Career Opportunity
Role Title
Manager, Digital Acquisition
Purpose of role
The Manager, Digital Acquisition owns the strategy, delivery, and performance of paid digital acquisition programs that generate high-quality leads to support Canadian direct-to-consumer sales. This role is accountable for full-funnel outcomes, including lead volume, quality, conversion performance and efficiency and works closely with Sales, Marketing, IT, Legal, Compliance and external partners to continuously improve results. As the primary lead for digital acquisition programs, the Manager drives data-informed decisions, optimizations and conversion outcomes to support sustained sales growth.
Job Description
Key Responsibilities
Digital acquisition strategy and performance ownership
- Own the end-to-end paid digital acquisition strategy across channels (e.g., search, display, social, email journeys), with full accountability for lead volume, lead quality, cost efficiency, and downstream sales conversion performance across the funnel
- Define success metrics, performance targets, and optimization priorities in partnership with Sales and Marketing leadership, ensuring acquisition programs directly support sales targets
- Set campaign and messaging strategy for digital acquisition, informed by audience insights, funnel performance, and cross-channel dynamics
Full-funnel and martech enablement
- Lead the design, evolution, and optimization of the digital acquisition ecosystem, including website experiences for improved conversion, testing frameworks, CRM and marketing automation workflows, and integrations with platforms such as Salesforce and Amazon Connect
- Partner closely with Sales to ensure effective lead routing, follow-up, and feedback loops that improve conversion rates and sales productivity
- Own troubleshooting across the acquisition funnel, including responding to Sales feedback, diagnosing campaign performance issues and resolving martech-related challenges to ensure continuity, accuracy and efficiency of digital acquisition programs
Creative briefing and campaign development
- Lead the development of clear, insight-driven creative briefs for digital acquisition campaigns, translating business objectives, audience insights, performance learnings, and compliance requirements into actionable direction for internal creative teams and agency partners
- Collaborate with creative and brand to guide the development, testing, and evolution of ad creative, ensuring messaging, formats, and concepts are optimized for performance while aligning with brand standards
- Use performance data and test-and-learn insights to continuously refine creative strategy and campaign approach across the funnel
Vendor leadership
- Serve as the primary owner of the digital media agency relationship, providing strategic direction, approving campaigns, optimizing budget and holding partners accountable for performance, innovation, and continuous improvement
- Ensure agency activity aligns with enterprise priorities, compliance requirements, and brand standards, while driving best-in-class execution and optimization
Cross-functional leadership
- Lead cross-functional planning and delivery of acquisition initiatives, coordinating across Marketing, Sales, IT, Legal, Compliance, and external partners to manage risks, dependencies, and readiness
- Translate business objectives and program changes into clear briefs, requirements, and roadmaps that enable efficient execution and stakeholder alignment
Performance reporting and insights
- Own performance reporting and forecasting for digital acquisition, delivering clear insights, recommendations, and trade-offs to senior leadership
- Collaborate closely with the Business Intelligence and Analytics team to support ongoing performance reporting, advanced analytics, and insight generation that informs acquisition strategy, optimization and decision-making
- Support measurement and attribution approaches that account for cross-channel influence, including the impact of traditional media (e.g., DRTV) on organic and digital lead generation, and provide insight-driven recommendations on channel mix, investment timing, and performance interpretation
- Proactively identify risks, gaps, and opportunities, recommending changes to investment levels, channel mix, targeting, or operating models to improve outcomes
Continuous improvement and innovation
- Stay current on evolving digital platforms, privacy and regulatory considerations, attribution approaches, and consumer behavior trends
- Champion test-and-learn approaches that improve effectiveness, scalability, and long-term acquisition capability
Key Qualifications
- Education (minimum required): Bachelor's degree in Marketing, Digital Media, Computer Science or related discipline
- Experience (minimum required): Minimum 7 years progressive digital marketing experience across key performance channels such as paid search, display and social with a strong focus on using data and insights to drive measurable business and sales outcomes.
- Experience leading full funnel, always-on acquisition programs demonstrating continuous optimization and incremental performance improvements across lead volume, quality, conversion and efficiency
- Proven experience partnering closely with Sales teams to improve lead conversions, sales productivity and revenue outcomes, including establishing feedback loops and performance insights across the funnel
- Experience working with digital marketing and sales enablement technologies, including CRM, marketing automation and call center platforms (e.g., Salesforce, Amazon Connect, or similar), to support targeted acquisition and effective lead management
- Demonstrated success managing agency and vendor relationships, including providing strategic direction, overseeing campaign execution, and holding partners accountable for performance, innovation, and results
- Experience making investment and optimization budget recommendations based on performance data, forecasts and business priorities
- Strong analytical capability, with hands-on experience in data-driven decision-making, A/B testing, performance reporting, and attribution analysis, and the ability to translate insights into clear recommendations
- Proven ability to lead within complex, cross-functional environments without direct authority, influencing senior stakeholders and partners to align on priorities and deliver outcomes
- Deep understanding of digital acquisition and performance marketing principles, including full-funnel measurement, optimization, and conversion-focused strategies
- Strong knowledge of digital performance metrics, attribution approaches, and media optimization, with the ability to interpret results beyond last-click and explain performance in a business context
- Demonstrated business acumen, including strategic thinking, financial and analytical skills
- Proven ability to lead through influence in cross-functional, matrixed environments, building alignment among internal teams and external partners
- Experience working within regulated or compliance-sensitive environments, with a strong appreciation for governance, privacy, and brand standards
- Excellent communication and stakeholder management skills, with the ability to translate complex performance data and technical concepts into clear insights and recommendations for senior leadership
- Strong problem-solving skills, with a structured, hypothesis-driven approach to testing, optimization, and continuous improvement
Preferred:
- Experience in financial services, insurance, or other highly regulated industries.
- Hands-on familiarity with digital media platforms and tools (e.g., Google Ads, Meta Business Manager, analytics and testing platforms), sufficient to provide informed strategic direction and challenge agency recommendations
- Exposure to cross-channel measurement approaches, including attribution modelling, media mix modelling, or analysis of traditional-to-digital interactions (e.g., DRTV impact on organic and digital leads)
- Knowledge of Canadian advertising, privacy, and consent requirements (e.g., CASL, privacy legislation), as they relate to digital marketing and lead generation
- Experience contributing to or leading test-and-learn programs that inform creative, channel strategy, or operating model improvements
#LI-Hybrid
Salary Range:
$80,000.00 - $120,000.00
The actual base salary for this position will depend on several factors, including job-related skills, experience, and education. In addition to base pay, eligible employees may participate in a discretionary variable incentive plan, results are subject to both individual and company performance.
Please note that this posting is intended to fill an existing vacancy; however, there may be instances where more than one vacancy is available for the same role.
Equal Opportunity Employment and Inclusion – at Foresters Financial, we are committed to sustaining an equal opportunity environment for all job applicants. We embrace Inclusion, Diversity and Equity (IDE) as a core strategic objective for building strong, innovative teams in which all our employees can show up wholly and authentically as themselves.
Foresters Financial strives to provide an accessible candidate experience for prospective employees with different abilities. If you anticipate needing any type of accommodations during the recruitment process, please email accommodations@foresters.com in advance of your appointment.
Thank you for choosing Foresters. Only those candidates who will be selected for further consideration will be contacted by our Talent Acquisition Team.
