Sr. Manager, Digital Growth Marketing

Who we are:

Fairstone Bank and its family of brands are united in delivering innovative, accessible and reliable financial solutions that enable Canadians to reach their goals. Over the years, our brand family has grown. In 2024, Home Trust Company, Home Bank and Oaken Financial became part of the Fairstone Bank family of brands, alongside Fairstone, EdenPark and Fig.

Together, we are the leading alternative lending bank in Canada. With a diverse suite of products—residential and commercial mortgages, consumer deposits and GICs, credit cards, retail and automobile financing, personal loans and digital lending—we offer financial solutions tailored to all Canadians, including newcomers, small-business owners, smart investors and savvy consumers.

Join Fairstone Bank as a Senior Manager, Digital Growth Marketing, reporting to the Director, Digital Marketing and Acquisition , and be part of our talented and growing team! 

About the role:

As a key strategic leader within the marketing organization, the Senior Manager, Digital Growth Marketing, is the strategic architect of our digital demand generation and acquisition engine. This role is responsible for vision, strategic planning, execution, and continuous optimization of user acquisition, conversion, and activation strategies to meet portfolio growth targets. Shifting beyond traditional media buying, this position builds a rigorous, cross-functional culture of continuous testing and experimentation across the entire consumer lifecycle funnel.

The position blends analytical performance marketing with organic search and content optimization to turn our digital touchpoints into high-volume customer acquisition loops. The Senior Manager directly owns multi-channel growth budgets and commands a high-performing squad of specialists designed to rapidly scale paid acquisition channels, capture search intent, refine user flows, and maximize customer lifetime value (LTV). The position works in close continuous collaboration with executive and senior stakeholders across Product, Analytics, Technology, Legal, and Compliance to ensure all growth loops are scaled safely, efficiently, and in full alignment with core brand regulations.

What you’ll do:

Risk Management & Compliance, in adhering to applicable compliance obligations, including Privacy, Anti-Money Laundering/Anti-Terrorist Financing and internal Anti-Fraud Policy requirements, must remain the over-arching focus in carrying out one’s responsibilities as outlined below:

1. Growth Squad Leadership & People Management

• High-Performance Culture: Recruits, mentors, and manages a highly agile growth squad structured to support internal scale under AOP 2027.

• Direct Reports: Maintain full managerial ownership, including performance management, sprint velocity tracking, and professional upskilling—for three direct reports:

  • Performance Specialist (Paid Growth Channels & Campaign Architecture)

  • Content Specialist (Creative Strategies, Direct-Response Copy, and Asset Iteration)

  • Senior Analyst (Funnel Modeling, Attribution Networks, and Data Pipeline Integrity)

2. Digital Acquisition, Search & Full-Funnel Strategy

• Omnichannel Strategy: Own the end-to-end digital acquisition strategy for the portfolio, defining how the company captures organic search intent, scales paid channels, and optimizes customer journeys to dramatically scale conversion volumes.

• Search Mastery (SEM/SEO): Formulate and lead integrated Search Engine Marketing (SEM/Google Ads) and Search Engine Optimization (SEO) initiatives to maximize digital visibility and capture high-intent customers.

• Capital Allocation: Direct budget modeling, forecasting, and channel deployment, dynamically moving capital to platforms proving the strongest customer acquisition cost (CAC) efficiency and high long-term retention.

3. Website Conversion Enhancement & Content Amplification

• Conversion Rate Optimization (CRO): Optimize website content structures, landing pages, and CTAs through strategic content placement and user-experience enhancements to drive measurable transaction volume.

• Content Amplification: Partner closely with internal Content and Creative teams to ensure thought leadership, brand assets, and marketing collateral are technically optimized for search engines and strategically distributed across paid channels.

• High-Velocity Testing: Manage a continuous ad creative and messaging testing framework to keep pace with algorithmic shifts on major ad networks (e.g., Meta, Google). Guide the Content Specialist to turn deep analytics into scalable asset briefs (hooks, angles, and layout adjustments).

4. Closed-Loop Attribution & Analytics

• Performance Dashboards: Partner with Analytics to build and maintain comprehensive performance dashboards that monitor the full funnel—from keyword click to completed application, approved account, and ultimate revenue pipeline—ensuring every marketing dollar spent ties directly to business results.

• Advanced Measurement: Scale advanced measurement models, utilizing incrementality testing and media mix modeling (MMM) to combat tracking and privacy updates.

5. AI-Native Marketing, MarTech & Compliance

• AI Workflow Automation: Act as an AI-native marketer by evaluating, piloting, and orchestrating advanced AI tools to accelerate content scaling, automate campaign workflows, conduct rapid competitive keyword analysis, and improve time-to-quality delivery across digital operations.

• Privacy-First Growth: Ensure all ad tracking infrastructure, first-party data capture, and user journeys remain completely compliant with changing digital privacy regulations.

• Vendor & Agency Management: Orchestrate relationships with third-party digital agencies, platform partners, and software vendors to achieve core portfolio KPIs

What we’re looking for:

• University degree in Marketing, Business, Commerce, Analytics or related field.

• 8+ years of experience in Performance Marketing, Digital Marketing, Customer Acquisition or Growth Marketing.

• 2+ years of direct people management experience leading channel specialists or analytical teams

• Proven experience managing and optimizing large-scale acquisition programs across Paid Search, Paid Social, Programmatic Display and Affiliate Marketing.

• Demonstrated success developing acquisition strategies that drive measurable business growth and improve marketing efficiency.

• Experience managing media agencies, platform partners and external vendors.

• Experience leading acquisition planning, forecast development and budget management.

• Experience operating in highly regulated environments and managing compliance-related marketing requirements.

• Growth Marketing foundations: expert knowledge of setting up digital growth engines across modern platform architectures (Google PMAX, Meta ads manager, programmatic networks).

• Technical analytics literacy: High comfort level with web analytics setups (GA4, GTM), data pipelines, server-to-server tracking APIs, and business intelligence dashboards (Looker, Tableau)

• Regulated Market parameters: Exceptional ability to build highly engaging, legally sound, and compliant ad copy and targeting structures within strict corporate boundaries.

• Leadership persona: Articulate, solution-focused communication style with excellent interpersonal relationship building and active listening skills.

• Agility: Comfortable thriving in an experimental, fast-paced environment driven by immediate performance data and constant testing loops.

• Deep understanding of customer acquisition funnels, attribution methodologies and conversion optimization.

• Experience developing testing frameworks and executing audience, creative and landing page optimization programs.

• Strong analytical skills with the ability to translate data into actionable business recommendations.

• Experience leveraging AI-enabled marketing capabilities, automation tools and platform optimization features.

• Knowledge of marketing technology platforms, customer data platforms and audience segmentation strategies.

• Proven ability to balance strategic planning with hands-on execution.

• Highly organized, results-oriented and comfortable managing multiple priorities in a fast-paced environment.

• Financial services, credit cards, retail marketing or loyalty experience considered an asset.

• Experience working with Walmart or other large strategic partners considered an asset.

What you’ll love about working here:

• Award-Winning Culture: We’re proud to be recognized as a Great Place to Work Canada 2025 and one of Montreal’s Top Employers 2025 by Canada’s Top 100 Employers.

• Work-Life Balance: Enjoy flexibility with our hybrid work model designed to support your lifestyle.

• Time to Recharge: Generous vacation based on your role, statutory holidays, plus 6 wellness days to prioritize your well-being.

• Compensation Package: Competitive base salary plus an annual incentive bonus tied to performance.

• Comprehensive Benefits: Robust health and dental coverage through Manulife, as well as virtual healthcare through Dialogue.

• Future-Ready Savings: Group Retirement Savings Plan with up to 7% employer match.

• Exclusive Perks: Discounts from top retailers via WorkPerks, plus location-based perks like gym memberships and Toronto Bike Share.

• On-Site Fitness: Gym access at our London and Montreal offices.

• Continuous Growth: Education Assistance Program and Fairstone Academy for training and skill development.

• Family Support: Parental leave top-up program to help you during life’s big moments.

• For more information on who we are as an employer click here.

What you can expect - pay & process:

• Expected base salary range is $110,000 - $120,000 , plus the opportunity to earn an annual incentive bonus tied to performance.   

• This posting is for an existing vacancy within our organization.

• Artificial intelligence may be used in parts of the recruitment process.

• All candidates considered for hire must successfully pass a criminal background check, credit check, and validation of their work experience to qualify for hire. 

If what you read excites you, we’d like to hear from you! Please submit your application and we’ll contact you if you become selected for first stages of the interview process.

Learn more: https://www.fairstone.ca/en/about/canadian-lender

Follow us on LinkedIn: https://www.linkedin.com/company/fairstone/mycompany/

If you have a preferred language for communication, please kindly inform us whether you prefer French or English on your application.

Fairstone is an equal opportunity employer. Accordingly, we will make reasonable accommodations to respond to the needs of people with disabilities. Individuals who view themselves as Aboriginals, members of visible minorities, and disabled are encouraged to apply in confidence.

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