Director, Digital Marketing & Web Experience
Varicent · Toronto, Ontario, Canada ·
- Employment
- Full time
- Category
- Marketing
- Experience
- 7+ years
Varicent · Toronto, Ontario, Canada ·
We’re looking for a Director, Digital Marketing & Web Experience to lead how Varicent attracts, engages, and converts buyers across our digital ecosystem.
This is a high-impact leadership role for someone who loves connecting strategy with execution. You’ll own our digital growth strategy across paid media, web experience, SEO/AEO/GEO, conversion optimization, and performance measurement, with a clear focus on generating pipeline and supporting revenue growth.
You’ll have the opportunity to shape the function — leading a Senior Manager of Digital Marketing and Senior Web Developer, partnering with specialized agencies, and working closely with senior leaders across Marketing, Sales, Revenue Operations, Product Marketing, Content, Creative, and Finance.
We’re looking for someone who is comfortable setting the vision while staying close enough to the work to know what’s performing, what isn’t, and where we should move next.
Set the strategy and roadmap across paid media, website experience, SEO/AEO/GEO, conversion optimization, and digital acquisition.
Connect digital investments directly to business goals, including pipeline, revenue, customer acquisition, and brand growth.
Identify new opportunities across buyer behavior, emerging channels, AI-powered search, personalization, and digital experiences.
Bring together teams, agencies, technology, and data around clear priorities and measurable outcomes.
Own the strategy for Varicent.com as a key demand generation, storytelling, and conversion platform.
Partner closely with our Senior Web Developer to evolve the website experience, UX, navigation, performance, accessibility, and conversion paths.
Use analytics, behavioral insights, A/B testing, and experimentation to continuously improve the buyer journey.
Lead major web initiatives such as redesigns, personalization, CMS improvements, and other digital experience programs.
Lead our paid media strategy across search, social, retargeting, ABM, programmatic, and other digital channels.
Own channel mix, budget allocation, forecasting, and optimization based on performance.
Shape Varicent’s approach to SEO, AEO, and GEO, helping buyers discover us across both traditional and AI-powered search experiences.
Partner with Demand Generation, Product Marketing, and Content to translate campaigns into effective digital experiences.
Define how we measure digital performance across traffic, engagement, conversion, opportunities, pipeline, and ROI.
Partner with Marketing Operations and Revenue Operations to strengthen tracking, attribution, lead flow, and reporting.
Turn performance data into clear recommendations on where to optimize, experiment, and invest.
Build a culture of testing and continuous improvement across channels, audiences, creative, and web experiences.
Lead and develop a Senior Manager of Digital Marketing and Senior Web Developer, alongside our paid media and SEO/AEO/GEO agency partners.
Create clear priorities and operating rhythms that allow the team to move quickly without sacrificing quality.
Own digital marketing and web budgets, agency relationships, tools, and investments.
Serve as a trusted digital strategy partner to the SVP of Marketing and broader Marketing leadership team.
Help shape how the digital and web function evolves as Varicent grows.
We’re looking for a digital leader who has operated in a B2B SaaS, technology, enterprise software, or similarly complex sales environment and understands how digital experiences translate into business growth.
You’ll likely bring:
12+ years of experience across digital marketing, growth, demand generation, performance marketing, or web strategy.
7+ years of people leadership experience, including leading multidisciplinary teams or managers.
Experience owning digital strategy with measurable responsibility for pipeline, revenue, conversion, and customer acquisition.
Deep knowledge of paid media, SEO/SEM, digital acquisition, web strategy, CRO, analytics, and experimentation.
Experience owning or significantly influencing a B2B website and understanding how UX, content, technology, and conversion work together.
Experience managing meaningful digital budgets and making investment decisions based on performance.
Strong analytical instincts and the ability to turn complex data into clear recommendations.
Experience leading agencies and external partners while maintaining strong internal ownership.
The ability to influence senior stakeholders, navigate competing priorities, and connect digital strategy to broader company goals.
Comfort working in a growth-oriented environment where priorities evolve and leaders are expected to both set direction and help move the work forward.
Familiarity with tools such as HubSpot, Google Ads, GA4, Google Tag Manager, Salesforce, LinkedIn Campaign Manager, ABM platforms, experimentation tools, and modern analytics platforms.
An understanding of how AI is changing digital marketing, content discovery, personalization, and the buyer journey.
Experience with HubSpot CMS, ABM and intent platforms, multi-touch attribution, website personalization, CRO platforms, behavioral analytics, major website redesigns or migrations, and global digital programs is a plus.
Working knowledge of HTML/CSS and familiarity with accessibility, privacy, Core Web Vitals, and web governance will also help you partner effectively with our web team.
In your first few months, you’ll get to know our digital ecosystem, team, agencies, performance, and buyers; identify where we can improve quickly; and establish clear priorities for digital growth.
From there, you’ll build a multi-quarter roadmap, strengthen how we measure digital contribution to pipeline and revenue, establish a structured experimentation approach, and evolve Varicent’s website into an even stronger growth and conversion engine.
Over time, success will mean better digital experiences, stronger organic visibility, smarter media investment, higher conversion, clearer performance insights, and measurable growth in digital-sourced pipeline — supported by a team and operating model that can scale with Varicent.
For this role, the estimated annual base salary range is between $138,200.00 - $181,400.00 CAD. In addition to base salary, our compensation package may include bonuses, commissions for eligible sales roles, and a comprehensive benefits package. The actual base salary will vary based on factors including individual qualifications and market data, as objectively assessed during the interview process.
This posting is for a new vacancy.
This hiring process utilizes artificial intelligence tools to assist in candidate screening and assessment. Our AI tools are designed to complement — not replace — human decision-making.