Role Overview:
Reporting to the Director, D2C Business, the Digital Media Performance Specialist is responsible for the execution, optimization, and day-to-day management of Brother Canada's national paid digital campaigns (French and English). This role brings media strategies to life through campaign setup, bidding, budget pacing, creative optimization, and performance tracking across paid digital channels.
Working closely with the Digital, CRM, eCommerce, and Marketing teams, the Digital Media Performance Specialist ensures campaigns align with broader D2C objectives while driving awareness, customer acquisition, and revenue growth. By managing campaigns from launch through optimization, this role strengthens in-house paid media capabilities, improves speed to market, and maximizes the impact of Brother Canada's digital investments.
The ideal candidate is analytical, detail-oriented, proactive, and thrives in a fast-paced environment, with the ability to manage multiple campaigns and continuously optimize performance.
Duties & Responsibilities:
Campaign Execution & Optimization
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Execute paid media campaign builds across all platforms in alignment with the strategies defined by the Digital Marketing Lead.
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Manage daily budgets, pacing, bidding, targeting, and day-to-day adjustments to maximize performance against KPIs.
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Test audience segments, ad formats, placements, and continuously optimize throughout the campaign to enhance efficiency and reach.
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Troubleshoot delivery issues, tracking gaps, or platform-related problems to ensure smooth execution.
Tracking, Reporting & Analysis
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Maintain consistent UTM structures, naming conventions, and tagging to ensure clean and accurate data in GA4, Looker Studio, and internal dashboards.
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Monitor campaign delivery and provide insights on pacing, performance, risks, and opportunities
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Prepare performance and optimization reports with actionable insights and recommendations.
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Support data integrity and performance accuracy by validating tracking setups and raising issues proactively.
Business Partnerships & Collaboration
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Collaborate with the Digital Marketing Lead to translate media plans into precise, high-quality campaign builds and optimizations.
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Work closely with eCommerce, Marketing, and Customer Connection teams to ensure campaigns align with product launches, promotions, and lifecycle programs.
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Partner with the CRM and eComm Performance Analyst to integrate channel insights with website and CRM performance.
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Coordinate with creative teams to ensure assets are aligned to platform requirements and performance goals.
Digital Marketing Operations & Continuous Improvement
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Keep up to date with platform changes, new ad formats, and best practices to improve channel performance.
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Identify opportunities to improve executional workflows, tracking frameworks, and optimization processes.
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Document campaign learnings, tests, and improvements to support continuous improvement within the Digital team.
Experience & Qualifications:
- 3+ years of hands-on experience managing and optimizing paid digital media campaigns for eCommerce or performance-driven businesses
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Proven experience managing Google Ads, Microsoft Ads and Meta Ads campaigns with measurable business results
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Strong expertise in Search, Shopping, Performance Max, Social Catalog Ads, Display, Video, Audience Targeting and Remarketing campaigns
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Experience in creating and optimizing product feeds in Google Merchant Center
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Strong analytical skills with the ability to interpret data, and digital KPIs (CTR, CPC, CPA, ROAS, CVR), identify optimization opportunities and make data-driven decisions. Comfortable working with GA4, Looker Studio, Supermetrics and digital advertising platforms to monitor, analyze, automate, and optimize campaign performance
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Strong knowledge of UTM governance, tracking and attribution best practices
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Demonstrated experience designing, executing and analyzing A/B tests to improve campaign performance.
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Bachelor’s degree in Marketing, Communications, Business, or a related field
Core Competencies
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Strong attention to detail and ability to execute flawlessly
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Performance-driven mindset with a passion for continuous optimization
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Clear communication skills in French and English
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Ability to manage multiple simultaneous campaigns in a fast-paced environment
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Collaborative mindset, responsive to guidance, and aligned to strategic priorities set by the Digital Marketing Lead
Additional Details for This Role:
Hybrid Work Setting – Enjoy the flexibility of a hybrid model, with three days working remotely and two days in the office each week, supporting work-life balance and meaningful in-person collaboration. Exceptions may apply according to business needs. #LI-Hybrid #Joinbrothercanada
