Marketing Associate

BusPlanner; Southwestern Ontario; Hybrid; CAD 70,000 - 90,000; Full time

Job summary

A leading provider of student transportation management software in Canada seeks a Marketing Manager to lead integrated marketing efforts across digital and traditional channels. The role involves managing a multidisciplinary team, overseeing the brand's digital presence, and executing performance marketing strategies. Ideal candidates have 3 to 5 years of experience in marketing management, specifically in SaaS or B2B environments, alongside expertise in SEO and PPC campaigns.

Qualifications

• 3 to 5+ years of experience in marketing management, ideally within SaaS, edtech, or B2B.
• Proven experience with Google Analytics 4, SEO, and PPC campaign management.
• Strong project management skills and experience leading cross-functional teams.

Responsibilities

• Lead a team of marketing associates and oversee digital presence.
• Develop integrated marketing campaigns across digital and traditional channels.
• Use analytics to track KPIs and optimize campaigns.

Skills

Leadership

Digital Marketing

Data Analysis

SEO

PPC Management

Education

MSc in Business Analytics or Marketing Analytics

Tools

Google Analytics 4

HTML

Python

Job description

Overview

BusPlanner is hiring a Marketing Manager to lead our integrated marketing efforts across digital and traditional channels. This is a hybrid role that combines campaign strategy, creative oversight, and hands-on execution; ideal for someone who is detail-oriented, highly organized, and excited to drive growth and brand awareness in the education technology space.

You’ll manage a multidisciplinary marketing team, oversee our digital presence, and ensure our brand is represented consistently across all channels; from websites and email campaigns to print ads and social media. At the same time, you’ll be responsible for digital performance marketing (SEO, PPC), campaign strategy, and reporting on marketing ROI through GA4.

This role is best suited to someone based in Waterloo, with experience leading integrated marketing initiatives.

Why BusPlanner?

BusPlanner is the leading provider of student transportation management software in Canada. Our platform is used by hundreds of the largest school boards and consortia from coast to coast (Toronto District School Board, York Region District School Board, Peel Region School Board, and many others), helping optimize bus routes, manage planning and operations, and streamline communication between school transportation teams and families.

We are a proud Canadian company with deep expertise in K–12 education and a proven track record of supporting the unique needs of Canadian school districts. We are scaling rapidly and investing in marketing to accelerate our growth across Canada.

This is a rare opportunity to join a purpose-driven team at the heart of Canada’s education technology ecosystem.

Description

As a successful Marketing Manager, you will:

• Lead a team of marketing associates, graphic designers, and web developers.
• Develop and execute integrated marketing campaigns across digital (web, email, social, SEO, PPC) and traditional (print, collateral) channels.
• Create new tools and find new opportunities to help establish BusPlanner as a thought leader in the industry.
• Devise strategies for lead generation and targeted marketing campaigns.
• Oversee website strategy, including revamps, new page creation, and ongoing content updates with an SEO-first mindset.
• Set up and manage email marketing campaigns, including HTML coding and campaign logistics.
• Manage PPC advertising campaigns (Google Ads, LinkedIn, etc.) to drive awareness and lead generation.
• Use Google Analytics 4 and other analytics platforms to track KPIs, conversions, and ROI.
• Use data tools (including Python) to clean, analyze, and report on campaign performance.
• Review and approve blog posts, social media content, design files, and website updates to ensure brand consistency.
• Coordinate print ad production and ensure alignment with brand guidelines.
• Collaborate with sales, product, and customer success teams to align marketing strategies with business goals.
• Optimize campaigns continuously through insights from GA4, SEO performance, and PPC analytics.

You Should Apply If:

• You are willing to work out of our office(s) in Waterloo, Ontario, multiple times per week.
• You are equally comfortable managing a team and rolling up your sleeves to contribute hands-on.
• You are data-driven. You enjoy using GA4, SEO metrics, and PPC results to optimize campaigns.
• You are creative and strategic. You can see the big picture while ensuring flawless execution.
• You are an excellent communicator and collaborator, able to work across departments.

You Should Not Apply If:

• You prefer working on only one channel (digital or print) rather than managing integrated campaigns.
• You are uncomfortable juggling both strategic and hands-on responsibilities.
• You are looking for a narrowly defined role with rigid processes — our team values adaptability and initiative.
• You are not comfortable leading a cross-functional team that includes technical and creative contributors.
• You are looking for a 9 to 5.

Preferred Qualifications

• 3 to 5+ years of experience in marketing management, ideally within SaaS, edtech, or B2B environments.
• Proven experience with Google Analytics 4, SEO, and PPC campaign management.
• Hands-on skills in HTML for email campaigns and familiarity with Python for data analysis.
• Strong project management skills and experience leading cross-functional teams.
• Familiarity with marketing automation, CRM systems, and analytics platforms.
• Excellent writing, editing, and communication skills.
• Willingness to travel within Canada for conferences and to our Waterloo headquarters.
• French language proficiency is a plus.
• Completed an MSc in Business Analytics, Marketing Analytics, or similar fields, with strong knowledge of AI tools.