About Penny Appeal Canada
Penny Appeal Canada is a relief organization with a really BIG vision for the world. We want to create the best societies we can and to break the cycles of need and poverty for good. That’s why we work to turn small change into a BIG DIFFERENCE. We are a proud member of a global Penny Appeal family that celebrated its 10-year anniversary in 2019. Penny Appeal was first set up to provide poverty relief across Asia, the Middle East, and Africa by offering water solutions, organizing mass feedings, supporting orphan care, and providing emergency food and medical aid. Since then, we have transformed lives and empowered communities around the world and right here at home. Our vision is a world that’s united and strong. Communities working together, supporting one another, leaving need and poverty behind for good.
Penny Appeal Canada’s approach to charity is simple, yet has a massive impact. We make charitable giving affordable and rewardable, ensuring everyone can help those in need by donating just a few pennies, or cents, each day. Penny Appeal Canada is one of the fastest growing charities in Canada.
Role Overview
Penny Appeal Canada is looking for a Senior Manager, Marketing to lead the strategic direction and performance of our marketing function. This role will play a critical part in driving revenue growth, donor engagement, and campaign impact, while empowering the team to deliver with clarity and accountability.
This is a leadership-focused role, bridging strategy and execution - setting direction, enabling the team, and ensuring our marketing efforts are aligned to organizational goals and delivering measurable results.
Key Responsibilities
- Lead the development and execution of an integrated marketing strategy aligned with annual revenue and campaign objectives
- Translate organizational priorities into clear, measurable marketing plans and initiatives
- Identify opportunities to drive growth across donor acquisition, retention, and lifetime value
- Lead, coach, and support team, fostering strong ownership and decision-making
- Establish clear goals, KPIs, and workflows to drive accountability and performance
- Provide guidance, remove roadblocks, and elevate team effectiveness where needed
- Provide strategic direction for key campaigns and appeals (e.g., Ramadan, Dhul Hijjah, emergency appeals)
- Review and approve campaign plans, messaging, and channel strategies
- Ensure campaigns are optimized for impact, scalability, and performance
- Own overall marketing performance and contribution to revenue targets
- Monitor and analyze performance across channels (paid, organic, email, SMS, web)
- Establish and maintain reporting frameworks to provide visibility to leadership and inform decision-making
- Oversee website performance, user experience, and conversion rate optimization
- Guide donor journey strategy, segmentation, and marketing automation initiatives
- Ensure best practices across digital channels, including paid media and lifecycle marketing
- Partner with fundraising, programs, and senior leadership to align on priorities and campaigns
- Present insights, risks, and opportunities to leadership to support strategic decisions
- Manage key agency and vendor relationships, where applicable
Qualifications
- 6–8+ years of progressive experience in marketing, with 2–3 years in a leadership role
- Proven experience managing multi-channel, performance-driven marketing campaigns
- Strong analytical mindset with experience using tools such as Google Analytics, Meta Ads, and CRM platforms
- Experience in nonprofit, charity, or purpose-driven organizations is an asset
- Strong leadership, communication, and stakeholder management skills
- Ability to operate both strategically and operationally in a fast-paced environment
Preferred Experience
- Experience in the nonprofit or social impact sector.
- Experience managing marketing campaigns for events or fundraising initiatives.
This role requires a hybrid work schedule with 2 days in the office per week and up to 25% travel, including for campaign shoots and events across Canada.
Accessibility & Equal Opportunity
Penny Appeal Canada is committed to providing an inclusive and accessible workplace where all individuals are treated with dignity and respect. We welcome and encourage applications from people of all races, ethnicities, religions, genders, sexual orientations, ages, marital status, family status, Indigenous peoples, persons with disabilities, and visible minorities.
We are committed to fair and transparent employment practices in accordance with all applicable Canadian employment legislation. Accommodations are available upon request for candidates taking part in all aspects of the recruitment process.
