Regional Marketing Manager

Summary
We are looking for a strategic, hands-on Regional Marketing Manager, to lead regional and local campaigns across Canada that drive acquisition for our home services portfolio—heating, cooling, water heaters, water purification and more. You’ll translate national go to market strategies into regional plans, with tailored offers and messaging by region, and help orchestrate digital (Search/Social/Display) along with integrated campaigns leveraging traditional media (radio, print, proximity boards, bus/transit wraps, events). You help find the balance between lead generation and ongoing community presence and brand building efforts, continuously optimizing for seasonality, and regional nuances affecting the comfort and security of Canadian homeowners.

You will own regional campaign execution, performance optimization, building strategies and consensus with cross-functional teams, regional leaders, and agency partners to ensure flawless execution, a superior customer experience and measurable business impact.

Responsibilities

• Build regional campaign calendars and product prioritization as needed
• Localize offer language/positioning to reflect regional nuances and regulatory conditions
• Work closely with Regional GMs and Sales/Call Centre teams to align timing, offers, and goals.
• Adapt national plans into city-level media versions (radio, social, display) with localized messaging and media selection optimized for target markets.
• Manage regional landing page briefs and content updates; ensure accurate tracking and QA.
• Use data and insights to launch city-specific campaigns tailored to local seasonality and unique market needs.
• Partnering with our Digital teams (internal/agency), help plan and optimize geo-targeted search and social ads, including local targeting and weather-related responsiveness.
• Work with SEO and content teams to ensure regional relevance
• Support regular testing on audiences, creative, offers; improve landing pages for better conversion.
• Manage local advertising across radio, print, outdoor, transit, and bus wraps; oversee specs, proofs, and installation schedules
• Organize community events and partnerships, including event kits and sponsorships with local organizations or sports teams.
• Coordinate directory listings and reputation initiatives on platforms like Yellow Pages, Trustpilot, and HomeStars.
• Work with Digital and SEO teams to improve the customer journey and develop content ideas addressing relevant customer pain points.
• Support Regional Customer Base team with creative direction where applicable
• Contribute to campaign goal setting and performance monitoring against CPL/CPA and regional targets
• Coordinate the development of dashboards, weekly pacing reports, monthly summaries, and post-campaign wrap reports.
• Ensure brand guidelines are followed, and approvals are in place for local creative and offers; comply with CASL and PIPEDA requirements.
• Keep campaign documentation and assets organized; manage vendor agreements and coordinate with legal and brand teams as needed.

Qualifications

• 7+ years in marketing, with proven regional & hyperlocal campaign leadership.
• Demonstrated success across both digital and traditional hyperlocal channels.
• Strong analytical skills; adept with campaign dashboards, testing methodologies, and ROI storytelling.
• Agency experience or direct vendor relationships a plus; excellent project management and communication skills
• Familiarity with SEO, paid media, and CRM-driven marketing (a bonus)
• Some knowledge of Canadian marketing governance (CASL, PIPEDA, Ad Standards) and brand stewardship.
• Comfortable operating in a fast‑paced environment; willing to travel regularly across the assigned region.