Digital Marketing Manager

The Human Resources Professionals Association (HRPA) supports over 25,000 HR professionals and students across Ontario, equipping them with the tools, skills, and knowledge to lead their organizations into the future. By fostering the development of human potential in the workplace, HRPA helps individuals and organizations thrive in a rapidly changing world of work.

Role Summary
We're seeking an experienced and innovative Digital Marketing Manager who will report to our Sr. Director of Growth Marketing and drive our digital marketing initiatives. This person will play a critical part in contributing to HRPA s marketing strategy and in driving business growth and enhancing member engagement through outstanding delivery.
You will develop, execute, and optimize data-driven digital campaigns and drive demand generation. A key to success in this role will be applying your deep understanding of performance marketing and exceptional analytical skills to improve the reach and impact of our digital marketing programs.

Key Responsibilities

• Develop and implement comprehensive digital marketing strategies that build the funnel and demand to meet organizational goals.
• Plan and execute multi-channel digital campaigns in both earned and paid media (i.e. SEO/SEM, PPC, email marketing, content marketing).
• Build and manage campaign calendars to optimize timing and impact.
• Lead end-to-end campaign execution, from conceptualization and design to launch, measurement, and optimization.
• Leverage A/B testing, database segmentation, and automation to enhance campaign effectiveness.
• Execute lead nurture, re-engagement, and onboarding campaigns to support sales and member loyalty initiatives.

2. Data Insights & Optimization

• Develop, monitor, and report on effectiveness of marketing campaign in order to continuously optimize ROI on marketing spend.
• Analyze market data to understand customer behavior, trends that impact our marketing campaigns.
• Monitor customer and member experience across multiple channels to identify areas for improvement and use predictive analytics to personalize their journeys and drive conversion
• Serve as the team s expert on performance marketing and AI-driven optimization techniques.

3. Content Development & Channel Management

• Collaborate with the marketing team to produce engaging and relevant materials that enhance brand profile and awareness for owned channels, including website, email, and social media.
• Ensure campaigns drive traffic and enhance brand awareness through appropriate channels
• Stay current on digital trends, identifying new tools and platforms to maximize reach and engagement.

4. Collaboration & Stakeholder Engagement

• Partner with Membership, Events, and Business Development teams to align digital marketing efforts with organizational priorities.
• Work cross-functionally to understand member preferences and design data-driven, personalized customer experiences.

Qualifications

• Bachelor s degree or diploma in Marketing, Communications, or a related field.
• 5 10 years of experience in digital marketing, with a proven track record of managing successful campaigns.
• Deep knowledge of performance marketing, email marketing, and multi-channel strategies (e.g., SEO/SEM, social, webinars, display).
• Exceptional analytical skills and data manipulation capabilities.
• Strong proficiency in digital marketing platforms (e.g., Google Analytics, Hubspot) and database administration.
• Advanced expertise in CRM platforms (Microsoft Dynamics preferred) and marketing automation tools.
• Familiar with web personalization tools and audience segmentation strategies.
• Exceptional planning, organizational, and project management skills.
• Strong communication, presentation, and interpersonal skills with the ability to collaborate effectively across teams.
• Entrepreneurial mindset with a results-driven approach and a passion for continuous improvement.

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