Senior Digital Marketing Specialist

Ritchie Brothers is looking for a Sr. Digital Marketing Specialist out of our Burnaby office. What you'll do: As a senior individual contributor on the Digital Marketing Team, you will own the strategy, execution, and performance of paid digital media programs with a sharp focus on B2B lead generation across Ritchie Bros. brands in the North American market. You will design and run data-driven, full-funnel paid media campaign spanning search, social, programming, and emerging channels—to generate high-quality buyer and seller leads. A core expectation of this role is staying ahead of the industry: fluency in the latest ad tech platforms, AI-powered campaign tools (such as Google AI/Performance Max, Meta Advantage+, LLM Advertising, Social Platforms and AI creative optimization), and automation workflows that drive measurable pipeline impact. You will uncover actionable insights from multi-touch attribution, incrementality testing, and audience intelligence to continuously improve cost-per-lead, lead quality, and overall GTV contribution. Major Accountabilities: B2B Paid Media Strategy & Lead Generation AI & Ad Tech Adoption — Performance Max, Advantage+, Smart Bidding, and AI creative tools Conversion Rate Optimization (CRO) to improve lead quality and pipeline conversion Alpha & Beta Program Participation — test emerging ad formats, bidding strategies, and audience signals Measurement & Attribution — multi-touch, incrementality testing, and data-driven budget allocation Responsible for developing, maintaining, and executing conversion optimization strategy for the digital marketing channels. Identifies and solves for roadblocks in conversion process, communicating improvements team. Utilize optimization and analysis platforms including Optimizely, Monetate, and Google Analytics to analyze performance, make recommendations for improvements, report on tests and performance improvements. Design and optimize landing pages for paid media campaign. Accurately update the content of all digital channels. Create and co-ordinate banner advertising and marketing email campaigns. Provide assistance with other marketing duties as required. Provide internal clients with creative, draft, and final proofs for every project and sends publication notifications when tasks are completed. Inform internal clients and key stake holders when additional time is required to complete a project. Aid in documenting changes to processes and statistical information and compile and report on statistical measures including archiving resource files for each completed project. Maintain professional working relationship with internal clients and co-workers, coordinating with appropriate individuals when implementing changes to existing code or procedures. Communicates clearly and concisely with both technical and non- technical internal and external customers. Perform other duties as assigned. The expected compensation for this role is between $85,000 - $110,000. Pay is based on several factors including but not limited to education, work experience, certifications, etc. This role also qualifies for up to 10% of their annual salary in an incentive performance bonus. 3+ years of hands-on paid media experience with a B2B lead generation focus Deep expertise in Google Ads (Search, PMax, Display, YouTube), Meta Ads (Advantage+, Lead Gen), LinkedIn Ads, and programmatic platforms Demonstrated experience with AI-powered advertising tools: Smart Bidding, automated creative testing, generative ad copy, and AI audience segmentation Proficiency with ad tech and MarTech stack: DSPs, CDPs, tag management (GTM), CRM integration (Salesforce/HubSpot), and feed management Strong command of web and marketing analytics: Google Analytics 4, looker/BI tools, multi-touch attribution models, and incrementality measurement Experience with bid management platforms and data management platforms Familiarity with AI/automation tools for workflow efficiency (e.g., Claude/ChatGPT for copy testing, Python/SQL for data pulls, AI-generated creative workflows) Ability to multitask and work on numerous projects in a fast-paced, deadline-driven environment Ability to plan, develop, coordinate and participate in various digital media activities