Digital Manager

Position Title: Digital Manager

Location: Toronto, ON, Canada

Reports to: Marketing Leader

Direct Reports: N/A

Scope / Brands: Canada

ABOUT THE WELLA COMPANY

Together, WE enable individuals to look, feel, and be their true selves.

Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands such as Wella Professionals, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally, presence in over 100 countries, Wella Company and its brands enable consumers to look, feel, and be their true selves. As innovators in the hair and nail industry, Wella Company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth to its stakeholders.

For additional information about the Wella Company please visit www.wellacompany.com.

THE ROLE

We are seeking an innovative and data-driven, Digital Manager to lead end-to-end digital marketing strategies across our portfolio of iconic beauty brands: Wella Professionals, OPI, Nioxin, Clairol Professional, Wella Color Charm, and Sebastian. This role is a rare opportunity to make a tangible impact by driving digital excellence and accelerating brand growth in a fast-paced, trend-driven industry.

You will be at the forefront of digital transformation, owning the strategy and execution of 360° digital marketing initiatives including influencer marketing, social media, paid media, e-retailer partnerships, and digital campaign planning, managing a budget of $1M. You thrive on data, creativity, and collaboration - and you’re not afraid to challenge the status quo with fresh, high-impact ideas.

The role requires working with cross functional and US teams including, but not limited to, NA Marketing, Sales and Education teams, Media Agencies, E-comm, CMI, CRM, PR & Influencer Marketing and external creative and data vendors.

KEY RESPONSIBILITIES

1. Digital Strategy & Execution

• Lead annual planning and execution for all digital marketing initiatives across assigned brands.
• Develop and implement 360° digital campaigns for new product launches, cultural moments, seasonal events, and brand-building initiatives.
• Own digital campaign development, working cross-functionally with brand, creative, and media teams.

2. Influencer & Social Media Marketing

• Build and execute influencer marketing strategies that drive awareness, advocacy, and conversion that are both effective and efficient.

• Work closely with PR agency to build influencer squad for priority brands and identify top tier influencers for long-term partnerships
• Execute paid campaigns for key brands/ initiative launches
• Execute Earned sampling campaigns for micro-influencers & Pros
• Identify and secure a Pro-Ambassador

3. Social Media Marketing (@wella_canada IG)

• Co-pilot comprehensive social media management for Pro and end-consumer audiences, including:
• Content strategy and local content production
• Community engagement and growth
• Performance analysis and optimization

3. Paid Media Ownership - strategic media planning, development, execution and evaluation

• Development and assessment of overarching Media Strategy by brand informed by Global and Divisional Media guidelines
• Own and oversee cross-platform paid media campaigns (META, TikTok, Google, Display, Video, Retail Media).
• Supervise media agency partners to continually provide best in class plans with the lowest possible cost, to deliver highest possible impact against brand goals and media KPIs
• Monitor performance, conduct deep-dive analyses, implement course corrections, and prepare campaign assets.

4. Digital Assets & Toolbox Management

• Create, manage, and distribute digital toolboxes and assets for e-commerce, product launches and national campaigns (EN/FR).
• Assessment and application of Global strategy and assets within CA Market
• Critical evaluation of each brand’s consumer journey and ensuring that content being created, and the media supported purchase funnel work hand-in-hand to drive sales

5. E-Retail & Sales Support

• Partner with the sales and education teams to support e-retail activations with high-quality digital assets and content.
• Address ad hoc digital asset and content requests from the sales team to support fast-paced commercial needs and drive retail execution.

6. DTC website

• Supervise the DTC website on Shopify, ensuring smooth new product launches, regular R&R and assets updates, CRO, accurate data exchange and GA4 tracking, and ongoing performance analysis.

7. Utilizing Analytics to drive Media effectiveness

• Work closely with agency to cement methodology of how we define, optimize, attribute and measure media success
• Translate research and data platform work into actionable steps that drive media performance
• Enable organization wide understanding of analytics processes and results through enabling visualization of results
• Report on Brand/Campaign performance, ROI and best practices/learnings to apply to future campaigns.  
• Determine and prove media effectiveness in the absence of perfect sales attribution

QUALIFICATIONS

QUALIFICATIONS AND EXPERIENCE:

• 5 years of experience in digital marketing, preferably within beauty, CPG, or lifestyle brands
• Proven track record of successfully planning and executing multi-channel digital campaigns, including influencer marketing and paid media.
• Experience managing social media platforms and communities
• Hands-on experience with paid media platforms such as Meta Ads Manager, TikTok Ads, Google Ads, and Retail Media networks.
• Proficiency in e-commerce platforms, ideally Shopify, including site management, tracking setup (e.g., GA4), and conversion rate optimization.
• Analytical background with the ability to interpret data, generate insights, and make actionable recommendations.
• PowerPoint, Excel, Google Analytics, Shopify
• Adobe Photoshop / Illustrator is a plus.

REQUIRED SKILLS:

• Strong strategic thinking with the ability to translate brand goals into effective digital marketing plans and campaigns.
• Excellent project management and organizational skills, with the ability to manage multiple priorities in a fast-paced environment.
• Exceptional communication and collaboration skills to work cross-functionally and with external partners.
• Data-driven mindset with proficiency in analytics tools and the ability to measure media effectiveness and ROI.
• Creative problem-solving and innovation in campaign ideation and execution.
• Proficiency in content strategy, social media community management, and influencer marketing tactics.
• Detail-oriented with strong attention to digital asset management and quality control.
• Ability to adapt quickly to changing digital landscapes and emerging technologies.
• Comfortable working independently and as part of a team with a proactive and solution-oriented approach.

EEO OPPORTUNITIES

We offer equal employment opportunity to qualified individuals without regard to race, religion, color, national origin, age, gender, disability, sexual orientation, gender identity, gender expression, marital status, veteran status, or any other characteristic protected by law. Wella Company with federal and state disability laws and makes reasonable accommodations for applicants and employees with disabilities. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact us at: https://www.wellacompany.com/consumer-affairs

We strongly believe that cultivating a diverse workplace gives a company strength. The combination of unique skills, abilities, experiences and backgrounds creates an environment that produces extraordinary results. EOE Minorities/Females/Protected Veterans/Disabled.

English - Please click on this link to review the Notification of Equal Opportunity Rights poster

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