We have a lot to be proud of at Nicola Wealth. Our sophisticated financial planning, our diversified private investment funds and their exceptional performance, our 99% client retention rate and our award-winning culture, combine to position us as a national leader in wealth management. Recognized as a Best Managed Company and one of Canada’s Top Employers, we are dedicated to upholding our firm’s values through this phase of significant growth.
By bringing together smart, dedicated and supportive colleagues from diverse backgrounds, we deliver extraordinary client service in a values-driven work environment. The collaboration, creativity and entrepreneurial spirit we were founded on provides the opportunity for you to make a real impact and build a rewarding career. We are passionate about our business, our culture and investing deeply in your growth and development to build for the future. If you have this same drive, then let’s talk!
Purpose of the Role:
The Director, Digital Strategy and Web Marketing will lead Nicola Wealth's web strategy and execution, delivering the evolved brand strategy, segmentation and architecture through a best in class UX. An expert in marketing analytics this role will advance the practice of data based marketing and analytics to inform the integrated approach to PESO content. This role will brief and partner with External Web Agency partners to deliver a new web site while supporting on going improvements to the current to support the 2025 marketing plan.
This role combines strategic leadership, digital innovation, and analytical expertise to advance the firm's market position and client engagement. This role will brief and partner with External Web Agency partners to deliver a new web site while supporting on going improvements to the current to support the 2025 marketing plan and collaborate with departments across the firm to ensure design aligns with broader marketing and business initiatives.
Core Responsibilities:
Web Design and UX Strategy
- Lead the web site strategy and define business objectives of evolution working closely with internal stakeholders across the business
- Develop and execute comprehensive and unified and connected digital eco system including; web design, information architecture, user journey and UX marketing strategies aligned with firm objectives, line of business and segmentation needs and brand framework
- Collaborate with Content and Brand on VIS ID and web design in line with Brand Strategy direction and business needs
- Recommend evolution to segmentation and brand strategy framework as data driven insights are produced by new approach
- Innovate to create modern, best in class web based tools for Private Wealth Advisors
- Optimize Sales Force integration, curated content approach for Advisors, calendar tools, email programs with 1st party data, newsletters, paid and organic etc.
Digital & Technology Leadership
- Lead effective and efficient Marketing Automation Platform evolution and integration Ensure seamless deliver of marketing automation (Marketo) and CRM integration to deliver content strategy
- Marketing Tech Stack
- Lead strategy to achieve content optimization and insights to inform innovation & brand positioning
- Drive innovation in content distribution and format optimization partnering with Content & Communications
- Optimize landing pages and campaign performance
Analytics & Performance Management
- Develop comprehensive content performance dashboards to track and improve site performance
- Establish and track content KPIs aligned with business objectives
- Lead the development of data based marketing including SEO/GEO/Google Analytics/Meltwater infrastructure to inform insights that address unique needs of identified client segments including; Business Owners, Incorporated Professionals, Individuals (at Millionaire Next Door and Mid-Tier Millionaire Segments, plus UHNW families, Institutional and Mass Affluent (and other segments) as we evolve
- Coach on use of SEO, GEO, AI and Goole/other analytics tools (Moz) implementation
- Partner on optimization of Meltwater tool to inform integrated PESO strategy
- Lead data-driven optimization of content strategy
- Develop and leverage competitive benchmarking approach to inform time, relevant content strategy
- Provide regular performance reporting and assist VP Marketing to inform overarching marketing strategy and support executive leadership reporting and engagement as needed
- Measure and optimize ROI of content initiatives
Compliance & Risk Management
- Provide input and Implement design to support strategic decisions around gated vs. public content
- Data Governance
Budget & Resource Management
- Manage web marketing budget and resource allocation
- Oversee vendor selection and management
- Direct resource allocation across web initiatives
- Optimize operational efficiency and effectiveness
Required Skills & Qualifications:
- 15+ years of experience in financial services content, digital strategy and web marketing
- Proven track record of experience in digital marketing, driving strategies that grow organic traffic and user engagement within financial services including wealth management or investment content
- Demonstrated leadership experience managing teams and external partners
- Strong understanding of financial services compliance requirements
- Experience with marketing automation and CRM platforms
- Track record of implementing successful web design and UX strategies
- Website management experience
- Bachelor's degree in Marketing, Communications, or related field, MBA preferred
- Professional certifications in digital marketing (preferred)
- Technical skills: HTML, SEO, Web Analytics Reporting, Web Development
Compensation & Benefits Package:
This position comes with a base salary range of $140,000 - $170,000 plus a competitive performance bonus, RRSP contribution and participation in our profit-sharing program. Base salary will be commensurate with experience, skills, and qualifications.
At Nicola Wealth, our people grow our business, delight our clients, and live our values every day. Our comprehensive compensation and benefits package reflects our appreciation for this commitment. Whether it’s participating in our profit sharing and benefit programs on day one, or the opportunity to participate in our share ownership program, our people are able to go beyond a conventional salary and bonus structure. To learn more about our complete package, visit: www.nicolawealth.com/total-rewards.
Please include both a cover letter and resume in support of your application. We are an inclusive, equal opportunity employer. For more information about this and other roles: www.nicolawealth.com/careers.
It is our priority to remove barriers to provide equal access to employment. Should you require reasonable accommodation during the recruitment process please contact us at [email protected] and we will work with you to meet your needs. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Nicola Wealth policies.
Thank you for your interest in a career with Nicola Wealth!
