Digital Marketing Manager

📌 Core Information

🔹 Job Title: Digital Marketing Manager

🔹 Company: Blackline Safety

🔹 Location: Calgary, Alberta, Canada

🔹 Job Type: Full-Time, Hybrid

🔹 Category: Marketing

🔹 Date Posted: July 18, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site with remote flexibility

🚀 Job Overview

Key aspects of this role include:

• Planning, implementing, and monitoring digital marketing campaigns across various networks
• Guiding brand and demand generation programs through Blackline's website and other digital initiatives
• Managing and optimizing paid advertising campaigns and SEO strategies
• Collaborating with cross-functional teams to create an exceptional online visitor experience
• Analyzing website traffic and campaign performance to drive continuous improvement

ASSUMPTION: This role requires a high level of expertise in digital marketing, with a focus on driving revenue growth through effective online campaigns and website optimization.

📋 Key Responsibilities

✅ Guide the conception, execution, and delivery of brand and demand generation programs through Blackline's website and other digital initiatives

✅ Manage and oversee all aspects of digital campaigns, including database marketing and ABM

✅ Track, report, and analyze website traffic and engagement, paid initiatives, and campaign ROI

✅ Optimize content and landing pages for both organic and paid search engine marketing

✅ Perform ongoing keyword discovery, expansion, tracking, and optimization

✅ Build SEO keyword definition and optimization to identify gaps and new opportunities, preparing and executing on-page optimization strategies

✅ Identify the latest trends and technologies affecting digital marketing initiatives and make recommendations for opportunities

✅ Develop and maintain Blackline's websites, blog, and other online platforms

✅ Responsible for monitoring and actioning website update requests

✅ Develop and monitor paid advertising campaign budgets

✅ Act as a liaison with digital marketing agencies to develop content and direction to improve campaign and SEO results

✅ Prepare accurate reports on each digital campaign's overall performance

✅ Evaluate important metrics that affect website traffic and make recommendations for improvements

✅ Evaluate web visitor flow and adjust as needed to increase engagement and decrease bounce rates

✅ Provide feedback on web copy and design to ensure optimization for visitors' experience, with a continuous drive for improvement

✅ Support the performance and integration of the Marketing tech stack

✅ Work with the wider marketing team to develop new and innovative growth strategies and execute digital campaigns as a project manager

ASSUMPTION: This role requires a strong understanding of digital marketing strategies, with a focus on driving revenue growth through effective online campaigns and website optimization.

🎯 Required Qualifications

Education: Bachelor's degree in Business, Marketing, or a related field

Experience: Minimum 5 years of full-time marketing experience in a digital marketing position

Required Skills:

• Strong fluency in search marketing tactics – SEO, Google ads, LinkedIn and Facebook ads, search/display/programmatic ads
• High proficiency with analytical tools like SEMrush and GA4
• Proficiency with marketing automation systems and CRM (preferably HubSpot)
• Experience with mapping and implementing end-to-end digital marketing campaigns
• Must be a self-starter who excels at multitasking and thrives in a fast-paced environment
• Excellent time management skills with the ability to prioritize and shift workload to meet deadlines

Preferred Skills:

• Experience with Adobe Suite (especially Photoshop) and HTML/CSS

ASSUMPTION: Candidates should have a strong background in digital marketing, with a focus on driving revenue growth through effective online campaigns and website optimization.

💰 Compensation & Benefits

Salary Range: $80,000 - $120,000 CAD per year (Based on industry standards for a Digital Marketing Manager role with 5-10 years of experience in Calgary, Alberta)

Benefits:

• Competitive benefits package
• Health, dental, and vision insurance
• Retirement savings plan with company match
• Employee assistance program
• Paid time off and flexible work arrangements

Working Hours: Full-time, typically Monday to Friday, 8:00 AM to 5:00 PM, with flexibility for remote work

ASSUMPTION: The salary range is estimated based on industry standards for a Digital Marketing Manager role with the given experience level and location. Benefits may vary based on the company's current benefits package.

📌 Applicant Insights

🔍 Company Context

Industry: Blackline Safety is a global leader in the development and manufacturing of wirelessly connected safety products, operating in the Software Development industry.

Company Size: Blackline Safety has 201-500 employees, providing a mid-sized company environment with opportunities for growth and collaboration.

Founded: Blackline Safety was founded in 2004, with over two decades of experience in the safety technology industry.

Company Description:

• Blackline Safety offers the broadest and most complete portfolio of wirelessly connected safety products in the industry, focusing on employee safety monitoring, gas detection, and emergency response management.
• The company's products are used to keep people safe in various environments, from populated areas and complex indoor facilities to remote locations worldwide.
• Blackline Safety is committed to empowering its people to be their best, fostering a culture of innovation, resiliency, leadership, and customer focus.

Company Specialties:

• Employee Safety Monitoring
• Lone Worker Monitoring
• Gas Detection
• Wireless Gas Detection
• Work Alone Safety
• Real-time Safety
• Connected Safety
• Emergency Response Management
• Data Analytics

Company Website: http://www.blacklinesafety.com

ASSUMPTION: Blackline Safety is a well-established company in the safety technology industry, with a strong focus on employee safety and innovation.

📊 Role Analysis

Career Level: Mid-level to senior, with opportunities for growth and career advancement within the Marketing department and the company as a whole.

Reporting Structure: The Digital Marketing Manager will report directly to the Marketing Director and work closely with cross-functional teams, including Sales, Product, and IT.

Work Arrangement: This role is hybrid, with a combination of on-site and remote work. The specific work arrangement may be discussed further during the interview process.

Growth Opportunities:

• Advancement within the Marketing department, such as a Senior Digital Marketing Manager or Marketing Director role
• Expansion into other areas of the business, such as Product Management or Sales
• Opportunities to lead and mentor junior team members, fostering professional development

ASSUMPTION: This role offers opportunities for career growth and development within the Marketing department and the company as a whole.

🌍 Location & Work Environment

Office Type: Blackline Safety's headquarters is located in Calgary, Alberta, with additional offices in the United Kingdom and France.

Office Location(s): 803 24 Ave SE, Unit 101, Calgary, Alberta T2G 1P5, Canada

Geographic Context:

• Calgary is the largest city in Alberta, Canada, with a population of over 1.2 million people
• The city offers a diverse range of industries, including energy, technology, and healthcare
• Calgary has a humid continental climate, with warm summers and cold, snowy winters

Work Schedule: The work schedule for this role is typically Monday to Friday, 8:00 AM to 5:00 PM, with flexibility for remote work and adjusted hours as needed.

ASSUMPTION: The work environment at Blackline Safety is collaborative and innovative, with a focus on employee safety and growth.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the HR department
• In-depth interview with the Marketing Director
• Technical assessment or case study presentation
• Final interview with the CEO or another senior leader

Key Assessment Areas:

• Digital marketing expertise and strategic thinking
• Analytical skills and data-driven decision-making
• Communication and collaboration skills
• Cultural fit and alignment with Blackline Safety's values

Application Tips:

• Highlight relevant digital marketing experience and achievements in your resume
• Tailor your cover letter to demonstrate your understanding of Blackline Safety's mission and values
• Prepare for the interview by researching the company, its products, and industry trends
• Be ready to discuss your approach to SEO, PPC, and other digital marketing strategies

ATS Keywords: Digital Marketing, SEO, PPC, Google Ads, LinkedIn Ads, Facebook Ads, Marketing Automation, CRM, HubSpot, Marketing Campaigns, Website Development, HTML, CSS, Analytics, Marketing Strategy

ASSUMPTION: The interview process at Blackline Safety is designed to assess candidates' digital marketing expertise, cultural fit, and alignment with the company's mission and values.

🛠️ Tools & Technologies

• SEMrush
• GA4
• HubSpot
• Adobe Suite (Photoshop)
• HTML/CSS
• Marketing automation tools (e.g., Marketo, Pardot)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The tools and technologies required for this role may vary based on the company's current tech stack and the candidate's specific skillset.

👔 Cultural Fit Considerations

Company Values:

• Innovation: Blackline Safety encourages creativity and continuous learning to drive progress and improvement
• Resiliency: The company fosters a culture of adaptability and perseverance in the face of challenges
• Leadership: Blackline Safety empowers its employees to take initiative and make decisions that drive results
• Customer Focus: The company prioritizes understanding and meeting the needs of its customers
• Empowerment: Blackline Safety supports its employees' personal and professional growth and development

Work Style:

• Collaborative: Blackline Safety encourages cross-functional collaboration and teamwork
• Data-driven: The company makes decisions based on data and analytics to drive informed strategies
• Agile: Blackline Safety is adaptable and responsive to changes in the market and industry trends
• Customer-centric: The company prioritizes understanding and meeting the needs of its customers

Self-Assessment Questions:

• Do you have a proven track record of driving revenue growth through effective digital marketing campaigns?
• Are you comfortable working in a fast-paced, collaborative environment with tight deadlines?
• Do you thrive on staying up-to-date with the latest digital marketing trends and technologies?
• Are you passionate about employee safety and empowering workers to return home safely every day?

ASSUMPTION: Candidates should assess their fit with Blackline Safety's values and work style to ensure a successful and fulfilling career with the company.

⚠️ Potential Challenges

• Managing multiple digital marketing campaigns simultaneously, requiring strong organizational skills and time management
• Keeping up with the latest trends and technologies in digital marketing, necessitating continuous learning and adaptation
• Collaborating effectively with cross-functional teams, requiring strong communication and interpersonal skills
• Working in a fast-paced, dynamic environment, which may involve adjusting priorities and workloads as needed

ASSUMPTION: These challenges are inherent to the role and require a proactive, adaptable, and collaborative approach to succeed.

📈 Similar Roles Comparison

• Digital Marketing Manager vs. Marketing Manager: The Digital Marketing Manager role focuses specifically on digital marketing channels and strategies, while the Marketing Manager role may encompass a broader range of marketing activities
• Industry-specific context: Blackline Safety operates in the safety technology industry, with a focus on employee safety and monitoring. This context may influence the specific requirements and priorities of the role compared to similar positions in other industries
• Career path comparison: The Digital Marketing Manager role may serve as a stepping stone to senior marketing roles, such as Marketing Director or Chief Marketing Officer, or provide opportunities to transition into other areas of the business, such as Product Management or Sales

ASSUMPTION: Candidates should consider the specific requirements and context of this role compared to similar positions in other industries and companies.

📝 Sample Projects

• Developing and executing a comprehensive SEO strategy to improve organic traffic and search engine rankings for Blackline Safety's website
• Managing and optimizing paid advertising campaigns on Google Ads, LinkedIn Ads, and Facebook Ads to drive targeted traffic and conversions
• Collaborating with cross-functional teams to create and implement a new website design and content strategy, improving user experience and engagement

ASSUMPTION: These sample projects are representative of the types of initiatives the Digital Marketing Manager may be responsible for, but the specific projects may vary based on the company's current priorities and goals.

❓ Key Questions to Ask During Interview

• Can you describe the current state of Blackline Safety's digital marketing efforts, and where this role fits into the company's overall marketing strategy?
• How does Blackline Safety support the professional development and growth of its marketing team members?
• Can you provide an example of a successful digital marketing campaign that Blackline Safety has executed, and what made it successful?
• How does Blackline Safety approach collaboration and communication between the Marketing department and other teams, such as Sales and Product?
• What are the most significant challenges facing Blackline Safety's digital marketing efforts, and how can this role help address them?

ASSUMPTION: These interview questions are designed to provide insight into the role, the company's culture, and the candidate's fit with the organization.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the following link: Digital Marketing Manager - Blackline Safety
• Tailor your resume to highlight your relevant digital marketing experience and achievements
• Write a cover letter that demonstrates your understanding of Blackline Safety's mission and values, and your fit for the role
• Prepare for the interview by researching the company, its products, and industry trends, and be ready to discuss your approach to digital marketing strategies
• Follow up with the hiring manager one week after submitting your application, inquiring about the status of your application and expressing your continued interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.