Senior Marketing Manager

Company Description Proudly Canadian, Mimi Beds specializes in creating Montessori beds for children. Our mission is to offer safe, comfortable, and inspiring sleep environments that encourage children's independence and growth. Combining meticulous craftsmanship with quality, our products align with the principles of Montessori education. Mimi Beds aims to make bedtime a joyful experience for both children and parents by fostering a sense of wonder and exploration. Role Description This is a full-time role for a Senior Marketing Manager at Mimi Beds. The Senior Marketing Manager will be responsible for leading the overall marketing function, managing a cross-functional marketing team, and driving customer acquisition, revenue growth, and brand development across multiple channels. This role will oversee team members across paid media, graphic design, marketing coordination, influencer and affiliate marketing , while working closely with leadership to develop and execute marketing strategies that support the company’s growth objectives in Canada and the United States. 1. Marketing Leadership & Team Management
- Lead and manage the day-to-day activities of the marketing team, including media buying, creative, influencer/affiliate marketing, and marketing coordination
- Set clear priorities, KPIs, deadlines, and performance expectations across the marketing department
- Develop monthly and quarterly marketing plans aligned with company revenue and growth targets
- Conduct regular performance reviews, campaign reviews, and team meetings to ensure projects remain on track
- Identify opportunities to improve workflows, team productivity, and overall marketing execution
- Work closely with senior leadership to translate company objectives into actionable marketing strategies 2. Paid Advertising & Growth Strategy
- Oversee paid media strategy across Meta (Facebook/Instagram), Google Ads, and other customer acquisition channels
- Work closely with the media buyer to manage budgets, identify scaling opportunities, and improve campaign performance
- Monitor and optimize key metrics including CAC, ROAS, MER, conversion rate, and customer acquisition volume
- Develop testing strategies across audiences, creative concepts, messaging, offers, and landing pages
- Evaluate channel performance and recommend how marketing budgets should be allocated
- Ensure paid advertising strategies align with product launches, promotions, inventory levels, and revenue targets 3. Creative Strategy & Content
- Lead the overall creative strategy for paid advertising and marketing campaigns
- Develop creative briefs and provide direction to designers, content creators, and external partners
- Maintain a strong pipeline of new video, image, UGC, and promotional creative
- Analyze creative performance and use insights to guide future concepts and testing
- Ensure marketing creative remains consistent with Mimi Beds' brand positioning and visual identity
- Coordinate creative production around product launches, seasonal campaigns, and major promotional periods 4. E-Commerce & Conversion Optimization
- Identify opportunities to improve the Shopify customer journey with a focus on conversion rate, AOV, and overall revenue
- Collaborate with internal teams on landing pages, product pages, bundles, promotions, and merchandising initiatives
- Use data and customer behavior insights to identify friction points throughout the purchase journey
- Develop and oversee CRO testing strategies across website messaging, offers, product presentation, and checkout experience
- Work closely with email/SMS and other retention channels to improve customer engagement and lifecycle performance
- Ensure marketing campaigns are coordinated with inventory availability, shipping timelines, and operational capacity 5. Influencer, Affiliate & Partnership Marketing
- Oversee Mimi Beds' influencer, creator, and affiliate marketing programs
- Work with the influencer/affiliate marketer to develop recruitment, outreach, and partnership strategies
- Establish performance goals and track revenue, content output, engagement, and acquisition performance from partnerships
- Identify opportunities to scale high-performing creators and affiliate relationships
- Develop strategies to generate reusable UGC and creator content for paid advertising
- Evaluate and develop new brand partnerships and collaborative marketing opportunities 6. Campaign Planning & Promotions
- Own and maintain the overall marketing calendar across paid media, email/SMS, social, influencer, affiliate, and promotional campaigns
- Plan and coordinate product launches, seasonal promotions, sales events, and major marketing campaigns
- Develop promotional strategies that balance revenue growth, customer acquisition, and profitability
- Ensure marketing campaigns are properly planned, briefed, launched, and reviewed
- Coordinate across departments to ensure marketing activities align with inventory and broader company priorities 7. Analytics, Reporting & Performance
- Track and report on marketing performance across all major channels
- Monitor key metrics including revenue, marketing spend, CAC, ROAS, MER, AOV, conversion rate, and contribution margin
- Develop weekly and monthly reporting that clearly communicates performance, challenges, and opportunities
- Analyze campaign and channel performance to identify areas for optimization and growth
- Use data to guide marketing decisions, budget allocation, creative strategy, and promotional planning
- Present marketing results and recommendations directly to company leadership 8. Qualifications & Experience
- 5+ years of experience in marketing, e-commerce, growth marketing, or performance marketing
- Previous experience managing a marketing team or multiple marketing functions
- Strong experience working with a DTC, e-commerce, or consumer brand
- Strong understanding of Meta Ads, Google Ads, Shopify, and digital marketing analytics
- Experience managing or overseeing paid media budgets and customer acquisition strategies
- Strong knowledge of metrics including CAC, ROAS, MER, AOV, conversion rate, and LTV
- Experience working with creative, influencer, affiliate, email, and e-commerce marketing channels
- Strong leadership, communication, analytical, and project management skills
- Ability to manage multiple priorities and make decisions in a fast-paced environment
- Experience with Shopify, Klaviyo, GA4, Meta Ads Manager, Google Ads, and attribution/reporting platforms is considered an asset