Digital Media Specialist

Healthy Planet is a Canadian natural health retailer with an extensive network of stores across Ontario and ecommerce businesses in Canada. As the business continues to grow, we are seeking a hands-on Digital Media Specialist to plan, execute, optimize, and measure paid media campaigns across our retail and ecommerce channels.This role is responsible for managing campaigns directly within advertising platforms, using data and performance insights to guide media investment and drive customer acquisition. Working closely with the Creative, Ecommerce, Store Operations, and Analytics teams, the Digital Media Specialist will manage campaigns across Google Ads, Meta, Criteo, Spotify, and Connected TV (CTV).This is a highly analytical and execution-focused role for an experienced digital media professional who understands how to connect advertising performance with business outcomes, including new customer acquisition, revenue growth, and incremental sales.Reports to: Chief Marketing OfficerKey Responsibilities
Media Planning and StrategyDevelop monthly and quarterly media plans across Canadian ecommerce, retail stores, and US ecommerce.Allocate budgets across channels and funnel stages, including awareness, consideration, and conversion.Plan campaigns for major promotional events, including Healthy Days, Black Friday, and Boxing Week.Develop localized advertising campaigns to support new store openings and drive awareness within surrounding communities.Recommend budget reallocations using media mix modelling, campaign test results, and performance data.Campaign Execution and ManagementBuild, launch, and manage campaigns directly within advertising platforms, including Google Ads, Meta Ads Manager, Criteo, Spotify Ads, and Connected TV platforms.Manage Google Search, Shopping, Performance Max, YouTube, and Demand Gen campaigns, including account structure, bidding strategies, product feeds, audience targeting, and conversion tracking.Manage Meta campaigns across Facebook and Instagram, including campaign structure, Advantage+ campaigns, audience management, customer list uploads, geographic targeting, and Conversions API monitoring.Execute Criteo retargeting and prospecting campaigns, including product feed management, budgeting, and bidding.Plan and manage Spotify audio and video campaigns, including audience targeting, geographic targeting, and frequency controls.Plan and buy Connected TV campaigns through self-serve platforms or demand-side platforms (DSPs), managing targeting, frequency caps, and geographic delivery.Maintain consistent campaign naming conventions, UTM tagging, and audience lists to support accurate measurement and reporting.Campaign Optimization and Budget ManagementMonitor campaign pacing daily and maintain spending within approved monthly budgets.Test and optimize bidding strategies, audiences, creative assets, and landing pages.Identify underperforming campaigns and implement corrective actions to improve efficiency and results.Partner with the Creative team to communicate campaign requirements, creative specifications, performance insights, and optimization recommendations.Adjust channel investment based on performance trends, customer acquisition goals, and business priorities.Analytics, Measurement, and ReportingPrepare weekly and monthly performance reports covering spend, reach, new customers, orders, and revenue against established targets.Use internal dashboards and data sources to evaluate campaign performance across retail and ecommerce.Reconcile advertising platform results with internal data warehouse reporting and investigate discrepancies.Collaborate with the Analytics team to design and execute incrementality tests, including geographic holdout tests and lift studies.Use performance data to distinguish attributed conversions from incremental business results and inform future media investment decisions.Account and Platform ManagementOwn advertising account structures, user access, audience lists, product feeds, and tracking configurations across assigned platforms.Audit, maintain, and document account setups, campaign structures, and measurement processes.Work with advertising platform representatives and vendors on billing, new features, beta programs, and emerging advertising opportunities.Maintain consistent documentation to support continuity, transparency, and knowledge sharing across the team.Qualifications and Experience
Minimum of 5 years of hands‑on paid media experience, including personally building, managing, and optimizing campaigns.Advanced, current hands‑on experience with Google Ads, including Performance Max and Shopping, and Meta Ads Manager.Demonstrated ability to structure, audit, and rebuild advertising accounts independently.Hands‑on campaign buying experience in at least two of the following: Criteo, Spotify Ads, or Connected TV platforms and DSPs, such as DV360, The Trade Desk, Amazon DSP, or comparable platforms.Experience managing substantial annual advertising budgets across multiple channels.Retail or ecommerce marketing experience, preferably within a business operating both physical stores and online sales channels.Strong knowledge of conversion tracking and measurement tools, including Google Tag Manager, GA4, Meta Pixel, Conversions API, offline conversion tracking, and customer list uploads.Proficiency in spreadsheets, dashboards, and performance analysis, with the ability to independently retrieve, validate, and interpret data.Understanding of attribution, incrementality, and methods for evaluating the true impact of advertising campaigns.Strong analytical, problem‑solving, and budget management skills.Clear, concise communication skills, with the ability to present media plans, performance findings, and recommendations to senior leadership.Assets
Google Ads certifications in Search, Shopping, Display, or Video, or Meta Media Buying Professional certification.Experience managing local advertising and store‑traffic campaigns for multi‑location retailers.Experience with media mix modelling, geographic holdout testing, or platform lift studies.Background in natural health, wellness, grocery, or specialty retail.Experience collaborating with advertising platform representatives on beta programs and new advertising products.Experience supporting US ecommerce advertising campaigns.Familiarity with AI tools for campaign development, analysis, reporting, and workflow optimization.Basic SQL knowledge.Measures of Success
First 90 Days
All five advertising channels operating under the specialist's management without disruption to campaign delivery.All advertising accounts, audience lists, product feeds, and tracking configurations audited and documented.Consistent naming and tagging standards implemented, with campaigns accurately reflected in internal reporting.First complete media plan delivered for a major promotional event.First Year
Monthly advertising spend maintained within 5% of the approved plan for each channel and business unit.Growth in new customer acquisition across retail stores and ecommerce against established targets.Reduced cost per new customer compared with the prior year.At least two incrementality tests completed, with findings used to inform budget allocation.Documented account structures and processes established across all platforms to support continuity and knowledge sharing.What We Offer
An amazing work environment where collaboration, creativity, and fun are at the heart of everything we doComprehensive medical benefits and a flexible spending account for full‑time permanent employees— because we care about your health and well‑beingExclusive employee discounts on our products—treat yourself while you help others find what they loveExciting internal growth opportunities to help you develop your skills, advance your career, and grow within the companyCareer‑focused continuing education and development opportunitiesA supportive and inclusive company culture that celebrates individuality, fosters teamwork, and values your contributionsGoodLife Fitness corporate membership discountsLife at Healthy Planet
At Healthy Planet, we believe that our biggest strength lies in fostering a work environment where our employees feel at home and can be their true selves. We operate as a family, supporting each other to thrive both personally and professionally. Our culture is built on mutual respect, collaboration, and a shared passion for making a positive impact on the world.At Healthy Planet we provide a fair and equal employment opportunity for all team members and candidates regardless of race, color, religion, national origin, gender, sexual orientation, age, marital status, or disability. Healthy Planet hires and promotes individuals solely on the basis of their qualifications for the position to be filled
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