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About the Role
The Director, Growth Marketing owns Nicola Wealth’s demand-generation engine, translating marketing activity into measurable, qualified pipeline and revenue. This role is accountable for the full marketing digital funnel from paid and organic acquisition through conversion, nurturing and attribution, and for building the data strategy, technology and reporting foundation that makes growth predictable, efficient and repeatable. The role emphasizes educating and nurturing high-value, long-consideration prospects and demonstrating a clear return on marketing investment.
Responsibilities
- Own the end-to-end digital marketing funnel including paid media and advisor close rate journey.
- Evaluate and optimize marketing’s contribution to qualified pipeline, defining funnel stages, diagnosing drop-off, and improving conversion from visitor to lead.
- Use multi-touch attribution and reporting to connect marketing spend and activity to pipeline and revenue for data-driven decisions.
- Diagnose platform performance and set up in-house media for continuous lead generation.
- Own the website as a conversion engine, leading a test-and-learn/A/B testing program to improve on-site conversion, performance, and user experience.
- Design and optimize high-value landing pages and lead-capture frameworks, ensuring a seamless, trust-building experience aligned to each campaign and audience.
- Lead demand generation across paid and organic channels (SEO, local SEO, performance/paid media) to grow qualified inbound traffic efficiently.
- Own the marketing automation platform and build scalable nurture programs, partnering with Sales on lead scoring, routing, and hand-off.
- Design automated, personalized email sequences to educate, build trust, and prime prospects, improving engagement and conversion.
- Own the campaign-execution technology stack and the flow of campaign data into the CRM.
- Lead, coach, and develop the growth marketing function, including team members, agencies, and vendors.
- Partner across Sales, Content, Brand, and Compliance to deliver integrated, measurable campaigns.
- Own lifecycle marketing across the full client relationship (onboarding, engagement, retention, deepening).
- Develop Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) strategies to extend organic discovery into AI-powered search.
- Perform other relevant and related responsibilities as assigned.
Requirements
- A minimum of 8 years of related work experience in growth, digital or performance marketing.
- A minimum of 3 years leading teams and/or agency partners.
- Must be legally eligible to work in Canada for any employer.
Skills
- SEO/SEM
- Paid and performance media
- Conversion rate optimization
- A/B testing
- Marketing automation platform integration with CRM
- Lead-nurturing programs
- Lifecycle email programs
- Marketing analytics
- Multi-touch attribution
- Reporting/BI tools
- AI-powered search and answer-engine optimization (GEO/AEO)
- First-party data strategy
- Customer data platforms (CDP)
- Emerging discovery channels
- Financial services, wealth management or another considered, regulated, high-trust purchase environment experience is a strong asset.
- Excellent communication, collaboration and stakeholder-management skills.
- Proven track record of partnering closely with Sales.
Location
- Canada
Work Type
- Full-time
Experience Level
- 8+ years of related work experience
- 3+ years leading teams
Education Level
- Bachelor’s degree in Marketing, Business, Analytics, Communications or a related field required
- Master’s degree or MBA is an asset
- Certifications in relevant platforms (e.g., Google Analytics/Google Ads, HubSpot or Marketo, Meta Blueprint, or CXL/Reforge) are an asset.
Salary/Compensations
- $140,000 - $180,000 base salary
- Competitive performance bonus
- RRSP contribution
- Participation in profit-sharing program
Benefits
- Profit sharing program
- Share ownership program
- Comprehensive compensation and benefits package
About the Company
- Nicola Wealth is a national leader in wealth management, known for its sophisticated financial planning, diversified private investment funds, high client retention rate, and award-winning culture.
- Recognized as a Best Managed Company and one of Canada’s Top Employers.
- Dedicated to upholding firm values through significant growth.
- Fosters a collaborative, creative, and entrepreneurial environment.
- Passionate about the business, culture, and investing in employee growth and development.
Equal Opportunity
- Inclusive, equal opportunity employer.
- Provides reasonable accommodation during the recruitment process upon request.