accurately update the content of all digital channels.
• Create and co-ordinate banner advertising and marketing email campaigns. Provide assistance with other marketing duties as required.
• Provide internal clients with creative, draft, and final proofs for every project and sends publication notifications when tasks are completed.
• Inform internal clients and key stake holders when additional time is required to complete a project.
• Aid in documenting changes to processes and statistical information and compile and report on statistical measures including archiving resource files for each completed project.
• Maintain professional working relationship with internal clients and co-workers, coordinating with appropriate individuals when implementing changes to existing code or procedures.
• Communicates clearly and concisely with both technical and non- technical internal and external customers.
• Perform other duties as assigned.

The expected compensation for this role is between $85,000 - $110,000. Pay is based on several factors including but not limited to education, work experience, certifications, etc. This role also qualifies for up to 10% of their annual salary in an incentive performance bonus.

Qualifications

• 3+ years of hands-on paid media experience with a B2B lead generation focus
• Deep expertise in Google Ads (Search, PMax, Display, YouTube), Meta Ads (Advantage+, Lead Gen), LinkedIn Ads, and programmatic platforms
• Demonstrated experience with AI-powered advertising tools: Smart Bidding, automated creative testing, generative ad copy, and AI audience segmentation
• Proficiency with ad tech and MarTech stack: DSPs, CDPs, tag management (GTM), CRM integration (Salesforce/HubSpot), and feed management
• Strong command of web and marketing analytics: Google Analytics 4, looker/BI tools, multi-touch attribution models, and incrementality measurement
• Experience with bid management platforms and data management platforms
• Familiarity with AI/automation tools for workflow efficiency (e.g., Claude/ChatGPT for copy testing, Python/SQL for data pulls, AI-generated creative workflows)
• Ability to multitask and work on numerous projects in a fast-paced, deadline-driven environment
• Ability to plan, develop, coordinate and participate in various digital media activities