Director, Paid Media

Hootsuite is looking for a proven digital marketing leader to own Hootsuite's global paid media program. Reporting to the Senior Director, you'll be responsible for driving new customer acquisition to support our e-commerce and Global Sales businesses through full funnel paid media placement with a strong tilt towards performance and conversion optimization tactics. This role leads the strategy behind Hootsuite's paid media strategy and is responsible for achieving key business objectives: driving enterprise demos/leads, e-comm trials and increasing our brand awareness. While working remotely from Ontario or Eastern USA you will report to the Senior Director, Brand Marketing.

WHAT YOU'LL DO:

• Hire, lead and develop a diverse team of digital media managers and specialists. Continually assess and grow the team's technical skills to align with the change in internal and external business & market conditions, to ensure leading-edge tactics and strategies necessary to achieve revenue & profitability targets
• Provide leadership and direction to a high-performing team, including selection, coaching, mentoring, development, performance management and all other people management practices, including DE&I.
• Responsible for guiding the paid media program, including paid advertising campaigns on search, display, social, mobile, affiliates, and other networks. Engage the broader marketing organization for ideas and recommendations while being accountable for critical business decisions that include agency support, implementation tactics and budget allocation
• Lead strategy development for Hootsuite's paid user acquisition channels. Support and develop a framework for identifying, testing and scaling up new channels that balance risk and opportunity
• Work alongside paid media agencies to provide weekly/month/annual evaluations and insights on paid media performance and ROI.
• Manage Hootsuite's digital media agency and ensure we're maximizing efforts and value across our omnichannel approach.
• Build the capability of the acquisition team to provide a holistic view of traffic composition to marketing and other groups at Hootsuite. Provide detailed insights and education on market demand and business drivers that impact segmentation in order to provide best-in-category web experiences for our existing and potential customers.
• Create a best-in-class omnichannel experience that powers Hootsuite's acquisition engine. Proactively work with key stakeholders and cross functional teams across Hootsuite to align the paid, organic search, and website strategy.
• Partner closely with Hootsuite's experimentation team. Contribute to the generation and review of new test ideas, help others vet ideas and learn from tests, and ensure the successful implementation of winning experiments in production.
• Manage a multi-million-dollar budget; responsible for accurately measuring the effectiveness, profitability and efficient allocation of resources.

WHAT YOU'LL NEED:

• Extensive relevant experience, including a proven track record of driving consistent revenue through effective paid media efforts in SAAS, and leading multiple digital marketing teams in fast-paced performance-oriented environments.
• Demonstrated experience managing a budget in excess of 5M+/year
• Excellent functional knowledge of SaaS business models, with a proven ability to use data to analyze marketing funnels, and recommend changes that result in large improvements
• Deep understanding of best practices in website A/B testing and conversion optimisation
• Demonstrated SEM knowledge and expertise
• Experience building full funnel media programs with sound reporting and metrics frameworks
• Good working understanding of ad platforms, GMP, GA.
• Solid understanding of both SMB and Enterprise customer segments, and how differences in these can factor into web experiences and sales cycles
• An ability to execute global programs successfully, to innovate to resolve complex marketing challenges, and to anticipate future needs of the business and plan accordingly.
• Builds inclusive, cohesive teams which apply diversity to achieve common goals
• Capably delivers results through others, is good at establishing clear direction, helping others achieve their best work
• Identifies key issues and relationships relevant to achieving a long-range goal or vision; Builds an integrated plan for course of action to accomplish this vision
• Challenges and supports others to create results but also develop new capabilities. Successfully develops the capacity and capability of team and individuals on the team

WHO YOU ARE:

• Tenacious. You are determined to succeed, and you are motivated by the success of customers, colleagues and the community
• Curious. You are always learning and seeking ways to make things better
• Conscientious. You keep your promises, taking your commitments to others seriously, and you have strong integrity
• Humble. You lead with humility and empathy, respecting and learning from the perspectives of others

In all we do, our six guiding principles light the way:

Step Up: Show the world what it looks like to live and work by these guiding principles. #StepUp

One Team: Make Hootsuite a place where everyone feels safe, welcome, valued, and empowered to do their best work without compromising who they are. #OneTeam #FreeToBeMe

Customer Obsessed: Focus relentlessly on helping our customers succeed. #CustomerObsessed

Go Fast, Be Agile: Widen our competitive advantage by committing to speed and simplicity over perfection and complexity. #GoFastBeAgile

Play to Win: Commit to building an incredible, profitable company for our customers, our employees, and our stakeholders. #PlayToWin #NoExcuses

Neighbours & Allies: Give back to our communities and be an ally. #SocialForGood #Allies

Accommodations will be provided as requested by candidates taking part in all aspects of the selection process.