Reporting to the Director of Marketing, the primary responsibility of the incumbent is to provide company-wide leadership for all online web communications and activities. The incumbent will coordinate off-line promotions into online mediums and lead the on-going development of Canlan Ice Sports websites, social media strategies and deliver on the overall eMarketing Strategy.

The Web Marker will drive the evolution of Canlan’s engagement with consumers around new and developing experiences online. The ideal candidate will be fluent in online campaign engagement, thrive on constant change, and focus on delivering impact and results. The ability to drive business impact is an imperative. This individual will essentially become the Subject Matter Expert (SME) for Canlan eMarketing.

Sales & Revenue Development

• Execute direct marketing campaigns;
• Design and/or assist with all online marketing campaigns;
• Develop referral partners, and target vertical sites for leads;
• Initiate, manipulate, track and report on specific campaigns and marketing efforts;
• Implement and analyze quantitative and qualitative data to track & optimize performance;
• Perform day-to-day management and analytic tasks for third-party and Canlan Web advertising programs such as pay-per-click advertising;
• Manage and rotate online advertisements and promotions for all Canlan Ice Sports Websites using OpenX ad management software;
• Monitor Web site activity using Google Analytics, compiling statistics on usage and reporting on a monthly basis, specifically to Director of Sponsorship & Advertising Sales;
• Collaborate with Director of Marketing, Marketing Communications Coordinator, Web Developer and Brand Directors on website and social media strategy for Canlan Ice Sports; conduct regular benchmarking and research on social media opportunities, trends and risks to ensure Canlan’s use of best practices;
• Assist Facility Sales Managers with on-going eMarketing strategy, guidance and support. Recommend best practice and monitor company-wide spending for online marketing initiatives;

Marketing

• Develop promotions/invitations/communications (internal and external), producing layouts and distributing of eCommunications;
• Lead and manage the execution of Canlan Ice Sports Corp eMarketing strategy including internal and external Websites and Web/email based communications;
• Actively participate in the development of the Web Strategy;
• Lead the design and development of templates for eNewsletters and email communication;
• Manage SLS Facebook strategy and presence, and provide ongoing support for it: integrate emerging tools and applications (e.g. sync Face book updates with Twitter feeds); generate content and leverage feeds from SOLS blogs; perform daily monitoring and conduct social media analysis; perform site design changes and updates; orchestrate marketing efforts;

Customer Focused, Customer Relationships

• Stay abreast of best practices, rules of engagement, and measurement of the social space and educate Sales and Marketing Managers across Canlan Ice Sports;
• Recommend & implement search engine optimization strategy;
• Recommend ways to push & surface Canlan Ice Sports specific content and communications from SOLS Twitter feeds and blogs through third-party applications, social media sites, RSS feeds, YouTube, Stumble Upon, Delicious, Dig, Reedit, Flicker, Tumbler, Twitter, Wikis, etc;
• Manage website customer facing News feed as well as eNewsletter registration and community news feeds contributing and collecting written content to bi-weekly blogs that speak directly to existing and potential Canlan customers;
• Provide social media support and guidance to the online development and on-going social network requirements for the Adult Safe hockey.net site and blogs;
• With the assistance of the Marketing Communications Coordinator, Coordinate and manage the editorial and quality assurance process with content creators through processes and workflows;

Service Development & Leadership

• Oversee the day-to-day operations of Web content management and support requests, establishing procedures and documentation, and training staff responsible for maintaining Web content;
• With the assistance of the Marketing Communications Coordinator, Coordinate and manage the editorial and quality assurance process with content creators through processes and workflows;
• With the assistance of the Web Developer/Designer write and maintain documentation, standards and guidelines, and training materials for the Web site content management system and administration area and provide training on maintaining these through the Internet content management modules;
• Oversee the day-to-day operations of Web content management and support requests, establishing procedures and documentation, and training staff responsible for maintaining Web content;

Knowledge Requirements

• Detail oriented
• Strong communication skills (verbal and written)
• Interpersonal skills
• Organizational skills
• Customer focused
• Analytical and problem solving ability
• Self-motivated
• Prioritizing and executing tasks in a fast-paced environment
• Gathering and analyzing business requirements
• Search engine optimization experience
• Google Analytics experience

Experience

• Minimum 2 years progressively responsible website content management experience
• Advanced experience with HTML/DHTML
• Experience/exposure with PHP and ASPX platforms
• Advanced knowledge of web content management technologies
• Graphic design experience and skills including Adobe Photoshop, Illustrator and Flash experience an asset
• Advanced knowledge in all areas of web marketing including but not limited to SEO, SEM, SMS

Education:
• Post Secondary degree or equivalent work experience in communications, public relations, marketing, web/online communications, or business