Director, Growth Marketing

Purpose of the Role:

Reporting to the Vice President, Marketing & Communications, the Director, Growth Marketing owns Nicola Wealth’s demand-generation engine, translating marketing activity into measurable, qualified pipeline and revenue. This role is accountable for the full marketing digital funnel from paid and organic acquisition through conversion, nurturing and attribution and for building the data strategy, technology and reporting foundation that makes growth predictable, efficient and repeatable. Given the considered, relationship-driven nature of wealth management, the role places particular emphasis on educating and nurturing high-value, long-consideration prospects and on demonstrating a clear return on marketing investment.

Core Responsibilities:

• Pipeline Ownership & Funnel Optimization — Own the end-to-end digital marketing funnel including paid media and advisor close rate journey. Evaluate and constantly optimize marketing’s contribution to qualified pipeline; define funnel stages, diagnose drop-off, and continuously improve conversion from anonymous visitor to marketing-qualified and sales-accepted lead.
• Performance Analysis & Optimization — Use the multi-touch attribution and reporting provided by the Insights function to connect marketing spend and activity to pipeline and revenue, enabling confident, data-driven decisions on where to invest. Diagnose platform performance, set up in house media as needed for always on leads.
• Website & Conversion Rate Optimization (CRO) — Own the website as a conversion engine, leading a structured test-and-learn / A/B testing program to improve on-site conversion, performance and user experience.
• Landing Pages, Lead Capture & User Experience — Design and optimize high-value landing pages and lead-capture frameworks — forms, offers and gated content — ensuring a seamless, trust-building experience aligned to each campaign and audience.
• Paid & Organic Inbound Acquisition — Lead demand generation across paid and organic channels — search engine optimization (SEO), local SEO, and performance/paid media across search, social, display and programmatic — to grow qualified inbound traffic efficiently and at a target cost per acquisition.
• Lead Nurturing & Marketing Automation — Own the marketing automation platform and build scalable nurture programs that move leads through the funnel, partnering closely with Sales on lead scoring, routing and hand-off.
• Lifecycle Email Flows — Design automated, personalized email sequences that educate, build trust and prime long-term, high-consideration prospects, improving engagement and conversion across an extended buying cycle.
• MarTech & Activation Stack — Own the campaign-execution technology stack — the marketing automation platform, ad and media platforms and website/CMS — and the flow of campaign data into the CRM, partnering with the Insights function on the measurement and reporting layer.
• Leadership & Cross-Functional Collaboration — Lead, coach and develop the growth marketing function — team members, agencies and vendors — and partner across Sales, Content, Brand and Compliance to deliver integrated, measurable campaigns.
• Customer Lifecycle Marketing (CLM) — Own lifecycle marketing across the full client relationship — onboarding, engagement, retention and deepening — extending marketing’s role beyond acquisition to nurture and grow existing client relationships.
• AI Search, Content & Answer-Engine Visibility — Extend organic discovery into AI-powered search by developing Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) strategies, supported by an insight-led content foundation, so Nicola Wealth is surfaced as prospects increasingly research through search engines and AI assistants.
• Other relevant and related responsibilities, as assigned and as the needs of the organization change.

Required Skills & Qualifications:

• A minimum of 8 years of related work experience in growth, digital or performance marketing, including 3+ years leading teams and/or agency partners.
• Completion of a bachelor’s degree in Marketing, Business, Analytics, Communications or a related field required; a Master’s degree or MBA is an asset.
• Certifications in relevant platforms (e.g., Google Analytics/Google Ads, HubSpot or Marketo, Meta Blueprint, or CXL/Reforge) are an asset.
• Demonstrated, hands-on expertise across SEO/SEM, paid and performance media, conversion rate optimization and A/B testing.
• Proven experience owning a marketing automation platform and its integration with CRM, and building lead-nurturing and lifecycle email programs.
• Strong command of marketing analytics, multi-touch attribution and reporting/BI tools, with the ability to connect marketing activity to pipeline and revenue.
• Familiarity with AI-powered search and answer-engine optimization (GEO/AEO), first-party data strategy and customer data platforms (CDP), and emerging discovery channels is an asset.
• Experience in financial services, wealth management or another considered, regulated, high-trust purchase environment is a strong asset.
• Excellent communication, collaboration and stakeholder-management skills, with a proven track record of partnering closely with Sales.
• Must be legally eligible to work in Canada for any employer

Compensation & Benefits Package:

This position comes with a base salary range of $140,000 - $180,000 plus a competitive performance bonus, RRSP contribution and participation in our profit-sharing program. Base salary will be commensurate with experience, skills, and qualifications.

At Nicola Wealth, our people grow our business, delight our clients, and live our values every day. Our comprehensive compensation and benefits package reflects our appreciation for this commitment. Whether it’s participating in our profit sharing and benefit programs on day one, or the opportunity to participate in our share ownership program, our people are able to go beyond a conventional salary and bonus structure. To learn more about our complete package, visit: www.nicolawealth.com/total-rewards.