Digital Marketing Specialist

Organizational Profile

The Yellowstone to Yukon Conservation Initiative (Y2Y) is a collaborative effort between a U.S. non-profit organization and a Canadian public charity that together connect and protect habitat from Yellowstone to Yukon so people and nature can thrive. Yellowstone to Yukon takes a scientific and collaborative approach to conservation, highlighting and focusing on local issues that affect the region. Y2Y has partnered with over 800 scientists, conservation groups, landowners, government agencies, Indigenous governments and communities and businesses to stitch together this landscape.

Without a unified vision for this deeply interconnected landscape, local conservation efforts may be isolated and less effective. Y2Y seeks to ensure conservation efforts are aligned in support of large-scale objectives and therefore become continentally significant. Today, Y2Y is recognized as one of the planet’s leading mountain conservation initiatives.  For more information, please visit www.y2y.net

Position Description

The Digital Marketing Specialist leads Y2Y’s digital marketing efforts to grow reach and awareness, deepen engagement and inspire action. Working across all digital technologies (e.g., CRM, social media scheduler, advocacy tools and more) and channels (including but not limited to email, website, social media, paid advertising and search), this role uses data-driven marketing strategies to reach and attract new supporters and convert interest into meaningful action.

As part of the Marketing & Communications team, the Digital Marketing Specialist develops and manages a digital marketing strategy, including integrated campaigns that support awareness-building, fundraising, advocacy, public engagement and organizational reputation, combining creativity with analytical thinking to advance Y2Y’s goals and impact.

This position can be performed remotely. (Preferred locations are Vancouver, Edmonton or Canmore) 

Key Responsibilities

Digital Marketing Strategy

• Develop and implement integrated digital marketing strategies and annual plans aligned with organizational priorities.
• Identify opportunities to grow audience reach, engagement and supporter activation.
• Create and implement digital marketing campaign plans to support conservation programs, fundraising appeals and ad hoc needs (such as email acquisition campaigns).
• Monitor digital trends and recommend new approaches and technologies.
• Support the development of the social media strategy.

Website Development, Management & Search Marketing

• Optimize website content and user journeys to improve engagement and conversions.
• Work with content creators to ensure pages are optimized for AI and traditional search engines.
• Manage Google Ad Grant campaigns and paid search initiatives incorporating approaches to AI search engines that improve AI visibility.
• Manage website development projects and perform website content and other updates as required.
• Monitor website performance and recommend improvements based on analytics.
• Collaborate on landing pages supporting conservation, fundraising and campaign objectives.

 Email Marketing

• Develop and manage email subscriber acquisition campaigns.
• Develop and execute email marketing programs that engage supporters throughout their journey.
• Build audience segmentation strategies to deliver more relevant communications.
• Design automated email journeys, including welcome series, donor stewardship and campaign sequences.
• Conduct testing to improve open rates, click-through rates and conversions.
• Maintain email marketing best practices and list health.
• Manage all aspects of the email CRM system (NationBuilder).

Digital Advertising

• Plan, execute and optimize paid digital campaigns across appropriate platforms.
• Manage advertising budgets and monitor performance and return on investment.
• Develop audience targeting strategies to reach new supporters.
• Analyze campaign performance and make recommendations to improve results.

Marketing Technology Platform Management

• Manage technology and licenses related to the website, email, CRM, advocacy platform and more.

Analytics & Reporting

• Monitor and report on marketing KPIs and performance across all digital channels (including but not limited to website traffic, email, social media, advertising effectiveness and supporter growth).
• Develop and share performance reports translating performance into recommendations and actionable insights.
• Use analytics to identify opportunities for audience growth and engagement.

Organizational Integration

• Support various organizational initiatives within tight timeframes, including rapid response communications and Y2Y’s response to emergencies and emerging issues of concern.
• Work closely with Marketing & Communications team members and content creators to ensure cohesive messaging and integrated communication strategies across projects.
• Work closely with Development to support fundraising campaigns aimed at donor acquisition and with Conservation teams to support public-facing initiatives.
• Manage and coordinate external agencies and contractors as required.
• Proactively propose new approaches and processes to streamline communications activities.

Candidate Profile

Qualifications and Skills:

• Bachelor’s degree (or equivalent experience) in marketing and communication or similar.
• Minimum three years experience in digital marketing.
• Demonstrated success planning, executing, managing and optimizing integrated digital marketing campaigns on major platforms.
• Experience with email marketing platforms and marketing automation.
• Strong understanding of/experience using SEO, emerging AI and generative search, Google Analytics and Tag Manager, website CMSs (Wordpress).
• Strong analytical skills with the ability to interpret data and improve performance.
• Experience managing external agencies and contractors.
• Excellent project management and organizational skills including the ability to work under pressure, collaboratively and with a distributed team, managing multiple projects and deadlines simultaneously.

The following experience is an asset:

• Interest in conservation, environmental issues or outdoor recreation.
• Strong written communication skills.

Terms of Employment

• Full-time position (37.5 hours/week) with an outstanding benefits package
• Salary is commensurate with experience, ranging from $63,000-$84,000
  
• Location:
  This position may be performed remotely. (Preferred locations are Vancouver, Edmonton or Canmore) 
  

Additional Information 

At Y2Y we value diversity — in backgrounds and in experience, and we need people from all backgrounds to help achieve our mission of connecting and protecting habitat from Yellowstone to Yukon so people and nature can thrive. Y2Y’s team is empathetic, caring, and supportive. We are intentional about the team and culture that we are building, seeking team members that are not only strong in their own aptitudes but care deeply about supporting each other's growth.

Recognizing that communities thrive when everyone has fair access to opportunities, Y2Y values a broad range of perspectives, fosters a culture of respect and belonging, and upholds principles of fairness, environmental responsibility, and social justice. We oppose actions and policies that undermine these commitments within the projects and work that we do in advancing the Y2Y vision on the ground.

Shortly, preliminary interviews may be held via conference call or Zoom. If you anticipate needing accommodations for any part of the application or interview process you may contact, in confidence, Chi Furue, Accounting Officer at chizuru@y2y.net. For general inquiries you may contact, careers@y2y.net.