Senior Manager, Digital Marketing & Web Experience

The Senior Manager, Digital Marketing & Web Experience will lead a design, content, and digital communications team dedicated to creating exceptional customer-facing experiences for Direct Energy Canada. Reporting to the Director of Brand Marketing and Creative, this role demands strong business acumen, analytical expertise, and collaboration across teams. The ideal candidate will lead the strategy, performance, and optimization of directenergy.ca while ensuring brand alignment and high-quality content across all digital platforms, including the online shopping experience, authenticated account platform, and mobile app. 

This role owns the digital experience from discovery and consideration, driving prospects and customers through to conversion and retention channels (platforms owned by the digital team), driving measurable business outcomes through content, email, and website performance. The Senior Manager will partner closely with Product, Digital, and Customer Experience teams to execute acquisition and retention strategies, optimize performance, and continuously improve the customer journey. 

Essential Duties/ Responsibilities: 

• Act as primary owner of the directenergy.ca website, ensuring performance, governance, and continuous improvement. 

• Lead a team responsible for website content, email marketing, and digital content and communications to deliver customer-centric experiences. 

• Develop governance and operating processes across digital properties to ensure efficient execution and brand consistency. 

• Drive and contribute to achievement of KPIs including conversion rates, enrollments, engagement, and customer experience metrics. 

• Partner with Product, Digital, and IT teams to publish content and ensure brand alignment across platforms. 

• Collaborate with Customer Experience teams to execute retention strategies and lifecycle communications. 

• Lead development of the website roadmap aligning business goals, marketing priorities, and customer needs. 

• Drive exploration and adoption of emerging digital tools, platforms, and AI-driven capabilities, staying current on industry trends to continuously improve team effectiveness and customer outcomes. 

• Lead implementation of advanced SEO practices, including structured data and schema, to enhance content discoverability, support generative search experiences, and improve overall digital performance. 

• Own email marketing oversight and lifecycle communications aligned to business objectives. 

• Lead optimization initiatives including A/B testing, UX improvements, and data-driven enhancements. 

• Ensure consistency of brand, messaging, and content across all platforms including web, app, and account experiences. 

• Manage multiple digital initiatives across scope, timeline, and budget. 

• Champion user-centered design and continuous improvement through insights and testing. 

• Partner across marketing, product, and analytics teams to support campaigns and digital initiatives. 

• Mentor and develop team members, fostering a collaborative and high-performing culture. 

Working Conditions: 

• Hybrid working environment (Calgary, AB). 

• Some overtime required as projects demand. 

• Some travel <10%. 

Minimum Qualifications: 

• Post-secondary education in technology (Computer Science, MIS) or business (Commerce, Marketing) or related field. 

• 6-10+ years web design and development experience across platforms. 

• 3-5+ years managing web or digital teams. 

• Experience collaborating with development teams to design digital solutions. 

• Leadership experience with enterprise-level CMS platforms. 

• Successful experience building and implementing omni-channel personalization at scale in a B2C context, with tools like Adobe Journey Optimizer.

• Demonstrated strong stakeholder management abilities, detailed analysis and reporting skills

Skills and Experience: 

• Proven leadership and collaboration skills with focus on team development. 

• Strong analytical ability with data-driven decision making. 

• Deep understanding of UX, user journeys, and content strategy. 

• Experience with A/B testing, SEO, and GEO. 

• Familiarity with enterprise tools such as Adobe Experience Manager, Workfront, analytics platforms. 

• Experience with in-platform CMS management is an asset. 

• Strong communication skills across digital and business stakeholders. 

• Experience in high-volume B2C industries such as utilities, telecom, financial services, or subscription services is an asset. 

• Someone who believes in the power of constructive feedback, open communication, and having fun at work. Life is too short not to enjoy what you do and the people you do it with.