Digital Marketing Specialist

Pioneer World Education Group Ltd.; Toronto; Hybrid; CAD 70,000 - 110,000; Full time

Benefits offered by this job

Casual dress

On-site parking

Work from home

Job summary

Thompson Career College London Campus is seeking a Digital Marketing Lead to build and scale a full-stack marketing infrastructure in Canada. You will own lead generation, ad setup, and optimization across international student audiences and domestic enrollment efforts.

The role requires hands-on execution, strategic planning, and leveraging AI tools to automate content, nurture leads, and improve ROAS. This position offers a hybrid work arrangement with a focus on measurable growth.

Qualifications

• 3–5 years of hands-on digital marketing experience.
• Experience in B2C lead generation and paid acquisition.
• Experience marketing for private career colleges or similar education sectors in Canada.
• Proven ability to target international students, working professionals, and temporary residents in Canada.

Responsibilities

• Build and scale the college’s digital marketing tech stack and analytics.
• Design and manage multi‑channel paid campaigns (Meta, Google, LinkedIn, TikTok).
• Create high‑converting ad copy and visuals; run A/B tests across landing pages.
• Adopt AI tools to speed content creation and automate lead nurturing.
• Develop real‑time dashboards tracking leads, CPL, conversion, and enrollment.

Skills

Digital marketing

Lead generation

Paid acquisition

B2C marketing

Target audience—international students

Education

Bachelor’s degree in Marketing/Business

Tools

Meta Ads Manager

Google Ads

LinkedIn Ads

TikTok Ads

GA4

GTM

HubSpot

Salesforce

LeadSquared

Zoho

Job description

About Us

Thompson Career College London Campus is committed to delivering industry-relevant training that prepares graduates to excel in their chosen careers. As a growing career college, we are actively building out our academic programs, support services, and operational teams to serve students pursuing new opportunities and meaningful career transitions.

We are in an exciting stage of growth, launching new programs and expanding our team across academic, administrative, and student success functions. As an early hire, you will not just fill a role — you will help shape the systems, processes, and standards that define how we deliver on our mission. This is a high-impact opportunity to contribute to the foundation of a growing institution and leave a lasting mark on the students and communities we serve.

Job description:

Digital Marketing Lead / Specialist

Position Overview: We are seeking a highly motivated and strategic Digital Marketing Specialist to build and scale our digital marketing infrastructure from the ground up. This role is pivotal in driving international and domestic enrollment by targeting international students and workers in Canada. The ideal candidate will be a hands‑on executor and a strategic thinker, taking full ownership of lead generation, ad creation, campaign setup, and the integration of cutting‑edge AI tools to optimize our marketing efforts.

Role Specifics & Responsibilities

This role requires a “full‑stack” marketer who can handle both the technical setup and the creative execution.

1. Digital System Setup & Strategy (Building from Scratch)

• Architect and implement the college’s digital marketing technology stack (e.g., integrating ad platforms with CRM - GoHighLevel).
• Develop end-to‑end user journeys and tracking mechanisms (Google Analytics 4, Meta Pixel, Google Tag Manager) to ensure every lead is tracked from first click to enrollment.
• Establish SOPs (Standard Operating Procedures) for digital lead handling and nurturing.

2. Lead Generation & Campaign Management

• Design, launch, and manage multi‑channel paid acquisition campaigns focused on high‑intent lead generation across Meta (Facebook/Instagram), Google Search, Google Display, LinkedIn, and TikTok.
• Target specific demographics accurately, particularly temporary residents, open work permit holders, and international students currently in Canada.
• Monitor daily campaign budgets, pacing, and bid strategies to lower the Cost Per Acquisition (CPA) and maximize Return on Ad Spend (ROAS).

3. Ad Creation & Copywriting

• Conceptualize and design high‑converting ad creatives (images, short‑form videos, carousels) tailored to the educational sector.
• Write compelling, culturally nuanced ad copy that resonates with international audiences and highlights the college’s unique value propositions (e.g., career outcomes, immigration pathways, flexible schedules).
• Run continuous A/B tests on creatives, copy, and landing pages to optimize conversion rates.

4. AI Adoption & Automation

• Spearhead the adoption of AI tools to accelerate content creation, automate workflows, and personalize lead nurturing (e.g., using ChatGPT/Claude for copy, Midjourney for conceptual assets, or AI‑driven video editors).
• Implement AI chatbots or automated email sequences to engage prospective students 24/7 and qualify leads before they reach the admissions team.

5. Analytics & Reporting

• Build real‑time dashboards to report on crucial metrics: Lead Volume, Cost Per Lead (CPL), Conversion Rate, and Enrollment Rate.
• Translate raw data into actionable insights to pivot strategies when necessary.

Job Requirements

Required Experience & Industry Knowledge

• Experience: Minimum 3–5 years of hands‑on experience in digital marketing, specifically focused on B2C lead generation and paid acquisition.
• Industry Sector: Prior experience marketing for private career colleges, public colleges, language schools, or the immigration consulting sector in Canada is highly preferred.
• Target Audience Familiarity: Proven track record of creating marketing campaigns aimed at international students, working professionals, and temporary residents in Canada (understanding their pain points, goals, and motivations).

Technical & Platform Expertise

• Paid Advertising: Expert‑level knowledge of Meta Ads Manager (Facebook & Instagram) and Google Ads (Search, Display, and Performance Max). Experience with LinkedIn Ads and TikTok Ads is a strong asset.
• Analytics & Tracking: Proficient in setting upGoogle Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixels, and custom conversion tracking from scratch.
• System Integration & CRMs: Hands‑on experience linking digital ad platforms to CRMs (such as HubSpot, Salesforce, LeadSquared, or Zoho) to ensure seamless lead flow and attribution modeling.
• AI Marketing Tools: Practical experience using AI tools (e.g., ChatGPT, Claude, Midjourney, Jasper, or AI video editing software) to speed up content creation, automate workflows, or optimize ad copy.

Creative & Content Skills

• Ad Creation: Basic to intermediate graphic design and video editing skills (using tools like Canva, CapCut, or Adobe Creative Suite) to rapidly produce high‑converting ad creatives.
• Copywriting: Exceptional English copywriting skills with a deep understanding of direct‑response marketing (writing hooks, body copy, and calls‑to‑action that drive clicks).
• Landing Page Optimization: Experience building and optimizing high‑converting landing pages using tools like Unbounce, Elementor, or WordPress.

Education & Certifications

• Bachelor’s degree or college diploma in Marketing, Digital Media, Business Administration, or a related field.
• Preferred Certifications: Google Ads Certification, Meta Certified Digital Marketing Associate/Science Professional, or Google Analytics Certification.

Benefits:

• Casual dress
• On‑site parking
• Work from home

Education:

• Bachelor’s Degree (required)

Experience:

• Digital marketing: 3 years (required)

Work Location: Hybrid remote in Etobicoke, ON (Peel District)