Director, Performance Marketing

Sleep Country; Toronto; On-site; CAD 130,000 - 160,000; Full time

Job summary

Sleep Country in Canada seeks a Director of Performance Marketing to lead SEM and digital marketing strategy across multiple markets. You will drive growth through data-driven campaigns, manage large budgets, optimize CAC/ROI, and collaborate with senior leaders and vendors to scale customer acquisition.

The role requires strong analytical thinking, entrepreneurial mindset, and proven leadership in performance marketing with hands-on Google Ads experience. Hybrid or on-site model.

Qualifications

• 5-10 years of demonstrated experience in performance marketing for a retail or e‑commerce brand.
• Proven ability to manage multi‑million dollar digital marketing budgets across channels.
• Extensive hands-on Google Ads experience and familiarity with SEM platforms.
• Strong analytical skills and ability to translate data into action.

Responsibilities

• Design, implement, and manage the performance marketing strategy across Google and Microsoft Ads.
• Lead SEM roadmap and collaborate with cross-functional teams to align with growth objectives.
• Oversee SEO strategy, technical optimization, and content initiatives for organic growth.
• Monitor campaigns, optimize CAC and ROI, and improve overall marketing effectiveness.
• Define KPIs, attribution models, and reporting standards for actionable insights.
• Support budgeting, forecasting, and performance tracking across markets and channels.

Skills

Performance marketing

Digital analytics

Google Ads

Budget management

Cross-functional leadership

Strategic thinking

Education

University Degree in Business, Marketing, Math, Data Analytics Engineering or related discipline

Tools

Google Ads

Google Search Console

Google Merchant Center

Tag Manager

SEMrush

Job description

Description

As our business continues to expand and evolve, we are proactively building a talent pipeline of exceptional digital marketing leaders who are passionate about driving growth, innovation, and customer impact. We are seeking experienced digital marketing professionals interested in future opportunities within our organization.

As a Director of Performance Marketing, you will lead the performance marketing vision and will be responsible for driving growth through data-driven marketing practices, SEM and digital marketing initiatives, analyze campaign data, and manage the digital marketing strategies across multiple platforms and markets, including Google Ads. This is a unique opportunity to manage one of Canada's largest digital marketing portfolios, partnering with senior business leaders, vendors, and cross-functional teams to shape customer acquisition and growth strategies at scale. This role requires a blend of deep digital skills, analytics, and an entrepreneurial mindset. The ideal candidate combines strategic leadership, advanced analytical capabilities, strong commercial acumen, and a focus on continuous improvement.

In this role you will:

• Design, implement, and manage the performance marketing strategy, Search Engine Marketing campaigns across Google and Microsoft Ads, including Paid Search, Performance Max, Paid Shopping, YouTube, and Display campaigns


• Establish the strategic roadmap for Search Engine Marketing (SEM) across Google Ads, Microsoft Ads, and other performance marketing platforms, ensuring alignment with enterprise growth objectives


• Lead the SEO strategy including technical optimization, content initiatives, and organic growth opportunities, and digital properties to maximize organic visibility and traffic


• Continuously monitor and optimize campaigns, drive efficiencies in customer acquisition costs, return on investment, and overall marketing effectiveness


• Define performance measurement frameworks, KPIs, attribution models, and reporting standards that provide actionable business insight


• Support annual and ongoing budget planning, forecasting, and performance tracking across markets and channels


• Oversee vendor and agency relationships, ensuring campaigns are optimized and aligned with business goals while maintaining a high standard of performance


• Identify opportunities to leverage insights, best practices, and innovations across the brand to maximize overall business impact


• Establish measurement frameworks, reporting standards, and performance benchmarks to support data-driven decision-making across the organization

What we are looking for:

• University Degree in Business, Marketing, Math, Data Analytics Engineering or related discipline


• 5-10 years of demonstrated experience in a performance marketing, digital acquisition, SEM for a retail or e-Commerce brand, with extensive hands on experience in executing Google Ads.


• Proven track record of managing and optimizing a multi-million dollar digital marketing budget across multiple channels, platforms, for a profitable eCommerce business


• Expert understanding of digital marketing channels, best practices, Google Ads, Search Console, Google Merchant Center, Tag Manager, and SEMrush (or a similar tool)


• Highly analytical, structured thinker who can derive insights from complex data, and clearly articulate ideas into actionable items to a diverse set of stakeholders and cross functional teams


• A highly entrepreneurial mindset that has a “doer” mentality, curiosity to understand the entire business, and demonstrated ability to observe and adapt to a changing landscape of digital advertising.


• Seasoned project management skills, a strong sense of initiative, and attention to detail


• Creative thinker who can bring in new ideas and approaches and execute on these new ideas


• Excellent communication and presentation skills, with the ability to influence and align diverse stakeholder groups

Additional Information

This is a talent pipeline position. The salary range for this position is $130,000.00 - $160,000.00 annually. Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labor market.

Our recruitment process incorporates various screening technologies, which may include AI, to screen for employability or suitability. Human recruiters review all applications.

Inclusion & Belonging

We are committed to building a company culture of inclusion and diversity where differences are embraced and valued, this allows us to better understand and meet the needs of our customers and the communities we serve. We want to ensure every job applicant is treated fairly and with respect regarding race, national or ethnic origin, religion, age, gender, sexual orientation, or disability. Upon request, accommodations are available during all stages of the recruitment process.