Digital Marketing Specialist

POSITION PURPOSE: 
Reporting to the Marketing Manager, Growth & Strategy, the Specialist, Digital Marketing will play an important role in the organization’s marketing and communications campaigns and programs. This role will be responsible for working with internal and external stakeholders during all stages of planning, execution, monitoring and reporting of digital marketing initiatives and the associated customer experience on these platforms for the Green P Parking, EV Charging and Bike Share Toronto brands.

The candidate is a go-getter and passionate about communications and marketing. They are customer centric, have an excellent sense of public-facing communications, are innovative, creative, proactive, analytical, and a strong communicator. They are able to collaborate and lead with both internal and external stakeholders, including City of Toronto, other Agencies, and private sector partners while ensuring alignment with TPA’s corporate strategy, mission, and strategic pillars.

MAJOR RESPONSIBILITES:

• Collaborate with the Marketing Manager, Marketing Specialist, business unit members and other leaders to deliver digital marketing initiatives, including all stages of planning and execution from briefing phase, creative, execution, response and measurement tracking.
• Lead activity and oversee all digital marketing communication channels (paid and organic social, web, app, newsletter, email) which are well developed with the Bike Share program and expanding this to include the Green P Parking and EV programs. This will include:
  • Social media (paid and organic) content creation across all platforms including but not limited to:
    • Marketing and Sales posts 
    • Customer Engagement posts 
    • Operations posts (as needed and in concert with Operations
    • Community management and customer engagement on social media channels; monitoring inquiries and comments and customer experience response – in concert with Operations
• Website content management and integration with marketing campaigns, Google Analytics and performance tracking/optimization across digital platforms
• E-mail promotion and newsletter campaigns 
• Plan with cross-functional teams to support the development of programs and campaigns, ensuring alignment on strategies, objectives, KPIs, audiences, and insights. 
• Work alongside agency partners to manage program activities that drive awareness and engagement for Green P Parking, EV Charging and Bike Share Toronto brands.
• Track progress of digital marketing campaigns with the Marketing Manager, and report on program and campaign activity and results. Leverage data driven insights and story-telling techniques to make recommendations on how to improve customer experiences and future campaigns. Assist with budget/finance tracking and purchase requisitions/invoice processing. 
• Support the Partnerships Manager in activities related to marketing the TPA’s key external partners as identified i.e. the Tangerine partnership with TPA for Bike Share Toronto 
• Undertake the development of presentations and reports to ensure awareness of initiatives by members of the Senior Leadership Team (SLT), to gain necessary approvals and alignment.
• Performs other duties as required. For example, supporting the Marketing and business teams in the execution of non-digital customer engagement activities or marketing programs. 

QUALIFICATIONS, EDUCATION & EXPERIENCE:

• A post-secondary degree or diploma in Marketing or Business or combination of equivalent work experience
• Three (3) to five (5) years of work experience in a combination of Digital Marketing, Customer Experience, and Communications fields
• Proficiency in digital marketing and analytics (social media, SEO, Google Analytics, Google Ads, website optimization, programmatic, etc.)
• Solid experience with applications such as Google Analytics or Power BI, with the ability to track, interpret, and act on data to identify trends and areas for optimization. 
• Knowledge in SEO/SEM campaigns 
• Experience with Hootsuite, or other social media management tools as well as email campaign platforms
• Experience working in or with marketing agency, public sector, mobility, transportation industries are an asset
• Experience with SAP a bonus but not mandatory 

SKILLS:

• Commercial awareness partnered with a creative mind
• Excellent communication and copywriting skills
• Excellent customer experience and relationship management skills
• Keen eye for industry and market trends to assist in maintaining a proactive presence vs. reactive
• Proven experience as marketing specialist, coordinator, or similar role
• Sees challenges as opportunities with a “how might we” attitude 
• Self-starter; able to work independently, and collaborate with internal and external teams
• Experience working with marketing and creative agencies 
• Time management, attention to detail and organizational skills with the ability to effectively manage goals and timelines in a fast-paced environment.
• Excellent public relations and presentation skills, with the ability to prepare clear and succinct campaign measurement reports and correspondence

About the Toronto Parking Authority

Toronto Parking Authority (TPA) is the largest municipal parking operator in North America, third largest bike share operator and largest operator of municipally owned EV charging in Canada. At the Toronto Parking Authority, we aspire to create a seamless customer experience that delivers on choice, ease, and speed through the City. We are proud to be a major strategic asset for the City in supporting Toronto’s Mobility goals. Our advancements, such as enhancements to the Green P app, the expansion of Bike Share Toronto and establishment of a new systems operating centre reflect our commitment to innovation and service excellence.

Join us in Driving (and Riding and Charging) Last Mile Mobility

We recognize that our people are how we make this happen. It’s why we have a company culture that values safety, respect and integrity. We strive to be a great place to work: As an employee, you’ll experience professional and organizational growth within a collaborative environment where all our efforts are aligned: to deliver on our vision to become the world’s best provider of sustainable parking, bike share and last mile mobility.

Come and experience what it’s like to work at TPA, where our Rules of the Road guide us: We will win and celebrate as a team; We are passionate about our customers and stakeholders; We will set targets, keep score and win; We will act with a sense of urgency; and We will be respectful, courteous, and accountable.

We are growing. We are mobility. We are TPA.

About the Application Process

As employees we all share in maintaining a safe environment for customers and visitors and a safe work environment for TPA employees. This environment always promotes and exemplifies our Core Values of Safety Always, Respect and Value Differences, and Act with Integrity.

TPA is committed to equity, diversity, anti-racism and inclusion in the delivery of its services and workplaces. TPA is committed to fostering a diverse workforce that is representative of the community it serves at all levels of the organization, and supports an inclusive environment. TPA welcomes applications from members of groups with historical or current barriers to equity, including but not limited to Black and racialized groups, women, Indigenous peoples, persons with disabilities, people from the LGBTQ(IA2S+) community, and others with the skills and knowledge to productively engage with diverse communities. We seek to maintain our commitment to excellence and recognize that increasing the diversity of our employees supports this objective. We are dedicated to equal opportunity.

TPA encourages applications from all qualified applicants and is committed to providing accessible employment practices that are in compliance with the Accessibility for Ontarians with Disabilities Act (‘AODA’). If you require accommodation for disability during any stage of the recruitment process, please notify Human Resources.

TPA has an Employment of Relatives Policy which controls relatives of current employees from being hired, assigned, transferred or promoted into positions where there is a conflict of interest due to relationship. Should you be selected for an interview, you will be asked to disclose the name, relationship and position of any relative who is a current TPA employee.

We thank all applicants; however, only those selected for an interview will be contacted.