Director - Digital Marketing

Some of what you will do:

The Director, Digital Growth & Media Marketing is responsible for leading Staples Canada's digital growth strategy, media investment, customer lifecycle marketing, and social media ecosystem across B2C and B2B. This role is accountable for driving customer acquisition, engagement, retention, traffic, and revenue through a portfolio of paid, owned, and earned channels.

The Director will lead teams responsible for performance media, SEM, CRM and email marketing, paid and organic social media, marketing technology, and digital marketing effectiveness. This leader will partner closely with Integrated Marketing, Creative & Production, Analytics, eCommerce, Digital Experience, and Business (i.e. B2B, Merchandising, Digital, Services) teams to ensure digital investments drive measurable business outcomes and support enterprise growth objectives.

As a member of the Marketing Leadership Team, this role will champion innovation, customer-centric marketing, personalization, and data-driven decision making while advancing Staples Canada's digital marketing capabilities.

Specifically, You Will:

Digital Growth Strategy & Marketing Transformation

• Lead the digital growth strategy across B2C and B2B, ensuring paid, owned, and earned channels are aligned to enterprise revenue, traffic, customer acquisition, engagement, and retention goals.

• Advance Staples Canada’s shift toward a more digital-first, customer-centric marketing organization through clear roadmaps, capability building, test-and-learn practices, and cross-functional adoption.

Performance Media, SEM & Full-Funnel Investment

• Oversee performance media strategy across search, shopping, display, programmatic, paid social, affiliate, retail media, and other growth channels.

• Set investment strategy and budget allocation by business objective, audience, funnel stage, and expected return, balancing customer acquisition, demand generation, profitability, and brand-building outcomes.

• Lead agency, platform, and partner relationships to ensure media plans are strategically sound, commercially efficient, and aligned to business priorities.

CRM, Email & Customer Lifecycle Marketing

• Lead CRM, email, SMS, and lifecycle marketing strategies that deepen customer engagement, increase retention, and drive profitable sales across key customer segments.

• Accelerate personalization, automation, segmentation, and triggered communications using customer data, behavioural insights, and marketing technology capabilities.

• Develop differentiated lifecycle strategies for B2C and B2B audiences, including business customers (e.g. Preferred Customers, Small Medium Businesses, Enterprise Businesses) and other high-value segments.

Paid & Organic Social Media Ecosystem

• Own the strategic direction for paid and organic social media, ensuring Staples Canada builds an integrated, brand-right, performance-oriented social ecosystem.

• Partner closely with Integrated Marketing, Creative & Production, PR/Communications, and agency partners to align social content, community engagement, campaign amplification, and performance optimization.

Marketing Technology, Personalization & Digital Effectiveness

• Lead the identification, evaluation, business case development, and optimization of marketing technology capabilities that enable personalization, automation, audience activation, measurement, and channel efficiency.

• Partner with eCommerce, Digital Experience, Analytics, IT, and external vendors to improve digital marketing effectiveness across the customer journey.

Cross-Functional Planning, B2B/B2C Growth & Business Partnership

• Act as a strategic partner to business, marketing, merchandising, eCommerce, digital experience, and services stakeholders to ensure digital investments support enterprise priorities.

• Develop scalable approaches that support both B2C and B2B growth, with sufficient focus on business customer acquisition, nurture, retention, and account-based or segment-led marketing opportunities.

Some of what you need:

• University degree in business, marketing, commerce, digital marketing, analytics, or a related discipline.

• MBA or advanced education in marketing, business, digital transformation, analytics, or related field considered an asset.

• Deep knowledge of digital growth marketing across paid, owned, and earned channels, including performance media, SEM, CRM/email, paid and organic social, and lifecycle marketing.

• Strong understanding of B2C and B2B customer acquisition, engagement, retention, demand generation, and full-funnel marketing strategies.

• Demonstrated expertise in media investment strategy, budget allocation, channel optimization, agency management, and marketing performance measurement.

• Strong analytical capability with the ability to interpret marketing, customer, digital, and financial metrics and translate insights into clear business recommendations.

• Knowledge of marketing technology, personalization, segmentation, automation, first-party data activation, and customer journey orchestration.

• Familiarity with key digital and marketing platforms such as Google Ads, Google Analytics, paid social platforms, CRM/email platforms, marketing automation tools, and reporting dashboards.

• Minimum 10+ years of progressive digital marketing, media, CRM, lifecycle marketing, eCommerce, or growth marketing experience, preferably in retail, omni-channel, B2B/B2C, or customer-led environments.

• 5+ years of people leadership experience, including leading managers and/or multi-disciplinary teams.

• Experience owning significant media, digital marketing, or MarTech budgets with accountability for performance, optimization, and return on investment.

• Experience leading agency, platform, vendor, and technology partner relationships.

• Experience building or scaling digital marketing capabilities, personalization programs, lifecycle marketing strategies, or test-and-learn operating models.

• Experience partnering cross-functionally with eCommerce, analytics, merchandising, creative, integrated marketing, IT, and business stakeholders to deliver measurable business outcomes.

Physical demands/working conditions:

• Office environment – Hybrid, with 4 days onsite in Richmond Hill, subject to the hybrid policy.

Some of what you will get:

• Associate discount

• Health and Dental benefits

• RRSP/DPSP

• Performance bonuses

• Learning & Development programs

• And more...