Manager, Strategy & Analytics

Sandman Hotel Group; West Vancouver; On-site; CAD 85,000 - 105,000; Full time

Benefits offered by this job

Health insurance

Dental insurance

Vision insurance

RRSP

Paid Time Off

Employee Perks

Job summary

Sandman Hotel Group is looking for a Manager, Digital Strategy & Analytics in Vancouver. This role will lead digital marketing strategies, focusing on CRM, guest engagement, and revenue growth. The ideal candidate will combine strategic insights with execution, leveraging CRM systems and data analytics for optimization.

We're seeking someone with proven experience in CRM platforms and strong analytical skills to enhance guest experiences across our multi-brand portfolio.

Qualifications

• Proven expertise in CRM platforms, audience management, and automation.
• Advanced proficiency in customer segmentation and lifecycle marketing.
• Strong analytical skills using Google Analytics and data visualization tools.
• Hands-on experience managing email marketing platforms and A/B testing.
• Understanding of data integration processes and marketing automation workflows.
• Familiarity with AI-driven marketing tools.
• Strong command of English and relationship-management skills.

Responsibilities

• Build, plan & implement digital marketing strategies.
• Own and evolve the CRM ecosystem.
• Design and implement advanced customer segmentation strategies.
• Manage the overarching email marketing strategy.
• Establish performance KPIs and reporting frameworks.
• Lead and mentor team members.
• Monitor changing market dynamics.

Skills

CRM platforms expertise

Customer segmentation

Google Analytics

Data visualization tools

Email marketing management

Data governance

AI-driven marketing tools

Creative problem solving

Tools

Power BI

Google Data Studio

Job description

Proud to be 100% Canadian-owned, Northland Properties' are recognized as one of the most trusted names in hotels, restaurants, resorts, sports, construction, and asset management. Our well-known and loved brands have been bringing people together to celebrate unforgettable experiences across Canada, the US, Ireland, and the UK for over 50 years. As Canada’s fastest-growing hospitality group, we believe the foundation of our continued success is our people and their ability to take great care of our guests.

EMPLOYER: Northland Properties Corporation (NPC)

LOCATION: Support Centre, Vancouver, BC

EMPLOYMENT TYPE: Full Time

COMPENSATION RANGE: $85,000-105,000

BENEFITS: Health/Dental/Vision, RRSP, Paid Time Off, Employee Perks

VACANCY STATUS: We are conducting targeted, confidential search to identify exceptional talent for upcoming opportunities in this function. Selected candidates may be contacted as roles are approved.

Recognized throughout Canada as one of the most trusted names in hotels, restaurants, sports, and construction, Northland Properties Corporation is the force behind such brands as Sandman Hotel Group, The Sutton Place Hotels, Moxies Restaurants, Chop Steakhouse & Bar, Denny's Restaurants, the Dallas Stars, and Northland Asset Management Company.

Manager, Digital Strategy & Analytics

The Manager, Digital Strategy & Analytics, drives data‑led guest engagement across a multi‑brand portfolio of hotels and restaurants. This role, part of our Shared Services Marketing Team, leads CRM strategy, advanced segmentation, and email marketing to enhance guest experiences, grow revenue, and build loyalty. The ideal candidate combines strategic thinking with hands‑on execution, bringing a strong understanding of CRM systems, analytics, and emerging technologies to continuously optimize performance and replicate success across brands.

Responsibilities

• Your responsibilities will include, but will not be limited to:
• Build, plan & implement digital marketing strategies using all necessary tools (e.g. website, email, WiFi, social media) & channels (organic vs. paid)
• Own and evolve the CRM ecosystem, including platform management, data governance, campaign deployment, and performance tracking.
• Design and implement advanced customer segmentation strategies to drive personalized guest engagement, revenue growth, and brand loyalty.
• Identify and activate opportunities across the guest lifecycle (acquisition, retention, re‑engagement) through data‑driven insights and targeted marketing initiatives.
• Manage the overarching email marketing strategy, including campaign planning, content direction, audience targeting, testing, and deployment.
• Produce regular and ad hoc reports to inform stakeholders that uncover actionable insights.
• Establish performance KPIs and reporting frameworks to measure CRM, email marketing and paid media effectiveness.
• Champion a test‑and‑learn culture, using A/B testing and experimentation to refine segmentation, messaging, and channel performance.
• Monitor changing market dynamics and continuously stay current on platform updates, including advancements in AI and automation.
• Collaborate and liaise with Marketing, Sales, Distribution, Design, and Content teams to optimize campaign deployment, customer experience and brand consistency.
• Establish & share best practices in digital marketing by brand for larger team.
• Lead and mentor team members, fostering development in digital strategy, analytics, and marketing execution.
• Manage one CRM Specialist.
• Perform all other related duties as assigned.

Qualifications

• Proven expertise in CRM platforms, including campaign setup, audience management, and automation.
• Advanced proficiency in customer segmentation, lifecycle marketing, and personalization techniques.
• Strong analytical skills with experience using Google Analytics and data visualization and reporting tools (Power BI, Google Data Studio) to generate actionable insights.
• Hands‑on experience managing email marketing platforms, including campaign deployment, A/B testing, deliverability best practices, and performance optimization.
• Understanding of data integration processes, including CDPs, APIs, and data flows between CRM and other marketing systems.
• Knowledge of marketing automation workflows and trigger‑based communications across email and other channels.
• Familiarity with AI‑driven marketing tools and capabilities (e.g., predictive segmentation, personalization engines, automation optimization).
• Strong grasp of data governance, privacy regulations (e.g. CASL), and data hygiene best practices.
• Creative, inventive thinker with a collaborative, problem‑solving approach.
• Strong ability to translate business requirements into actionable strategy and effectively communicate complex data insights to non‑technical stakeholders.
• Proven relationship‑management skills, coordinating across diverse operational groups and external agency partners.
• Motivated, outgoing personality with excellent command of the English language (written & spoken).
• Experience with e‑commerce or hospitality considered an asset.

EEO Statement

NPC uses AI enabled tools to assist with application management. All hiring decisions are made by people. NPC is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. NPC does not discriminate on the basis of disability, veteran status or any other basis protected under federal, provincial or local laws. Accommodations are available at any stage of the recruitment process upon request. If you need support, please email [e-mail]. NPC takes seriously its obligations under the Human Rights Code.