Senior Manager, Marketing

About the role

Penny Appeal Canada is seeking a Senior Manager, Marketing to lead the strategic direction and performance of its marketing function. The role bridges strategy and execution, driving revenue growth, donor engagement, and impactful campaigns.

Key responsibilities

• Develop and execute an integrated marketing strategy aligned with annual revenue and campaign goals.
• Translate organizational priorities into measurable marketing plans and initiatives.
• Identify and drive growth opportunities across donor acquisition, retention, and lifetime value.
• Lead, coach, and support the marketing team, establishing clear goals, KPIs, and workflows.
• Provide strategic direction for key campaigns and appeals, reviewing plans, messaging, and channel strategies.
• Own overall marketing performance, monitoring paid, organic, email, SMS, and web channels.
• Oversee website performance, user experience, and conversion rate optimization.
• Partner with fundraising, programs, and senior leadership to align priorities and present insights.

Required profile

• 6–8+ years of progressive marketing experience, including 2–3 years in a leadership role.
• Proven track record managing multi‑channel, performance‑driven campaigns.
• Strong analytical mindset with experience using Google Analytics, Meta Ads, and CRM platforms.
• Experience in nonprofit, charity, or purpose‑driven organizations is an asset.
• Excellent leadership, communication, and stakeholder‑management skills.
• Ability to operate strategically and operationally in a fast‑paced environment.

Required skills

• Google Analytics
• Meta Ads
• CRM platforms