Marketing Director, Brand & Digital - Sleep Country, Toronto

AI Summary

This Director, Marketing (Brand & Digital) role at Sleep Country in Toronto, ON, leads the relaunch of a major retail brand. You will shape the customer experience and drive omnichannel growth across the marketing ecosystem. Key responsibilities include setting brand strategy and managing marketing investments for acquisition and retention. Candidates require 7-10+ years of progressive brand and digital marketing leadership experience, specifically within an ecommerce retail environment.

About the Opportunity

As Director, Marketing (Brand & Digital) at Sleep Country in Toronto, you will play a pivotal enterprise-level leadership role in the exciting relaunch of a highly recognised Canadian retail brand. Reporting to the President of Bed Bath & Beyond Canada, this position is crucial for shaping the brand's renewed market position and enhancing the overall customer experience across the entire marketing ecosystem. You will be instrumental in defining the long-term brand strategy, positioning, and messaging architecture, ensuring differentiation and cultural relevance consistently expressed across all customer touchpoints. This opportunity demands an omnichannel mindset from day one, integrating ecommerce, CRM, customer lifecycle strategy, and retail marketing into a cohesive growth agenda. Your expertise will drive awareness, strengthen consideration, and support market share growth by leading integrated brand, communications, PR, partnership, and retail marketing strategies. This is a unique chance to build, launch, and scale a national retail platform from the ground up, backed by one of Canada’s most respected retail companies, offering significant career experience.

Driving Brand and Digital Growth

This leadership role involves owning the creative direction and brand governance model, ensuring a high-quality, consistent customer experience across digital, CRM, paid, earned, owned, and future physical retail channels. You will translate customer insight, competitive intelligence, and business priorities into a clear marketing agenda that supports acquisition, retention, loyalty, revenue growth, and brand equity. A key aspect of your work will be managing marketing investment across brand, performance, influencer, partnerships, affiliate, CRM, and paid media channels, ensuring resources are allocated to the highest-impact growth opportunities with clear ROI accountability. You will define the full-funnel growth strategy across ecommerce, CRM, SEO, SEM, email, SMS, paid media, affiliates, and emerging channels to drive customer acquisition, conversion, retention, and lifetime value. Establishing marketing performance goals, measurement frameworks, and optimisation routines is essential to connect marketing activity to revenue, customer growth, margin, engagement, and brand health outcomes. Furthermore, you will lead ecommerce and customer journey priorities that improve discovery, navigation, conversion, personalisation, and post-purchase engagement while reinforcing the brand experience, utilising customer, sales, site, CRM, and campaign data to identify growth opportunities and inform investment decisions across channels.

Qualifications and Team Leadership

Candidates for this Director, Marketing (Brand & Digital) position should possess a Bachelor’s degree in marketing or a related field, coupled with 7-10+ years of progressive experience in brand and digital marketing leadership. Essential experience includes working for an ecommerce retailer with direct involvement in Performance Marketing, demonstrating a proven track record of delivering digital and brand growth for multi-category businesses using data and brand tracking for strategic decisions. Strong leadership skills are paramount, including experience managing budgets and high-performing teams, with the ability to manage project timelines and team growth effectively. Knowledge of best practices for web content, conversion optimisation, site hierarchy, accessibility, and site speed is highly valued. Experience using platforms like Shopify, Amazon, or similar ecommerce environments, along with an understanding of CAN-SPAM and CASL compliance, is also required. Proven experience working with a top-tier Email Service Provider (ESP) is expected, and any experience in copywriting, design, HTML, or CSS would be an asset. This role requires a leader who can coach and develop a high-performing marketing team with clear accountability for brand growth, customer acquisition and retention, marketing effectiveness, and overall business outcomes, operating as a senior cross-functional business leader across the enterprise.