Digital Marketing Manager

Job Locations CA-Toronto
Posted Date 2 weeks ago(6/24/2020 4:54 PM)
Requisition ID
Job Function


Cengage Logo New

Do you dare to reinvent the future of education?

At Cengage, we are harnessing the power of tech to build a future where all learners have the tools and confidence to achieve their goals. As a Cengage employee, you will blaze a new trail to transform the way people learn. Collaborating with the best of the best, you will feel challenged and inspired to do breakthrough work. With the support of our united team, there is no limit to what you can imagine, create and set in motion.


Are we right for you?

We set the bar higher by bringing our unique talents and point of view to the table every day. We are curious and comfortable with change and are willing to take risks to transform education. Most importantly, with everything we do, we put learning first.


What You'll Do Here:

The Digital Marketing Manager will plan, implement and manage the digital marketing strategies and manage key digital marketing assets for Cengage Canada to drive profitable growth and improve revenue outcomes.  The Digital Marketing Manager is accountable for the tracking of all digital campaigns and uses the digital assets to drive improved customer and financial outcomes.


The Digital Marketing Manager will collaborate with the marketing team including the Marketing Communications Manager, Marketing Programs Manager and Product Marketing Managers to ensure the success of campaigns.


The Digital Marketing Manager provides coaching and mentoring as well as supporting the training and development of the Associate Digital & Design Marketing Manager including the allocation of tasks.


  • Drive online traffic to maximize sales and leads across the e-commerce platforms: B2B platform (lead generation) and B2C platform (sales).
  • Drive engagement and growth across all digital channels. Use analytics to identify trends and insights, inform digital strategy, report and improve on results.
  • Collaborate with marketing colleagues to execute integrated email / web campaigns.
  • Work with external channel partners to plan campaigns and increase traffic and engagement through booksellers
  • Manage group social media sites and social marketing activities. Build social media audience and engagement. Foster dialogue and answer questions posed by the audience in a friendly and knowledgeable manner and in adherence to company social media policies.
  • Collaborate and support key stakeholders with digital marketing across the organization, for example Human Resources regarding LinkedIn.
  • Ensure all content is accurate, appropriate and consistent with Cengage branding guidelines and adheres to copyright laws.
  • Ensure Company Social media policies and procedures are followed, especially when dealing with negative feedback.
  • Use analysis tools to measure performance of digital platforms.
  • Monitor platforms and provide weekly/monthly, high quality reports on web analytics. Track conversions rates and make recommendations for improvement.
  • Manage budget and monitor ROI to achieve agreed targets and monitor relevant data, trends, analytics, KPIs associated with all digital marketing.
  • Work with Marketing Communications Manager on call-to-action driven copy for emails and landing pages
  • Work with Marketing Communications Manager to respond to analytics on promotions and work to continually improve results.
  • Manage and support direct report with appropriate training and development plans.
  • Recruit, train and facilitate multi-skilling of team.
  • Supervise staff training and include all staff in the training process.
  • Conduct timely performance management reviews.
  • Provide timely and constructive feedback on staff performance issues.
  • Supervise coaching, monitoring and on-the-job training, where required.
  • Regularly delegate responsibilities and tasks to direct reports.
  • Lead and motivate direct reports to achieve performance goals.
  • Provide guidance and clear direction to staff. Be available to staff for queries; and to assist with problem-solving and issue resolution.
  • Schedule regular meetings with staff and monitor progress on deliverables and goals.
  • Counsel staff and proactively engage with direct reports and stakeholders to resolve issues promptly; elevate appropriately to management and HR.
  • Resource planning.
  • Work closely and collaborate effectively with the Marketing Executive, Marketing Communication Manager and Product Marketing Managers to ensure successful and effective campaigns.
  • Communicate effectively and appropriately with internal and external stakeholders.
  • Communicate and liaise with colleagues in other functional areas.
  • Attend work-in-progress meetings and report on the status of specific projects / campaigns.
  • Attend regular team meetings.
  • Share information and knowledge with colleagues.
  • Supports Continual Improvement processes throughout all projects.
  • Seek opportunities to enhance documentation, processes and supported systems to improve processes and procedures.
  • Keep abreast with the continual changes in your field of expertise, including any technological developments in digital marketing. Share knowledge with manager and team.
  • Actively seek opportunities to extend and enhance personal knowledge and skills in order to better support customers and colleagues.

Core Competencies:

  • Strong understanding of current digital marketing concepts, strategy and best practice
  • Familiarity with marketing automation: creating, managing and optimising drip campaigns
  • Deep understanding of search engine optimization (SEO), and search engine marketing (SEM)
  • Strong knowledge of social media and digital platforms
  • Excellent communication skills, verbal and written
  • Strong organizational and project management skills and time management skills
  • Proven experience managing multiple projects, marketing budgets, and schedules
  • Creates new and innovative ideas
  • Ability to work autonomously and be part of a team
  • Establishes and maintains effective relationships
  • Easy to approach and talk to, builds rapport
  • Organized and flexible problem solver
  • Strategic thinking and knowledge of the impact social media strategies and tactics may have in the marketplace
  • Understanding of Cengage’s Social Media Policy
  • Comprehensive understanding of Cengage’s branding guidelines, Privacy and Copyright laws, including CASL laws
  • Analytical, quantitative, and problem-solving skills with aptitude to translate data analysis into business recommendation
  • Understanding and experience working with Google Analytics tools and the ability to set up tracking/reporting mechanisms to capture key metrics required.
  • Excellent written and verbal communication skills
  • Identifies trends and anticipates market changes
  • Analytical and problem-solving abilities with keen attention to detail and follow through
  • Excellent communication and presentation skills
  • Ability to recruit the right candidate
  • Good judgment and timely decision-making to prioritise work and effort
  • Provides strong leadership and guidance for staff
  • Ability to set standards for performance
  • Effectively coaches and fosters an environment of continuous improvement by positive role modeling and collaboration
  • Provides appropriate development training for staff
  • Demonstrated ability to manage workloads, a large team and processes
  • Ability to organise detailed and complex information so it can be understood by others
  • Excellent interpersonal skills and the ability to work within a close-knit team
  • Ability to listen to and understand marketing objectives
  • Ability to contribute to discussion in a friendly, clear manner
  • Problem-solving abilities with keen attention to detail and follow through
  • A willingness to support and help others

Skills You Will Need Here:

  • Previous experience in a similar digital marketing role, including B2B experience
  • Proven experience managing and optimizing an ecommerce website, including SEO and SEM
  • Experience driving marketing strategy in alignment with CASL
  • Preferred systems: Eloqua or similar marketing automation, DotNetNuke or similar, CRM systems, Google Analytics, Google Adwords, SEO, PPC, social media (Facebook, Twitter, LinkedIn)
  • Post-Secondary education in marketing, digital marketing or similar. 


Cengage Core Competencies:

  • Speed: Proactively gets things done quickly, with a high quality of work. Overcomes barriers and continually finds ways to be more efficient.
  • Focus: Identifies core business problems and opportunities; seeks and proposes solutions while avoiding distractions. Persists through achieving deliverables.
  • Collaboration: Committed to helping others be successful; partners with key organizational stakeholders, individuals and teams outside own functional area to promote business alignment.


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