Director - Digital Marketing & Partnerships

Director - Digital Marketing & Partnerships

Welcome to Yellow Pages, a leader in digital marketing for companies across Canada. As a Google Premium Partner and Meta Marketing Partner, we are committed to helping local small and medium-sized businesses thrive.


Job Summary:
The Director will develop and execute a comprehensive marketing strategy that integrates sales, marketing, and operations to drive business growth. This role is responsible for identifying market expansion opportunities, optimizing go-to-market (GTM) strategies, and ensuring alignment between marketing initiatives and overall business objectives.


Responsibilities:
Development of an Integrated Marketing Strategy & Business Planning
Develop and implement a strategic marketing plan that aligns with overall business objectives.
Define customer segmentation strategies per sales channel based on data insights, market trends, and competitive positioning.
Establish and refine customer value propositions to differentiate YP's offerings and drive market penetration.
Provide leadership in integrating marketing, sales, and operations to create seamless customer experiences and revenue growth.
Conduct in-depth market research and competitive analysis to refine sales positioning, targeting, and sales collateral.
Oversee the strategic alignment of marketing efforts with product roadmap, business expansion plans and partner's roadmap.
Go-to-Market (GTM) Strategy & Execution
Lead the development and execution of GTM strategies for new products, features, services, and market expansions.
Identify and assess new business opportunities, including emerging market trends like AI and potential partnerships.
Collaborate with sales teams to ensure marketing initiatives drive lead generation and revenue growth.
Work closely with product managers to develop compelling product marketing strategies, collateral and sales positioning.
Develop and oversee multi-channel marketing campaigns to drive awareness, engagement, and conversion.
Sales, Marketing & Operations Integration
Foster alignment between marketing, sales, and operations to ensure a unified approach to customer acquisition, improve renewal rates and customer retention.
Implement data-driven processes to enhance collaboration and optimize marketing-to-sales funnel efficiency for our sales teams and SMBs.
Establish feedback loops between sales and marketing teams to refine campaign strategies and improve acquisition lead quality.
Develop strategic partnerships to enhance brand visibility, lead quality and expand market reach.
Ensure seamless execution of integrated marketing initiatives across internal teams and external partners.
Performance Measurement, Analytics & Optimization
Develop key performance indicators (KPIs) and dashboards to track the success of marketing initiatives and product performance.
Leverage data analytics to assess campaign effectiveness and drive continuous improvement.
Conduct market and competitive benchmarking to inform strategic decision-making.
Identify gaps in marketing performance, recommend adjustments, and oversee corrective action implementation.
Regularly present insights and recommendations to senior leadership to guide marketing strategy.

Requirements:
Education, Experience and Technical skills
Bachelor's degree or equivalent experience in marketing, business strategy, or a related field.
10+ years of experience in marketing strategy, business development, or a related role.
Proven expertise in integrating sales, marketing, and operations to drive business success.
Strong knowledge of competitive market dynamics and go-to-market strategies.
Experience in telecommunications, digital media, or technology industries is a plus.
Proficiency in marketing analytics, performance measurement, and data-driven decision-making.
Experience in digital marketing, content strategy, and marketing automation tools.
Competencies
Strong strategic thinking with the ability to translate insights into actionable business strategies.
Organization and ability to work on deadlines.
Ability to work with finance to build business plans.
Exceptional communication skills (verbal, written, and presentation) for executive-level engagement.
Demonstrated leadership and ability to influence cross-functional teams.
Expertise in project management, prioritization, and execution.
High proficiency in PowerPoint for executive presentations and Excel for data analysis.
This position involves DAILY interactions with clients or internal and/or external professionals at the national level.
Ability to thrive in a fast-paced, data-driven environment with a focus on innovation and growth.

About Us:
We've been in the game since 1+08 and we continue to transform to offer our 125 000 clients the best possible products and services. We foster business relationships between Canadian small-to-medium businesses and their prospective customers. We do this by providing tailored, locally-relevant digital media and marketing solutions designed with both in mind. Over 76% of our revenue is generated by digital solutions.