Digital Media Strategist

We are seeking a strategic and performance-focused Digital Media Strategist. This role is responsible for developing and executing digitally led media strategies and tactical plans that drive measurable outcomes across the full funnel from awareness to conversion with a focus on conversion.

You will work in close partnership with a brand media planning team to ensure seamless integration between upper-funnel brand efforts and lower-funnel performance media. This role requires a deep understanding of digital media channels, audience segmentation, and optimization strategies, as well as the ability to translate business objectives into actionable media plans.

Key Responsibilities:

Strategic Development

· Lead the creation of digitally led media strategies that align with acquisition, engagement, and retention goals.

· Translate business objectives into media KPIs including ROAS, CAC, LTV, and funnel conversion rates.

· Develop full-funnel media plans that incorporate paid search, paid social, programmatic display, and conversion-driven tactics.

Tactical Planning & Execution

· Build tactical media plans that leverage platform-native formats and AI-driven optimization tools.

· Collaborate with the brand media planning team to ensure strategic alignment and integration across all funnel stages.

· Guide creative teams in developing performance-focused assets tailored to digital platforms.

Cross-Functional Collaboration

· Act as a key liaison between media, creative, analytics, and digital teams to ensure cohesive campaign execution.

· Participate in weekly performance reviews and quarterly business reviews, providing strategic insights and recommendations.

Measurement & Optimization

· Support multi-touch attribution and incrementality testing to quantify media impact.

· Partner with analytics teams to build unified dashboards integrating media, sales, and user data.

· Drive proactive optimization cycles based on real-time performance insights.

Innovation & Thought Leadership

· Stay current on emerging tools, trends, and technologies in digital media and ecommerce optimization.

· Champion innovation and continuous improvement across media strategy and execution.

What You Need To Succeed:

· 7+ years in integrated media planning and strategy, with experience in performance media and digital transformation.

· Proven experience developing and executing full-funnel media campaigns.

· Strong understanding of attribution models, CDPs, and AI-powered media tools.

· Excellent communication and collaboration skills.

· Experience working in an integrated agency or client-side marketing environment.

· Familiarity with tools such as GA4, Apps Flyer, Google Tag Manager, and Looker Studio.

· Experience in gaming/igaming, or digital entertainment platforms is considered a strong asset.

· Knowledge of Canadian privacy and compliance standards (CASL, GDPR).

The Company

McCann Worldgroup Canada is committed to a diverse workforce as an Employment Equity employer (Women, People with Disabilities, Aboriginal Peoples, and Visible Minorities) and aims to maintain an inclusive and equitable workplace where employees feel valued, respected, and supported. If you require an accommodation, we would be happy to work with you to meet your needs.

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