Marketing Manager, Digital - PURINA CANADA - Mississauga, ON | Nestlé | | 25/09/17
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Marketing Manager, Digital - PURINA CANADA Full-Time

Location: Mississauga, ON
Company Name: Nestlé ()
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About Nestlé Purina PetCare Canada
We are a leader in the pet care industry, whose vision is to be the world’s most trusted Company in Enriching the Lives of Pets and the People Who Love Them. We are high performers who thrive among the best and offer a dynamic and collaborative work environment where you can contribute to challenging, satisfying and meaningful work. We are committed to building a team that is committed to pets and their owners. Your Pet, Our Passion®

Position Summary

The purpose of this role is to provide effective strategy, management and growth of Purina's brand websites, corporate search strategy, and integrated eBusiness analytics through insights/planning, executional oversight, and ongoing reporting & optimization.

Major Responsibilities

Website Strategy & User Experience

  • Develop & maintain 3 year strategic roadmap for Purina Canada website strategy evolution, leveraging inputs from Zone & Global roadmaps where applicable
  • In collaboration with brand teams, North American website team, and agency partners, manage strategy/planning, production, management and measurement of branded websites, including:

    • IA/UX design & Functionality Strategy
    • Technical Requirements Documentation & Scoping
    • Vendor management (web agencies & Nestle IT services)
    • Project management
    • Compliance & Accessibility Requirements & adherence
    • Performance monitoring
    • Ongoing updates through CMS (leveraging external agency partners where required)
    • Tagging Management
    • Search Engine Optimization
  • In collaboration with Digital Content Associate, develop content strategies to support website requirements
  • Manage data feeds & updates for website tools (store locator, buy now buttons, etc.)
  • Stay up-to-date on the latest website & user experience best practices & technical developments (internal & external) to ensure we optimize our properties & activities accordingly
  • Maintain master strategic, compliance, process & how-to documentation related to all elements of website development, management and decommissioning (toolkits, master strategies, Centre of Excellence guidelines, etc.)
  • Evaluate and provide recommendations for vendor partnerships in line with Nestle compliance guidelines (and in partnership with global/regional/market level task forces as required)
  • Present and organize vendor presentations to educate marketing and cross functional teams on website opportunities
  • Ongoing management of agency partners and website-related vendors
  • Build and maintain key relationships with website-related partners both internal & external, including agencies, North American Centre of Excellence, Global teams, etc.
  • Manage roles & access to website tools & platforms

Search Engine Marketing & Search Engine Optimization Strategy & Execution

  • Manage multi-year search roadmap & annual strategic planning in consultation with agencies & brand teams, including Search Engines, eCommerce Retail Websites, and Content Platforms
  • Lead annual execution of search plans, including management of keyword lists, extensions, ad copy, and bid strategy, managed across multiple brands & properties with support from agency partner
  • Manage brand, legal & regulatory review and translations of search builds
  • Facilitate ad hoc updates throughout the year to support program optimization, website updates, and product innovation & renovation cycles
  • Develop & manage search engine optimization priorities & strategies for brand websites, and ensure tagging & content requirements are met to optimize towards requirements
  • Ongoing monitoring of paid & organic search performance through a variety of tools & platforms, develop performance optimization recommendations, and work with brands & agencies to execute
  • Participate in quarterly Global search team meetings to share & gain key learnings
  • Build and maintain strong relationships with search partners (Google, agencies, 3rd party platforms, etc.), including vendor management, and Global search leaders within Nestle (Purina US, Global Lead, etc.)
  • Maintain master strategic, compliance, process & how-to documentation related to all elements of search strategy & management across all platforms (toolkits, master strategies, Centre of Excellence guidelines, etc.)
  • Manage roles & access to search-related tools & platforms

Analytics Strategy & Management

  • Develop & manage multi-year analytics roadmap to ensure Purina Canada continues to advance its reporting & insights capabilities, leveraging Market, Zone & Globl inputs as applicable
  • Develop implementation strategies to ensure all tagging is in place and effectively maintained and leveraged
  • Facilitate implementation of relevant tagging across websites, media assets, etc. with agency partners
  • Conduct regular tagging audits to ensure proper tracking
  • Manage Purina Canada integration into Nestle Canada DMP, and facilitate leveraging of the database to generate audience lists & reporting
  • Maintain master strategic, compliance, process & how-to documentation related to all elements of digital analytics across all platforms (toolkits, master strategies, Centre of Excellence guidelines, etc.)
  • Lead development of quarterly business reviews, capturing data & insights across all digital and select other platforms, and present to Generating Demand organization
  • As requested, develop ad hoc reporting & insights for brand/category/business requests
  • Partner with communications planning agencies, Senior Digital Strategist & Digital Content Associate to ensure plans reflect appropriate KPIs and benchmarks, and that all required tagging is in place to properly measure and optimize performance
  • Consult on all reporting & post analysis presentations from digital & media vendors to ensure alignment to benchmarks, reporting requirements, etc. and ensure strong actionable insights are provided, and contribute to development of optimization recommendations
  • Vendor management of all analytics-related partners & agencies
  • Build and maintain strong relationships with reporting & analytics partners, including vendor management, and Global analytics leaders within Nestle (Purina US, Global Lead, etc.)
  • Manage roles & access to all analytics-related tools & platforms

Digital Best Practices, Education & Department Promotion

  • Stewardship of digital best practices, industry standards and Nestle compliance protocols
  • Ensures compliance with Nestlé, Industry and Government best practices across all digital platforms & channels.
  • Ensures distribution of information to marketing team related to Nestle Compliance Standards, and works with IT to ensure compliance across all marketing teams and digital agencies on an ongoing basis
  • Works with IT to manage and track status of digital property deployments, databases, scans, and updates
  • Provide ongoing POVs, training and presentations (formal & informal) on evolving digital best practices, case study presentations, partner sessions, etc.
  • Ensure compliance with legal & regulatory guidelines (CASL, Regie, etc.)
  • Present post-analysis reports & project showcases at marketing meetings, town halls, etc.
  • Support development of award & trade publication submissions as applicable
  • Attend relevant trade shows, conferences & other educational sessions in order to present back learnings to Purina Canada and apply key learnings to strategic evolution


  • Completion of a University/College Degree or equivalent in Business, Communications or Technology with a technical marketing/communications/advertising/digital/analytics focus.
  • Minimum 5 years of CPG or Retail marketing & advertising experience with a minimum of 3 years’ experience in managing online channels, preferably in an agency environment or in-house creative/communications team. Strong communication and writing skills with advanced knowledge of digital platforms, including best practices and current trends. Passionate about digital marketing and emerging technologies including websites, search, and advanced media targeting (remarketing, programmatic buying, etc.). Experience successfully managing multiple projects simultaneously, collaborating and working successfully with multiple stakeholders and teams. Clear understanding of creative, technical & media agency process & capabilities, and experience with media performance management, brand building, and communications strategy.
  • Competencies include high level of technical acumen, ability to communicate complex technical specifications and principles in a clear, easy-to-understand way, creativity, problem solver, self-starter, thrives in a collaborative ideation & brainstorm based environment, and good interpersonal skills.  Must be able to think big, broad and bold, as well as hone in on details in order to manage and contribute to the execution of an idea. Strong project and time management skills, attention to detail, and ability to multi-task.  Strong analytical skills in testing, measuring, refining and reporting on the impact of digital platforms and other media.
  • Excellent understanding of Internet/Web based programs, social platforms, search
  • Experience with full Google Suite (Google Analytics, Google Tag Manager, Google Ad Words, Google Audience Builder, Google DoubleClick, GDN) and other digital analytics & management platforms, including advanced knowledge of Google Analytics Premium
  • Basic understanding of & ability to manipulate HTML & CSS
  • Advanced knowledge of web development/user experience principles
  • Intermediate CMS experience (preferably Wordpress or similar)
  • Intermediate - Advanced SEO/SEM and Google AdWords
  • Some level of Adobe Creative Suite an asset (primarily Photoshop and Illustrator)
  • Experience with all digital media channels reporting and insights (search, social, programmatic, etc.)
  • Experience with monitoring, reporting on and optimizing digital display advertising served via networks (i.e. Sizmek, TubeMogul, Xaxis, etc.)
  • Experience/exposure to custom consumer research an asset (Nielsen, Brand Lift, Usage & Attitude studies, User Experience (UX), creative pre-testing, brand health tracking)
  • Advanced Proficiency in Excel, Word and PowerPoint
  • English/French bilingualism is an asset

Nestlé Purina PetCare is an equal opportunity employer committed to diversity and inclusion. If you are selected to participate in the recruitment process, please inform Human Resources of any accommodations you may require. Purina will work with you in an effort to ensure that you are able to fully participate in the process.

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