Manager, Digital Advertising

Overview

• *Company**: Harlequin Enterprises ULC
• *Department**: Brand
• *Reporting To**: Senior Director, Digital Platforms & Subscriber Acquisition
• *Status**: Regular Full Time
• *Location**: 22 Adelaide Street West, Toronto (hybrid model)

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• *Job Summary**:

Lead the strategic and logistic implementation of Harlequin’s corporate Digital Advertising, Program for Harlequin the Harlequin Brand.

Reporting to the Senior Director Digital Platforms & Subscriber Acquisition, the Digital Advertising Manager position will be a key member of the Harlequin Brand team. In this role, you will be responsible for leading the strategic planning, budgeting and managing the execution of digital advertising initiatives to drive sales, brand awareness and to meet the Digital Advertising program goals that contribute to strategic and financial objectives. To continually challenge the existing environment, scan the external environment for opportunities and develop new initiatives based on competitive analysis, available technology, and sales/trend analysis. Work closely with other members of the Digital Platforms and Subscriber Acquisition team, contributing to a synergistic work environment where people learn from one another and continuously improve processes and facilitate innovation.

• *Responsibilities**:
• *Strategy (30%)**
• Develop and lead the Harlequin Brand digital advertising and performance marketing strategy.
• Own the ongoing Harlequin Brand paid media road map including paid search (SEM), paid social, display, and search engine optimization (SEO).
• Build SEM strategies including keyword discovery and bidding, quality score optimization, ad copy, landing page and digital creative testing, ensuring that SEM plays a role in supporting the customer journey.
• Lead the SEO strategy for the Harlequin brand and contribute to the customer journey and content strategies through SEO insights and best practices with the goal of driving relevant organic traffic to Harlequin’s digital properties.
• Develop and manage a conversion funnel management road map to track customers from acquisition to conversion, improve funnel efficiency and drive performance improvements.
• Build digital advertising campaigns in conjunction with the brand management and digital marketing teams for the Harlequin master brand, adjacent brands, priority books and products, entertainment content projects, subscriber acquisition and audience development initiatives.
• *Execution (40%)**
• Implement and optimize the Harlequin brand digital advertising strategy with a focus on expansion and development of Harlequin digital audience through lead generation, revenue generation and brand engagement.
• Maintain and improve the data-driven Harlequin digital advertising program structure and process through working closely with the data analytics, marketing technology, digital marketing, customer experience, brand and product teams.
• Manage the tactical execution of self-serve advertising platforms and paid social efforts including campaign optimization & maintenance (i.e. targeting, bids, creative, budgets, etc.).
• Manage budget and pacing, forecast results, identify gaps and collaborate with business owners to optimize advertising performance and ROI.
• Execute on SEM strategies, drive analysis and insights generation, and collaborate with internal teams to improve overall search performance, increase ROI and identify areas for adjustments.
• Partner with the customer experience team to the manage the successful implementation and execution of SEO priorities and provide SEO insights for the customer experience and content strategies.
• Work closely with brand and retail marketing to ensure that target personas are translated into addressable audiences by channel, brand and product to ensure consistent and targeted campaign execution.
• Build and execute an ongoing test plan for new and emerging digital advertising opportunities to identify the best performing paid media tactics, platforms, targeting, messaging, and creative formats to help move the business forward.
• Analyze digital advertising campaign results to provide insights to leverage in the development of future campaigns.
• *Consulting and Best Practices (15%)**
• Liaise with the corporate Harper Collins team as well as with the digital experts in other Harper Collins divisions to share best practices and learnings.
• Stay on top of industry trends and all applicable technologies, including developments in - Dis