Marketing Manager Job Posting
About Global eTraining
Global eTraining is a leading provider of innovative online learning solutions for the architecture, engineering, construction and infrastructure industries. We help organizations build workforce capability, accelerate digital adoption and maximize the value of their technology investments through accessible, engaging and scalable training.
The Opportunity
Global eTraining is seeking a versatile, results-driven Marketing Manager to lead and execute marketing across paid digital advertising, retargeting, SEO, answer engine optimization (AEO), email, content, social media and industry events.
This is a broad, hands-on role for an experienced digital marketer who can move confidently between strategy, creative execution and performance analysis. The Marketing Manager will be responsible for building integrated campaigns, reaching priority audiences, generating qualified leads and continuously improving marketing performance.
The successful candidate will have practical experience managing advertising platforms, optimizing digital campaigns, building retargeting audiences and improving organic visibility across traditional search engines and AI-powered answer platforms. They will work closely with sales, leadership, partners and external suppliers to connect marketing investment directly to pipeline and revenue growth.
Key Responsibilities
Marketing Strategy and Campaign Management
- Develop and execute integrated marketing plans aligned with company objectives, sales priorities and revenue targets.
- Build campaign calendars covering paid media, organic search, AEO, email, content, social media, events, partnerships and product promotions.
- Manage campaigns from initial concept and audience development through launch, measurement and optimization.
- Create coordinated, multi-channel campaigns that move prospects from awareness through consideration and conversion.
- Maintain consistent positioning, messaging and visual standards across all channels.
- Collaborate with sales to support account targeting, lead generation, opportunity development and customer engagement.
Paid Digital Advertising
- Plan, build and manage paid advertising campaigns across Google Ads, LinkedIn Campaign Manager, Meta and other relevant platforms.
- Manage search, display, video, social, remarketing and account-targeted advertising campaigns.
- Conduct keyword, audience, competitor and market research to identify campaign opportunities.
- Develop campaign structures, targeting strategies, advertising copy, creative briefs, offers and landing pages.
- Manage advertising budgets, pacing and bid strategies to maximize return on investment.
- Monitor impressions, reach, click-through rates, cost per click, conversions, cost per lead, cost per sales-qualified lead and pipeline contribution.
- Conduct ongoing A/B testing of audiences, creative, messaging, offers, calls to action and landing pages.
- Identify underperforming campaigns and make timely adjustments to targeting, budgets, bids and creative.
- Maintain accurate conversion tracking and campaign attribution across advertising, analytics and CRM platforms.
Retargeting and Audience Development
- Develop retargeting strategies for website visitors, content users, event attendees, email audiences and engaged social media users.
- Build and maintain audience segments based on industry, company, role, behaviour, engagement and stage in the buyer journey.
- Create sequential retargeting campaigns that deliver appropriate messages and offers at each stage of the buying process.
- Coordinate paid retargeting with email nurturing and sales follow-up.
- Establish audience exclusions, frequency controls and suppression rules to improve efficiency and customer experience.
- Develop lookalike, matched and account-based audiences to expand reach among high-value prospects.
- Monitor audience performance and refine segmentation based on engagement, conversion and opportunity quality.
Search Engine Optimization
- Develop and execute an SEO strategy that increases qualified organic traffic and supports Global eTraining’s product and industry priorities.
- Conduct keyword research and map high-value search terms to relevant pages, campaigns and customer needs.
- Optimize website structure, metadata, headings, internal links, page content and calls to action.
- Identify and address technical SEO issues in collaboration with internal or external web resources.
- Develop content briefs based on search intent, competitive gaps and customer questions.
- Improve the visibility of course, product, industry, resource and thought-leadership pages.
- Monitor keyword rankings, organic traffic, engagement, conversions and pipeline generated through organic search.
- Maintain awareness of search algorithm changes and adjust strategy accordingly.
- Support backlink development and digital authority-building initiatives through partnerships, media, industry organizations and valuable content.
Answer Engine Optimization and AI Search Visibility
- Develop an AEO strategy to improve Global eTraining’s visibility in AI-powered search, answer engines and generative search experiences.
- Structure website and educational content so it clearly answers the questions prospective customers and learners are asking.
- Create authoritative, factual and easily referenced content using clear headings, concise answers, FAQs, definitions and structured information.
- Implement or coordinate appropriate schema markup and structured data.
- Optimize content for featured snippets, rich results, voice search and AI-generated answers.
- Strengthen signals of expertise, authority and trust through credible authorship, customer evidence, original insights and accurate source information.
- Monitor how Global eTraining and its priority topics appear across traditional search engines and relevant AI platforms.
- Identify gaps in brand representation, topic coverage and customer questions, then develop content to address them.
- Keep current with changes in generative search and recommend practical adjustments to content and digital strategy.
Website, Landing Pages and Conversion Optimization
- Manage website content and coordinate improvements to navigation, messaging and conversion paths.
- Create and optimize campaign landing pages aligned with advertising and audience intent.
- Review website behaviour using analytics, heatmaps and conversion data.
- Develop and test headlines, page layouts, forms, calls to action and content offers.
- Improve conversion rates while maintaining a clear, credible and professional customer experience.
- Coordinate website changes with developers, designers and other external resources.
- Ensure appropriate analytics, pixels, tags and consent-management tools are implemented and functioning correctly.
Email Marketing and Marketing Automation
- Develop and execute email campaigns, newsletters, event invitations, customer communications and automated nurture programs.
- Segment audiences by industry, role, customer stage, engagement and area of interest.
- Build lead-nurturing sequences that coordinate with digital advertising, content and sales outreach.
- Write or edit email copy and coordinate supporting creative and landing pages.
- Monitor deliverability, open rates, click-through rates, conversions and campaign-generated opportunities.
- Test subject lines, messaging, timing, personalization and calls to action.
- Maintain list quality, consent practices and compliance with applicable Canadian anti-spam and privacy requirements.
- Develop lead-scoring, routing and notification processes in coordination with sales.
Analytics, Attribution and Performance Reporting
- Establish measurable objectives and key performance indicators for all marketing programs.
- Configure and maintain analytics, advertising pixels, campaign parameters and conversion tracking.
- Track performance across paid media, organic search, AEO, email, website, social media and events.
- Monitor lead sources, funnel conversion rates, customer acquisition costs, cost per lead, cost per sales-qualified lead, pipeline contribution and return on investment.
- Create dashboards and regular reports that provide leadership and sales with clear, actionable insights.
- Evaluate lead quality as well as lead volume when assessing campaign success.
- Identify trends, attribution gaps and opportunities to improve marketing efficiency.
- Use performance data to recommend changes to campaigns, channels, content, messaging and budget allocation.
Content and Creative Production
- Develop content for campaigns, websites, advertisements, email, social media, sales materials, presentations, case studies, videos and thought-leadership programs.
- Create search-informed and answer-focused content aligned with customer needs and business priorities.
- Interview customers, partners and internal subject-matter experts to develop credible industry content.
- Produce basic graphics and digital assets or effectively manage designers and other creative suppliers.
- Adapt core content for multiple channels, formats and stages of the customer journey.
- Maintain an organized library of approved marketing and sales assets.
- Ensure all content is accurate, polished, on brand and appropriate for Global eTraining’s audiences.
Events and Sponsorships
- Plan and manage Global eTraining’s participation in conferences, trade shows, webinars, customer events and partner activities.
- Coordinate registration, sponsorships, booth design, signage, presentations, promotional materials, travel logistics and shipping.
- Develop integrated pre-event, onsite and post-event campaigns across paid media, retargeting, email and social channels.
- Build targeted event audiences and coordinate meeting-generation campaigns with sales.
- Capture event engagement data and ensure leads are properly categorized, attributed and followed up.
- Track event costs, meetings, leads, sales-qualified opportunities, pipeline and return on investment.
- Evaluate future events based on audience fit, past performance, cost and potential business impact.
Social Media and Brand Awareness
- Manage Global eTraining’s organic social media presence and publishing calendar.
- Develop paid and organic social campaigns tailored to priority industries, companies and professional roles.
- Create content highlighting customer successes, partnerships, events, courses, company news and industry insights.
- Monitor engagement, audience development, website referrals and conversions.
- Support executive and employee thought leadership where appropriate.
- Strengthen Global eTraining’s overall digital presence and position as an authority in workforce learning and digital adoption.
Qualifications
- Five or more years of progressive marketing experience, preferably in B2B technology, SaaS, professional training, architecture, engineering or construction.
- Demonstrated hands-on experience managing Google Ads, LinkedIn advertising and other relevant paid media platforms.
- Strong understanding of paid search, paid social, display advertising, audience targeting and retargeting.
- Proven ability to optimize campaigns based on conversion data, lead quality, pipeline contribution and return on investment.
- Practical experience with on-page SEO, keyword research, content optimization and organic-performance reporting.
- Knowledge of AEO, generative search, structured content and evolving AI-search practices.
- Experience creating landing pages and improving conversion rates.
- Experience with web analytics, tag management, advertising pixels, campaign tracking and CRM attribution.
- Experience with email marketing, audience segmentation, marketing automation and lead nurturing.
- Strong writing, editing and communication skills.
- Ability to create professional marketing materials directly or effectively manage creative suppliers.
- Strong organizational and project-management skills with the ability to manage competing priorities and deadlines.
- Comfortable working independently while collaborating closely with sales, leadership, customers and partners.
- Willingness and ability to travel for industry events as required.
Preferred Qualifications
- Experience using platforms such as Google Ads, LinkedIn Campaign Manager, Google Analytics, Google Search Console, Google Tag Manager and a CRM or marketing-automation platform.
- Experience with SEO research, competitive analysis, heatmap, dashboarding and conversion-optimization tools.
- Experience marketing to architecture, engineering, construction, infrastructure or manufacturing organizations.
- Familiarity with Autodesk and other design, engineering or construction technology ecosystems.
- Experience marketing online learning, workforce development or digital-adoption solutions.
- Graphic design, video editing or web-content production capabilities.
- Experience with account-based marketing and partner or channel marketing.
- Working knowledge of schema markup, structured data and technical SEO.
- Understanding of Canadian privacy and anti-spam requirements.
What Success Looks Like
The Marketing Manager will be successful by:
- Increasing the number and quality of leads and sales opportunities generated through marketing.
- Reducing acquisition costs through disciplined testing and campaign optimization.
- Increasing qualified website traffic from both paid and organic channels.
- Improving Global eTraining’s visibility in traditional search and AI-powered answer platforms.
- Building effective retargeting and nurturing programs that convert interest into sales conversations.
- Improving landing-page and funnel conversion rates.
- Delivering coordinated, professional campaigns on time and within budget.
- Demonstrating the pipeline and revenue contribution of digital campaigns, content and events.
- Providing sales with timely, effective campaigns, insights and collateral.
- Strengthening Global eTraining’s visibility and authority within its target industries.
Ideal Candidate
You are a resourceful, creative and highly analytical marketer who enjoys both planning and execution. You can develop a campaign strategy, build the advertising audiences, write the copy, coordinate the creative, optimize the landing page, launch the retargeting program and analyze the resulting pipeline.
You understand that strong digital marketing requires more than generating clicks. You focus on reaching the right organizations and people, creating relevant customer journeys and converting engagement into qualified opportunities and measurable business results.
Global eTraining is an equal-opportunity employer. We value diverse perspectives and are committed to creating an inclusive workplace for all employees.
Pay: $80,000.00-$110,000.00 per year
Benefits:
- Casual dress
- Company events
- Extended health care
- Flexible schedule
- Paid time off
- RRSP match
- Work from home
Work Location: Remote
