Job Board
Children's Aid Foundation of Canada

Senior Manager, Marketing

Posted On: February 25, 2022
Closing On: March 18, 2022

Location: Toronto
Effective: Immediately
Employment Type: fulltime
Level: beginner
Salary Range: $70,000 - $90,000

About Children’s Aid Foundation of Canada and Stand Up for Kids

Children’s Aid Foundation of Canada is our country’s leading charity dedicated to improving the lives of children and youth involved in the child welfare system. We raise and grant funds and deliver a wide range of high-impact programs and services in partnership with 74 child- and youth-serving agencies across the country that support more than 19,300 vulnerable young people and 4,200 families annually.

Stand Up for Kids is our national public movement uniting caring Canadians in changing the futures of our nation’s most vulnerable kids – those who have experienced abuse and neglect. We know that by helping these young people to overcome their trauma and break the cycle for future generations, they gain the strength and resilience to create a lifetime of their own unstoppable successes.

The Foundation is a dynamic and growing organization committed to the long term growth and stability of funding for child welfare programs across the country. Our staff members are a highly committed team of professionals who are dedicated to delivering excellence and maximizing the social value of donations and volunteer contributions to child welfare in Canada.

Purpose of the Position

It is an exciting time to join the Children’s Aid Foundation of Canada as we embark on a bold and ambitious digital transformation strategy that will drive growth and awareness and ultimately lead to increased funds to better serve our three priority areas: 1) children and families at risk, 2) children and youth living in government care, and 3) youth transitioning out of care. The Senior Manager, Marketing will play a pivotal role within the organization, overseeing two staff while working closely with the Communications, the Development and the Database teams.

The Senior Manager, Marketing will play a central role in overseeing the development and execution of the Foundation’s omni-channel marketing strategies. Reporting to the VP of Marketing, Brand and Communications, the Senior Manager, Marketing will play a strategic role in key marketing and revenue generation activities at the Foundation including 1) leading strategic omni-channel marketing plans with a focus on new lead generation, donor acquisition, stewardship and retention as well as donor upgrade and remarketing efforts, 2) leading the digital transformation efforts as the Foundation moves to a new CRM platform and conducts upgrades to the web properties for optimization and conversion, 3) working closely with the Communications team to lead mass market awareness building, lead generation and fundraising campaigns to grow our national presence, influence and impact, 4) using insights and data to grow and cultivate the Foundation’s donor base, engage new supporters and will establish a pipeline for future higher giving levels.

This is an excellent opportunity for an ambitious results oriented marketing and fundraising professional with proven experience in lead generation, direct response campaigns and creating compelling donor and supporter engagement activities.


Direct Response/Mass Market Awareness & Fundraising/Lead Generation – 40%

  • Responsible for the management of the mass market awareness and fundraising campaigns and direct response activities (offline and online), including one time giving and regular giving program;
  • Designing and managing the strategy and execution of digital marketing programs, including search engine optimization and marketing, display advertising, social media advertising, website optimization, email marketing, and content marketing;
  • Ensuring a consistent donor experience and excellence across all digital marketing touchpoints along the donor journey;
  • Lead the Foundation’s digital transformation strategy, including the migration to a new CRM platform;
  • Collaborate with the Marketing, Brand and Communications team members as well as external agency partners/contractors in the development and execution of digital awareness and fundraising ad and lead generation campaigns;
  • Monitor response rates and testing results and provide recommendations for future appeals and campaigns;
  • Assess donor groups and channels and lead the development of Key Performance Indicators (KPIs) for the Foundation’s mass market/direct response categories;

Web & Digital Engagement – 40%

  • Lead the Foundation’s digital transformation strategy, including migration to a new CRM platform and upgrades to our web properties for optimization, conversion and positive user experience;
  • Plan and oversee all digital marketing, including SEO/SEM, display advertising campaigns, social media and influencer marketing;
  • Collaborate with Marketing, Brand and Communications team members to develop and execute digital marketing strategies to increase awareness, engagement and revenue including emails, website and social media content, videos, photography and other engagement opportunities;
  • Responsible for Foundation e-communications channels;
    • Develop strategies to improve overall digital experience and help to build the Foundation’s digital presence,
    • Collaborate with the Communications team to manage the Foundation’s editorial calendar to ensure that tactics, messaging, timing, volume of communications are appropriate and optimized for conversion.
  • Develop and monitor KPIs including prospect pool growth, social media/digital engagement, awareness, open rates, click rates, unsubscribe rates etc.

Cross Team Collaboration and Leadership – 20%

  • Collaborate with the Communications team on content development, lead generation tactics and conversion strategies;
  • Collaborate with the Development team to create and execute and optimize fundraising campaigns and programs; working closely with the Community Giving team on peer-to-peer and third party fundraising;
  • Collaborate with the Database team to drive data analysis across all channels to develop insights for optimization;
  • Lead and mentor a team of two staff and support their career growth, aspirations and potential.


  • 5+ years of experience in omni-channel integrated marketing with experience in areas such as: lead generation, mass fundraising, digital marketing, advertising, direct response/direct mail, website redesign, social media and influencer marketing;
  • University or college degree in marketing, advertising, communications or equivalent experience;
  • Results-oriented and highly adaptable with an entrepreneurial mindset;
  • Proven success in acquisition and conversion campaigns, with preference to marketing/revenue generating campaigns (offline/online);
  • Demonstrated experience with website analytics tools and reporting at a management and executive level (i.e. Google Analytics) and experience leveraging data analytics to drive business strategies;
  • Demonstrated experience in managing organic and paid digital media, especially working with Facebook Ads Manager;
  • Demonstrated experience with SEO, AdWords and Google Grants;
  • Knowledge of website management/content management systems like WordPress, Constant Contact and online fundraising portals such as Artez, Engaging Networks or Blackbaud Luminate;
  • Knowledge and experience with fundraising systems and donor management software, such as Raiser’s Edge;
  • Background and understanding of current web standards, AODA, HTML, CSS, SEO and basic jQuery/JavaScript;
  • Knowledge of email marketing automation platforms.

Skills and Abilities

  • Proven creative and strategic thinker with the ability to bring the organization’s key strategic priorities to market in a high quality, impactful and efficient way;
  • Comfortable setting/negotiating priorities with a cross functional team;
  • Strong collaboration and consultation abilities to best understand the full picture – including business objectives, budgets, timelines, and project or donor specific requirements;
  • Excellent communication skills, creative problem solver, curious, pro-active, collaborative;
  • Strong analytical skills and the ability to identify new revenue opportunities;
  • Ability to work independently, communicate at all levels with confidence and sound judgement, tact and confidentiality in relation to beneficiaries (the children and youth that we serve), donors, volunteers, staff and the public;
  • Excellent time management and organizational skills with the ability to handle multiple projects and priorities concurrently;
  • Alignment to organizational values: Care & Compassion, Child & Youth Focused, Excellence & Leadership, Integrity, Collaboration/Teamwork.

Hours of work

  • Regular office hours: 9:00 am to 5:00 pm.
  • Occasional evening and weekend hours.
  • Vacation restrictions during busy periods.

Travel requirements

  • Local travel occasionally, during business hours.

Supervisory Responsibilities

  • Two direct reports

CAFC provides equal employment opportunities to employees regardless of their gender, race, religion, age, disability, sexual orientation or marital status. We welcome and strongly encourage applications from equity seeking groups, including members of communities that are overrepresented in the child welfare system. We offer a family-friendly environment that allows for flexible work arrangements in order to support staff diversity and ensure a healthy work-life balance.

Note that currently as a result of the COVID-19 pandemic, CAFC staff are working remotely with a plan to return to the office, located in downtown Toronto when it is safe to do so however, this role has the opportunity to be remote and/or flexible.

To Apply:

To Apply Please forward a current resume, with covering letter in one single document, detailing how your qualifications match this opportunity, to and include “Senior Manager, Marketing March 2022” in the subject line of your email by March 18, 2022.

We thank all candidates for their interest in the work of Children’s Aid Foundation of Canada; but only candidates selected for an interview will be contacted. No telephone inquiries please.