Senior Marketing Manager (Awareness & Consideration)

Location : This hybrid role requires 3 days on-site at our Burnaby, BC office and 2 days remote per week.

What You’ll Do

The Senior Marketing Manager (Awareness & Consideration) is responsible for driving growth in key upper‑funnel marketing metrics, specifically brand awareness and brand consideration. This role primarily focuses on building the Specsavers brand across Canada through integrated omnichannel campaigns. The scope of the role is broad yet clearly defined, with end‑to‑end ownership of core brand‑building campaigns—from research and insights through to campaign development and execution—as well as responsibility for growing and managing key brand partnerships. The role also plays an active part in shaping the future direction of the business through the annual planning process.

Key Responsibilities

End to End Campaign Management

• Lead channel briefing, cross‑channel engagement, and campaign management
• Shape, define, and oversee marketing ways of working related to briefs and campaigns
• Contribute to the briefing process and development of creative assets aligned to strategic briefs and campaigns
• Support the presentation of campaign updates and workstreams to the Marketing leadership team
• Create marketing briefs for smaller Awareness & Consideration campaigns, specifically Style and Contact Lenses
• Develop and present campaign overviews summarizing strategy, channel activity, and creative execution
• Chair and lead a weekly cross‑functional campaign status meeting, bringing teams together and holding them accountable for campaign delivery

Media Buying and Agency Management

• Lead the development of annual and campaign‑specific media strategies, ensuring media investments are aligned with brand objectives, target audiences, and business goals.
• Own the relationship with the company’s media agency, providing strategic direction, establishing performance expectations, and ensuring high‑quality planning, execution, and optimization.
• Oversee the end‑to‑end media planning process across paid channels, including digital, social, video, audio, search, out‑of‑home, and emerging platforms.
• Partner with internal stakeholders to translate marketing objectives into effective media plans, audience strategies, budget allocations, and channel recommendations.
• Manage media budgets and investment decisions, optimizing spend to maximize reach, engagement, efficiency, and return on investment.

Annual Planning

• With support from the Head of Awareness and Consideration CJT, lead the annual planning process, developing comprehensive brand strategies and priorities that align with overall business objectives, growth targets, and market opportunities.
• Partner with local and global stakeholders to establish annual brand goals, investment priorities, target audiences, messaging frameworks, and key performance indicators.
• Synthesize consumer insights, market research, competitive intelligence, and business performance data to inform strategic planning and decision‑making.
• Translate brand strategy into actionable annual marketing plans, ensuring clear priorities, resource allocation, timelines, and success measures.
• Develop executive‑ready planning materials, strategic briefs, and presentations to communicate brand strategy, priorities and expected business impact.

Sponsorships

• Lead the development and execution of the company’s brand sponsorship strategy, ensuring alignment with business objectives, brand positioning, and marketing priorities.
• Own and manage all sponsorship relationships, serving as the primary point of contact for partners, rights holders, agencies, and key stakeholders.
• Identify, evaluate, negotiate, and secure strategic sponsorship opportunities that drive brand awareness, customer engagement, and business impact.
• Oversee sponsorship activation planning and execution across integrated marketing channels, maximizing the value and visibility of brand partnerships.
• Manage sponsorship budgets, contracts, and performance metrics, ensuring effective investment allocation and measurable return on sponsorship spend.

Consumer Research

• Lead the company’s consumer insights and research agenda, developing a comprehensive understanding of customer attitudes, behaviours, needs and brand perceptions to inform business and marketing strategy.
• Own the design, management, and evolution of ongoing Brand Tracking programs, translating performance metrics into actionable recommendations for brand growth and optimisation.
• Identify, prioritise, and execute ad‑hoc consumer research initiatives—quantitative and qualitative—to address key business questions and strategic opportunities.
• Manage external research vendors and agency partners, overseeing study design, methodology, fieldwork, analysis, budgets and deliverables.
• Synthesize complex consumer data into clear, compelling narratives and executive‑ready presentations that drive organisational alignment and action.

What We’re Looking For

• 10+ years in marketing role building multichannel campaign briefs across paid, owned and earned media channels.
• Experience managing and delivering high‑profile campaigns within a global or national brand.
• Strong ability to connect customer messaging through the marketing funnel and across multiple touchpoints (video, digital, print, in‑store, online, e‑commerce, etc.).
• Strong expertise in designing, managing and synthesising both ongoing brand tracking and ad‑hoc consumer research to generate actionable insights.
• Experience with the creative development process, including partnering with creative agencies.
• Ability to manage with detail multiple activities with competing timelines and varying complexity.
• Ability to understand, interpret and apply brand guidelines.
• Thrives in an agile marketing team and capable of building strong working relationships.

Compensation

$120,000 – $140,000 base salary, plus quarterly bonus, profit sharing and benefits. Actual compensation will be determined based on experience.

Speccies’ Benefits

• 4 weeks of vacation and 1 paid volunteer day per year
• 1 extra paid day off plus an eyecare voucher to celebrate your birthday.
• Health and dental benefits, RRSP matching and a Health Care Spending Account active from your first day.
• Mental health and wellbeing support, including $3,000 annually for practitioner care and access to our Employee Assistance Program.
• Quarterly bonuses, based on your performance.
• Annual Profit Share program to recognise your part in Specsavers’ success.
• Free parking, access to the building gym and a fully stocked kitchen with snacks and coffee/tea.
• On‑site wellness offerings in‑office, including RMT and yoga sessions.
• Team and company social events, including holiday and annual celebrations.

Behaviours We Value

• Collaborative: We work together as one Specsavers to deliver on our purpose
• Curious: We question, explore and seek out diverse perspectives to develop our knowledge and understanding
• Courageous: We challenge the status quo, we experiment with good ideas, and we are brave, bold and fast in our decision‑making
• Compassionate: We care, support and help each other
• Commercial: We treat money wisely and make decisions that are good for our customers, our partners, our people and for the long term

Our Hybrid Work Model

Experience the best of both worlds. At Specsavers, we embrace a hybrid approach that balances in‑office collaboration with the flexibility to work from home. We come together in office three days a week to connect, innovate and keep our culture thriving.

Equal Opportunity Employer

At Specsavers, we are committed to fostering a diverse and inclusive workplace. We believe that a diverse team enriches our work environment and enables us to achieve our goals. We are an equal opportunity employer and encourage candidates of all backgrounds and abilities to apply. If you believe you can contribute to our mission and vision, we welcome your application, even if you don’t meet every qualification listed. We value the unique skills and perspectives each individual brings to our team.

Accessibility and Accommodations

We are committed to creating an inclusive and accessible workplace. If you require accommodations at any stage of the application or interview process, please let us know by contacting us at View email address on ca.talent.com. We will work with you to meet your needs and ensure a fair and equitable experience.