Director, Growth Marketing

Nicola Wealth; Vancouver; On-site; CAD 140,000 - 180,000; Full time

Benefits offered by this job

Base salary

Performance bonus

RRSP

Profit sharing

Share ownership

Job summary

Nicola Wealth is seeking a seasoned Director, Growth Marketing to own the demand-generation engine and translate marketing activity into qualified pipeline and revenue. Reporting to the VP, Marketing & Communications, you will lead the full digital funnel from paid and organic acquisition through nurturing and attribution, building data strategy and reporting foundations.

You will educate and nurture high-value, long-consideration prospects while delivering measurable ROI and collaborating with

Qualifications

• 8+ years in growth, digital or performance marketing with 3+ years leading teams or agency partners.
• Bachelor’s in Marketing/Business/Analytics; MBA is a plus.
• Certifications in GA/GA4, HubSpot, Marketo, Meta Blueprint or CXL/Reforge an asset.
• Hands-on expertise across SEO/SEM, paid media, CRO and A/B testing.
• Experience owning marketing automation integrated with CRM, and building nurture programs.
• Strong analytics, attribution and reporting to connect activity to pipeline and revenue.
• Familiarity with AI search/ GEO/AEO and first-party data strategies is a plus.
• Experience in financial services or wealth management is a strong asset.
• Excellent communication and stakeholder-management skills.
• Legally eligible to work in Canada.

Responsibilities

• Own the end-to-end demand-gen funnel across paid and organic channels.
• Analyze performance and optimize funnel and attribution to drive pipeline and revenue.
• Lead website CRO and A/B testing to improve conversion and UX.
• Design and optimize high-value landing pages and lead-capture flows.
• Manage lifecycle emails and nurture programs with Sales hand-off.
• Oversee MarTech stack, data flow to CRM and reporting foundations.
• Collaborate with Sales, Content, Brand and Compliance on integrated campaigns.
• Drive CLM across onboarding, engagement, retention and growth.
• Explore GEO/AEO strategies to improve organic discovery.
• Lead and develop growth marketing team and partners.

Skills

Growth marketing

Team leadership

SEO/SEM

A/B testing

Marketing automation

Education

Bachelor's degree in Marketing

MBA (asset)

Tools

Google Analytics

HubSpot

Marketo

Meta Blueprint

Job description

About Nicola Wealth:

We have a lot to be proud of at Nicola Wealth. Our sophisticated financial planning, our diversified private investment funds and their exceptional performance, our 98% client retention rate and our award-winning culture, combine to position us as a national leader in wealth management. Recognized as a Best Managed Company and one of Canada’s Top Employers, we are dedicated to upholding our firm’s values through this phase of significant growth.

By bringing together smart, dedicated and supportive colleagues from diverse backgrounds, we deliver extraordinary client service in a values-driven work environment. The collaboration, creativity and entrepreneurial spirit we were founded on provides the opportunity for you to make a real impact and build a rewarding career. We are passionate about our business, our culture and investing deeply in your growth and development to build for the future. If you have this same drive, then let’s talk!

Purpose of the Role:

Reporting to the Vice President, Marketing & Communications, the Director, Growth Marketing owns Nicola Wealth’s demand-generation engine, translating marketing activity into measurable, qualified pipeline and revenue. This role is accountable for the full marketing digital funnel from paid and organic acquisition through conversion, nurturing and attribution and for building the data strategy, technology and reporting foundation that makes growth predictable, efficient and repeatable. Given the considered, relationship-driven nature of wealth management, the role places particular emphasis on educating and nurturing high-value, long-consideration prospects and on demonstrating a clear return on marketing investment.

Core Responsibilities:

• Pipeline Ownership & Funnel Optimization — Own the end-to-end digital marketing funnel including paid media and advisor close rate journey. Evaluate and constantly optimize marketing’s contribution to qualified pipeline; define funnel stages, diagnose drop-off, and continuously improve conversion from anonymous visitor to marketing-qualified and sales-accepted lead.
• Performance Analysis & Optimization — Use the multi-touch attribution and reporting provided by the Insights function to connect marketing spend and activity to pipeline and revenue, enabling confident, data-driven decisions on where to invest. Diagnose platform performance, set up in house media as needed for always on leads.
• Website & Conversion Rate Optimization (CRO) — Own the website as a conversion engine, leading a structured test-and-learn / A/B testing program to improve on-site conversion, performance and user experience.
• Landing Pages, Lead Capture & User Experience — Design and optimize high-value landing pages and lead-capture frameworks — forms, offers and gated content — ensuring a seamless, trust-building experience aligned to each campaign and audience.
• Paid & Organic Inbound Acquisition — Lead demand generation across paid and organic channels — search engine optimization (SEO), local SEO, and performance/paid media across search, social, display and programmatic — to grow qualified inbound traffic efficiently and at a target cost per acquisition.
• Lead Nurturing & Marketing Automation — Own the marketing automation platform and build scalable nurture programs that move leads through the funnel, partnering closely with Sales on lead scoring, routing and hand-off.
• Lifecycle Email Flows — Design automated, personalized email sequences that educate, build trust and prime long-term, high-consideration prospects, improving engagement and conversion across an extended buying cycle.
• MarTech & Activation Stack — Own the campaign-execution technology stack — the marketing automation platform, ad and media platforms and website/CMS — and the flow of campaign data into the CRM, partnering with the Insights function on the measurement and reporting layer.
• Leadership & Cross-Functional Collaboration — Lead, coach and develop the growth marketing function — team members, agencies and vendors — and partner across Sales, Content, Brand and Compliance to deliver integrated, measurable campaigns.
• Customer Lifecycle Marketing (CLM) — Own lifecycle marketing across the full client relationship — onboarding, engagement, retention and deepening — extending marketing’s role beyond acquisition to nurture and grow existing client relationships.
• AI Search, Content & Answer-Engine Visibility — Extend organic discovery into AI-powered search by developing Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) strategies, supported by an insight-led content foundation, so Nicola Wealth is surfaced as prospects increasingly research through search engines and AI assistants.
• Other relevant and related responsibilities, as assigned and as the needs of the organization change.

Required Skills & Qualifications:

• A minimum of 8 years of related work experience in growth, digital or performance marketing, including 3+ years leading teams and/or agency partners.
• Completion of a bachelor’s degree in Marketing, Business, Analytics, Communications or a related field required; a Master’s degree or MBA is an asset.
• Certifications in relevant platforms (e.g., Google Analytics/Google Ads, HubSpot or Marketo, Meta Blueprint, or CXL/Reforge) are an asset.
• Demonstrated, hands-on expertise across SEO/SEM, paid and performance media, conversion rate optimization and A/B testing.
• Proven experience owning a marketing automation platform and its integration with CRM, and building lead-nurturing and lifecycle email programs.
• Strong command of marketing analytics, multi-touch attribution and reporting/BI tools, with the ability to connect marketing activity to pipeline and revenue.
• Familiarity with AI-powered search and answer-engine optimization (GEO/AEO), first-party data strategy and customer data platforms (CDP), and emerging discovery channels is an asset.
• Experience in financial services, wealth management or another considered, regulated, high-trust purchase environment is a strong asset.
• Excellent communication, collaboration and stakeholder-management skills, with a proven track record of partnering closely with Sales.
• Must be legally eligible to work in Canada for any employer.

Compensation & Benefits Package:

• Base salary range of $140,000 - $180,000
• Competitive performance bonus
• RRSP contribution
• Participation in our profit-sharing program
• Participating in our profit sharing and benefit programs on day one
• The opportunity to participate in our share ownership program

To learn more about our complete package, visit: www.nicolawealth.com/total-rewards.

We are an inclusive, equal opportunity employer. For more information about this and other roles: www.nicolawealth.com/careers.

It is our priority to remove barriers to provide equal access to employment. Should you require reasonable accommodation during the recruitment process please contact us at [e-mail] and we will work with you to meet your needs. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Nicola Wealth policies.

Thank you for your interest in a career with Nicola Wealth!