Vice-President Digital Marketing

If you are looking to join one of Canada’s fastest growing companies, goeasy Ltd. is the place for you! Recognized as Canada’s Most Admired Corporate Cultures, GTA's Top 100 Employers, one of Canada’s Top 50 Fintech’s and North America’s Most Engaged Workplaces, we want the best and brightest to join our team.

We are a publicly traded company on the TSX with over 4000% shareholder return since 2001, goeasy operates two main business units. easyfinancial is our consumer lending business that offers secured and unsecured installment loans of up to $35,000 and easyhome is Canada’s largest merchandise lease-to-own company. It is our vision to provide everyday Canadians the path for a better tomorrow, today by giving them access to the credit they need and by offering them a second chance when they have been turned down by banks and traditional lenders. With a retail network of nearly 400 locations across Canada and over 1900 employees, we are able to build lasting relationships with our customers as we help them rebuild their credit and graduate towards prime rates and a brighter financial future.

Reporting to the Chief Marketing Officer, goeasy is looking for a VP of Digital to take our mobile and digital customer experience to the next level. This role crosses every facet of digital from growth and acquisition to digital platform management and online analytics and insights. By being a digital visionary, you will leverage customer insights, market dynamics, and a relentless pursuit of helping our customers improve their financial outcomes by delivering personalized experiences that remove friction throughout every step in the digital borrowing process.

Overview

There are 5 main areas of responsibility for this role today, with endless opportunities to shape the future of how we deliver our products and services through digital technologies.

1) Develop and own goeasy’s Digital Vision, Strategy, and Long-Term Digital Product Roadmap

• Define the role Digital will play in delivering on goeasy’s strategy and ambitious growth targets
• Work closely with the technology teams to jointly determine the best solutions to deliver on our digital strategy
• Define the structure and future state vision for the team to support execution

2) Digital Product and Technology Ownership

• Own our digital ecosystem, including our websites, online application flow, web ordering for easyhome, and My Account functionality.
• Maintain and execute the short-term deliverables on the product roadmap while building out the next phase of product development and growth including but not limited to mobile app development and delivery of loyalty programs
• Own product design, business requirements and UI/UX for all digital products
• Responsible for funnel optimization, an A/B testing framework, and strategy that creates an ongoing cadence for a champion/challenger test and learn methodology
• Create the workstreams to integrate Digital platforms to deliver an omni-channel customer experience by partnering with Ops, IT, and other key company functions

3) Drive Digital Acquisition and Demand Generation

• With our online channel driving a significant proportion of our total loan applications, this individual will be responsible for continuous funnel optimization to drive the lowest cost per acquisition
• Oversee day-to-day digital advertising activities, including SEO, SEM, display and paid social to create a digital ecosystem that drives high quality leads and optimizes new customer growth through online
• Look for new and untapped channels to test and learn from
• Build out personalized customer journeys throughout the online funnel to increase conversion and customer engagement
• Own the multi million-dollar digital marketing budgets and associated online targets and business KPI’s
• Work closely with all marketing team members to help execute integrated brand campaigns and promotional offers

4) Social Media

• Own and evolve the organization’s social media properties; translating brand strategy into social media narrative through innovative programs, campaigns and ideas that increase engagement and reduce customer churn
• Help manage social sentiment through breakthrough programs that promote the company’s vision of helping graduate its customers to prime credit

5) Digital Analytics and Optimization

• Define key measures of success and provide transparency into performance through reports and dashboards across the entire funnel
• Understand and partner with technology and analytics teams to report on digital trends, funnel analysis, customer behavior
• Drive analysis of the online origination channel and track performance against business goals and impact to P&L
• Develop and execute sophisticated A/B testing frameworks to test all areas of the funnel including: creative, messaging, ad targeting, landing pages and online app flow

Requirements

• A deep sense of curiosity with strong problem-solving capabilities and the ability to think strategically while being detail and execution-oriented,
• Ambitious; a willingness to inherit and drive today’s Digital function to another level with pace and see the organization and your career benefit in the process
• Ability to manage multiple priorities in a hyper fast paced environment where change and innovation that delivers business value and results is highly valued
• Highly collaborative role working closely with internal stakeholders including IT, risk and operations to drive success of the digital channel and maximize its impact to the business overall
• Extremely strong background in data and analytics to enhance digital reporting capabilities, attribution modeling and customer insights
• A bias towards the customer and a strong ability to walk in their shoes to truly deliver a best in class digital experience that exceeds their expectations

Qualifications

• 8 -10 years’ experience in Digital Marketing, with at least 4+ years of leadership of a Digital Marketing function at the strategic, leadership level.
• Previous management experience with a staff of sophisticated Digital Natives
• Financial Services industry experience strongly preferred
• Thorough knowledge of targeting best practices and associated legal restrictions
• Knowledge of and comfort with a variety of online tools, inclusive of content management systems, CRM, and web analytics
• Creative thinking, exceptional analytical skills coupled with solid business foundation, particularly in digital marketing.
• An innovative, positive, resilient and self-directed attitude – interested in “figuring out” solutions.
• Excellent oral/written communication and presentation skills.

Inclusion and Equal Opportunity Employment

goeasy is an equal opportunity employer. In addition, goeasy is committed to providing accommodations for applicants upon request at any stage of the recruitment process in accordance with all legislative requirements throughout Canada.   Please let us know if you require an accommodation due to a disability during any aspect of the recruitment process and we will work with you to address your needs.

Additional Information:

All candidates considered for hire must successfully pass a criminal background check, credit check, and validation of their work experience to qualify for hire.  We thank all interested applicants, however we will only be contacting those for interview who possess the skills and qualifications outlined above.

Why should you work for goeasy?

To learn more about our great company please click the links below:

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