Marketing Manager, Digital Content

Value Proposition

As a leading partner in healthcare, Medline Canada's sole purpose is Together Improving Care – this means being deeply committed to the health and well-being of our customers, employees, partners and our communities. We employ a diverse group of top talent focused on growing and making a difference in the lives of Canadians, coast-to-coast.

Compensation is only one part of the Employee Value Proposition that Medline Canada offers our employees. As part of our mission, we offer one of the most competitive and engaging employee experience programs in Canada, which includes:

• Collaborative work environment with highly engaged employees
• Market competitive compensation and benefits plan, including LTD & Insurance
• DPSP match program
• Annual Employee Appreciation Week
• Paid vacation and personal days
• Lifeworks Employee Assistance Program (EAP) Resources supporting mental, physical, family and financial well-being
• Career growth and training programs
• Open communication with Senior Leaders
• Tailored incentives for eligible employee groups, such as home office reimbursement and Sylvan Learning Centre credit
• Employee referral program
• Education support programs
• Fitness subsidy
• Recognition programs
• Social activities
• And much more…

JOB SUMMARY

The Marketing Manager, Digital Content is responsible for developing, executing, and optimizing the content strategy for Medline Canada’s B2B online presence, including the corporate brand site, online catalogues, Ecommerce platforms, and Canada’s intranet site.

The role plays a critical function in creating engaging, informative, and valuable content aimed at enhancing brand visibility, driving customer engagement, driving Medline Brand conversion, upselling and cross selling, growing basket size, and increasing lead generation and sales. The Marketing Manager, Digital Content will collaborate with cross-functional teams, including Sales, Product Management, Marketing, Communications, HR, Finance, Customer Service and Operations, to deliver compelling content aligned with the company’s goals and customer needs.

The position requires a dynamic individual with a deep understanding of Ecommerce trends, content and digital marketing techniques, and a proven record of successfully driving revenue growth through online channels. The Marketing Manager, Digital Content plays an integral role in developing and executing demand generation efforts that lead to Medline Brand growth in Canada.

CORE JOB RESPONSIBILITIES

• Content Strategy Development: Create and implement a comprehensive content marketing strategy for the B2B website, online catalogues, and e-commerce channels. Align content goals with business objectives, brand voice, market needs, and target audiences.

• SEO and Content Optimization: Optimize content for search engines (SEO), ensuring it is discoverable, relevant, and engaging for the target audience. Regularly update content to improve search rankings and enhance customer experience. Support paid search campaigns (Google Ads, LinkedIn, etc.) to maximize reach and conversion.

• Customer – Centric Content Creation and Management: Create and promote content that resonates with different stages of the B2B buyer’s journey, from awareness to purchase, ensuring clear calls to action and value propositions. Work with Marketing, Communications, Sales, Product Marketing, and Sales teams to ensure content aligns with product messaging, customer pain points, and branding guidelines. Manage feedback loops for continuous content improvement. Collaborate closely with the customer service team to address customer feedback and improve the overall online shopping experience. Implement strategies to enhance customer loyalty and retention. Responsible for content site, brand site, catalogue/E-Commerce.

• Digital Content Calendar Management: Maintain and oversee the digital content calendar, ensuring timely delivery of all content projects and alignment with product launches, campaigns, and marketing initiatives.

• Content Performance Tracking and Analytics: Monitor content performance using analytics tools (e.g., Google Analytics), making data-driven decisions to refine and improve content strategy. Provide regular reports on KPIs such as organic traffic, engagement rates, and conversion metrics.

• Digital Analytics and Reporting: Monitor and analyze key performance metrics using analytics tools. Provide regular reports on campaign performance, identifying areas for improvement and optimization. Works closely with the PMO team, IT, engineering, in business needs and functionality future Ecommerce requirements.

• Leverage and Integrate AI Tools: Leverage AI-powered tools for SEO optimization, content personalization, and trend analysis to increase content engagement and relevance to drive adoption and business growth. Integrate AI tools for workflow automation, image resizing, and content performance analytics, optimizing productivity and data-driven content strategy to optimize content operations.

QUALIFICATIONS

• 5+ years in a Marketing management role
• Advanced skills in writing and editing content for digital platforms
• Experience in cross-functional collaboration, collaborating with internal teams to align content with company-wide objectives.
• Proficiency in data-driven decision making though content analytics and reporting
• Experience with Healthcare Brand Marketing is critical, and Quebec is an asset
• Experience in aligning strategic initiatives to business objectives and analyzing and reporting ROI
• Content Development: Ability to collaborate with content creators to develop engaging and persuasive content for online channels.
• Content Management, Catalogue Management and Ecommerce Platforms: Proficiency in using CMS platforms (WordPress, Adobe Commerce Cloud/ Magento, SAP Commerce Cloud) to manage and publish content. And familiarity with B2B Ecommerce platforms and their content requirements. Familiarity with platform customization, updates, and troubleshooting.
• HTML and CSS knowledge to assist in content formatting and optimization.
• Copywriting: Strong copywriting skills with an eye for detail and the ability to write/edit in a professional, clear, and engaging manner.
• SEO/SEM Expertise: Knowledge of search engine optimization (SEO) best practices and experience managing search engine marketing (SEM) campaigns.
• Strategic Thinking: Capability to develop and implement comprehensive digital content marketing strategies aligned with overall business goals.
• Analytics: Proficiency in using analytics tools (Google Analytics, etc.) to track and measure e-commerce performance metrics.
• People Skills: Effective communication skills and the ability to collaborate with cross-functional teams including IT, design, customer service, and sales.
• Leadership Skills: Leadership qualities to guide and inspire team members, as well as influence key stakeholders.
• Adaptability: should be adaptable to changes in technology, market trends, and consumer behavior.
• Innovative Thinking: Ability to identify and capitalize on emerging trends and technologies to stay ahead in the e-commerce landscape.
• Customer-Centric Approach: Understanding of customer behavior and the ability to enhance online shopping experience to drive customer satisfaction and loyalty.
• Project Management Skills: Effective organization and project management skills to manage multiple tasks and deadlines simultaneously.
• AI Curiosity: ability to harness AI applications for business growth and for content workflow and operational efficiencies.
• Detailed digital demand generation and activation experience
• Ability to manage others
• Experience with Ecommerce platforms and tools.
• Strong understanding of digital marketing channels, including SEO, SEM, email marketing, social media, and analytics tools.
• Understanding of B2B marketing principles, product positioning and customer segmentation
• Excellent communication and collaboration skills.
• Creative thinking and problem-solving abilities.
• An ambassador of the Medline brand and of our CARES culture

About Medline Canada

Medline Canada stands at the forefront of healthcare, providing expertise and a breadth of solutions for every care setting. With 550+ employees, including 100 dedicated sales and clinical professionals and eight distribution centres located coast-to-coast, Medline Canada is proud to serve the entire continuum of care.

Our Commitment to Diversity and Inclusivity

Medline Canada is committed to diversity and inclusivity and we encourage applications from members of groups that have been historically disadvantaged and marginalized, including First Nations, Metis and Inuit peoples, Indigenous peoples of North America, racialized persons/persons of colour and those who identify as women, persons with disabilities and LGBTQ+ persons.

Our commitment to Accessibility

Medline Canada is committed to the principles of the Accessibility for Ontarians with Disabilities Act (AODA). We endeavor to make our recruitment, assessment and selection processes as accessible as possible and provide accommodations as required for applicants with disabilities. If you require any accommodations at any point during the application and hiring process, please contact [email protected].

All qualified candidates are encouraged to apply; however, Canadians and permanent residents will be given priority.