Digital Marketing Manager

The Digital & Social Marketing Center of Excellence (CoE) is responsible for driving enterprise-wide digital performance by strengthening customer relationships, increasing brand visibility and equity, accelerating purchase decisions, and optimizing marketing investment. 

The Digital Marketing Manager is a centralized role reporting to the Director of Digital & Social Marketing. This role partners closely with business unit marketing teams including Windows & Doors, Siding & Accessories, Metal Solutions, Canada, and Corporate to drive and enable best-in-class digital marketing programs across search, performance media and digital advertising, marketing automation, and digital analytics. 

This role is ideal for a strong digital generalist who combines strategic thinking with hands-on execution, brings a strong performance and accountability mindset, enjoys working with data, and partnering with cross-functional teams to drive continuous optimization across the enterprise. 

Key Responsibilities: 

• Partner with search, paid media and social owners to guide enterprise SEO, SEM, and digital advertising programs (paid social, video, programmatic and emerging performance channels) within a hybrid corporate and agency model 

• Manage retail direct media programs across key retail partners, with accountability for execution quality, optimization, and cost efficiency 

• Bring strong expertise in search behavior, keyword strategy, audience intent, and bidding models to inform testing, optimization, and demand capture 

• Improve visibility and conversion across organic search, paid placements, and AI-powered discovery experiences (GEO), including zero-click and AI-assisted results 

• Partner with the Digital & Social CoE Marketing team and business units to improve demand capture, lead quality, and conversion performance 

• Support and optimize marketing automation and lifecycle programs, proactively identifying opportunities to enhance effectiveness and scalability 

• Partner with Marketing and IT to support a cohesive customer marketing data strategy that enables targeting, measurement, and personalization 

• Maintain a clear, enterprise-level understanding of where customer and prospect data lives across platforms, including web analytics, CRM, marketing automation, paid media, social, and third-party sources 

• Ensure accurate tracking and tagging through Google Tag Manager (GTM) Monitor and support reliable performance measurement through GA4 and dashboards 

• Translate customer behavior, performance data, and feedback into actionable recommendations that enhance experience and drive revenue 

• Identify trends, testing opportunities, and optimization roadmaps to support continuous improvement 

• Lead training and contribute to digital standards, playbooks, and best practices to elevate capabilities across teams 

• Partner with business units on pilot initiatives to test and validate new approaches prior to scaling 

• Evaluate emerging technologies (AI content/search tools, CDPs, journey orchestration, testing/UX) and make adoption recommendations 

• Support website optimization, testing, and related digital initiatives as needed