Director-Digital & Direct Marketing

Title: Director-Digital & Direct Marketing

Employee Working Location: Partially Virtual / Hybrid (Toronto, ON)

Employment Status: Permanent Full-time

The Canadian Red Cross (Red Cross) - an inspirational not for profit organization, helps people and communities in Canada and around the world in times of need and supports them in strengthening their resilience. As a Canada's Best Employers 2024, we are committed to having an accessible, diverse, inclusive, and barrier-free work environment.

Reporting to the Senior Director, Digital & Direct Marketing, the Director, Digital & Direct Marketing will play a pivotal role in driving transformational change within CRC's digital and direct marketing programs. The role leads digital and direct mail fundraising at all points of the donor lifecycle from generating high quality leads, acquiring new donors, engaging donors, and generating revenue from targeted fundraising campaigns. Leveraging deep subject matter expertise, technology, and advanced fundraising knowledge, this individual will be responsible for the budget and performance of the online, direct mail, and integrated marketing fundraising channels. The role works cross-functionally across the organization and with agency partners to achieve financial targets.

The incumbent will also provide support to the broader Philanthropy team by developing marketing campaigns for Planned Giving to generate leads, as well as working with the Corporate team to engage their partners in marketing campaigns. As a member of the Philanthropy & Marketing Leadership team and by working in collaboration with colleagues across the organization, the Director will deliver best in class programs to drive growth.

In this role, you will :

• Develop and direct the annual budgets, KPIs and fundraising strategy for the National Digital and Direct Mail marketing channels for English and French Canada. Channels include paid and organic search, advertising, content marketing, email, SMS, and direct mail.
• Evaluate all aspects the digital and direct mail programs, identify areas of opportunity and optimize for performance.
• Oversee testing and innovation for all channels and ensure KPIs are regularly tracked, analyzed and reported on.
• Provide effective leadership to direct reports and the broader Digital & Direct Marketing team through coaching, motivating, and performance development.
• Develop and maintain relationships with vendors and other key stakeholders, and securing annual or monthly gifts to support the organization's fundraising priorities.
• Overseeing the development, planning and execution of online and direct mail fundraising programs and campaigns, working collaboratively with the Director-Sustainer Marketing and ensuring they align with organizational goals and revenue objectives.
• Champion and lead the online fundraising technology stack and work closely with the Philanthropy technology team to support the vision for redcross.ca
• Providing online fundraising support as required to emergency appeals.

What we are looking for :

• A minimum of 8-12 years of experience and a 3-year college diploma or university degree in business, marketing, fund development, communications, or a related field and/or an equivalent combination of education and experience.
• Demonstrated track record of providing strategic direction in the development and implementation of targeted marketing and fundraising campaigns designed to achieve growth objectives, maintaining effective cost ratios
• Experience and a proven track record of revenue generation for a national digital or direct marketing program
• Online channel management experience across email marketing, paid advertising, lead generation, campaign development, and a deep understanding of digital and direct marketing channels and best practices.
• Superior analytical skills and the ability to interpret complex information and to communicate it to a variety of audiences
• Proficiency in standard computer applications (Microsoft Office Suite), online fundraising software, email service providers and donor management systems.
• Leadership and management experience for a team of fundraising professionals, with the ability to provide strategic vision, drive innovation, and inspire and motivate teams to achieve program objectives.
• Ability to develop and manage program budgets, monitor expenditures, and ensure financial accountability.
• Ability to address complex, abstract problems and develop unique, precedent-setting solutions, while assessing and mitigating strategic risks.
• Communication, influence, persuasion and negotiation skills to promote complex and sensitive ideas, facilitate consensus and commitment with strategically important contacts or groups in sensitive, contentious, and political or controversial situations.
• Ability to apply knowledge of fundraising best practices, ethics, and regulations at national and international levels.

Working Conditions :

• As we work with and support people (managers, colleagues, beneficiaries/customers, volunteers, donors and external partners) and communities in Canada and around the world, applicants whose first language is not English may be required to perform the responsibilities of the role in English.
• Eligibility to work in Canada: At this time, we welcome applications from candidates eligible to work in Canada. If you are not a citizen or permanent resident of Canada, we encourage you to carefully review your visa to find out whether you are eligible to work in the job you are considering applying for. Refer to our FAQ for more information.
• If you are selected for this role, you will be required to complete a successful pre-employment screening process which includes a satisfactory Enhanced Police Information Check (E-PIC).