Performance Marketing Lead

FUNCTION: Reporting to the Director, Marketing, the Performance Marketing Lead is responsible for developing, implementing, and managing Programmatic Display, Paid Social and Paid Search programs, primarily across Adwords, Google Display Network, DCM, Verizon OTA/Meta travel sites such as Kayak and Facebook/Instagram. Working with multidisciplinary teams and creative team members, you will ensure our programs align with and support Porter's overall online marketing strategies and deliver on set KPI goals. This role will be responsible for generating detailed reports and insights on a regular basis and leveraging learnings for campaign optimizations.
 
DUTIES AND RESPONSIBILITIES:

• Develop overarching digital advertising strategies to keep Porter ahead of the curve in a highly competitive and rapidly changing digital advertising environment
• Own the Digital Advertising Roadmap and contribute to a cross-functional Marketing Intelligence Roadmap
• Deliver successful achievement of the company's conversion and CPA focused KPI goals
• Strategically build, manage, and optimize complex performance campaigns across multiple digital ad platforms. Duties will include:
  • Budget forecasting
  • Campaign set-up (including tag creation within both DCM and GTM)
  • Audience targeting
  • Algorithm training
  • Bid management
• For SEM:
  • Keyword research
  • Campaign design (build tightly-themed ad groups by keyword relevancy, configure campaign settings, add negative keywords, etc.) as needed
  • Develop search ad copy in collaboration with Marketing Copywriter
• Manage monthly and annual digital advertising budgets, traffic and performance forecasting and ROI calculations
• Measure and optimize campaign performance including the effectiveness of first and third party data, bid strategy, prospecting and remarketing tactics, and landing page effectiveness, and promptly address campaign performance concerns
• Manage the roadmap of testing new, emerging technology platforms, upcoming betas/alphas on existing platforms and multivariate visual creative, copy, ad unit format tests across platforms
• Manage advanced custom attribution tracking for optimal budget allocation
• Conduct performance analysis and develop regular reporting for Director and Chief Commercial Officer that includes specific learnings and recommendations
• Manage the relationship with external advertising platform teams and vendors and our internal creative team as the main point of contact, driving maximum value from these relationships
• Advise on digital media campaign planning and execution for other departments within the organization
• Actively participate in Porter's Safety Management System (SMS) including, reporting hazards and incidents encountered in daily operations; understand, comply and promote the Company Safety Policy

• Concern for Safety: Identifying hazardous or potentially hazardous situations and taking appropriate action to maintain a safe environment for self and others.
• Teamwork: Working collaboratively with others to achieve organizational goals. 
• Initiative: Dealing with situations and issues proactively and persistently, seizing opportunities that arise.
• Results Focus: Focusing efforts on achieving high-quality results consistent with the organization’s standards.
• Fostering Communication: Listening and communicating openly, honestly, and respectfully with different audiences, promoting dialogue and building consensus.
• Customer Service: Providing service excellence to internal and/or external customers (passengers).

QUALIFICATIONS: 

• 4+ years experience building and optimizing display and paid social advertising campaigns
• 2+ years experience working in a professional Search Engine Marketing (SEM) role
• 3+ years of hands-on experience with ad serving software and related reporting with experience using tools usch as Google's Campaign Manager 360
• Familiarity with customer acquisition funnels - awareness, consideration, acquisition and how to leverage media to speak to customers throughout the conversion path
• Strong working knowledge of internet technologies related to media and site targeting, tagging, tracking and content delivery
• Experience in and a passion for actively testing technologies, data and messaging
• Keeps a finger on the pulse of rapidly changing digital advertising trends and emerging technologies
• Excellent Excel and data manipulation skills required. Knowledge of Tableau preferred
• Exceptional analytic skill-set and critical thinking skills
• Strong written and verbal communication skills
• Experience developing regular campaign performance reports
• Ability to leverage data insights to tell a cohesive story for executive-level presentations
• Organized with a very strong attention to detail
• Proven ability to multi-task, prioritize, and meet deadlines
• Ad creative and landing page optimization experience preferred
• Understanding of SEO preferred
• BA/BS or equivalent

• Billy Bishop Toronto City Airport - YTZ