Communication Performance Specialiste

Job Summary

The Communication Performance Specialist is a key member of the communication team, responsible for driving the development, execution, and optimization of digital marketing campaigns across various audiences, including public, stakeholders, customers, and government entities.

With a strong focus on performance metrics, automation, and journey management, this role utilizes Paid channels (Google, Social), Salesforce Marketing Cloud and other tools to ensure data-driven decision-making and to enhance engagement and conversion rates.

The specialist collaborates with cross-functional teams to align marketing efforts with broader communication objectives, supporting continuous growth across all target audiences.

Campaign Performance and Optimization

• Develop and execute performance-driven marketing campaigns across multiple digital channels, including email, social media, and digital advertising and ensuring alignment with communication objectives and growth goals.
• Leverage tools from the marketing mix to design, build, and deploy campaigns with a focus on segmentation, personalization, and automation.
• Analyze key performance indicators (KPIs) such as conversion rates, customer acquisition costs (CAC), and return on ad spend (ROAS) to optimize campaign effectiveness across all target audiences, including public, stakeholders, and customers.
• Conduct A/B testing to refine strategies and maximize campaign ROI.

Automation and Customer Journey Development

• Design and implement automated workflows and audience journey maps that enhance lead nurturing and drive stakeholder engagement.
• Utilize Salesforce Marketing Cloud’s automation tools to create seamless, personalized experiences across the customer lifecycle.
• Collaborate with sales and customer success teams to ensure alignment of automated strategies with overall business goals.

Analytics and Reporting

• Conduct in-depth analysis of campaign performance, utilizing advanced analytics tools to optimize for ROI (e.g. Salesforce Marketing Intelligence, GA 4, Tableau), engagement, and conversion across all audience segments.
• Generate detailed reports to provide actionable insights and recommendations for continuous improvement.
• Stay current with industry trends, best practices, and emerging technologies to ensure cutting-edge marketing strategies.

The role has standard working conditions in an office environment with a regular workweek from Monday to Friday and is eligible to participate in CN’s flexible work from home policy.

Due to the nature of the role, the incumbent must be able to meet tight deadlines, handle pressure, and stress.

Requirements

• 3 to 5 years of experience in digital marketing, focusing on campaign performance and optimization.
• Proven experience with Salesforce Marketing Cloud or similar marketing automation platforms.
• Strong background in performance marketing, with a successful track record in campaign management and optimization.
• Any experience for these above would be considered as an asset.

Education / Certification / Designation

• Bachelor’s Degree in Marketing, Business, or a related field, or equivalent work experience.
• Critical thinking and problem-solving skills.
• Data-driven mindset with strong analytical skills.
• Excellent communication and collaboration abilities.
• Ability to manage multiple projects in a fast-paced environment.
• Strong business acumen and ability to stay current with industry trends.
• Excellent communication skills, both verbal and written.
• Strong leadership and collaboration skills.

Technical Skills / Knowledge

• Expertise in Salesforce Marketing Cloud, including automation, segmentation, and analytics.
• Knowledge of Adobe Creative Suite is a plus (Photoshop, Illustrator), Microsoft Office (Excel, Word, PowerPoint).
• Understanding of email marketing analytics tools and best practices.
• Fluently bilingual, both written and verbal (English, French).