Digital Media Performance Specialist

Role Overview

Reporting to the Sr. Manager, eCommerce & Digital, the Digital Media Performance Specialist is responsible for hands-on execution, optimization, bidding strategies, creative placement, budget pacing, and day-to-day management of all National paid digital campaigns.

The Digital Media Performance Specialist brings the media strategy, planning, and channel performance to life through accurate campaign setup, real-time optimizations, disciplined tracking, and operational excellence.

By managing national campaigns throughout the entire lifecycle, this role increases agility, transparency, and control over performance — enabling faster adjustments, improved targeting, and stronger D2C results across awareness, acquisition, and revenue growth. The Digital Media Performance Specialist works closely with Digital, CRM, eCommerce, and Marketing teams to ensure campaigns support broader D2C and marketing initiatives.

The Digital Media Performance Specialist plays a foundational role in Brother Canada’s National digital operations by translating strategy into precise, high-quality execution and optimization. Through disciplined campaign management and collaboration with the Digital Marketing Lead, this role strengthens our ability to react quickly, optimize continuously, and maximize the impact of our digital investments to supporting business growth.

This role builds in-house paid media execution capabilities, improves speed to market, and strengthens performance control. The ideal Digital Media Performance Specialist is analytical, detail-oriented, proactive, and comfortable managing multiple campaigns simultaneously. They play a key role in driving awareness, acquisition, and revenue growth by ensuring that every media dollar delivers maximum impact.

Duties & Responsibilities

Campaign Execution & Optimization

• • Execute paid media campaign builds across all platforms in alignment with the strategies defined by the Digital Marketing Lead.
  • Manage daily budgets, pacing, bidding, targeting, and day-to-day adjustments to maximize performance against KPIs.
  • Test audience segments, ad formats, placements, and continuously optimize throughout the campaign to enhance efficiency and reach.
  • Troubleshoot delivery issues, tracking gaps, or platform-related problems to ensure smooth execution.

Tracking, Reporting & Analysis

• • Maintain consistent UTM structures, naming conventions, and tagging to ensure clean and accurate data in GA4, Looker Studio, and internal dashboards.
  • Monitor campaign delivery and provide insights on pacing, performance, risks, and opportunities
  • Prepare performance and optimization reports with actionable insights and recommendations.
  • Support data integrity and performance accuracy by validating tracking setups and raising issues proactively.

Business Partnerships & Collaboration

• • Collaborate with the Digital Marketing Lead to translate media plans into precise, high-quality campaign builds and optimizations.
  • Work closely with eCommerce, Marketing, and Customer Connection teams to ensure campaigns align with product launches, promotions, and lifecycle programs.
  • Partner with the CRM and eComm Performance Analyst to integrate channel insights with website and CRM performance.
  • Coordinate with creative teams to ensure assets are aligned to platform requirements and performance goals.

Digital Marketing Operations & Continuous Improvement

• • Keep up to date with platform changes, new ad formats, and best practices to improve channel performance.
  • Identify opportunities to improve executional workflows, tracking frameworks, and optimization processes.
  • Document campaign learnings, tests, and improvements to support continuous improvement within the Digital team.

Experience & Qualifications

• • Bachelor’s degree in Marketing, Communications, Business, or a related field.
  • 3+ years of hands-on experience managing paid digital campaigns (search, social, display, or video).
  • Experience with Search (Google, Microsoft), Social Media (Meta, Reddit, Pinterest, LinkedIn, YouTube), Shopping (Google, Google Merchant Center, Meta)
  • Strong understanding of digital KPIs (CTR, CPC, CPA, ROAS, CVR).
  • Proficiency with GA4, Looker Studio, and other digital analytics tools.
  • Strong knowledge of UTM governance and tracking best practices.
  • Experience with A/B testing and performance optimization.

Core Competencies

• • Strong attention to detail and ability to execute flawlessly.
  • Analytical mindset with the ability to spot patterns and propose optimizations.
  • Clear communication skills in French and English.
  • Ability to manage multiple simultaneous campaigns in a fast-paced environment.
  • Collaborative mindset, responsive to guidance, and aligned to strategic priorities set by the Digital Marketing Lead.

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