Manager, Growth Marketing

Job Purpose

The Manager, Growth Marketing is accountable for leading the new prospect acquisition portfolio for HearingLife Canada, with responsibility for delivering appointment growth, improving acquisition efficiency, and strengthening full-funnel performance across paid media, traditional media, direct mail, affiliates, partnerships, local activation, and other new prospect lead generation channels.

Role

Reporting to the Director, Customer Acquisition & Retention, this role translates national business targets into actionable acquisition strategies, channel plans, campaign priorities, budget pacing, and investment recommendations. The Manager is responsible for ensuring acquisition activity is commercially aligned, insight-led, regionally prioritized, operationally executable, and measured against clear business outcomes.

The role provides leadership across acquisition planning, campaign governance, performance management, budget pacing, agency and vendor management, and team development. It also plays a key role in cross‑functional alignment with Brand, Sales, the National Appointment Centre, Clinics, Analytics, Finance, Web/CRM, and Global Marketing to ensure acquisition programs support clinic capacity, revenue objectives, and customer journey expectations.

This role leads a team and is expected to build a disciplined, accountable, and performance‑oriented acquisition function that can scale demand generation while improving quality, efficiency, and predictability.

Success Criteria

• Success in this role is measured by the ability to lead a high‑performing new prospect acquisition portfolio that delivers appointment growth, improves funnel quality, supports revenue outcomes, and strengthens marketing efficiency.
• The Manager is accountable for developing acquisition strategies, channel plans, campaign priorities, and investment recommendations that support national targets, regional clinic capacity, and business priorities.
• The role is expected to strengthen acquisition governance by establishing clear planning rhythms, campaign standards, performance reviews, budget tracking, optimization processes, and post‑campaign learning routines.
• Success also includes improving visibility and accountability across the acquisition funnel, including created appointments, scheduled appointments, completed appointments, aidable loss rate, cost per appointment, conversion, ROMI, and budget pacing.
• Cross‑functional success is demonstrated through the ability to influence Brand, Sales, NAC, Clinics, Finance, Analytics, agencies, vendors, Web/CRM, and Global Marketing to align acquisition activity with business needs and operational realities.
• People leadership success is demonstrated through clear role clarity, strong coaching, improved team capability, high‑quality execution, and a culture of ownership, accountability, and continuous improvement.

Responsibilities and Key Performance Activities

Direct Reports

• Lead and develop a customer acquisition team responsible for campaign execution, channel coordination, performance reporting, and optimization support.
• Set clear accountabilities, priorities, KPIs, workflows, and operating rhythms that enable strong execution and measurable outcomes.
• Coach team members to improve strategic thinking, campaign planning, analytical capability, stakeholder management, and ownership of deliverables.
• Build team capability by creating structured ways of working, documentation standards, reporting expectations, and performance review routines.
• Review team deliverables for accuracy, quality, insight, business relevance, and executive readiness.
• Foster a team culture grounded in accountability, collaboration, pace, continuous improvement, and high standards.

Drive Business

• Lead the new prospect acquisition portfolio, ensuring acquisition strategies and channel plans support appointment growth, funnel quality, clinic capacity, and revenue objectives.
• Translate annual, quarterly, and monthly business targets into clear acquisition strategies, campaign priorities, channel plans, regional investment recommendations, and performance actions.
• Own acquisition performance across paid media, traditional media, direct mail, affiliates, partnerships, local activation, and other new prospect lead generation channels.
• Lead acquisition budget planning, pacing, variance analysis, and investment recommendations, ensuring spend is aligned to business priorities and performance outcomes.
• Establish a disciplined campaign governance model, including clear briefs, audience strategy, offers, creative requirements, messaging, timelines, tracking, KPIs, reporting, and post‑campaign learnings.
• Monitor and improve full‑funnel acquisition performance, including created appointments, scheduled appointments, completed appointments, aidable loss rate, cost per appointment, conversion, ROMI, and budget efficiency.
• Identify performance risks and opportunities early and recommend corrective actions based on data, business context, regional need, and operational feasibility.
• Lead test‑and‑learn strategies across media mix, audience targeting, creative, offers, direct mail, affiliates, partnerships, calls‑to‑action, and regional investment.
• Partner with Brand to ensure acquisition activity is compelling, consistent, and aligned to HearingLife’s premium positioning.
• Partner with Sales, NAC, and Clinics to ensure acquisition activity is aligned to clinic capacity, lead follow‑up expectations, appointment quality, and regional priorities.
• Partner with Web/CRM owners to ensure campaigns are supported by appropriate landing page, form, booking, tracking, and customer journey requirements, while maintaining clear ownership boundaries for web optimization, SEO, organic performance, and CRO.
• Manage agency and vendor relationships with clear expectations, performance accountability, timelines, budget discipline, and continuous improvement.
• Collaborate with Global Marketing to apply relevant Customer Acquisition, Media, Digital, and campaign best practices in the Canadian market.

Operations and Key Deliverables

Operations

• Lead weekly and monthly acquisition performance reviews, translating results into clear insights, decisions, and action plans.
• Maintain acquisition scorecards and performance documentation that provide visibility into campaign, channel, regional, and funnel‑level results.
• Manage day‑to‑day budget pacing, variance tracking, and investment recommendations across acquisition channels.
• Ensure acquisition activity is properly planned, briefed, tracked, launched, monitored, optimized, and evaluated.
• Build and maintain campaign calendars, channel plans, test plans, budget trackers, and performance documentation.
• Partner with Analytics and Finance to improve reporting accuracy, forecast visibility, attribution, and business impact measurement.
• Coordinate with Web/CRM owners on campaign landing page, form, booking, tracking, and customer journey requirements, without owning SEO, organic performance, GMB/local search, website optimization, or CRO.
• Maintain strong agency and vendor governance, including clear scopes, deliverables, timelines, reporting expectations, quality control, and performance follow‑up.
• Prepare clear performance updates, recommendations, and decision points for the Director, Customer Acquisition & Retention and senior stakeholders as required.

Key Deliverables

• New prospect customer acquisition strategy and channel plan.
• Monthly, quarterly, and annual acquisition forecasts by channel, region, clinic priority, and campaign.
• Campaign briefs, campaign calendars, audience plans, offer plans, and channel activation plans.
• Weekly and monthly acquisition performance reports with clear insights, risks, opportunities, and actions.
• Budget tracking, variance reporting, and investment optimization recommendations.
• Media, creative, offer, audience, CTA, direct mail, affiliate, partnership, and channel test plans.
• Post‑campaign analysis, documented learnings, and optimization recommendations.
• Regional and clinic‑priority action plans aligned to capacity and business need.
• Agency and vendor performance follow‑up, including timelines, deliverables, quality, and efficiency.
• Team work‑plans, priorities, operating rhythms, and performance expectations.
• Implementation of relevant Global Customer Acquisition, Media, Digital, and campaign frameworks for the Canadian market.

Experience And Considerations

• 8+ years of progressive experience in customer acquisition, performance marketing, growth marketing, media, demand generation, digital marketing, or integrated campaign management.
• 5+ years of people leadership experience, including direct management or formal leadership of team members, agencies, vendors, or cross‑functional workstreams.
• Demonstrated experience managing a meaningful acquisition portfolio, including campaign strategy, channel planning, budget pacing, performance optimization, and business reporting.
• Experience managing multi‑channel acquisition programs across digital and offline channels.
• Strong understanding of full‑funnel acquisition, including demand generation, lead generation, appointment creation, conversion, quality, cost efficiency, and revenue impact.
• Experience managing budgets, forecasts, campaign KPIs, agency/vendor deliverables, and performance recommendations.
• Strong analytical skills with the ability to translate performance data into business insights, decisions, and clear actions.
• Experience with paid media, direct mail, affiliates, partnerships, traditional media, CRM campaign coordination, or marketing automation is an asset.
• Strong project and stakeholder management skills with the ability to manage multiple priorities, influence partners, and drive work through ambiguity.
• Demonstrated ability to work effectively in a matrix environment with local and global partners.
• Experience in healthcare, retail, multi‑location services, financial services, telecom, insurance, or appointment‑based consumer businesses is an asset.
• Experience working with Web/CRM partners to define campaign landing page, tracking, booking, and customer journey requirements is an asset; ownership of SEO, organic performance, website optimization, GMB/local search, and CRO is not required for this role.
• Bachelor’s degree in Marketing, Business, Communications, or a related field is preferred. Equivalent combination of education, professional training, and relevant experience in growth marketing, customer acquisition, performance marketing, or integrated campaign management will also be considered.

Qualifications

• We create trust – We value the opinions of our customers and colleagues. We promote a work environment based on inclusion, honesty, integrity and respect. We always keep our promises.
• We are team players – We collaborate and network effectively across the whole organization. We take initiative and help each other to achieve our ambitious goals.
• We create innovative solutions – We challenge ourselves to improve and find new, value‑adding solutions. We are curious to share ideas and insights to increase our collective innovativeness.
• We apply a can‑do‑attitude – We always look for opportunities to win the business and do our best to add value to our customers. We find solutions and act.

Equal Opportunities

At HearingLife Canada, we’re committed to fostering an inclusive and diverse workplace. HearingLife Canada is an equal opportunity employer and does not discriminate on the basis of race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or other legally protected status. Should you require an accommodation throughout the interview process please do not hesitate to reach out to a member of our Talent Acquisition team today.

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