Marketing Lead

Position: Marketing Lead (Unionized Position) 

Reporting: Managing Director

Compensation: Level 5: $80,000 - $100,000 CAD + benefits (Union Dues 3% of salary)

Hours of Work: 40 hour work week 

Introduction

As the Marketing Lead at Grassriots, you’ll be joining one of Canada’s most innovative and boundary-pushing agencies serving the global market of non-profit organizations, charities and social enterprises. At Grassriots, your work will have measurable social impact with global reach and influence.

Your Work Makes an Impact

As the Marketing Lead at Grassriots, your responsibilities are twofold: first, you will work with a portfolio of clients to meet their fundraising, marketing and advocacy goals, ensuring their communications reach the right audiences and generate results. You'll fine-tune campaigns to guarantee they resonate with the right demographics, optimizing both reach and impact.

Second, you’ll be stewarding Grassriots' own brand within the non-profit sector, crafting targeted marketing campaigns, social media engagement, and thought leadership. You will work closely with our Business Development Team to identify opportunities, but you'll also coordinate with your colleagues to produce collateral that reflects our unique value proposition. Your aim is not just to gain visibility but to establish Grassriots as the premiere digital agency for non-profits seeking transformative solutions.

Your dual focus ensures that you're not only driving client success but also contributing to Grassriots' growth and reputation in a highly competitive market.

The Role of Marketing Lead

Three Pillars of Grassriots Strategy 

• Achieve targets as established in customized strategies for each client.

• Build relationships with clients to deepen and improve our work together.

• Champion Grassriots as the industry expert, supporting the entire non-profit sector.

Technical Skills & Qualifications

• Strong and proven abilities in digital marketing across platforms and driven by strategy including but not limited to: Search and Display Ads, Programmatic, Google Ad Words, and Meta.

• Proficiency with Google Analytics and Looker Studio alongside other equivalent analytics tools to track and measure performance.

• Experience using marketing automation tools, and tools that support automation of ad deployment, management, and reporting at scale. 

• Publishing on CMS systems. Some front-end coding experience (e.g. HTML and CSS) is a bonus, but not required.

• Email marketing systems (MailChimp, ActiveCampaign, Other) and email marketing automations.

• Proven ability to write clearly and persuasively for a variety of platforms and audiences.

• Proven track record of managing projects with multiple stakeholders and completing them on deadline and on budget.

• Usage of, and awareness of AI tools for marketing and its potential impact on the non-profit sector. 

• Familiarity with Microsoft Excel, including knowledge of basic formulas and pivot table creation.

• Facebook Blueprint Certification (Media Buying) or other professional program completions/certifications, such as Google Analytics certification, or Google Adwords preferred.

Internal:  

• Large scale visioning for marketing projects for clients and Grassriots.

• Oversee and evaluate all activities involving paid advertising strategies, SEO, social media, ethical lines in digital space and data privacy.

• Act as a Marketing Subject Matter Expert (SME) by providing recommendations on the best way to reach targeted audiences.

• Maintain and communicate strategies to track active campaigns, budget reconciliation and tracking and future projects.

• Lead marketing execution and functional tasks for all campaigns. When possible, delegate execution tasks to appropriate members of the Strategy team (while still being responsible for overall execution).  

• Contribute to brainstorming on the Strategy team’s digital strategies for all clients.

• Support Project Managers in the creation of workback schedules, project hours, budget and deliverables.

• Manage campaign strategies, including: Presenting, Refining, Implementing, Monitoring, and Optimizing.

• Spot trends, opportunities and make recommendations for the Strategy team.  

• Write and edit articles, marketing pieces, and announcements.

• Grassriots sector engagement: 

  • Identify, initiate and support conferences, tradeshows and event registration and sponsorships.

  • Source speaking, co-marketing, and publishing opportunities for Grassriots.

• Build a continuous stream of knowledge to keep up with trends, new platforms, and everything in the digital space. 

• Estimate and track project hours.

• Contribute to RFPs and build new client opportunities.

• Participate as a member of the Grassriots team contributing to the overall success of Grassriots. 

Client Facing:  

• Manage a portfolio of high-profile clients and provide positive client service experiences.

• Meet with clients to understand their needs and give regular updates.

• Build trust and sustainable relationships.

• Present campaign strategies and translate technical knowledge.

• Collaborate with stakeholders and invest in the client's best interest.

• Flag issues or concerns with campaigns.

• Find opportunities to recommend solutions, and grow clients accounts centered around performance.

• Offer long-term visioning and strategy for clients.

• Get feedback from clients and refine practices.

• Help clients to create goals and set expectations.

• Communicate campaign progress, identifying opportunities for optimizations. 

• Support clients through complex troubleshooting.

Report on campaign performance identifying opportunities and key insights. 

Success as Marketing Lead

• Help clients meet and exceed goals and optimize their marketing investments

• Support clients to move community members up their ladder of engagement.

• Build processes that adhere to best practices in marketing that are centered around automation.. 

• Understand the goals that need to be met and align marketing strategies to meet them. (ie. revenue, followers, engagement, petition signing, etc).

• Establish Grassriots as the leader in digital spaces and participate in conferences, discussions, and other spaces outside of Grassriots.

• Expand work with clients and strengthen relationships.

• Work within the scoped hours and follow communication flow when adjustments need to be made.

• Clear expectation setting and high communication with clients and coworkers.

• Confidence when communicating campaigns’ strategies and recommendations.

• Produce work that you and Grassriots can be proud of.

The Grassriots Identity

A part of being a Grassriots team member is contributing and thriving in a deeply collaborative environment. We’re low-ego; we have integrity and respect for others, and adaptability regarding our positions, decisions, recommendations, and directions. We’re motivated, we’re problem solvers, and we do everything with empathy and compassion. Lastly, we try to have an inclusive lens in our relationships, both with one another, and with our clients. 

Core Competencies

At Grassriots, all team members are expected to have strong:

• Written communications skills

• Self-reflectiveness skills that support learning from and taking responsibility for mistakes

• Adaptation skills to deal with change and uncertainty

A Marketing Lead is expected to meet the Level 5 requirements of the Grassriots Compensation Competencies.

Leadership and Teamwork

• Can be accountable to team members and shared deadlines

• Shows care for team members

• Supports capacity building, skills development, and knowledge and learnings with team members. Ensures professional development is happening for all team members

• Facilitates and leads team meetings, strategy and development

• Possesses self-awareness and emotional sophistication

Process

• Uses business information to inform process development, leads teams in creating and implementing new systems and processes, and is directly responsibility for implementation and results

Network and Relationships 

• Has a developed network of senior-level contacts in our sector

• Presents or organizes industry conferences supporting Grassriots and its clients

Delivery and Practice 

• Has successfully led the development of tactical plans and team strategy

  • Supports direct reports in contributing to or improving those plans 

• Has trained others in the organization in their areas of expertise

  • Possesses strong facilitation skills

Theory and Framing 

• Has developed, tested, contributed to and/or published original theory/ ideas/projects/research relevant to your role and field

Client Services 

• Maintains client services standards and norms

• Centers client experience and trains other team members on client relationships and service

• Advises executives on client relationships and client needs

Benefits and perks

‣ Love that down time? Well, we do too! We love it so much that we offer 3 weeks vacation to start PLUS paid time off between December 25 and New Years and 4

paid employee appreciation days off! We also have a Right to Disconnect Policy, ensuring when you aren’t on work time, you are able to actually disconnect. 

‣ We believe in universal healthcare, but since our government doesn’t, we provide full health and dental coverage to our entire team.