WHO WE ARE:
Henry’s is proud to be one of Canada’s Best Managed Companies! As Canada’s greatest camera store, we know our stuff – and that’s why we’ve been in retail for over 100 years. The loyalty of our employees and their passion for photography and customer service sets us apart from the competition. You will be surrounded by dedicated, humble and passionate people who work hard at what they do and encourage you to be exactly who you are. It means that your expertise is valued and your contributions count. We embrace and drive change, showcasing our creativity and challenging traditional ways of doing business. Our success is based as much on our creative and talented teams as the selection of products, competitive prices, and industry leading services we offer.
Come and create with us!
OVERVIEW OF THE ROLE:
The Campaign and Digital Performance Manager is a critical role in delivering Henry's strategic direction and driving future growth. The role owns the campaign calendar, leads end to end campaign execution across digital and traditional channels, manages vendor co-op planning and reporting, and drives in-store branding and traffic-driving experiences.
Reporting to the Director of Marketing and E-Commerce, this is a senior, hands-on role for someone ready to shape and run an integrated marketing program for a specialty retailer with a strong heritage and a clear growth ambition. The role works closely with Merchandising, E-Commerce, Vendor Partners, and external agencies to deliver campaigns and store level experiences that drive traffic, revenue, and customer growth.
KEY RESPONSIBILITIES
Strategic Planning & Leadership:
· Lead and develop one direct report, the Marketing Coordinator, who supports campaign execution and in-store marketing delivery across the 19 store network.
· Contribute to the annual marketing strategy and planning alongside the Director of Marketing and E-Commerce.
· Mentor and support broader marketing team development.
· Foster a performance-first culture, with clear ROAS targets, channel-level accountability, and disciplined testing.
Campaign Calendar and Execution:
· Build and manage the annual campaign calendar, anchored around major moments and continuous always-on programs.
· Lead campaign development end to end, from brief through execution to post-mortem, across paid digital, email, social, content, and in-store touchpoints.
· Partner with merchandising planning to align campaigns to buy strategy, inventory positions, and vendor co-op commitments.
· Coordinate creative development, asset production, and channel deployment with the internal team and external partners.
Digital Performance and Paid Media:
· Own the paid digital media strategy, budget allocation, and performance accountability across all channels.
· Manage the media agency relationship, including briefing, performance review, optimization decisions, and budget reconciliation.
· Drive ROAS, conversion, and efficiency improvements through structured testing, audience refinement, and channel mix decisions.
· Review and act on agency-provided reporting, ensuring spend is optimized against business priorities and campaign moments.
Vendor Co-op Management and Reporting:
· Own vendor co-op planning, execution, and reporting across all marketing activity. Maximize claimed dollars against available budgets.
· Partner with merchandising and category managers to align co-op commitments with vendor priorities, product launches, and campaign moments.
· Brief vendor activations and co-funded campaigns, ensuring creative, media, and in-store execution meet vendor requirements and Henry's brand standards.
· Track and report on co-op utilization, spend, and performance by vendor. Build and maintain a co-op tracker that supports merchandising reconciliation and vendor renegotiation cycles.
In-Store Branding and Experience:
· Own in-store branding strategy and direction across the 19-store network, with execution delivered by the Marketing Coordinator under the Manager's oversight.
· Develop in-store campaign concepts and brand standards that drive traffic and reinforce the Henry's brand experience.
· Partner with store operations and merchandising on store-level traffic-driving programs, including events, vendor activations, and local marketing.
· Build templated in-store marketing playbooks the coordinator deploys consistently across stores, integrated with the broader campaign calendar.
Customer Segmentation and Targeting:
· Tailor campaign messaging, creative, and channel mix to segment-specific needs.
· Partner with the Lifecycle and Engagement Manager on segmented email programs that complement campaign activity.
Measurement and Reporting:
· Build and run the marketing reporting cadence, including monthly performance reviews by channel and campaign, campaign post-mortems with clear learnings, vendor co-op utilization and ROI reporting, and channel-level analysis.
· Provide projected demand lift and post-campaign performance to merchandising planning to support inventory and financial planning.
· Translate marketing performance into business outcomes for senior leadership, in language that connects to traffic, revenue, and customer growth.
CROSS-FUNCTIONAL PARTNERSHIPS
This role is highly collaborative. Key partnerships include the Director of Marketing and E-Commerce, Merchandising Planning and Category Managers, E-Commerce, the Senior Manager Events and Customer Experience, Store Operations and Regional Managers, Vendor Partners (Canon, Sony, Nikon, Fujifilm, DJI, Panasonic, Gentec, and others), and external agencies.
SUCCESS METRICS
· Campaign Delivery – Hit or exceed revenue, ROAS, and budget targets on every major campaign moment. Full delivery of the annual campaign calendar on time.
· Paid Media Performance – Hit or exceed ROAS, cost per acquisition, and conversion targets on every paid digital channel. Demonstrable efficiency improvement year over year.
· Vendor Co-op Performance – Claim 100% of available co-op dollars annually. Grow co-op funded activity and partner investment year over year.
· Always-On Program Revenue – Grow revenue contribution from every always-on program (trade-in, used, photo centre, passport, financing) against prior year.
· In-Store Traffic & Activation – Deliver measurable traffic lift on every campaign-tied in-store activation. Consistent execution across all 19 stores.
· Customer Acquisition – Hit or exceed annual new customer acquisition target. Reduce cost per acquisition and grow share across all three customer segments.
· Reporting & Business Impact – 100% on-time delivery of monthly performance reports, campaign post-mortems, and co-op reporting. Reporting drives action, not just visibility.
· Team Development – Marketing Coordinator delivers consistent in-store execution across all 19 stores with measurable capability growth year over year.
REQUIRED KNOWLEDGE AND EXPERIENCE
· Post-secondary education in Marketing, Business, Communications, or a related field (preferred).
· 7 to 10 years of marketing experience, with meaningful ownership of multi-channel campaigns. Retail, e-commerce, or specialty consumer brand experience preferred.
· Direct experience with vendor co-op planning, execution, and reporting strongly preferred.
· Demonstrated experience managing paid media agencies and holding them accountable to performance.
· Experience building and running marketing reporting and analytics, with clear ROAS and attribution discipline.
· Experience with in-store and retail marketing, including signage, visual merchandising direction, and store-level execution.
· People management experience preferred.
· Strong campaign leadership instincts and performance orientation. Able to take a brief from strategy through to execution and measurement, and defend marketing decisions in business and financial terms.
· Comfortable operating in ambiguity and hands-on in a lean team. Brings structure and frameworks rather than reactivity.
· Paid Digital & Analytics – Fluency with Google Ads, Meta, programmatic, GA4, Looker, or equivalent. Ability to build and interpret dashboards.
· Marketing Stack – Working knowledge of Klaviyo or equivalent. Familiarity with affiliate programs, feed management, Bazaarvoice (reviews), and Uberall (local listings) is a plus.
· Photography or Creative Category Interest – A meaningful plus.
We sincerely thank all applicants for their interest in the role. Due to the volume of resumes received we will only contact applicants meeting role requirements for next steps.
In accordance with the Accessibility for Ontarians with Disabilities Act and all other applicable legislation, Henry’s is pleased to accommodate individual needs for applicants with disabilities within the recruitment process. Please let us know if you require an accommodation to ensure your equal participation in the recruitment and selection process.
Artificial intelligence tools may be used to support parts of the recruitment and selection process, including application screening
Please Note: This is a open and verified vacancy.
Job Types: Full-time, Permanent
Pay: $95,000.00-$105,000.00 per year
Benefits:
- Dental care
- Disability insurance
- Employee assistance program
- Life insurance
- Paid time off
- Store discount
- Vision care
- Wellness program
- Work from home
Experience:
- Marketing in retail, e-commerce, or specialty consumer brand: 3 years (preferred)
- Vendor co-op planning, execution & reporting:: 2 years (preferred)
- People management or direct report leadership: 1 year (preferred)
- Multi-channel campaign mgmt (digital, email, paid media): 7 years (required)
- Paid media agency mgmt or paid digital performance: 3 years (required)
Work Location: Hybrid remote in Concord, ON L4K 3Z2
