Vice President, Digital Marketing & Growth

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. Accredited by the Better Business Bureau, easyfinancial is our consumer lending business that offers secured and unsecured installment loans of up to $45,000 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 2000 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 Vice President of Digital Marketing & Growth to take our mobile and digital customer experience to the next level. We are looking for a data-driven, growth-oriented digital visionary to play a major role in goeasy’s next phase of hyper-growth!  In this role, you will own the end-to-end digital strategy and vision for goeasy including all performance marketing channels to drive customer acquisition and revenue growth, all digital products and user engagement and online analytics and insights. In this role, you will grow and lead a team focused on 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 of the digital borrowing process.

Overview

There are 4 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) Digital Acquisition and Performance Marketing

• Oversee performance marketing strategies and ongoing execution of SEM, display, paid social and SEO activities to create a digital ecosystem that drives high-quality leads and optimizes new customer growth
• Manage multi-million-dollar digital marketing budgets and associated online targets and business KPI’s
• Own performance for the channel including revenue and customer acquisition targets across the entire digital funnel  
• Develop the strategic framework and execution plans to support continuous funnel optimization through A/B testing in order to drive the most efficient cost per acquisition
• Optimize our owned channels for acquisition and retention including email, SMS and organic social media and content  
• Look for new and untapped digital channels to test and learn from
• Build personalized customer journeys throughout the online funnel to increase conversion and improve customer engagement
• Work closely with all marketing team members to help execute integrated brand campaigns and promotional offers

2) Digital Product and Technology Ownership

• Build our digital future by developing the 3-year digital product roadmap and associated execution plans to deliver a best in class digital customer experience
• Own all products in our current digital ecosystem, including our websites, online application flow, web ordering for easyhome, and My Account
• 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
• Work cross-functionally and collaboratively with our IT teams to ensure delivery and execution of new products and expanded feature sets of our existing products
• Responsible for funnel optimization across all products by developing an A/B testing framework and strategy that creates an ongoing cadence for a champion/challenger test and learn methodology

3) Digital Customer Experience

• Leverage research, consumer insights and competitive intelligence to develop and lead all digital transformation projects
• Enhance the digital borrowing experience by removing friction from the process to create a best in class customer experience that optimizes conversion at every stage of the funnel
• Develop the strategies and plans to create personalized digital journeys for customers based on their segmentation and behavioural attributes  
• Help define the long term strategy for digital customer engagement  throughout the customer lifecycle and across all digital touchpoints
• Be at the forefront of redesigning our omnichannel experience by being the champion of digital as you define its role in delivering on our customer promise while integrating into a retail environment with over 400 locations across Canada 

4) Digital Analytics & Data Transformation

• Lead the digital data and analytics team to shape the future of how we leverage and report on digital data to deliver key insights and future optimizations
• Work cross-functionally with our enterprise data and analytics teams and our IT teams to evolve our digital data structures and automated reporting capabilities
• Define key measures of success and provide transparency into performance through reports and dashboards across the entire funnel
• Drive analysis of the online origination channel and track performance against business goals and impact on the P&L
• Develop and manage the team to 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 reach aggressive heights
• Relentless and hardworking; someone who enjoys doing hard things and solving complex problems as we build for the future. You understand that building and scaling a business takes hard work and know that if it were easy, everyone would be doing it!
• 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, Business Intelligence, risk and operations to drive the 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 modelling 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
• A proven track record of building, scaling and growing teams as part of a functional transformation
• Exposure in implementing omnichannel campaigns and the execution of digital strategies, customer journeys, personalization or personas and digital content using creative & proven processes & tools
• Willingness and aptitude to not only work strategically but get in the “trenches” with the team to execute on plans and get it done
• Ability to define the structure and future state vision for the team to support the execution

Qualifications:

• Minimum of 8 -10 years’ experience in digital product and revenue marketing/demand generation with an ideal mix of marketing, strategic, technical and business background;
• 5+ years of leadership of a Digital Marketing function at the strategic, leadership level and with a strong focus on fostering professional development and growth of your team
• 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 a solid business foundation, particularly in digital marketing.
• An innovative, positive, resilient and self-directed attitude – interested in “figuring out” solutions.
• Technical savvy to work closely with the technology teams to jointly determine the best solutions to deliver on our digital strategy
• 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:

http://goeasy.com/careers/

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