About the Team
PetSmart’s Canadian Home Office (CHO) is home to approximately 50 full-time associates who work in departments such as Human Resources, Merchandise Buying and Pricing, Replenishment, Marketing, Finance, Space Planning and more. The small but mighty team at the CHO supports the operations of 140+ PetSmart stores in Canada and works closely with counterparts at PetSmart’s global corporate headquarters located in Phoenix, Arizona. We also share the Canadian home office with our colleagues at PetSmart Charities of Canada—an independent, registered charity dedicated to reducing pet homelessness and supporting the bond between people and pets.
About the Location
This position may be considered Hybrid based on PetSmart’s FlexSmart policy and business needs. A Hybrid work arrangement is considered to be a blend of onsite and remote work activity. Associates with a Hybrid work arrangement have a work space at Phoenix Home Office and can be required to come onsite between 1-5 days a week as determined by leadership and based on business needs.
About the Job
The Digital Marketing Manager will drive strategies by deeply understanding our customers, platforms, market and competitor intelligence, and by optimizing growth of the product portfolios in alignment with business and strategic priorities. This individual is a strong collaborator across all functions of our business and with our agency partners.
You will be responsible for developing and overseeing execution of our digital acquisition strategy across all owned and paid digital channels, spanning search, paid social, native and display advertising.
What You’ll Do:
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Create and execute strategic digital marketing plans to optimize customer engagement, convert non-users into adopters, and grow new business revenue.
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Strategize and partner with cross-functional teams on top opportunities by creating value that will help advance and win new business from creation of brief to execution.
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Develop deep customer understanding and insight through key performance metrics to inform future marketing campaigns.
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Optimize the customer experience by engaging at various stages of the customer journey, from awareness, consideration, decision, to retention.
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Continually look at ways to improve and evolve our digital growth marketing strategy over time keeping pace with the market and competitive landscape.
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Deliver on a digital marketing attribution and measurement strategy that will justify our investment and provide an understanding of what tactics add value and deliver on our acquisition goals.
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Build niche audiences through digital growth channels, skillfully using CRM and 3rd party audience data to reach qualified prospects for conversion.
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Oversee and manage a digital growth budget, including working with finance business partners and agency partners to ensure budget is pacing to the monthly & annual plan.
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Strategy development and big picture planning to ensure the PetSmart brand and value proposition stands out in a differentiated way in an increasingly competitive marketplace.
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Develop effective relationships with US colleagues to understand, influence and coordinate requirements related to Canada’s digital strategy
Competency Requirements:
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Advanced marketing, digital strategy and planning skills, including campaign management, project management and channel management.
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A data-driven marketer using demographic and behavioural data to identify opportunities to create innovative and highly personalized digital growth strategies for customers and prospects.
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Strategic self-starter. Ability to define and kick-start new initiatives, clearly identifying actionable KPI and targets, and see through to successful execution and on-time delivery.
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Highly organized and process-oriented, fully committed to optimizing and enhancing the status quo to outperform set objectives in new and innovative ways.
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Strong research, analytical and interpretation skills in developing new strategies or initiatives to drive business growth.
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Encourage a test and learn marketing culture, tactically identifying the right opportunities, learning from these experiences and then scaling what works.
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A learner that balances autonomy and a desire to learn from and share ideas with others.
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An agile teammate and multidisciplined marketer, excited to lend a hand to teammates and broader team initiatives when needed.
EDUCATION/EXPERIENCE:
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University degree in Business, Marketing, or related discipline
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5+ years of relevant digital marketing/strategy experience
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Experience working and managing relationships with media agencies
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Strong communication and interpersonal skills with the ability to effectively communicate to senior executives internally and to partners
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Results oriented with proven success in growing revenue and market share
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Strong financial acumen and decision-making skills
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Experience working with Marketing Mix Modelling considered an asset
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Must have the ability to travel as needed/required.
About the Culture
Our Canadian Home Office is truly that, a home office. It’s a place where individuals across various departments can align their passion for pets with their desires for professional growth. You’ll be a part of a close-knit team, while still being a part of a large, best-in-class retailer. And while the team may be smaller, the results are impactful! The Home Office boasts a large, open concept with natural lighting and serves as the perfect setting for office events. An active social committee hosts fun-filled events including contests, bake-offs, off-site events, and volunteer efforts, and they are always trying to out-do the previous event! PetSmart is an equal opportunity employer committed to diversity and inclusion. We offer reasonable accommodations to applicants with disabilities throughout our application process, upon request and as required by law.
PetSmart is an equal opportunity employer committed to diversity and inclusion. We offer reasonable accommodations to applicants with disabilities throughout our application process, upon request and as required by law.
