Dealer Program Director

Date Posted: May 25, 2021

Location: Toronto


We are looking for a talented and motivated Digital Lead to build and expand our Dealer Program under our fastest-growing division at Innocean. If you’re passionate about cross-tier strategy development, implementing automation technologies, improving internal processes, better understanding the consumer journey across Tier 1, 2, and 3, and would love the opportunity to apply your craft in a collaborative 360 environment, we want to hear from you. 

Your primary role, outside of managing a team of campaign managers, is to lead strategic and impactful monthly sessions with the dealers in our program, evolving the conversation beyond data and digital media KPIs into business metrics and bottom line returns. We believe performance-focused digital media (search, social, display) provide intelligence way beyond impressions, clicks, and conversions. We’re looking to grow our in-house Dealer division to collaborate with our entire group of in-house Tier 1 (National) & Tier 2 (Regional) Media Planners, Media Buyers, Creatives, SEM / SEO / SMM / Programmatic Traders, and Data Analysts to drive results.  


Leadership and Talent Management

  • Mentor a team (coordinator and specialist for now, with the plan of adding more headcount as the program grows) of digital marketing professionals; foster teamwork, trust, and collaboration; provide leadership, guidance, and champion an environment that rewards creativity
  • Continue to build on existing level of digital marketing expertise (search, social, display), drive innovation, and stay up-to-date with industry trends and developments
  • Maintain our team’s reputation for innovation and efficiency, while establishing a high level of employee commitment
  • Optimize internal processes, including our in-house automation tools, to increase productivity and scale while prioritizing load management within your team

Strategy and P&L Accountability

  • Oversee cross-functional and cross-tier strategy development, specifically the optimization of all points in the consumer journey, from Corporate to DAA to Dealer, and championing your cross-tier strategy with internal planning, programmatic, and analytics teams as well as our in-house creative teams
  • Collaborate on innovative digital media (search, social, display) and creative strategies to positively impact dealership business objectives
  • Lead financial management and budget overview process for all digital platforms under your purview (Google, Microsoft, Facebook/Instagram, etc.)
  • Demonstrate thought leadership to dealerships, partners, and the industry; provide consistently comprehensive and effective analysis to internal and external stakeholders to support marketing recommendations
  • Educate dealerships on the importance of digital (specifically, paid search) in the overall marketing mix

Campaign and Client Management

  • Lead day-to-day management of Tier 3 Search, Social, and non-programmatic Display campaigns, including translating Dealers’ marketing goals into successful paid search/social/display campaigns & manage Dealers’ expectations with monthly/quarterly reports
  • Lead the monitoring, tracking, evaluation, and optimization of paid search, paid social, and non-programmatic paid display campaign performance to maximize Dealers’ investment, including, but not limited to, weekly budget pacing, audience optimizations, bid optimizations, A/B testing ad copy and landing page variations, query reports, and ensuring creative and websites are tagged appropriately
  • Benchmarking, analysing and forecasting for digital initiatives to help our Tier 3 clients achieve their goal
  • Share performance and creative insights with internal agency teams to improve overall communication results, including, but not limited to best performing keywords/copy, auction insights, competitive data, etc.
  • Ensure client inclusion in Google Betas to continually test, learn, and drive innovation


  • Strong technical background with Google search, Google Display Network, Google Discovery, Facebook Ads & proven track record in digital media marketing optimization
  • Strong technical background in the following tools: Google Ads, Google Analytics, Search Ads 360, Microsoft Ads, and Facebook Business Manager
  • While you have a passion for digital media, you like to think big and understand total marketing communication impact
  • Enthusiastic, self-motivated, and collaborative, with strong leadership, organizational, and project management skills
  • Ability to identify growth opportunities, a keen eye for detail, with strong presentation and interpersonal skills and the ability to articulate and deliver messages effectively
  • Understand the importance of accountability, professionalism, and integrity in the workplace


  • 6+ years of paid search experience (preferably in an agency setting)
  • 4+ years of paid social and/or display experience
  • 3+ years of experience in the Auto industry, specifically with Dealerships across Canada
  • University or College Degree in psychology, advertising, marketing, finance, or data analytics is an asset
  • Experience working with cross agency disciplines (Planners, Programmatic, Studio, etc.) is an asset

Closing Statement:

Innocean Worldwide Canada is an equal opportunity employer that is committed to diversity, inclusion, and teamwork. We encourage all qualified applicants to inquire below. Any disability-related needs will be accommodated throughout the recruitment process. 


If you are interested in career opportunities with Innocean Worldwide Canada, please send your cover letter and resume to