Lead, Paid Digital

November 8, 2024

Job Title: Paid Digital Lead, Reliance Home Comfort

Location : Toronto, Ontario
Reports to: Director of Marketing

Job Overview:

Reliance's growth is significantly driven by paid digital channels. As the Lead for Paid Digital, you will oversee the strategy, execution, and optimization of paid search and digital campaigns across multiple channels, contributing to 50% of the company's growth. While Reliance has traditionally relied on conventional marketing methods and focused primarily on search in the digital space, your role will involve evolving our approach by developing and implementing strategies that utilize both existing and emerging social channels to drive growth.

Additionally, you will streamline and enhance the efficiency of our Paid Search execution. This position requires close collaboration with cross-functional teams, management of large budgets, and a focus on measurable business outcomes like customer acquisition and lead generation. You will have the opportunity to implement data-driven marketing initiatives and play a key role in shaping our overall digital growth strategies.

Key Responsibilities:

• Develop and implement paid search strategies : Drive customer acquisition by overseeing Google Ads, Bing Ads, and other paid search platforms with a focus on ROI, lead generation, and overall digital performance.
• Design and execute paid digital awareness campaigns: Enhance brand visibility through targeted social ads, YouTube, and digital media, focusing on broad audience reach and engagement.
• Manage large-scale campaigns : Oversee and optimize campaigns to meet monthly and quarterly KPIs, including Lead Volumes, CPL (Cost per Lead) and CPA (Cost per Acquisition), Impression Share, Impressions & Reach.
• Keyword research and ad copywriting : Conduct in-depth keyword research, optimize ad copy, and ensure all campaigns are aligned with overall marketing goals, offers and initiatives.
• Bid management and budget optimization : Develop bidding strategies to maximize return on ad spend (ROAS) while staying within campaign budgets. And manage complex budgets spread across multiple markets and LOBs.
• Cross-functional collaboration : Work closely with SEO, website, analytics and product teams to align paid and organic search strategies and ensure cohesive digital marketing efforts.
• Performance analysis and reporting : Use tools like Google Analytics and CRM platforms to track campaign performance, generate reports, and provide actionable insights to stakeholders.
• A/B testing and experimentation : Implement continuous testing frameworks for ad creatives, landing pages, and bidding strategies to improve campaign performance.
• Vendor and partner management : Direct management of SEM/Digital agency. Manage relationships with third-party vendors, including technology partners, to ensure campaigns are executed effectively.
• Stay updated on industry trends : Monitor and analyze trends, algorithm changes, and competitive landscapes to keep campaigns competitive and innovative.
• Oversee and develop 2 direct reports : Direct 2 individuals in helping to execute all paid digital activations across all Lines of Business

Qualifications:

• Bachelor’s degree in Marketing, Business, or related field.
• 5 years of experience in managing paid search and digital campaigns, with a proven track record of driving growth and improving performance.
• Proficiency in Google Ads (all formats), Meta and other similar platforms
• Strong analytical skills with experience in tracking KPIs, reporting, and budget management.
• Experience working with CRM platforms and marketing automation tools.
• Excellent communication and collaboration skills, with the ability to work across departments and present findings to leadership.
• Strong organizational and project management skills with attention to detail.

Preferred Qualifications:

• Experience in the HVAC or home services industry is a plus.
• Certifications in Google Ads, Google Analytics, or similar digital marketing tools.

About Reliance

Reliance is the industry leader in providing home comfort solutions and we do just that in over 2 million customer homes across North America. Reliance is a trusted source and has become one of Canada’s largest providers of water heaters, furnaces, heat pumps, air conditioners, water purification, plumbing, protection plans, smart home, electrical, and EV chargers. Reliance is a $1 Billion business with 2,600 team members and we’re growing! We’re proud to be recognized as one of Canada’s 10 Most Admired Corporate Cultures. It's our team members and their relentless focus on the business, each other, and our customers that makes us great.

Reliance Home Comfort is an equal opportunity employer. We welcome and encourage applications from candidates of all backgrounds including minorities and those with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.