Manager, Web Strategy & Organic Growth

SOTI Inc.; Mississauga; Hybrid; CAD 110,000 - 135,000; Full time

Job summary

SOTI Inc. in Mississauga, ON, is seeking a Manager, Web Strategy & Organic Growth to lead web strategy across soti.net and related properties.

You will own the organic demand generation roadmap, align it with business priorities, and drive performance through SEO, AI-powered discovery, and conversion optimization. You will coach a small team focused on organic growth, web analytics, and reporting, setting goals and ensuring data-driven decisions.

Qualifications

• Proven experience in web strategy, SEO, digital marketing, analytics, and website performance optimization.
• Experience leading, mentoring, and developing high-performing teams.
• Bachelor’s degree or diploma in marketing, analytics, business, or a related field.

Responsibilities

• Own SOTI’s web strategy and roadmap across soti.net and related web properties.
• Lead, coach, and develop a team responsible for organic growth and web analytics and reporting.
• Set goals and recurring performance reporting for website and organic channels (traffic quality, engagement, conversions, and pipeline impact).
• Drive organic growth across search engines and AI-powered discovery tools through technical SEO, content alignment, and structured data.
• Partner with Content, Product Marketing, Web, Paid Search, and CRM teams to ensure cohesive journeys and consistent conversion paths.
• Direct the strategy for review platforms to drive brand authority and lead generation.
• Own measurement strategy for the website including GA4, Google Tag Manager, conversion definitions, and UTM standards.
• Identify and prioritize conversion rate optimization opportunities across landing pages, forms, navigation, and key journeys.
• Translate performance data into insights, recommendations, and prioritized actions for stakeholders.
• Stay current on privacy, consent, and measurement changes and adjust tracking practices accordingly.

Skills

Web strategy

SEO

Digital marketing

Analytics

Team leadership

GA4

Google Tag Manager

Content strategy

Education

Bachelor’s degree or diploma in marketing/analytics/business

Tools

Looker Studio

Screaming Frog

SEMrush

Ahrefs

Google Search Console

Job description

SOTI is committed to providing its employees with endless possibilities; learning new things, working with the latest technologies and making a difference in the world.

# Job Title: Manager, Web Strategy & Organic Growth.
Location: Mississauga, ON (Head Office) .
Employment Type: Full-time, Permanent .
Work Model: Hybrid - In office on Monday, Wednesday and Friday.

Who We Are:

At SOTI, we are committed to delivering best in class mobile and IoT device management solutions. We are looking for out of the box thinkers that appreciate the art of great software and how it revolutionizes the world in which we live.

To us, being visionary is more important than doing things the way they’ve always been done. SOTI’s growth and success is a result of commitment to innovation through entrepreneurial culture and leadership. Employees are driven to make an impact, offer unique value and most importantly, be part of a winning team.

What We’re Looking For:

• This is a unique opportunity to lead SOTI’s web strategy and organic growth efforts across our websites and key conversion paths. You will own the roadmap for how prospects and customers discover SOTI through non-paid digital channels, and you will be accountable for improving performance across SEO, AI-powered discovery, website experience, and conversion.
• You will manage and develop a small team focused on (1) organic demand generation and (2) web analytics, measurement, and digital marketing reporting. You will set priorities, remove blockers, and ensure the team is driving measurable business outcomes through SOTI’s web presence.
• First and foremost, we are looking for someone with a 'Get Stuff Done' attitude. Someone who can translate strategy into clear execution, drive focus through prioritization, and hold themselves and others accountable for outcomes. This person does not wait for perfect conditions or detailed step-by-step instructions. Instead, they move projects forward, solve problems, and bring clarity to stakeholders through recommendations grounded in data.
• The ideal candidate possesses a natural curiosity and passion to understand the bigger picture. It’s not enough to execute tasks. The person in this role understands how web strategy, measurement, content, and conversion work together to drive demand and customer growth. Critical to success is collaboration with partners inside the Corporate Marketing team on projects and day-to-day responsibilities.
• Finally, we are looking for someone who is digitally savvy. Someone that not only uses digital tools on a regular basis but also has the ability to learn new software and processes when they encounter them. As a leader, you will be expected to guide standards, build repeatable practices, and help the team level up over time.

What’s in it for you?

• The People - From our humble origins in our founder’s basement, to our industry leading position today, SOTI has worked hard to foster a company culture that we can all believe in. A culture that emphasizes personal growth, continuous innovation and fun.
• The Growth - Our environment fosters new ideas, fresh perspectives, and the ability to take them over the goal line. SOTI is a fast-paced environment with a global reach that encourages you to make your mark and be part of something big!
• The Technology - You’ll get the chance to work with leading edge technologies and take on complex and interesting projects, as part of highly collaborative and agile teams. You will work alongside SOTI’s partners which include leading tech giants that will keep you on the cusp of emerging technologies.

What You’ll Do:

• Own SOTI’s web strategy and roadmap across soti.net and related web properties, aligned to demand generation and business priorities.
• Lead, coach, and develop a team responsible for organic growth and web analytics and reporting.
• Set goals and recurring performance reporting for website and organic channels (traffic quality, engagement, conversions, and pipeline impact).
• Drive organic growth across search engines and AI-powered discovery tools through technical SEO, content alignment, and structured data.
• Partner with Content, Product Marketing, Web, Paid Search, and CRM teams to ensure cohesive journeys and consistent conversion paths.
• Direct the strategy for review platforms (G2, Capterra, etc.) to drive brand authority and lead generation.
• Own measurement strategy for the website, including GA4, Google Tag Manager, conversion definitions, and UTM standards.
• Identify and prioritize conversion rate optimization opportunities across landing pages, forms, navigation, and key journeys.
• Translate performance data into clear insights, recommendations, and prioritized actions for stakeholders.
• Stay current on privacy, consent, and measurement changes and adjust tracking practices accordingly.

Experience You’ll Bring:

• Proven experience in web strategy, SEO, digital marketing, analytics, and website performance optimization, ideally within a B2B SaaS or technology environment, combined with demonstrated experience leading, mentoring, and developing high-performing teams.
• Strong working knowledge of GA4, Google Tag Manager, Looker Studio, and website performance reporting.
• Deep understanding of technical SEO, content optimization for intent, and modern discovery patterns (including AI-assisted discovery).
• Experience building and managing a conversion optimization and experimentation pipeline.
• Comfort diagnosing performance issues and communicating recommendations clearly to technical and non-technical audiences.
• Familiarity with SEO platforms and tools such as SEMrush, Ahrefs, Google Search Console, and Screaming Frog.
• Familiarity with CRM and marketing automation systems such as Salesforce, Pardot, Marketo, or similar is a plus.
• Excellent communication skills with the ability to influence content strategy and communicate technical findings to non-technical audiences.
• Bachelor’s degree or diploma in marketing, analytics, business, or a related field is a plus.

Replacement Role - The targeted compensation range for this position typically falls between $110,000 and $135,000 annually. Final compensation is determined by education, experience, and internal equity principles.

#LI-SS1

Use of Artificial Intelligence in Hiring

SOTI uses AI tools to support parts of our recruitment process, such as reviewing resumes, screening qualifications, and creating interview questions. These tools assist our team only-final hiring decisions are made by people, not automation. For privacy-related questions, please contact [e-mail] .

We are committed to providing accessible employment practices that are in compliance with the requirements under the Human Rights Code and the Accessibility for Ontarians with Disabilities Act (AODA). If you require accommodation during any stage of the recruitment process, please notify People & Culture at [e-mail] .