Digital Marketing Manager

Digital Marketing Manager

Location: Hybrid – 3 days office (Yorkville), 2 days from home

Citation Canada is built on the belief that HR and Health & Safety are essential to the growth of any organization. Starting our journey as HRdownloads in 2008, we’ve since helped thousands of businesses across Canada make these matters clearer, faster and painless. We’re dedicated to being the most complete and connected HR and Safety solution in Canada, with award-winning technology, world-class support and industry-specific HR and Health & Safety content. We are your trusted HR and Safety partner, for all Canadian companies.

Citation Canada forms part of Citation Group - a collective of businesses dedicated to supporting small and medium-sized enterprises across a range of essential services. We know that running a business means juggling a lot. Our mission is to ease these pressures by providing expertise, guidance, and solutions that enable business leaders to focus on what they do best. From HR and Health & Safety to Cybersecurity, E-Learning, and ISO compliance, we’ve got you covered.

Citation has achieved strong growth through a combination of organic expansion and strategic acquisitions, continually broadening our expertise, services, and reach to create a one-stop shop that supports businesses across the UK, Canada and Australia.

The role

We have an existing vacancy within our Marketing team for a digital marketing specialist to own Citation Canada’s paid acquisition, SEO and website performance, combining hands-on Google Ads management with agency partnerships to turn traffic into qualified leads and drive measurable growth.

Paid Acquisition & Performance Marketing

• Owns paid acquisition across Google Ads and paid social, managing campaign setup, targeting, budget pacing and optimisation within agreed budgets.
• Partners with Demand Generation to deliver the paid media components of campaigns, maximising reach, lead generation and conversion.

Website & Conversion Optimisation

• Owns the day-to-day performance of citationcanada.com as a conversion channel, improving page speed, accessibility, mobile responsiveness and user experience.
• Builds and maintains landing pages and forms that support marketing campaigns and convert traffic into qualified leads.
• Runs A/B testing and experimentation across landing pages, forms and user journeys to reduce friction and improve conversion rates.
• Partners with Product teams to deliver website updates aligned with product changes and priorities.

SEO & Organic Growth

• Owns SEO strategy and execution, applying evolving search best practices, including AI-influenced search trends, to grow qualified inbound traffic.
• Manages SEO agencies, providing clear briefs and overseeing quality, delivery and performance against agreed objectives.
• Works with the Brand team to translate approved content and creative into high-performing web pages that support organic visibility and conversion.

Analytics, Tracking & Performance Reporting

• Owns web analytics and conversion tracking, ensuring accurate measurement of website traffic, conversion rates and cost per lead.
• Analyses performance data to identify opportunities, recommend improvements and guide decisions across paid acquisition, SEO and website optimisation.

AI, Automation & Continuous Improvement

• Integrates AI and automation into daily workflows, including content development, campaign execution, research and reporting.
• Continuously tests new approaches, tools and processes to improve efficiency and performance, using data and feedback to inform ongoing optimisation.

Cross-Functional Collaboration & Delivery

• Partners with Demand Generation to deliver the paid media, website and landing page components of integrated campaigns.
• Collaborates with the Brand team to ensure ads and landing pages reflect approved messaging, creative direction and brand guidelines.
• Works with Product teams to keep website content and functionality aligned with product updates.
• Coordinates with website developers and technical partners to deliver site improvements, resolve technical issues and support ongoing website performance.
• Manages external SEO and social media agencies, ensuring clear briefs, high-quality delivery and accountability for results.

About you:

• Digital Marketing & Paid Acquisition: Hands-on experience with Google Ads, paid social and B2B digital campaigns.
• Performance & Revenue: Uses data to improve conversion, lead quality and ROI.
• Testing & Optimisation: Tests quickly, scales what works and stops what doesn’t.
• Innovation & AI: Embraces new channels, tools and automation to improve results.
• Website & Conversion: Experience optimising websites, landing pages, forms and user journeys.
• SEO & Agency Management: Applies SEO best practices and drives agency performance.
• Collaboration: Works closely with Marketing, Sales and Brand to deliver effective campaigns.
• Ownership & Agility: Proactive, hands-on and comfortable in a fast-paced environment.

Why choose us?

Compensation is one part of our broader Total Rewards package that supports wellbeing, balance, and growth. Today, this includes:

Time Off & Flexibility

• 3 weeks of vacation
• Your birthday off
• 2 paid volunteer days
• Office closure between Christmas and New Year’s

Health & Wellbeing

• Comprehensive group benefits, including health, dental, insurance coverage, and an Employee Assistance Program.
• 10 paid personal time-off (PTO) days for appointments, illness, or well-being needs.

Work Environment

• A hybrid work environment built on trust and accountability.
• A standard 7.5-hour workday.
• Support for professional development and continuous learning.

Base Salary: The expected base salary range being offered to candidates for this role is $66,000 – $80,000. Positioning within this range will be determined based on a variety of factors such as location, skills, and experience. Note: This role will be based out of our 2 Bloor Street W, Toronto, Ontario office.

Additional Information:

Use of Artificial Intelligence (AI) - As part of our hiring process, Citation Canada uses artificial intelligence enabled tools to support the screening, assessment, and selection of applicants. These tools assist our teams but do not replace human decision making. All employment-related decisions are made by our team.

If you require accommodation at any stage of the recruitment process, please let the recruitment team know.