Purpose

Reporting to the Manager, Digital Marketing and Media, the Digital Marketing Specialist is responsible for the day-to-day execution, optimization, and performance of Armstrong Collective’s paid media, organic search (SEO), and generative search optimization (GEO).This role plays a critical part in delivering strong business results by taking ownership of campaigns, building trusted partnerships with agencies and cross functional teams, and continuously developing expertise in an evolving digital landscape.

The Digital Marketing Specialist demonstrates curiosity, accountability, and resilience, and understands how their work contributes to Armstrong Collective’s broader strategy, values, and guest experience.

Key Areas of Accountability

Paid Media Performance & Optimization

• Support the Manager, Digital Marketing and Media with brand awareness research surveys and reporting.

• Support the development of paid media strategies, promotion briefings and activity calendars aligned to business priorities and performance targets.

• Act as the day‑to‑day lead for paid media execution, partnering closely with agencies to manage, optimize, and evolve campaigns.

• Review and quality‑check campaign setup and outputs (e.g., pixels, tags, UTMs, placements, creative), taking ownership to ensure accuracy, effectiveness, and alignment to plans.

• Monitor pacing, budget allocation, and performance against KPIs (e.g., ROAS, CPA, conversion volume), proactively identifying risks, opportunities, and optimization actions.

• Translate performance data into clear insights and practical recommendations to improve future results.

• Demonstrate accountability for outcomes by following through on actions, addressing issues early, and learning from results.

Search & Discovery Marketing (Paid Search, SEO & GEO)

• Collaborate with the Manager, Digital Marketing & Media to support SEO and GEO strategies aligned to overall business and brand goals.

• Work with agency partners to analyze organic performance and search behaviour, identifying opportunities to improve visibility and experience.

• Identify keyword gaps, content opportunities, and search trends, proactively recommending enhancements to content and digital experiences.

• Stay informed on evolving algorithms, generative search developments, and industry best practices, applying learnings with curiosity and adaptability.

• Take ownership of implementation plans that strengthen organic search performance and future‑ready discovery.

Agency and Cross-functional Collaboration

• Act as the primary day‑to‑day contact for paid media and search agency partners, building trusted, respectful relationships through clear communication and follow‑through.

• Coordinate timelines, deliverables, feedback, and priorities across agencies and internal teams (creative, brand, digital experience, analytics).

• Communicate campaign plans, performance learnings, and next steps in a clear, practical, and audience‑appropriate way.

• Contribute openly to team discussions, respectfully sharing perspectives while supporting team decisions and goals.

What Success Looks Like in This Role

• Campaigns are delivered accurately, on time, and on budget, with clear accountability for results.

• Performance insights are translated into practical actions that improve outcomes over time.

• Agency and internal partners experience clear communication, trust, and follow‑through.

• The role holder demonstrates curiosity, ownership, and adaptability in a fast‑changing digital environment.

• Work aligns to Armstrong Collective’s values and contributes meaningfully to business goals and guest experiences.

Qualifications

Education, Certification, Licenses

• Post-secondary education in marketing or related area of study or relevant experience.

• Google Ads, Bing Ads, Meta Ads, and other paid media platform certifications preferred.

• Google Analytics and Google Tag Manager certifications preferred.

Experience

• 3+ years digital marketing experience.

• 2+ years of hands-on experience managing paid media campaigns

• Previous marketing or media agency experience preferred

Skills & Capabilities

• Strong analytical and problem-solving skills, with the ability to evaluate options and make sound, informed decisions

• Experience in using SEO monitoring tools, such as Google Search Console, SEMRush or similar.

• Intermediate Excel and data analysis skills; experience with Looker Studio or Power BI considered an asset.

• Expertise using platforms such as Google Ads, Meta Ads, Bing Ads, DV360 (or other DSP) and analytics tools.

• Strong knowledge of the latest paid media tools and platforms.

• Strong written communication, time management and project management skills.

• Ability to manage multiple priorities while maintaining attention to detail and quality.

• Curiosity and willingness to learn new tools, technologies, and ways of working.

Attributes

• Takes ownership and pride in their work; follows through on commitments.

• Collaborative, respectful, and open to diverse perspectives.

• Adaptable and positive when navigating change or ambiguity.

• Results‑oriented, resilient, and motivated to continuously improve performance.

• Eager to learn, grow, and contribute to a high‑performing team.

Work Environment

• Must be legally entitled to work in Canada

• Corporate Office – Vancouver based; hybrid role with a minimum 3 days / week in the office.

Compensation

• The base salary offered for this role is $65,000 to $78,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity.

• Eligible for Armstrong Collective’s discretionary bonus program

Eligible Benefits

Armstrong Collective supports our team members’ health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:

• Medical, Dental, Vision, Life Insurance

• Short term disability, long term disability benefits

• Travel emergency assistance

• Vacation time and sick time

• Up to 5% RRSP and/or TSFA match

• Two complimentary annual train tickets after first year of employment

Armstrong Collective, Rocky Mountaineer and Canyon Spirit are an equal opportunity employer, driven by our values of creating meaningful moments, being one team, and achieving extraordinary outcomes. Our strong company culture supports our vision of a diverse, open, safe, and respectful workplace. We celebrate diversity and are committed to creating an inclusive environment for all team members. If you require any accommodation during the application process or throughout your employment, please let us know. We will work with you to ensure your needs are met and to create a supportive environment.

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