Summary
A leading Canadian office furniture retailer with showrooms across the country is entering its next phase of growth. With a strong national presence, a growing ecommerce business and an established reputation in the office furniture category, the company helps businesses and individuals create better, more productive workspaces through a broad range of furniture, workplace solutions and services.
The company is seeking an experienced and commercially minded Director of Marketing & Ecommerce to join its Senior Leadership Team and help shape that next chapter. In this role, you will lead the overall marketing strategy across brand, retail, ecommerce and commercial/B2B demand generation, strengthening customer acquisition, lead generation, digital marketing, creative services, sales opportunities and measurable business results.
A key priority is strengthening the company's position as a workplace-solutions provider with business customers, designers, architects, commercial real estate professionals and project managers. Government, healthcare, education and other priority sectors also present important opportunities, alongside continued growth in showroom traffic and ecommerce revenue.
This is a senior leadership opportunity for a strategic marketer who understands how to build a brand while also driving measurable commercial results. This opportunity suits a resourceful leader who can set direction, develop a team and deliver results in a lean environment. You will be comfortable rolling up your sleeves and getting directly involved in the work, using a small team, shared digital resources and external partners effectively. You will play a central role in growing brand awareness, increasing showroom traffic, accelerating ecommerce revenue, strengthening customer acquisition and positioning the business for continued growth in the Canadian office furniture and workplace solutions market.
Description
- Develop and execute the annual marketing strategy, plans, campaign calendar, budgets, forecasts and KPIs in alignment with company growth objectives and business priorities.
- Partner closely with the CEO, Senior Leadership Team and Sales on strategic planning, growth initiatives, priority markets and commercial opportunities.
- Lead integrated marketing strategies across retail, ecommerce and B2B, connecting brand development, customer acquisition, retention and sales growth.
- Act as steward of the brand, ensuring consistent positioning, messaging, visual identity and customer experience across channels.
- Identify opportunities to strengthen market positioning, brand awareness, customer consideration and loyalty.
- Develop targeted B2B and industry-specific programs that generate qualified workplace-project opportunities, partnering with Sales on lead qualification, follow-up and conversion.
- Build engagement with designers, architects, commercial real estate professionals, project managers and relevant industry associations, positioning the company as a workplace-project partner.
- Develop government and public-sector marketing programs, including healthcare and education, supporting Sales with targeted outreach, capability materials, case studies and bid/proposal content.
- Partner with the shared senior digital leader on website modernization, ecommerce growth, website performance, conversion optimization and online customer experience and digital priorities.
- Oversee paid search, paid social, SEO, email and organic acquisition strategies in partnership with shared digital resources, using customer insights and other customer acquisition platforms and analytics to improve performance.
- Develop national and local-market campaigns that increase showroom traffic, ecommerce sales and qualified leads while maintaining a consistent brand across the retail network.
- Create programs that connect digital and in-store customer experiences, strengthen customer loyalty and improve lifetime value.
- Lead, coach and develop the internal marketing team, coordinating effectively with shared digital/ecommerce, creative and other marketing resources.
- Build a culture of accountability, collaboration, innovation and continuous improvement, balancing strategic priorities with hands-on execution.
- Manage external agencies and vendors, coordinating digital and website-development partners with the shared senior digital leader. Set clear expectations and evaluate quality, value and results.
- Own the annual marketing budget and allocate investment across channels according to strategic priorities, expected return and performance.
- Monitor marketing's contribution to customer acquisition, qualified lead generation, project pipeline, lead-to-sale conversion, showroom performance, ecommerce revenue, campaign effectiveness and ROI, working with Sales and shared digital resources.
- Present performance insights, recommendations and opportunities to senior leadership, adjusting priorities and programs based on results.
Requirements
- 8+ years of progressive marketing experience, including senior-level leadership responsibility and success delivering growth-focused strategies.
- Experience in multi-location retail, ecommerce or a similarly complex multi-channel business, with a credible understanding of both business and consumer customers.
- Demonstrated success in B2B demand generation and sales enablement, connecting marketing activity to qualified opportunities, pipeline development and sales results.
- Strong understanding of brand strategy, digital marketing, ecommerce, customer acquisition and retention.
- Proven experience managing marketing budgets, agencies and vendors, making investment decisions based on performance and ROI.
- Experience leading and developing marketing teams and working effectively across Sales, Merchandising, digital and senior leadership.
- A resourceful, hands-on approach, with the ability to deliver through a small team, shared resources and external partners rather than relying on a large supporting organization.
- Strong analytical, communication, influencing and presentation skills, with a data-driven commercially minded approach to decisions and results.
- Ability to balance long-term strategy, execution and changing business priorities.
- Experience in office furniture, home furnishings, workplace solutions, commercial interiors, building products, related consumer sectors, or another project/specification-driven industry would be an asset.
- Experience with government/public-sector or industry-specific marketing programs would be an asset.
- Experience overseeing website development, optimization and ecommerce growth initiatives would be an asset.
- Must maintain legal entitlement to work in Canada.
Corporate Culture
- Salary range of $125,000 to $150,000 per year plus incentive.
- Senior leadership role reporting directly to the CEO.
- Opportunity to shape the next phase of growth for an established Canadian retailer across retail, ecommerce and commercial/B2B marketing.
- Based in Burnaby, BC, five days per week in the office, Monday to Friday. This is not a remote or hybrid role.
- 100% employer-paid health and dental benefits following successful completion of probation.
- Health Spending Account
- Employee Assistance Program
- Employee product discounts
- Professional growth and development opportunities.
- Positive, collaborative and entrepreneurial working environment.