About the Team:
PetSmart’s Canadian Home Office (CHO) is home to approximately 50 full-time associates who work in departments such as Human Resources, Merchandise Buying and Pricing, Replenishment, Marketing, Finance, Space Planning and more. The small but mighty team at the CHO supports the operations of 140+ PetSmart stores in Canada and works closely with counterparts at PetSmart’s global corporate headquarters located in Phoenix, Arizona. We also share the Canadian home office with our colleagues at PetSmart Charities of Canada—an independent, registered charity dedicated to reducing pet homelessness and supporting the bond between people and pets.
About the Job:
PetSmart Canada is looking for an experienced Digital Marketing Specialist to run the day-to-day planning, management and execution of our Social Media & Digital Marketing channels. Reporting to the Marketing Manager, Social Media and Public Relations, the Digital Marketing Specialist would be expected to:
Manage PetSmart Canada’s organic Facebook and Instagram channels - including the creation of all content, strategy and influencer partnerships.
Develop the strategy and KPIs for PetSmart Canada’s Social Media channels in conjunction with key business priorities from Canadian leadership team, and in collaboration with the PetSmart US team in Phoenix.
Lead our campaign-based, weekly, and monthly Digital reporting.
Assist in managing Digital Marketing budgets across a number of systems.
Role & Responsibilities
Digital Content Creation & Management
Create the monthly content calendar for PetSmart Canada’s Instagram and Facebook pages including the sourcing of images and video content from internal graphic designers, dedicated photo shoots, UGC, PetSmart’s creative database and the US Social Media team.
Write all copy for Social posts in a fun and engaging way that is authentic, on-brand and gets our community of pet parents excited about what we have to say.
Organize and lead photo shoots to generate unique content for PetSmart Canada’s Social channels.
Develop key learning and best practices to constantly refine our content to ensure best performance.
Plan and develop Social Media contests periodically to help drive new followers and to promote our key seasonal products and priorities.
Work in conjunction with an external PR agency to manage Social Media influencers on upcoming partnerships, contests and other opportunities.
Participate in bi-weekly touch bases with PetSmart US Social team to ensure we’re aligned our on business objectives, and leveraging all applicable content in an efficient manner across PetSmart’s multiple accounts.
Analytics & Reporting
Work with PetSmart Canada’s Marketing team to set Social Media & Digital Marketing KPIs and goals each fiscal year
Aggregate Digital reporting across all media channels and lead post-mortem campaign reporting.
Manage weekly and monthly analytics and reporting for paid & organic Facebook and Instagram channels to ensure we’re consistently growing our followers and driving more engagement.
Paid Digital Marketing and Content
Boost organic content as sponsored posts to help expand PetSmart Canada’s reach and impressions.
Manage a budget for boosted Social content, and track spend each month.
Brief internal designers on requests for creative assets across all paid digital tactics
Assist the Marketing Managers on larger paid Digital campaigns to help drive ROAS for eCommerce and other important strategic pillars of the PetSmart business.
Work with a Digital Media agency to assist with briefing of paid Social & Digital campaigns including the audience strategy, creative direction and trafficking campaign assets.
Community Management and Issue Resolution
Keep a close eye on PetSmart Canada’s Social channels and website Q&A, and work with our Community Management team in Phoenix to ensure that we’re responsive to our customers and engaging with our core audience.
Take part in bi-weekly calls with our Community Management team to ensure that they are briefed and aware of upcoming campaigns, promotions and priorities in Canada.
Skills & Competencies
A Social Media power user with an innate sense of what makes great content.
2-3 years’ on-the-job experience managing the Social Media footprint of a brand.
Bachelor’s Degree in Marketing, Advertising or Public Relations
Digital Marketing or Social Media Management accreditation preferred.
Exceptional writing and copywriting abilities to create fun, catchy copy that will resonate with our customers
Graphic design, photo editing and photography skills are a strong asset!
Proficient with Facebook Ads Manager, Facebook Business Manager in setting up and optimizing paid campaigns, running reports and tracking results.
Experience using Social Media management software such as Sprinklr or Hootsuite.
Google Analytics experience is preferred, as is familiarity with pulling raw data and subjecting it to analysis to look for trends and actionable insight.
Familiarity with Contenful or similar CMS tools for websites and apps.
Must be able to work independently and take ownership of multiple Digital channels in a fast paced, competitive and constantly changing medium.
Customer Service and Retail experience is an asset.
About the Culture:
Our Canadian Home Office is truly that, a home office. It’s a place where individuals across various departments can align their passion for pets with their desires for professional growth. You’ll be a part of a close-knit team, while still being a part of a large, best-in-class retailer. And while the team may be smaller, the results are impactful! The Home Office boasts a large, open concept with natural lighting and serves as the perfect setting for office events. An active social committee hosts fun-filled events including contests, bake-offs, off-site events, and volunteer efforts, and they are always trying to out-do the previous event!