Media jobs in Canada

Senior Manager of Demand Generation & Growth Marketing

EF Educational Tours

Full Time

Start Date : August / September 2025

Location : Toronto, ON - Hybrid (4 days on-site, 1 day WFH. Opportunity to work from home on Fridays.)

EF Educational Tours helps teachers change their students’ lives through educational travel. And frankly, EF does student travel better than anyone else. EF itineraries are more than just places to go and things to see. Experiential learning has been at the heart of our programs since the company started, which allows us to spark connections and inspire curiosity, confidence, and self-awareness in teachers and students from across Canada. Our mission is to open the world through education – by helping people see new places, experience new cultures, and learn new things about the world and about themselves.

EF is currently seeking a hands-on, data-curious marketer to execute and optimize our digital growth campaigns for EF Educational Tours Canada, balancing acquisition scale with operational efficiency. The Senior Manager of Growth Marketing & Demand Generation will oversee paid media, website performance, and conversion optimization, delivering a high-quality pipeline that fuels revenue growth.

This role is pivotal in aligning demand generation with brand, content, and retention marketing efforts, ensuring a seamless, engaging customer journey from first touch to long-term loyalty. The ideal candidate is an innovative thinker with a test-and-learn mindset, capable of collaborating cross-functionally to drive performance while enhancing the customer experience.

What You’ll Do :

• Increase volume and quality of leads, driving sustainable pipeline growth across paid, organic, and owned channels
• Optimize budget allocation and channel mix, balancing volume, conversion rates, and cost efficiency
• Strong collaboration with cross-functional marketing teams (Brand, Content, Email, and Web) to align messaging, creative assets, and storytelling
• Contribution to campaign experimentation, leveraging AI, analytics, and insights to scale what works
• Analytical acumen that drives smart media decisions and helps shape team planning
• Develop and execute a comprehensive paid media and growth strategy, including acquisition, retargeting, and full-funnel campaigns
• Design a budget allocation model based on channel performance, cost efficiency, and conversion impact, in collaboration with Senior Director and Finance partners
• Expand beyond traditional digital (Google, Meta) into new growth channels (programmatic, direct mail, YouTube, offline channels, etc.)
• Lead AI experimentation to help scale inefficiencies within your team (reporting, ad scaling, conversion optimization)
• Collaborate with web and creative team to ensure campaign landing pages and conversion is optimized for funnel velocity and impact
• Partner with the Brand and Content director to scale high impact content that drives organic growth and awareness
• Lead strategic ownership of the website as a primary conversion engine, partnering with the Web Content Specialist to continuously optimize user flows, content, and design to drive qualified lead generation and pipeline growth
• In partnership with the Web Content Specialist and the Creative Director, optimize UX and content strategy to improve conversion rates and align with full-funnel marketing efforts
• Implement A / B testing frameworks (copy, UX, CTAs, forms) to improve conversion rates and user experience
• Champion a performance-first mindset across website initiatives, leveraging insights, experimentation, and CRO best practices
• Partner closely with Brand & Content, Retention and Creative to align messaging and creative assets across paid and organic channels
• Leverage organic content (blogs, social) to amplify paid media and inform campaign planning
• Share audience insights and performance data to refine storytelling, content strategy, and engagement
• Support alignment between demand generation and lifecycle teams to ensure a consistent, high-quality customer journey
• Co-create integrated campaign plans that leverage both paid amplification and organic distribution
• Partner with analysts to define KPIs and ensure dashboards (GA4 + BI) are tracking channel performance and pipeline impact
• Interpret GA4 and cross-channel data to extract actionable insights and prioritize opportunities
• Deliver monthly performance reporting, spotlighting wins, gaps, and trends to inform planning
• Identify cost efficiencies and reinvestment opportunities to maximize ROI and accelerate qualified lead flow
• Mentor and support development of the Web Content Specialist and Growth Coordinator, fostering a culture of experimentation and excellence
• Deliver performance insights that inform marketing and sales initiatives
• Support a collaborative and execution-focused culture across the team

Who You Are :

Why You’ll Love Working Here :