Digital Marketing Lead

WHAT WE BELIEVE

We believe in inclusion, we believe in self-expression, we believe in no judgement and we believe in individualism.

WHO WE ARE

We are bold, we are tenacious, we are courageous and brave.

We are a cast of characters;

We embrace our differences and we share our likenesses.

Some of What’s in it for You!

• Paid Personal Days
• Generous Benefit package
• Employee Assistance Program
• Employee Loyalty Reward Program
• Generous welcome gift
• Company events
• Free Gym Access
• Free Parking
• Day Off On Your Birthday
• Discounts

We're seeking an entrepreneurial Digital Marketing Lead to own our digital ecosystem and drive aggressive revenue growth across North American and international markets. This is a high-impact role where you'll manage multi-million dollar marketing budgets, lead agency partnerships, oversee digital marketing strategy, ecommerce merchandising, and demand planning. You'll be the key architect of our digital growth strategy, balancing performance marketing, brand building, inventory optimization, and customer experience.

This role is ideal for someone who thrives in a fast-paced, results-driven environment and has successfully scaled DTC brands in the premium/luxury space while leading and developing high-performing teams.

Some of what you’ll do:

Agency Management & Performance Marketing

• Manage relationships with digital media agency (paid social, paid search, display, YouTube) and affiliate agency
• Set channel strategy, budget allocation, and ROAS targets across all paid channels (Meta, Google, TikTok, Pinterest, programmatic)
• Lead strategic campaign planning including media mix decisions, creative planning, and integration across channels
• Brief agencies on campaigns, review media plans, and approve creative strategies that align with luxury brand positioning
• Lead monthly and quarterly business reviews with agency partners; hold them accountable to KPIs
• Oversee affiliate program strategy including publisher mix, commission structures, and promotional calendar
• Manage SEO agency relationship and organic growth strategy
• Collaborate with internal creative team and external agencies to ensure cohesive brand storytelling across all touchpoints

Budget Management & Forecasting

• Own digital marketing P&L
• Develop annual and quarterly marketing plans with detailed channel forecasts and ROI projections
• Build and maintain demand planning models by analyzing historical sales trends, seasonality patterns, and market dynamics
• Weekly revenue forecasting and budget pacing; make real-time optimization decisions
• Create predictive models for inventory needs based on marketing activity and customer acquisition trends
• Build business cases for new channel investments and growth initiatives
• Partner with Finance on marketing attribution, profitability analysis, and budget management

Channel Planning & Optimization

• Create integrated marketing calendar across all digital channels (paid, affiliate, SEO, email, social)
• Lead channel mix optimization through testing, attribution analysis, and incrementality studies
• Identify new growth channels and partnership opportunities (podcasts, CTV, emerging platforms)
• Manage promotional calendar and ensure alignment with merchandising and inventory plans
• Own new customer acquisition strategy and CAC efficiency improvements

Analytics & Insights

• Define and track KPIs: revenue, ROAS, CAC, LTV, contribution margin by channel
• Build reporting dashboards and present performance updates to executive leadership
• Conduct post-mortems on campaigns and seasonal performance; drive continuous improvement
• Lead testing roadmap for creative, audiences, messaging, and landing pages

Ecommerce Merchandising & Demand Planning (25%)

• Site Merchandising & User Experience
• Buying & Inventory Strategy
• Demand Planning & Forecasting
• Product Launch Coordination
• Conversion Rate Optimization

Cross-Functional Leadership & Team Development (10%)

• Build, coach, and mentor a high-performing team of 2-3 direct reports (growing to 5-7 over 3 years)
• Create professional development plans and growth opportunities for team members
• Foster a culture of data-driven decision making, creativity, and accountability
• Bridge marketing and ecommerce merchandising teams to ensure alignment on goals, priorities, and customer experience
• Regular sync with Product, Creative, Operations, and Customer Service teams
• Represent digital growth strategy in executive leadership meetings
• Develop team capabilities in analytics, campaign management, and strategic thinking

Some of what you’ll need:

• 7-10 years in digital marketing with at least 3-5 years in a senior leadership role
• Proven track record scaling DTC ecommerce brands from $20M to $50M+ in revenue
• Deep expertise managing paid media agencies and 7-figure monthly ad budgets across Meta, Google, TikTok, and emerging channels
• Strong understanding of affiliate marketing, influence partnerships, and SEO strategy
• Experience in fashion, apparel, or luxury goods strongly preferred
• Hands-on experience with ecommerce merchandising, site optimization, and CRO
• Analytical mindset with expertise in GA4, attribution modeling, and marketing analytics platforms
• P&L ownership experience with proven ability to forecast, budget, and deliver against revenue targets
• Agency management expertise - you know how to get the best from external partners
• Shopify Plus experience is a strong asset

Given the international nature of our business and of this position, the candidate will be required to communicate effectively, on a regular basis, with various stakeholders (co-workers, colleagues, customers, suppliers, etc.) located in Canada outside Quebec or throughout the world. Proficiency in languages other than French (notably, English) will be an asset for the successful candidate.