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Senior Manager, Digital Fundraising

Why join the Canadian Cancer Society (CCS)?

The Canadian Cancer Society works tirelessly to save and improve lives. We fund the brightest minds in cancer research. We provide a compassionate support system for all those affected by cancer, from coast to coast and for all types of cancer. As the voice for Canadians who care about cancer, we work with governments to establish health policies to prevent cancer and better support those living with the disease. No other organization does all that we do to improve lives today and to change the future of cancer forever.

Come as you are

At CCS, we embrace everyone’s uniqueness and recognize the strength that lies in differences. We believe in the power of our collective potential and strive to achieve a more diverse, inclusive, and equitable workplace to empower and create opportunities for all. We welcome and encourage applications from all qualified candidates regardless of their gender, age, religion, race, ethnicity, and nationality. Particularly equity deserving groups, such as members of the BIPOC, and LGBTQ2+ communities, people living with disabilities, veterans, and anyone who may contribute to the further diversification of the Canadian Cancer Society. Together we unite and inspire all Canadians to change the future of cancer.

Job Overview

Reporting to the Director, Digital Fundraising & New Segment Engagement, the Senior Manager, Digital Fundraising will deliver strategic direction across the digital fundraising products, channels and online giving segments with a focus on driving qualified traffic to and grow cancer.ca revenue. Grow net-new paid, direct and organic acquisition sources and by cross-promoting, improve the conversion and retention while contributing to maximizing value of existing CCS donors.

The successful candidate will be responsible for leveraging online analytics to identify high-impact digital, web and eCommerce innovation, optimization and conversion tactics while working collaboratively across the organization on the acquisition go-to-market digital fundraising plan aligned to the 5-year strategic priorities for online fundraising products.   This role must be a strong leader with the ability to be strategic, comfortable working with internal and external partners, managing competing priorities, and developing requirements and execution plans, budgets and timelines.

This position is ideal for an experienced digital marketing professional who is detail-oriented, data-driven, strategic, forward-thinking, and familiar with the agile and minimal viable product approach within a matrix management environment.

What You’ll be Doing: 

Digital Strategy

  • Lead and steer the digital fundraising channel strategy to support the fiscal and 5-year strategic priorities.
  • Set up and scale the digital go-to-market processes/plans with internal and external partners to drive operational efficiencies and effectiveness.
  • Develop and implement a test-and-learn philosophy to scale outcomes.
  • Act as the departmental digital fundraising subject matter expert for digital offer positioning (web) and conversion optimization guardrails.
  • Monitor the digital fundraising ecosystem to implement best practices, monetize industry trends, and differentiate CCS digital fundraising offerings from other charities.

Digital Roadmap

  • Lead and steer the mass marketing digital fundraising priority roadmap, functional prerequisites and click conversion recommendations to grow online revenue.
  • Build and lead digital innovation pilots, monitor and evaluate test outcomes and socialize change to acquire new donors and grow the digital base.
  • Develop and implement improvements, innovation pilots and maintenance methodologies to evaluate click conversion effectiveness and resolve conversion barriers.

Web Optimization & Management, eCommerce 

  • Lead and manage the creation, planning, and delivery of various digital (web) revenue initiatives, analyze its effectiveness, and scale channel insights (measured by traffic, engagement, bounce rate and conversions).
  • Build strong relationships with stakeholders to influence the web prioritization, planning, management, and optimization of all mass fundraising pathways and offer/content changes and updates.
  • Set up A/B tests based on traffic/user performance data in partnership with digital/technical subject matter experts (UI/UX), content writers and segment analytics teammates to enhance the end-to-end donor experience (click to conversion) to grow revenue.
  • Lead the paid, web and eCommerce refresh project plans including refreshing content, updating creative/product assets and journeys to drive web optimization/ conversion performance.
  • Establish SEO and SEM tactics to enhance the conversion performance for organic, direct, paid, and referral traffic for the Monthly, Annual, Campaign and e-commerce digital fundraising offerings.
  • Develop a cohesive and meaningful digital experience from the point of click (paid), to consideration (web) within the digital fundraising ecosystem (eCommerce), to conversion and post-transaction.

Paid Media Advertising

  • Assess and optimize the digital fundraising paid campaigns and web conversion drivers (offer/features) for new and existing donors.
  • Manage the vendor partnerships to grow online Monthly, Annual and Tribute giving through the expansion of paid activities.
  • Develop vendor briefs for paid media placements, product creative formats, and platform targeting plans to boost conversion and ROI.
  • Oversee vendor briefing and end-to-end execution production for the departmental paid digital campaigns and establish a go-to-market process to develop, manage, produce, and change campaign assets.

Digital Fundraising Management (Web, eCommerce. Lead Generation and Paid)

  • Build a lead generation pilot to motivate traffic/users to take action and grow the pipeline.
  • Oversee the Monthly giving acquisitions targeting strategy and liaise with internal stakeholders to identify growth/competing opportunities (paid, web, e-commerce).
  • Liaise with internal stakeholders to establish and operationalize the campaign management, asset production, and change processes for all paid, web and eCommerce properties within the plan, budget, and timelines.
  • Ensure web/brand guidelines and compliance requirements are fulfilled consistently across the portfolio.
  • Establish and manage campaign go-to-market workflows to ensure departmental and cross-departmental alignment (product offers, targeting, and paid-platform performance).

Analytics, Reporting & Trends

  • Establish paid-performance conversion dashboards and actively analyze and interpret the KPIs to grow online revenue (e.g. measuring traffic, conversion and profitability of investments).
  • Actively monitor digital performance and develop the planning and prioritization enhancements for existing and new digital fundraising activities.
  • Assess and analyze traffic, users, transactions and personas to maintain and grow the national digital fundraising portfolio in English and French.
  • Assess emerging trends and opportunities and socialize learnings to establish a best-in-class digital fundraising centre of excellence.

People Leadership 

  • Build a high-performing team (currently 1 Specialist) and culture through coaching and mentoring, as well as fostering collaboration across internal and external teams.
  • Provide strong people-leader support and guidance to build vendor/team capacity to achieve the operating goals.
  • Provide a safe and healthy work environment for team members and relevant stakeholders.
  • Foster a working environment that highlights the talents and strengths of each team member.
  • Ensure that hiring practices are inclusive.
  • Encourage growth and development opportunities for all team members.
  • Champion CCS as a hero in the face of cancer.
  • Actively contribute to our culture of justice, belonging, equity, diversity, and inclusion by ensuring that all staff feel represented and heard regardless of their gender, age, religion, ethnicity, and nationality or race.

Qualifications: 

  • Bachelor’s Degree or equivalent experience in Digital Marketing, e-Commerce and/or Direct Response.
  • Strong knowledge of web conversion drivers, web requirements development, information design, digital marketing communications development and implementation; including online advertising and promotion, search marketing
  • Solid understanding of translating business strategy into digital experience through a mix of personalization and A/B testing
  • Ability to look at the bigger picture with a solid understanding of the donor journey
  • Proven experience of leading strategies and roadmaps of lead generation and conversion tactics that drive revenue.
  • Strong knowledge of Paid Media landscape, digital creative campaign optimization
  • Deep knowledge of the impact of web content & SEO to drive optimization, increase web traffic, user engagement and conversion.
  • Excellent ability to analyze digital data trends and action key learnings
  • Strong knowledge and understanding of the mobile space
  • Excellent knowledge and understanding of SEM/SEO, digital sales funnels
  • Knowledge of marketing technology, online user experience, eCommerce, web testing & personalization technology and content management system
  • Experience in identifying opportunities to bring efficiencies into existing processes
  • Practical experience with Agile development methodologies.
  • Experience in evaluating the need for digital agencies and freelancers. If utilized, ensure Digital Fundraising objectives and strategies are clearly communicated and in full alignment.
  • Hands-on experience using analytics tools such as Salesforce, Adobe, Luminate/Blackbaud, MS Office, Google Analytics, to develop data-driven channel strategies, and experience tackling large-scale, complex problems.
  • Proven experience in budget management and financial forecasting for digital fundraising initiatives
  • Excellent sector knowledge and understanding of the Canadian Not–for-Profit landscape will be an asset
  • Strong team player, collaborations and negotiation skills.
  • Bilingual (English / French) an asset.

What You Can Expect From Us:

CCS offers meaningful opportunities to help make a difference in the lives of Canadians with cancer, their caregivers, families and communities. We are committed to building and nurturing an inclusive community for our employees by highlighting their unique experiences. We value diverse skills and strongly encourage applications from all qualified candidates. CCS is committed to fostering a culture that is inspiring, supportive and exemplifies our core values:

Courageous  United  Caring  Rigorous

In return for your skills and dedication, we offer an attractive compensation package that encompasses a competitive salary, excellent benefits, which include paid parental leave, paid family sick time and health insurance, and the opportunity to have a rewarding employment experience where your contributions can make a true difference every day.

How to Apply:

Qualified candidates are invited to submit their resume, cover letter and salary expectations.

CCS is committed to employment equity and encourages applications from all qualified candidates. CCS will make available reasonable accommodations for people with disabilities upon request.

We thank all candidates for their interest and advise that only those selected for an interview will be contacted.

Please note that in keeping with the mandate of CCS to model and promote healthy lifestyles, employees are not permitted to smoke in or about CCS premises or while carrying out CCS business.