Digital Marketing Specialist

Digital Marketing Specialist

Location: Remote – anywhere in Canada

Northerm Windows & Doors, based in Whitehorse, Yukon, and Capitol Glass, based in Anchorage, Alaska, are established manufacturers and suppliers of window, door and architectural glass products designed for demanding northern environments. As part of RAB Energy Group and the broader Dakwakada Capital Investments portfolio, the companies are focused on expanding their markets, strengthening their brands and modernizing how they connect with residential, commercial and institutional customers, including the launch of a comprehensive and sustained digital marketing program.

The Digital Marketing Specialist is a hands-on role responsible for developing, implementing and managing the companies' digital marketing programs across Canada and Alaska. Working closely with the President and business leaders, the Specialist will translate sales and growth objectives into practical digital campaigns that increase brand awareness, generate qualified leads and support revenue growth.

This is not simply a social media role. The successful candidate will have practical experience across the digital marketing ecosystem, including paid search, paid social, organic social media, search engine optimization, digital advertising, website content and optimization, analytics, campaign development and emerging AI-enabled marketing tools.

The Digital Marketing Specialist will be expected to do the work — developing campaigns, creating content, establishing and managing advertising accounts, placing digital advertising, monitoring performance, managing social media channels and continuously adjusting activity based on results. It is expected that some campaign execution work will be contracted to third-parties.

The initial focus will be on Northerm Windows & Doors and Capitol Glass. As the digital marketing programs for these businesses become established, the position will also provide digital marketing support to other companies within the Dakwakada Capital Investments portfolio.

Key Responsibilities

Digital Marketing Strategy & Campaign Execution

• Work with business leadership to develop practical digital marketing strategies aligned with sales objectives, target markets, product priorities and growth opportunities.
• Develop and execute integrated digital marketing campaigns across appropriate channels, including Google, Facebook, Instagram, LinkedIn, TikTok and other relevant platforms.
• Establish campaign structures, audiences, geographic targeting, messaging, budgets and performance objectives.
• Set up and directly manage advertising accounts, campaigns and commercial arrangements with digital advertising platforms.
• Develop paid search, display, retargeting and paid social campaigns designed to generate qualified customer inquiries and sales leads.
• Coordinate digital campaigns with seasonal sales activity, product launches, geographic expansion and other business-development initiatives.
• Continuously test and refine campaigns, creative content, messaging and audience targeting to improve performance and return on marketing investment.

Social Media & Content

• Manage the day-to-day social media presence across Facebook, Instagram, LinkedIn, TikTok and other appropriate platforms.
• Develop and maintain content calendars that support brand awareness, customer engagement, recruitment, product promotion and sales objectives.
• Create engaging written, photographic, graphic and short-form video content appropriate to each platform and audience.
• Develop content highlighting products, completed projects, employees, customers, community involvement and the unique requirements of building in northern environments.
• Monitor social media engagement and ensure comments, inquiries and messages are responded to or appropriately directed within the organization.
• Proactively monitor and engage with relevant social media accounts, conversations and content based on geography, hashtags, industry sectors, community interests and target customer profiles, identifying appropriate opportunities to contribute thoughtful, authentic comments that build brand awareness, demonstrate expertise and create natural connections to Northerm and Capitol Glass products and services.
• Maintain consistent brand identity, voice and messaging across digital channels.

AI & Creative Content Development

• Effectively use generative AI and other emerging marketing technologies to support content creation, campaign development, market research, image creation and enhancement, audience targeting and marketing productivity.
• Create and edit digital marketing materials using Adobe Creative Cloud, Canva or comparable graphic design and content-creation platforms, including AI platforms.
• Use AI responsibly as a productivity and creative tool while maintaining appropriate human oversight, brand standards, accuracy and originality.
• Remain current with emerging digital marketing technologies, platforms and practices and identify practical opportunities to introduce them into the business.

Website, Search & Digital Presence

• Support the modernization and ongoing development of Northerm and Capitol Glass websites, working with external specialists where appropriate.
• Coordinate website content, structure, customer journeys and calls to action to improve customer experience and lead generation.
• Develop and maintain website content to ensure product, service and company information remains current and relevant.
• Improve organic search visibility through practical search engine optimization (SEO) strategies, working directly and through third-party vendors.
• Manage and optimize Google Business Profiles and other online business listings.
• Support online reputation management, including monitoring reviews and coordinating appropriate responses.
• Identify opportunities to improve digital lead capture, quote requests and conversion from website traffic.

Analytics & Performance

• Establish appropriate digital marketing metrics and reporting to measure campaign effectiveness, lead generation and return on marketing investment.
• Use tools such as Google Analytics, Google Ads, Meta Business Suite and other platform analytics to monitor customer behaviour and campaign performance.
• Track digital marketing activity from impressions and engagement through to inquiries, quote requests and, where practical, completed sales.
• Provide regular, concise reporting to business leadership identifying results, trends, opportunities and recommended adjustments.
• Use data and analytics to continually improve campaign effectiveness and allocation of marketing resources.

Portfolio Support

• Once the Northerm and Capitol Glass digital marketing programs are established, provide digital marketing expertise and execution support to other Dakwakada Capital Investments portfolio companies.
• Work with individual business leaders to understand their markets, customers and sales objectives and adapt digital marketing approaches accordingly.
• Help establish consistent digital marketing practices, tools and performance measurement across participating portfolio companies while maintaining the individual identity and market positioning of each business.

Qualifications & Experience

• Post-secondary education in Marketing, Communications, Digital Media, Business or a related discipline, or an equivalent combination of education and practical experience.
• Minimum of 3–5 years of hands-on digital marketing experience, preferably within a business-to-consumer and/or business-to-business environment.
• Demonstrated experience developing and directly managing paid digital advertising campaigns, including Google Ads and Meta advertising platforms, and managing third-party performance agencies.
• Strong understanding of paid search, paid social, organic social media, SEO, audience targeting, retargeting and digital lead generation.
• Experience managing business social media accounts across platforms such as Facebook, Instagram, LinkedIn and TikTok.
• Demonstrated ability to create effective written and visual marketing content.
• Practical experience using Adobe Creative Cloud, Canva or comparable creative software, as well as emerging AI tools and platforms.
• Demonstrated experience using generative AI tools for marketing, content development, image creation and productivity.
• Working knowledge of Google Analytics, Google Business Profile and digital campaign measurement.
• Experience supporting website development, modernization or ongoing website management.
• Experience within manufacturing, construction, building products, home improvement or another considered-purchase environment would be an asset.
• Experience marketing to customers in both Canada and the United States would be an asset.

Knowledge, Skills & Attributes

The successful candidate will be:

• Hands-on and execution focused – comfortable moving from strategy to actually building the campaign, creating the content, placing the advertising and analyzing the results.
• Creative – able to develop compelling ideas, messaging and visual content that differentiate established brands in competitive markets.
• Commercially minded – understands that marketing exists to support business growth and can connect digital activity to customer inquiries, sales opportunities and revenue.
• Analytical – comfortable using data to evaluate performance, identify trends and make informed decisions about where marketing resources should be invested.
• Technically capable – confident learning and working across digital advertising platforms, analytics tools, content-creation software and emerging AI technologies.
• Organized and self-directed – capable of independently managing multiple campaigns, platforms, brands and priorities in a remote working environment.
• Collaborative – able to work effectively with business leaders, sales teams, operational employees and external service providers.
• Curious and adaptable – interested in emerging technologies and continually looking for better ways to reach customers and improve marketing effectiveness.
• A strong communicator – able to translate business objectives into effective marketing messages and communicate results clearly to non-marketing