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Manager, Performance Marketing - SEM - Downtown Toronto At Air Canada

Location: Toronto, Ontario

Job Description

Description

Are you passionate about reaching new heights, teamwork and making a meaningful contribution? Do you picture yourself as a valued member of an industry-leading organization? If you answered yes to these questions, Air Canada is seeking enthusiastic individuals to join the diverse and vibrant team working together to lead the growth and expansion of Canada’s flag carrier.

Air Canada is looking for a Manager, Performance Marketing – SEM (search engine marketing) to lead the paid search digital strategy for the airline’s global portfolio. Joining the Air Canada Media Desk, the Manager is responsible for ensuring overall strategies, day-to-day operations, and testing opportunities meet the airline’s performance marketing KPIs. The individual will be a guru/subject-matter expert in SEM, ready to lead Air Canada as a top advertiser in the travel vertical.

The Manager will own the strategy, planning, and implementation to drive customer acquisition and adoption for air and non-air products (retail and loyalty). This individual will be a digital expert and will work cross-functionally with the Marketing Communications, Media, Global Sales, E-Commerce and Loyalty teams. The ideal candidate will have had strong experience in planning, executing, measuring, and optimizing marketing campaigns in search engine marketing.


  • Responsible for development of the high-level strategy as well as tactical implementation to position Air Canada as a top advertiser in the travel vertical.

  • Manage and operate the global SEM marketing plan including strategy, goals, budget and tactics.

  • Lead the development of bidding strategies for markets and campaigns.

  • Liaise with global agency experts to optimize opportunities as they relate to key market needs.

  • Lead discussions with SEM product stakeholders to brainstorm, create, manage, and optimize paid search marketing campaigns towards key KPIs

  • Lead team in daily campaign maintenance and actioning necessary updates

  • Develop testing strategies in SEM channels for creative copy, tactics, and bidding methods

  • Employ QA best practice principles to ensure optimal performance including first to market tactics/betas

  • Communicate results to executive management teams and other relevant parties

  • Evaluate opportunities for new tactics, beta opportunities, partnerships, or plans

  • Maintain a keen understanding of industry trends and make appropriate recommendations for improvement and optimization

  • Data driven - use analytics in quantifying the impact of search demand generation as well as outreach initiatives and campaigns

Qualifications


  • Education level University Degree with 5+ years of experience

  • 5 years of SEM experience is mandatory, preferably managing retail/performance driven accounts

  • Proven track record designing and executing successful SEM marketing campaigns, either client or agency side

  • Expert with various SEM bidding tools including Adobe Media Optimizer, Doubleclick

  • Expert with various search engines including Adwords, Bing, Baidu, etc.

  • Deep understanding and experience various SEM analytics tools. Skilled in setting KPI’s and optimizing towards them.

  • Experience in A/B testing within the SEM channel

  • Experience in SEO a strong benefit

  • Exceptional writing and editing skills

  • Problem solving skills, ability to think outside the box and find new ways to solve revenue and brand goals

  • Strong communications skills and ability to present findings to various levels of the organization

  • Strong team collaboration skills and experience

  • Bilingual (English and French) a plus


LINGUISTIC REQUIREMENTS
Based on equal qualifications, preference will be given to bilingual candidates.


Diversity and Inclusion
Air Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success.

As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve.

Air Canada thanks all candidates for their interest; however only those selected to continue in the process will be contacted.