6-8+ years of progressive marketing experience, including 2-3 years in a leadership role
Proven track record managing multi-channel marketing campaigns
Strong analytical skills with proficiency in Google Analytics, Meta Ads, and CRM tools
Preferred background in nonprofit or charity organizations
Exceptional leadership and communication abilities
Capacity to handle strategic and operational demands in a fast-paced setting
Responsibilities
Develop and execute an integrated marketing strategy aligned with revenue and campaign objectives
Translate organizational priorities into measurable marketing initiatives
Identify opportunities to enhance donor acquisition, retention, and lifetime value
Lead and support the team, promoting ownership and effective decision-making
Set clear goals and KPIs to drive accountability and performance
Oversee strategic direction and optimization of key campaigns
Monitor and analyze marketing performance across multiple channels
Benefits
Hybrid work schedule with flexibility
Opportunity for up to 25% travel to support campaigns and events
Involvement in impactful projects within the nonprofit sector
Professional development opportunities
Collaboration with a dedicated team focused on donor engagement and revenue growth
Full Job Description
Role Overview
Penny Appeal Canada is looking for a Senior Manager, Marketing to lead the strategic direction and performance of our marketing function. This role will play a critical part in driving revenue growth, donor engagement, and campaign impact, while empowering the team to deliver with clarity and accountability.
This is a leadership-focused role, bridging strategy and execution-setting direction, enabling the team, and ensuring our marketing efforts are aligned to organizational goals and delivering measurable results.
Key Responsibilities
Lead the development and execution of an integrated marketing strategy aligned with annual revenue and campaign objectives
Translate organizational priorities into clear, measurable marketing plans and initiatives
Identify opportunities to drive growth across donor acquisition, retention, and lifetime value
Lead, coach, and support team, fostering strong ownership and decision-making
Establish clear goals, KPIs, and workflows to drive accountability and performance
Provide guidance, remove roadblocks, and elevate team effectiveness where needed
Provide strategic direction for key campaigns and appeals (e.g., Ramadan, Dhul Hijjah, emergency appeals)
Review and approve campaign plans, messaging, and channel strategies
Ensure campaigns are optimized for impact, scalability, and performance
Own overall marketing performance and contribution to revenue targets
Monitor and analyze performance across channels (paid, organic, email, SMS, web)
Establish and maintain reporting frameworks to provide visibility to leadership and inform decision-making
Oversee website performance, user experience, and conversion rate optimization
Guide donor journey strategy, segmentation, and marketing automation initiatives
Ensure best practices across digital channels, including paid media and lifecycle marketing
Partner with fundraising, programs, and senior leadership to align on priorities and campaigns
Present insights, risks, and opportunities to leadership to support strategic decisions
Manage key agency and vendor relationships, where applicable
Qualifications
6-8+ years of progressive experience in marketing, with 2-3 years in a leadership role
Strong analytical mindset with experience using tools such as Google Analytics, Meta Ads, and CRM platforms
Experience in nonprofit, charity, or purpose-driven organizations is an asset
Strong leadership, communication, and stakeholder management skills
Ability to operate both strategically and operationally in a fast-paced environment
Preferred Experience
Experience in the nonprofit or social impact sector.
Experience managing marketing campaigns for events or fundraising initiatives.
This role requires a hybrid work schedule with 2 days in the office per week and up to 25% travel, including for campaign shoots and events across Canada.
