Head of Marketing

Vancouver, BC Canada Full-time

We innovate | We have tenacity |We Empower | We get things done | We are Unique |We have fun

GSL Group includes a wide range of businesses including Real Estate Development, Holdings and Construction (Commercial, Industrial, Residential and Sports & Entertainment Facilities), E-Commerce, Sports and Entertainment, Travel & Hospitality, Food & Beverage, and Agriculture. 

We are searching for a strategic leader to be our new Head of Marketing who will help grow our brands’ influence locally while also increasing brand loyalty and awareness. This key leadership role will be responsible for the development of GSL’s marketing strategy, across the organization and the development of the marketing teams, digital marketing campaigns across all business lines, go to market activities and the digital data strategy for actionable insights. This position would also work closely with Product strategy and development across the Tech business units either developed or under development

We are looking for an individual who is innovative and will provide forward thinking leadership & vision to build and maintain strong employer branding and a strong company web presence. Strategic thinking, executional excellence, in-depth marketing experience and a passion for digital technologies will be crucial for success in this role.

The Head of Marketing will work closely with multiple teams and stakeholders across the organization to ensure consistency through all digital marketing channels, and will have a dual reporting structure, to the VP of Sales & Strategic Partnerships, and to the President of Technology & Innovation. Ideally this position will be based in Vancouver, however candidates from Victoria and Kelowna will also be considered.

A Day in the Life:

  • This multi-faceted role will have a number of accountabilities, including but not exclusive to those listed below:
  • Build our digital marketing roadmap, developing and implementing the overall digital marketing strategy for GSL
  •  Plan digital marketing campaigns, including web, SEO/SEM, email, social media, and display advertising
  • Manage, guide and train digital marketers and other marketing positions on the team
  • Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs); evaluate important metrics that affect our website traffic, service quotas, and target audience
  • Monitor competition of KPI goals and provide ideas to stand out
  • Keep up to date with, and evaluate emerging technologies; provide thought leadership and perspective for adoption where appropriate
  • Identify the latest trends, technologies and insights, and optimize spend and performance based on insights
  • Work with Product leaders to provide direction, scope, and development of Tech Products
  • Plan, execute, and measure experiments and conversion tests
  • Collaborate with internal teams to create landing pages and optimize user experience
  • Utilizing strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
  • Instrument conversion points and optimize user funnels
  • Collaborate with external agencies and other vendors and partners
  • Coordinating with advertising and media experts to improve marketing results
  • Build effective working relationships with stakeholders and leverage both internal and external resources to deliver campaign objectives
  • Build marketing plans that deliver on campaign objectives and ensure all campaign touchpoints are aligned to brand standards and quality expectations
  • Leverage in-house and external research and analytics resources to turn data into insights and insights into advantage
  • Use best practices like workback schedules, RACI charts, and project charters to ensure campaigns and collateral are delivered on time, within budget, and meet quality standards
  • Work closely with the management of our websites, social media, email campaigns, advertising, success stories, and blogs as they pertain to digital implementation
  • Manage all digital marketing channels (e.g., website, SEM and SEO, emails, and social media) to ensure brand consistency
  • Grow our social media presence across all digital channels; manage and improve online content, considering SEO and Google Analytics
  • Working with the Sports Marketing team to create digital campaigns to promote sporting events
  • Develop promotional programs such as contests and giveaways, and other digital products to bolster fan engagement
  • Drive leads to the sales team, and measure CAC and CPL ratios
  • Forecast sales performance trends and act proactively to increase our market segment
  • Liaise with Product, Design, and Sales directors to increase client satisfaction through cohesive strategies
  • Designing and overseeing all aspects of our digital marketing department including our marketing database, email, and display advertising campaigns
  • Develop specific campaigns to create and maintain high levels of customer interaction
  • Monitor campaign budgets; prepare accurate reports on our marketing campaigns’ overall performance
  • Work with the marketing team to brainstorm new and innovative growth strategies
  • Other duties, as assigned

You Own This if you Have:

  • Post-secondary Degree or Diploma in Marketing
  • 10+ years of demonstrated digital advertising experience
  • Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
  • Experience in identifying target audiences and devising digital campaigns that engage, inform, and motivate
  • Experience in optimizing landing pages and user funnels
  • Experience with A/B and multivariate experiments
  • Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
  • Working knowledge of ad serving tools (e.g., DART, Atlas)
  • Experience in setting up and optimizing Google Adwords campaigns
  • Working knowledge of HTML, CSS, and JavaScript development and constraints
  • Strong analytical skills and data-driven thinking
  • Up to date with the latest trends and best practices in online marketing and measurement
  • Strong to advanced level MS Office skills: Excel, Outlook, PowerPoint, etc.
  • Exceptional communication, interpersonal, and relationship management skills
  • Ability to work for long hours due to nonconventional hours of the sports, gaming and entertainment industry; must possess a strong work ethic
  • Demonstrated ability to prioritize work, multi-task, and work under pressure to meet deadlines in a fast-paced environment, excellent time management and organizational skills
  • Ability to work effectively independently and in a team environment with multiple stakeholders and cross-functional teams, and to bring energy, motivation, and enthusiasm to the job
  • Fluent and active in/on social media
  • Results-hungry self-starter with a proven record of managing high performance teams
  • Detail-oriented, driven, and organized marketer with an insatiable desire to win

Benefits, Perks & Other Cool Stuff:

  • Competitive salary
  • Employer paid dental & extended health coverage
  • Life insurance and disability coverage
  • Employee and Family Assistance Program (EFAP)
  • Employee Discount Programs
  • Front-of-the-Line Access to shows and concert tickets
  • Employee Family Assistance Program
  • New Hire referral bonuses
  • GSL Scholarship Program


GSL is proud to be an equal opportunity employer.  We value diversity and are dedicated to providing a work environment that is free from harassment and discrimination.  All employment decisions are made based on qualifications, job requirements and business needs.  GSL is passionate about being known for an inclusive culture where talented people of all backgrounds want to work.

Please visit our careers page to see more job opportunities.

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