Marketing & Sales Strategy Manager

Marketing & Sales Strategy Manager
Location: Scarborough, ON (In-Office)
Job Type: Full-Time

Role Summary

The Marketing & Sales Strategy Manager is responsible for developing and leading the company's marketing strategy while overseeing department planning, campaign direction, KPI performance, brand initiatives, and sales-marketing alignment. This role ensures that marketing activities are focused, measurable, and aligned with the company's growth goals, including customer growth, deal frequency, average deal value, lead generation, and internal engagement.

The role serves as a key bridge between Marketing and Sales by developing marketing-driven enablement initiatives, campaign strategies, training materials, performance reporting, and process improvements that help the Sales team engage customers more effectively and drive business growth.

This role is highly execution-driven while requiring strong strategic thinking.
Salesforce administration, system maintenance, user access, technical troubleshooting, and automation buildout may become part of the role over time but are not initially expected.

This position is being filled following the transition of an individual who successfully led the role for seven years. As a result, well-established processes, systems, and structure are already in place, allowing the successful candidate to focus on execution, continuous improvement, and strategic growth. We value thoughtful innovation and encourage improvements where they provide meaningful business impact while respecting the strong operational foundation that has been built.

Working Style & Success Profile
The successful candidate will thrive in a structured, execution-focused environment while remaining adaptable to changing business priorities.
We are looking for someone who is:

• Structured in how they think, operate, and present ideas.
• Highly organized, dependable, and detail-oriented.
• Comfortable with routine, disciplined execution and following established processes.
• Adaptable across different projects, priorities, and areas of focus.
• Proactive and able to move work forward without always requiring fully defined instructions.
• Comfortable balancing strategic thinking with hands-on execution.
• Focused on continuous improvement and identifying opportunities to improve systems, processes, and overall department effectiveness.

Core Responsibilities


1. Marketing Strategy & Department Leadership

• Define annual and quarterly marketing priorities aligned with company goals.
• Lead the development of marketing strategies that support revenue growth, customer retention, customer reactivation, and lead generation.
• Manage the Marketing Department's workload, priorities, execution plans, and timelines.
• Set direction for marketing campaigns, internal initiatives, external communications, and brand activities.
• Lead department meetings, project reviews, and performance discussions.
• Prioritize initiatives based on business impact, team capacity, and strategic alignment.
• Manage the marketing budget, vendor relationships, invoice approvals, renewals, and department-related payments.
• Identify opportunities to improve department structure, processes, tools, automation, and overall efficiency while maintaining consistency with established workflows and business priorities.

2. Campaign Strategy & Marketing Performance

• Own the campaign strategy for key growth initiatives, including active customer growth, average deal value, customer purchase frequency, dormant account recovery, and new lead generation.
• Define campaign objectives, audiences, messaging direction, success metrics, and expected business outcomes.
• Oversee campaign planning and execution across email, WhatsApp, website, trade shows, and other marketing channels.
• Review campaign performance and identify optimization opportunities.
• Ensure campaign efforts are connected to measurable outcomes, including leads, opportunities, customer engagement, revenue support, and pipeline contribution.
• Guide the Marketing Coordinator and Marketing Support roles in executing campaign plans and recurring marketing activities.
• Ensure campaign messaging is clear, consistent, professional, and aligned with company positioning.
• Lead the ongoing development of marketing automation, workflow optimization, and process performance management to improve scalability, consistency, and business results.

3. KPI Ownership, Reporting & Business Insights

• Own marketing KPI tracking, performance reviews, and leadership reporting.
• Monitor progress against department goals, including open rates, active customer growth, average deal revenue, deal frequency, trade show ROI, new leads, and opportunity-related activities.
• Translate marketing and sales data into clear insights and action plans.
• Prepare executive-level updates for management reviews, quarterly reviews, annual planning, and strategic discussions.
• Identify gaps between activities and outcomes and recommend improvements.
• Ensure marketing performance is evaluated based on business impact, not only task completion.
• Partner with internal teams to improve visibility into marketing and sales performance.
• Recommend operational improvements based on KPI trends, campaign performance, and measurable business outcomes.

4. Brand, Content & Communication Direction

• Own the direction and quality standards for marketing communications, internal campaigns, customer-facing materials, and company branding. Existing brand guidelines are well established, with future opportunities to evolve and strengthen the company's brand identity.
• Lead the design direction for marketing materials, internal campaigns, event assets, and branded company swag.
• Oversee the creation of brochures, campaign assets, presentations, internal communication materials, and customer-facing collateral.
• Ensure brand consistency across templates, campaigns, website content, internal initiatives, and external materials.
• Review and approve key marketing communications before deployment when required.
• Guide the team in improving messaging clarity, customer relevance, and professional presentation.

Sales-Related Responsibilities
5. Sales & Marketing Alignment

• Collaborate with Sales leadership to ensure marketing priorities support sales goals and customer growth opportunities.
• Develop campaign strategies that help Sales increase customer engagement, reactivate dormant accounts, grow deal frequency, and improve customer follow-up.
• Support Sales with marketing materials, customer messaging, campaign insights, and lead generation strategies.
• Help identify customer segments, campaign audiences, and sales opportunities based on business priorities.
• Coordinate with Sales leadership to review campaign results, lead quality, and customer engagement trends.
• Ensure marketing initiatives are connected to the company's sales growth strategy.

6. Sales Enablement Support

• Support the development of sales enablement tools, training materials, and communication resources.
• Help standardize sales-related marketing materials, templates, scripts, and customer-facing resources.
• Support onboarding structure and training content related to marketing processes, campaign usage, customer communication, and available tools.
• Assist with process improvements that help Sales work more consistently and effectively.
• Provide direction for SOPs and documentation that connect Marketing initiatives with Sales execution.
• Support Sales initiatives by helping organize resources, clarify processes, and improve adoption of marketing-driven programs.
• Identify opportunities to improve cross-functional processes that strengthen collaboration between Marketing, Sales, and other departments.

Primary Focus
The Marketing & Sales Strategy Manager's primary focus includes:

• Strategy & Execution
• KPI Ownership
• Department Leadership
• Campaign Direction
• Sales & Marketing Alignment
• Brand Direction
• Budget & Vendor Management
• Business Impact Reporting
• Process Improvement & Marketing Automation

Support Focus
The role may support Sales through:

• Campaign strategy
• Sales enablement materials
• Process direction
• Training structure
• KPI insights
• Cross-functional alignment

Resource Support (Direct Reports)
The Marketing & Sales Strategy Manager provides leadership, coaching, and direction to:
Marketing Coordinator (1)
Responsible for campaign development, execution, measurement, reporting, and marketing administrative support.
Sales & Marketing Support Team (2–3)
Supports sales enablement, marketing initiatives, customer communications, campaign execution, and administrative activities.
The Marketing & Sales Strategy Manager is responsible for setting priorities, providing direction, supporting professional development, and ensuring team resources are aligned with departmental and company objectives.

Qualifications:

• 5+ years of progressive marketing experience, including leadership responsibilities.
• Experience developing and executing integrated marketing campaigns from strategy through execution.
• Experience leading a small team or mentoring others.
• Strong understanding of marketing KPIs, reporting, CRM systems, marketing automation, and analytics.
• Experience collaborating closely with Sales and cross-functional teams.
• Experience using marketing automation, CRM platforms, and analytics tools to support business growth.
• Excellent project management, communication, presentation, and organizational skills.
• Proven ability to prioritize multiple initiatives while maintaining a high level of quality and attention to detail.
• Experience managing budgets, vendors, and marketing projects.
• Experience working in a B2B environment is considered an asset.
• A continuous improvement mindset with a passion for building scalable processes and delivering measurable business impact.