Director, Digital Marketing

You are passionate about the health and well-being of people and communities. The talents and skills you bring to your work are valued by your colleagues and you’re always interested in learning something new. You enjoy working remotely and online, using digital platforms to think creatively and work collaboratively, and you believe in the importance of work/life balance.

About the role

Position: Director, Digital Marketing
Position Type: Full-time, contract for 12 months
Reports to: Chief Communications and Marketing Officer
Start Date: ASAP
Location: Remote from home in Canada

The Director, Digital Marketing leads strategy and performance across Trans Canada Trail’s marketing campaigns, digital platforms, and marketing partnerships. You’ll translate organizational priorities into integrated campaigns that grow our audience, deepen engagement, and support fundraising — all while ensuring a best-in-class digital experience for millions of Canadians connecting with the world’s longest trail.

This is a strategic leadership role on a small, high-output team. You’ll set direction and drive results across paid and owned channels, oversee two direct reports who manage day-to-day execution, and partner closely with our Communications, Philanthropy, and IT teams. You’ll also manage external agencies, freelancers, and vendors.

This position is open only to residents of Canada, who are eligible to work in Canada. 

Key responsibilities

Campaigns

• Develop and lead integrated national marketing campaigns, from awareness through to fundraising conversion, across paid, owned, and earned channels designed for both English and French audiences from the outset
• Drive audience acquisition and always-on programs that grow our email subscriber base, campaign participation, and donor pipeline
• Partner with the Philanthropy team to support their annual giving, corporate partnerships, cause marketing, and peer-to-peer fundraising through digital channels
• Oversee campaign performance: KPIs, testing, optimization, and reporting
• Identify and test new channels, tools, and approaches (including AI) to extend reach and efficiency

 Marketing Partnerships & Reach

• Proactively identify and cultivate marketing partners, media companies, platforms, brands, influencers, Trans Canada Trail Network Partners, who can extend Trans Canada Trail’s reach across Canada in both official languages
• Develop co-marketing opportunities that build awareness and grow our audience
• Manage partner relationships end-to-end: outreach, negotiation, activation, and measurement

 Research, Insights & Strategy

• Lead audience research and market insights to inform campaign strategy, messaging, and channel investment
• Monitor trends in digital marketing, nonprofit engagement, and the broader trail/outdoor/wellness space to identify opportunities
• Use data, analytics, and testing to continuously sharpen targeting, messaging, and performance
• Contribute consumer and market insights to broader organizational strategy and planning

 Websites and Map

• Own the strategy and performance of Trans Canada Trail’s portfolio of web properties, including user experience, accessibility (WCAG), SEO, and conversion optimization
• Oversee the website redevelopment — managing the agency/vendor build in WordPress, including timelines, budget, and delivery, in partnership with IT
• Partner with IT and the GIS team on the strategy and experience of Trans Canada Trail’s public-facing interactive trail map, one of the organization’s most important digital assets
• Establish and maintain a content governance framework for all web properties, ensuring every page has a designated content owner, content is reviewed on a regular cycle, and publishing standards are consistently met
• Work with Communications team and other content-producing teams to ensure web content is current, on-brand, and optimized for both user experience and search performance
• Define and optimize user journeys and conversion pathways across all digital properties (donate, sign up, explore the trail, participate in campaigns)

 Email, CRM & Audience Journey

• Lead email marketing strategy including segmentation, automation, and performance optimization using Salesforce Marketing Cloud
• Develop strategy for audience journeys from acquisition through engagement to conversion
• Drive measurable improvements in open rates, click-through, and conversion

 Team & Operations

• Lead, coach and develop the marketing team, fostering a collaborative culture
• Manage budgets, forecasts, and resource allocation
• Lead and manage external agencies and vendors, contract negotiation, ensuring high-quality delivery, alignment with strategy, and effective use of budget

Desired experience and qualifications

• Significant experience leading integrated digital marketing in a strategic capacity
• Experience managing agencies, vendors, and direct reports
• Strong track record with campaign performance, advertising, and data-driven optimization
• Experience building marketing partnerships that extend reach and audience growth
• Demonstrated use of research, data, and consumer insights to drive marketing strategy
• Experience managing multiple websites
• Experience leading a new website development or digital transformation project
• Experience establishing web content governance, web publishing workflows, or editorial standards across multi-stakeholder organizations
• Fluency with CRM/marketing automation platforms (Salesforce Marketing Cloud or similar)
• Comfort leveraging AI and emerging tools to scale a lean team’s output
• Strong collaborator who thrives in cross-functional, fast-paced environments
• Ability to work independently in a remote setting
• Experience in a national charity or nonprofit is an asset
• Bilingualism (English/French) is an asset

Compensation package

We offer a compensation package that includes:

• Hiring salary of $100,000 per year

Working environment

• Fully remote team with flexible working hours and a collaborative, mission-driven culture.
• Candidates must have a reliable internet connection and a dedicated workspace.

Commitment to inclusion and employment equity

Trans Canada Trail is a proud equal opportunity employer, and we are committed to creating a respectful, inclusive and barrier-free workplace that allows everyone to reach their full potential. A diverse workforce is key to our success, and we understand that different experiences, expertise and diversity of thought create better opportunities to understand the world we share.

To apply

We value a staff team made up of people with diverse voices and experiences and welcome your application if this role calls out to you. If you already have the skills and experience that we’ve asked for, great. But we also consider potential – so if you don’t have those exact skills yet, but you have the know-how and desire to develop them, know that we support professional growth, and this role may still be a great match for you – so don’t be shy about applying.

Applications will only be accepted from residents of Canada, who are eligible to work in Canada.

• Please send resume and cover letter to Craig Lund of Marketing Talent Inc: clund@marketingtalentinc.com
• The deadline for submitting your application is June 12, 2026.

Only those candidates selected for an interview will be contacted. We thank all applicants for their interest in working at Trans Canada Trail. 

Trans Canada Trail is committed to the full inclusion of all qualified individuals. As part of this commitment, Trans Canada Trail will ensure that persons with disabilities are provided reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact Craig Lund at clund@marketingtalentinc.com.