Senior Manager, Digital Marketing Performance

Are you passionate about helping people live their healthiest lives? Do you thrive in a dynamic, supportive environment where your contributions truly matter? If so, Medcan is the place for you! This job is for a current vacancy. The Role: We are seeking a strategic, data-driven, and commercially minded Senior Manager, Digital Performance & Growth Marketing to lead Medcan’s digital B2B and B2C acquisition strategy, performance marketing function, and website optimization roadmap. This role is accountable for driving efficient, measurable growth across Medcan’s portfolio by translating business objectives into acquisition, conversion, and digital experience strategies that increase demand, improve conversion, and maximize revenue performance. As the senior leader responsible for digital growth performance, you will oversee paid media, website performance, conversion optimization, SEO, and marketing analytics. You will be responsible for understanding how channel performance, investment levels, product mix, audience segments, website traffic, and on-site behaviour impact results and identifying opportunities to improve growth economics across the funnel. This role serves as a critical partner to Product, Sales, Marketing, Digital Experience, and Executive Leadership teams, providing strategic insights and recommendations that inform business decisions and investment priorities. You will lead agency partnerships, establish performance management frameworks, drive a culture of experimentation and continuous optimization, and coach team members while helping shape the future of Medcan’s digital growth capabilities. You are a proactive, analytical leader with deep expertise in performance marketing, conversion optimization, website analytics, tracking, attribution, SEO, and growth strategy. You can connect data to business outcomes, influence cross-functional stakeholders, and confidently translate insights into action that drives measurable impact. What You'll Do: Performance Marketing Strategy & Channel Leadership • Develop and own Medcan’s paid digital acquisition strategy across search, paid social, display, video, and emerging channels. • Translate business priorities, growth targets, and product strategies into channel plans, investment recommendations, and annual marketing plans. • Lead budget allocation and optimization decisions to maximize acquisition efficiency, revenue contribution, and product mix objectives. • Identify new opportunities to drive growth across both B2C and B2B segments. • Evaluate marketing investments and recommend strategies to improve customer acquisition costs, conversion performance, and return on marketing investment. Funnel Performance & Growth Optimization • Own performance measurement and optimization across the entire digital funnel, from initial engagement through to booking and revenue generation. • Analyze conversion performance by product, audience, channel, sales pathway, and customer segment. • Identify growth opportunities, friction points, and performance gaps impacting lead quality, conversion, and revenue outcomes. • Diagnose performance drivers including traffic quality, messaging, user experience, sales follow-up, attribution, and product positioning. • Establish and prioritize initiatives to improve lead quality, conversion rates, booking value, and acquisition efficiency. • Partner with Sales and Product teams to identify opportunities to improve downstream conversion and business outcomes. Website Performance, SEO & Digital Experience • Own Medcan’s website performance strategy, ensuring the site effectively supports acquisition, conversion, and business goals. • Monitor website traffic, user behaviour, conversion pathways, and engagement trends across key customer journeys. • Identify opportunities to improve site performance, booking flows, landing pages, content architecture, and user experience. • Lead conversion rate optimization initiatives, including testing roadmaps for landing pages and key user journeys. • Oversee technical SEO priorities, site health, and organic growth opportunities in partnership with internal teams and external vendors. • Partner closely with Digital Experience stakeholders to prioritize enhancements that improve conversion and overall website effectiveness. Analytics, Measurement & Performance Management • Establish and evolve marketing performance frameworks that connect investment, acquisition, conversion, and revenue outcomes. • Own performance reporting across CAC, CPL, ROAS, conversion rates, lead quality, marketing-attributed revenue, and customer acquisition metrics. • Develop dashboards and scorecards that provide actionable visibility into business performance across products, channels, and audience segments. • Lead regular business reviews and communicate trends, risks, opportunities, and recommendations to senior leadership. • Translate complex data into clear insights and strategic recommendations that drive business decisions. Stakeholder & Agency Leadership • Serve as the senior subject matter expert for digital growth, performance marketing, website optimization, and marketing analytics. • Partner with leaders across Sales, Product, Digital Experience, Operations, and Marketing to align growth strategies and priorities. • Build strong feedback loops between marketing performance, sales outcomes, client behaviour, and product strategy. • Lead Medcan’s agency relationships, ensuring strategic recommendations, execution, testing, reporting, and performance outcomes align to business objectives. • Drive a disciplined testing and learning agenda across channels, audiences, creative, offers, landing pages, and customer journeys. People Leadership & Capability Building • Lead, coach, and develop team members responsible for performance reporting, analytics, testing, website optimization, and campaign execution. • Establish clear priorities, accountability measures, development plans, and performance expectations. • Foster a culture of curiosity, accountability, experimentation, and continuous improvement. • Build scalable processes and capabilities that strengthen Medcan’s long-term digital growth function. What You'll Need: • 7-15 years of experience in performance marketing, growth marketing, digital strategy, or related disciplines. • Demonstrated success developing and executing growth strategies with accountability for acquisition, conversion, and revenue outcomes. • Deep expertise across paid media, website performance, conversion optimization, attribution, analytics, and marketing measurement. • Proven experience managing significant marketing investments and optimizing performance across multiple products, channels, and audience segments. • Strong understanding of website analytics, user behaviour analysis, experimentation, and conversion rate optimization. • Working knowledge of technical SEO and experience prioritizing initiatives that improve organic performance and website health. • Experience managing external agencies with accountability for performance outcomes and business results. • Demonstrated ability to influence senior stakeholders and lead cross-functional initiatives. • Experience partnering closely with Sales, Product, and executive leadership teams to drive growth and improve business performance. • Strong analytical, financial, and commercial acumen, with the ability to connect marketing performance to business outcomes. • Proven people leadership experience, including coaching, mentoring, and developing high-performing teams. Desired Attributes of All Medcanners • Highly organized, with a strong understanding of end-to-end project accountabilities and execution. • Strategic thinker who can connect marketing performance to broader business outcomes. • Curious and analytical, asking the right questions to uncover growth opportunities and solve complex problems. • Pragmatic and results-orient