Sr. Manager, Digital Growth Marketing

fairstone; Toronto; On-site; CAD 130,000 - 170,000; Full time

Job summary

Fairstone Bank is seeking a Senior Manager, Digital Growth Marketing to shape the digital demand generation and acquisition engine. This role partners with product, analytics, technology, legal, and compliance to scale high‑impact growth initiatives across the customer lifecycle funnel.

You will lead multi-channel strategies, own budget modeling, and manage a growth squad focused on rapid experimentation to maximize customer lifetime value and portfolio growth.

Responsibilities

• Lead Growth Squad and people management, including performance management and sprint velocity tracking for three direct reports: Performance Specialist, Content Specialist, Senior Analyst.
• Own end-to-end digital acquisition strategy across organic search, paid channels, and user journeys to scale conversions.

Job description

Who we are:

Fairstone Bank and its family of brands are united in delivering innovative, accessible and reliable financial solutions that enable Canadians to reach their goals. Over the years, our brand family has grown. In 2024, Home Trust Company, Home Bank and Oaken Financial became part of the Fairstone Bank family of brands, alongside Fairstone, EdenPark and Fig.

Together, we are the leading alternative lending bank in Canada. With a diverse suite of products-residential and commercial mortgages, consumer deposits and GICs, credit cards, retail and automobile financing, personal loans and digital lending-we offer financial solutions tailored to all Canadians, including newcomers, small-business owners, smart investors and savvy consumers.

Join Fairstone Bank as a Senior Manager, Digital Growth Marketing , reporting to the Director, Digital Marketing and Acquisition , and be part of our talented and growing team!

About the role:

As a key strategic leader within the marketing organization, the Senior Manager, Digital Growth Marketing, is the strategic architect of our digital demand generation and acquisition engine. This role is responsible for vision, strategic planning, execution, and continuous optimization of user acquisition, conversion, and activation strategies to meet portfolio growth targets. Shifting beyond traditional media buying, this position builds a rigorous, cross-functional culture of continuous testing and experimentation across the entire consumer lifecycle funnel.

The position blends analytical performance marketing with organic search and content optimization to turn our digital touchpoints into high-volume customer acquisition loops. The Senior Manager directly owns multi-channel growth budgets and commands a high-performing squad of specialists designed to rapidly scale paid acquisition channels, capture search intent, refine user flows, and maximize customer lifetime value (LTV). The position works in close continuous collaboration with executive and senior stakeholders across Product, Analytics, Technology, Legal, and Compliance to ensure all growth loops are scaled safely, efficiently, and in full alignment with core brand regulations.

What you'll do:

Risk Management & Compliance , in adhering to applicable compliance obligations, including Privacy, Anti-Money Laundering/Anti-Terrorist Financing and internal Anti-Fraud Policy requirements, must remain the over-arching focus in carrying out one's responsibilities as outlined below:

• Growth Squad Leadership & People Management
  • High-Performance Culture: Recruits, mentors, and manages a highly agile growth squad structured to support internal scale under AOP 2027.
  • Direct Reports: Maintain full managerial ownership, including performance management, sprint velocity tracking, and professional upskilling-for three direct reports:
    • Performance Specialist (Paid Growth Channels & Campaign Architecture)
    • Content Specialist (Creative Strategies, Direct-Response Copy, and Asset Iteration)
    • Senior Analyst (Funnel Modeling, Attribution Networks, and Data Pipeline Integrity)
• Digital Acquisition, Search & Full-Funnel Strategy
  • Omnichannel Strategy: Own the end-to-end digital acquisition strategy for the portfolio, defining how the company captures organic search intent, scales paid channels, and optimizes customer journeys to dramatically scale conversion volumes.
  • Search Mastery (SEM/SEO): Formulate and lead integrated Search Engine Marketing (SEM/Google Ads) and Search Engine Optimization (SEO) initiatives to maximize digital visibility and capture high-intent customers.
  • Capital Allocation: Direct budget modeling, forecasting, and channel deployment, dynamically moving capital to platforms proving the strongest customer acquisition cost (CAC) efficiency and high long-term retention.
• Website Conversion Enhancement & Content Amplification
  • Conversion Rate Optimization (CRO): Optimize website content structures, landing pages, and CTAs through strategic content placement and user-experience enhancements to drive measurable transaction volume.
  • Content Amplification: Partner closely with internal Content and Creative teams to ensure thought leadership, brand assets, and marketing collateral are technically optimized for search engines and strategically distributed across paid channels.
  • High-Velocity Testing: Manage a continuous ad creative and messaging testing framework to keep pace with algorithmic shifts on major ad networks (e.g., Meta, Google). Guide the Content Specialist to turn deep analytics into scalable asset briefs (hooks, angles, and layout adjustments).
• Closed-Loop Attribution & Analytics
  • Performance Dashboards: Partner with Analytics to build and maintain comprehensive performance dashboards that monitor the full funnel-from keyword click to completed application, approved account, and ultimate revenue pipeline-ensuring every marketing dollar spent ties directly to business results.
  • Advanced Measurement: Sc