📌 Core Information
🔹 Job Title: Senior Digital Marketing Manager
🔹 Company: AlayaCare
🔹 Location: Toronto, Canada
🔹 Job Type: Full-time, Hybrid
🔹 Category: Marketing
🔹 Date Posted: April 25, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site with flexibility
🚀 Job Overview
Key aspects of this role include:
- Driving demand generation and pipeline growth through paid media, SEO, and digital marketing strategies
- Optimizing campaign performance and maximizing ROI across various digital channels
- Collaborating cross-functionally with marketing operations, sales, and product marketing to align digital initiatives with revenue targets
- Managing budgets strategically to minimize CAC and maximize pipeline contribution
- Continuously improving marketing efficiency through A/B testing and data-driven decision-making
ASSUMPTION: This role requires a strong background in B2B SaaS digital marketing, with a focus on enterprise and midmarket customers.
📋 Key Responsibilities
✅ Own and manage LinkedIn Ads, Google Ads (Search, Display, YouTube), and retargeting campaigns to drive quality pipeline and ROI
✅ Optimize paid social strategies, particularly on LinkedIn, with ABM, thought leadership, and conversion-focused campaigns
✅ Continuously refine ad performance, messaging, and audience segmentation to improve conversion rates and cost efficiency
✅ Develop and execute an SEO strategy to boost organic traffic and inbound leads, collaborating with the content marketing team to build SEO-driven content
✅ Enhance website pages for search visibility, user experience, and conversion optimization
✅ Track and analyze key performance metrics such as ROAS, CPL, CTR, pipeline contribution, and organic traffic trends
✅ Conduct A/B testing across paid media, landing pages, and website experiences to drive continuous improvement
✅ Work cross-functionally with marketing operations, sales, and product marketing to align digital initiatives with revenue targets
✅ Maintain efficient budget management to maximize pipeline contribution while minimizing CAC
ASSUMPTION: This role involves a high degree of autonomy and requires strong project management skills to balance multiple campaigns and initiatives.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5+ years of experience in digital marketing, SEO, and paid media, preferably within a B2B SaaS environment targeting Enterprise and Midmarket customers
Required Skills:
- Proven track record managing and optimizing LinkedIn Ads and Google Ads with an emphasis on generating quality leads
- Strong SEO expertise with a history of improving organic traffic, keyword rankings, and domain authority
- Proficiency in marketing analytics platforms such as Google Analytics, HubSpot, Salesforce, or similar
- Strong ability to manage budgets strategically, optimize CPL, and demonstrate pipeline impact
- Highly analytical and comfortable with A/B testing and data-driven decision-making
- Collaborative and clear communicator with experience aligning digital marketing efforts with broader sales and revenue goals
Preferred Skills:
- Experience with marketing automation tools (e.g., Marketo, Pardot)
- Familiarity with CRM systems (e.g., Salesforce, HubSpot)
- Knowledge of the home healthcare industry
ASSUMPTION: A Master's degree in a related field or relevant certifications (e.g., Google Analytics Individual Qualification, Google Ads Certification) would be considered an asset but are not required.
💰 Compensation & Benefits
Salary Range: CAD 120,000 - 160,000 per year (based on experience and industry standards for a Senior Digital Marketing Manager in Toronto)
Benefits:
- Comprehensive group benefits program, including telemedicine
- Employee expense program for health, wellness, lifestyle, professional development, and productivity-related expenses
- Parental leave top-up program
- Flexible vacation policy
- Company wellness day program
- Paid volunteer time off program
- Career growth and learning and development opportunities
- Employee perk program for discounts at various participating vendors
Working Hours: Full-time, hybrid role with a regular in-office presence at the Toronto office
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, specifically home healthcare software solutions
Company Size: Medium-sized company with 501-1,000 employees, offering a mix of startup agility and enterprise resources
Founded: 2014, with a mission to revolutionize home healthcare delivery through innovative technology
Company Description:
- AlayaCare is a leading provider of cloud-based home health care software, offering an end-to-end solution spanning clinical documentation, back office functionality, client and family portals, and mobile care worker functionality
- The company aims to enable agencies to propel towards innovation and home care of the future, driving better outcomes for care workers and care recipients
- AlayaCare has offices in Canada, the USA, and Australia, with a team of over 500 employees
Company Specialties:
- Home Healthcare
- Healthcare
- SaaS
- Technology
- Software
- Home Care
- Personal Care
- Home Based Care
- and IDD Software
Company Website: AlayaCare
ASSUMPTION: AlayaCare's focus on the home healthcare industry sets it apart from other SaaS companies, offering unique challenges and opportunities for digital marketing professionals.
📊 Role Analysis
Career Level: Senior-level role with significant autonomy and impact on the company's growth and revenue targets
Reporting Structure: Reports directly to the Marketing Director or similar role, collaborating closely with cross-functional teams
Work Arrangement: Hybrid role with a regular in-office presence at the Toronto office, offering flexibility for some remote work
Growth Opportunities:
- Potential career progression into a marketing leadership or director role as the company continues to grow and expand its digital marketing efforts
- Opportunities to specialize in specific areas of digital marketing, such as SEO, paid media, or marketing automation, as the team and budget expand
ASSUMPTION: The Senior Digital Marketing Manager role is critical to AlayaCare's growth strategy, and the right candidate will have ample opportunities to make a significant impact and grow within the organization.
🌍 Location & Work Environment
Office Type: Modern, creative office spaces in prime locations, with a hybrid work arrangement
Office Location(s): 480 University Ave, Toronto, Ontario M5G 1V2, CA
Geographic Context:
- Toronto, Canada, is a multicultural city with a thriving tech industry, offering a high quality of life and numerous cultural attractions
- The Greater Toronto Area (GTA) is home to a diverse range of industries, providing ample networking and career growth opportunities
Work Schedule: Full-time, hybrid role with a regular in-office presence at the Toronto office, offering flexibility for some remote work
ASSUMPTION: The hybrid work arrangement at AlayaCare offers the best of both worlds, allowing employees to enjoy the benefits of working from home while also fostering collaboration and innovation in the office.
💼 Interview & Application Insights
Typical Process:
- Online application submission through the AlayaCare careers portal
- Phone or video screening with the HR team
- Behavioral and technical interviews with the hiring manager and/or marketing team members
- Final round interviews with senior leadership
- Background check and reference check
- Job offer and onboarding
Key Assessment Areas:
- Digital marketing expertise and strategic thinking
- Paid media and SEO campaign management experience
- Analytical skills and data-driven decision-making
- Budget management and ROI optimization
- Collaboration and communication skills
- Alignment with AlayaCare's company culture and values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant digital marketing experience and achievements
- Showcase your understanding of the home healthcare industry and AlayaCare's unique value proposition
- Prepare for behavioral interview questions that focus on your problem-solving skills, leadership, and adaptability
- Be ready to discuss your approach to digital marketing strategy, campaign optimization, and data analysis
- Demonstrate your ability to work collaboratively and drive results in a fast-paced, dynamic environment
ATS Keywords: Digital Marketing, SEO, Paid Media, LinkedIn Ads, Google Ads, Marketing Analytics, ROI Optimization, Budget Management, A/B Testing, Collaboration, Data-Driven Decision Making, Home Healthcare, SaaS, B2B
ASSUMPTION: AlayaCare's application process is designed to assess candidates' technical skills, cultural fit, and ability to drive results in a fast-paced, growing organization.
🛠️ Tools & Technologies
- Marketing analytics platforms: Google Analytics, HubSpot, Salesforce, or similar
- Paid media platforms: LinkedIn Ads, Google Ads (Search, Display, YouTube), and retargeting
- SEO tools: Google Search Console, SEMrush, Ahrefs, or similar
- Marketing automation tools (optional): Marketo, Pardot, or similar
- CRM systems (optional): Salesforce, HubSpot, or similar
ASSUMPTION: The Senior Digital Marketing Manager role at AlayaCare requires proficiency in a wide range of digital marketing tools and platforms, with a focus on marketing analytics, paid media, and SEO.
👔 Cultural Fit Considerations
Company Values:
- Better technology. Better outcomes.
- Customer-centric and empathetic.
- Collaborative and innovative.
- Data-driven and accountable.
- Transparent and inclusive.
Work Style:
- Agile and adaptable, with a focus on continuous improvement
- Collaborative and team-oriented, with a strong emphasis on cross-functional communication and coordination
- Data-driven and analytical, with a focus on informed decision-making and performance optimization
- Customer-focused and results-oriented, with a commitment to delivering exceptional value to care workers and care recipients
Self-Assessment Questions:
- How do you align with AlayaCare's company values, particularly "Better technology. Better outcomes."?
- How do you approach collaboration and communication in a hybrid work environment, ensuring that remote team members feel included and engaged?
- How do you balance data-driven decision-making with a customer-centric focus, ensuring that marketing efforts resonate with care workers and care recipients?
ASSUMPTION: AlayaCare's company culture emphasizes transparency, collaboration, and innovation, with a strong focus on delivering better outcomes for care workers and care recipients through revolutionary technology.
⚠️ Potential Challenges
- Managing multiple digital marketing campaigns and initiatives simultaneously, requiring strong project management skills and prioritization
- Balancing the need for data-driven decision-making with the need for swift execution and adaptability in a fast-paced, growing organization
- Navigating the unique challenges and opportunities of the home healthcare industry, with a focus on driving demand generation and pipeline growth
- Collaborating effectively with cross-functional teams, including marketing operations, sales, and product marketing, to align digital initiatives with revenue targets
- Managing budgets strategically to maximize pipeline contribution while minimizing CAC, in a dynamic and evolving market
ASSUMPTION: The Senior Digital Marketing Manager role at AlayaCare presents unique challenges and opportunities, requiring a strong, adaptable leader with a deep understanding of digital marketing and a passion for driving results in a fast-paced, growing organization.
📈 Similar Roles Comparison
- Unlike traditional B2B SaaS digital marketing roles, this position focuses on the home healthcare industry, offering unique challenges and opportunities for digital marketing professionals
- While the core responsibilities of this role are similar to those of a Senior Digital Marketing Manager in other industries, the focus on home healthcare sets it apart, requiring a strong understanding of the unique needs and challenges of this market
- Career progression in this role may follow a similar path to that of a Senior Digital Marketing Manager in other industries, with potential opportunities to specialize in specific areas of digital marketing or transition into a marketing leadership or director role
ASSUMPTION: The unique focus of this role on the home healthcare industry offers digital marketing professionals a distinctive opportunity to make a significant impact and grow within a dynamic, growing organization.
📝 Sample Projects
- Developing and executing a comprehensive SEO strategy to improve organic traffic, keyword rankings, and domain authority for AlayaCare's website
- Optimizing paid media campaigns to drive quality pipeline and ROI, with a focus on LinkedIn Ads and Google Ads
- Enhancing website pages for search visibility, user experience, and conversion optimization, with a focus on improving conversion rates and reducing bounce rates
ASSUMPTION: The Senior Digital Marketing Manager role at AlayaCare offers a wide range of projects and initiatives, allowing digital marketing professionals to gain diverse experience and make a significant impact on the company's growth and revenue targets.
❓ Key Questions to Ask During Interview
- How does AlayaCare differentiate itself from other home healthcare software providers, and how does this impact the digital marketing strategy?
- What are the key priorities for the first 90 days in this role, and how can I contribute to driving immediate impact?
- How does AlayaCare approach collaboration and communication in a hybrid work environment, and what tools and processes are in place to support remote team members?
- What are the key performance indicators (KPIs) and metrics used to measure the success of digital marketing campaigns, and how are these tracked and reported?
- How does AlayaCare balance data-driven decision-making with a customer-centric focus, ensuring that marketing efforts resonate with care workers and care recipients?
ASSUMPTION: Asking insightful questions during the interview process demonstrates your interest in the role and your commitment to driving results for AlayaCare.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant digital marketing experience and achievements, with a focus on the home healthcare industry
- Prepare for behavioral interview questions that focus on your problem-solving skills, leadership, and adaptability, with a focus on digital marketing strategy, campaign optimization, and data analysis
- Research AlayaCare's company culture, values, and unique focus on the home healthcare industry to demonstrate your understanding and enthusiasm for the role
- Follow up with the hiring manager or HR team within one week of submitting your application to express your continued interest in the position
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
