Digital Marketing Director

Napoleon; Barrie; Hybrid; CAD 110,000 - 140,000; Full time

Job summary

A leading manufacturing firm is seeking a Director of Digital Marketing based in Barrie, Ontario. This hybrid position plays a crucial role in shaping the digital consumer journey on a global scale. The successful candidate will lead teams in performance marketing and optimization strategies. With a requirement of 10 years experience in digital marketing, particularly in paid media and analytics, you will drive impactful campaigns and enhance customer engagement. Join us to leverage data and technology to elevate customer experiences.

Benefits

Comprehensive health, dental, and vision insurance

Long Term Disability Protection

Training Allowance

Leadership development opportunities

Competitive total compensation package

Retirement savings plan with matching contributions

Qualifications

• 10+ years of digital marketing management experience required.
• Experience in paid media and performance marketing is essential.
• Strong analytical skills and proficiency in digital measurement platforms are a must.

Responsibilities

• Optimize the digital consumer journey across markets.
• Manage paid media channels and develop strategies.
• Lead website and SEO optimization efforts.
• Enhance dealer and channel digital performance.
• Implement CRM and marketing automation strategies.

Skills

Digital marketing management

SEO/SEM

Paid media leadership

Analytics

Data-driven decision making

Team leadership

Education

Bachelor's degree in Marketing, Business, Digital, or related field

MBA

Tools

Google Analytics

MarTech tools

Job description

Napoleon leads the way with innovative engineering, advanced manufacturing techniques, unsurpassed customer service and remarkable product quality. Our award-winning products offer a best-in-class experience for all customers’ home comfort needs. While we are proudly Canadian, Napoleon is also fortunate to operate on a world-wide scale.

The warmth and experience that Napoleon product brings to the homes of our customers transcends borders, language, and cultures to elevate everyday experiences, so you love being home. Throughout North America, Europe, South America and Asia, Napoleon creates memorable moments through our stunning designs and innovative technologies.

This posting is for an existing permanent vacancy and is actively being recruited for.

Title: Director, Digital Marketing

Reports To: VP Marketing

Location: 24 Napoleon Road, Barrie, Ontario

Hybrid Position

Job Purpose: The Director of Digital Marketing is responsible for shaping and optimizing Napoleon’s end-to-end digital consumer journey across global markets and product categories. This role provides enterprise leadership over performance marketing, digital platforms, and conversion pathways - leveraging data, technology, and AI to drive demand, engagement, conversion, and long-term customer value. The Director sets scalable digital strategy and standards, partners cross-functionally, and ensures measurable impact on growth, brand strength, and customer experience.

Key Responsibilities:

• Digital Consumer Journey Ownership: Build and continuously optimize the digital path-to-purchase across awareness, consideration, conversion, and retention. Map consumer journey touchpoints across web, search, social paid, dealer platforms, and eCommerce to ensure frictionless user experiences. Partner with Brand, Product, Sales, Customer Service and external agencies to ensure campaigns and content support consumer journey goals. Establish standards for digital experience consistency across Napoleon-owned brands, regions, and platforms.
• Paid Media Leadership: Manage paid media channels (search, social paid, programmatic, video, retail media, retargeting). Develop and co-manage global and regional media strategies, budgets, audience targeting, and ROI optimization. Implement test-and-learn frameworks to improve efficiency, lower acquisition cost, and strengthen conversion.
• Website, SEO/SEM & Conversion Optimization: Lead strategy for global websites, landing pages, and digital tools to maximize engagement and performance. Oversee SEO and SEM programs to grow share of voice and capture category-level demand. Maximize website user experience through UX enhancements, analytics insights, and structured experimentation. Partner with IT, eCommerce, and Product teams to guide website platform enhancements, performance optimization, accessibility, and scalability.
• Dealer & Channel Digital Enablement: Strengthen dealer and distributor performance by providing digital assets, product data syndication, and co-op media frameworks. Ensure digital consumer journey consistency between brand-owned and partner-owned channels.
• CRM, Data & Marketing Automation: Expand CRM, email, and automation programs to nurture consumer relationships post-purchase and increase lifetime value. Build audience segments and personalization strategies for stronger engagement and repeat purchase behavior. Define lifecycle marketing and CRM strategy aligned to customer value, retention, and cross-sell opportunities across product categories.
• Adapt to Emerging Digital Trends & Technologies: Monitor and evaluate emerging digital platforms, technologies, and consumer behaviors to identify opportunities that improve the digital consumer journey and performance outcomes. Pilot, scale, and champion AI-driven capabilities, ensuring teams are trained and empowered to leverage AI to improve digital consumer journeys and business outcomes. Translate trends into practical, ROI-driven use cases, ensuring innovation is tested, measured, and aligned to business priorities. Partner with Brand, IT, eCommerce, and external partners to integrate new tools and platforms into existing digital ecosystems. Act as a digital thought leader within the organization, advising senior leaders on evolving digital capabilities and implications for Napoleon’s growth strategy.
• Analytics, Reporting & Performance Management: Create a digital measurement framework that tracks journey performance, paid media ROI, web conversion, and downstream sales impact.
• Drive insights into actionable recommendations for global business units. Ensure compliance with digital privacy regulations (GDPR, CCPA, CASL).
• Cross-Functional & Global Collaboration: Work closely with Brand (creative), Product Marketing, eCommerce, and Sales to align campaigns and measurement. Coordinate digital performance and journey optimization across North America, Europe, and international markets.
• People Leadership & Team Development: Foster a highly engaged, high performing, inclusive, and values-driven team culture aligned to Napoleon’s HEART values: Honesty, Engagement, Accountability, Respect, and Teamwork. Lead with integrity and transparency, modeling ethical decision-making and open communication. Drive engagement through regular coaching, meaningful feedback, recognition and development opportunities. Create an environment of trust and respect where diverse perspectives are encouraged, and teams are empowered to take ownership and deliver results.

Education & Experience:

• Bachelor's degree in Marketing, Business, Digital, or related field; MBA is an asset.
• Minimum 10 years of digital marketing management experience, with leadership roles in paid media, performance marketing, and digital platforms.
• Google certified
• Demonstrated success building digital consumer journeys and optimizing full-funnel performance.
• Strong expertise in paid management, SEO/SEM, conversion optimization, and analytics.
• Experience working with eCommerce, dealer/distributor channels, and multi-region execution.
• Highly analytical, data-driven, and fluent in modern MarTech tools and digital measurement platforms.
• Proven people leadership experience, including managing teams, agencies, and senior stakeholders.

At Napoleon, we believe in creating an environment where our Associates can thrive personally and professionally. Here’s what you can look forward to when you join our team:

Benefits, Health, Well-being & Support

• Comprehensive health, dental, vision, and life insurance coverage – 100% of premiums paid by the Company!
• Long Term Disability Protection
• Well-being support programs and virtual medical visits
• Employee & Family Assistance Program for mental health and well-being (EAP)

Career Growth & Development

• Training Allowance and continuous learning opportunities and programs
• Leadership development and mentorship programs
• Clear pathways for advancement

Culture & Community

• Appreciation events, raffles, and team building activities
• Napoleon Cares – A fund sponsored by Associates to help Associates in times of need

Financial Security

• Competitive total compensation package, inclusive of bonus opportunity
• Retirement savings plan with matching Company contributions (RRSP/DPSP)
• Exclusive Associate discounts on our award-winning products

  Artificial Intelligence Disclosure: As part of our commitment to transparency and fairness in hiring, we disclose that automated tools, including artificial intelligence (AI), may be used to support parts of the recruitment process. This may include functions such as resume parsing, candidate ranking, or initial screening. These tools do not make final hiring decisions but may assist Talent Acquisition in evaluating applications. AI tools used may include systems based on algorithms, statistical models, or machine learning.

  The Napoleon Group of Companies is committed to fair and accessible employment practices that attract and retain Associates with disabilities. This includes providing accessibility across all stages of the employment cycle. Accommodation is available upon request.

  We thank you for your interest in The Napoleon Group of Companies and for participating in our competition. Only those candidates selected for consideration will be contacted.