Principal, Web Channels and Strategy – Marketing, Communications and Public Affairs – Toronto

CPA Canada is seeking to add a key position to our Marketing, Communications and Public Affairs department

CPA Canada is the national organization representing the Chartered Professional Accountant (CPA) profession in Canada.

The Opportunity

Reporting to the Director of Digital, the Principal, Web Channels & Strategy is responsible for overseeing the strategy, governance, and management of CPA Canada's web properties. The Principal Web Channels & Strategy acts as a change leader in transforming and evolving the online presence of the organization’s web properties with a user-first mindset to meet the needs of members and other stakeholders. They are responsible for developing strategies and tactics to effectively engage members; demonstrating the unique value of CPA Canada’s activities and create brand awareness and engagement.

In this role, responsibilities will include, but are not be limited to the following:

  • Overseeing all aspects of the web team, from day-to-day operations and content management to overall departmental priorities and strategy on CPA Canada’s web properties. Direct the activities of web staff to maintain the organization's standards of excellence, timeliness, and efficiency, while achieving organizational business goals. Resolve functional conflicts through management consultation.
  • Acting as a change leader transforming and evolving the online presence of the organization with a user-first mindset to meet the needs of members and stakeholders and develop strategies and tactics to effectively engage members; demonstrating the unique value of CPA Canada's activities and driving brand awareness and engagement leading to increased conversions.
  • Leading cross departmental project teams on the development and implementation of the Web Optimization and Restructuring Project. As the key digital hub of the CPA Canada’s Digital Marketing Strategy, this position will:
    • Deliver an enhanced interconnected platform of several MarTech systems including CMS, e Commerce, email marketing, and CRM that supports effective digital marketing strategies with better usability from both an operations management and user perspectives.
    • Develop strategies that help align visitor behavior with marketing and business goals with increased overall satisfaction from  members, stakeholders, and other visitors.
    • Provide leadership and guidance on the implementation of web properties that are optimizable and scalable for enhanced digital marketing solutions.
  • Developing a data analysis, production monitoring and tracking metrics to provide insights into content engagement for senior management.
    • Develop and provide digital data reports that provide insights into content engagement for senior management. This is part of a strategic initiative for CPA Canada. The web strategy plays a critical role in member engagement and sales of products and services.
    • Monitor quality standards of all web properties and implement and enforce quality control and tracking programs to meet quality objectives. Analyze production and quality control to detect and correct problems and determine and implement improvements to the production process. Prepare and maintain status reports on all projects

The Candidate

The ideal candidate will have the following qualifications and skills:

  • University degree in digital marketing, communications, public relations, or related field.
  • 7+ years of website management, web strategy, and digital marketing experience.
  • Skilled at analyzing data, deriving insights and building creative output to meet business objectives based on data
  • Deep understanding of web analytics and knowledge of SEO
  • Knowledge of HTML/CSS and website administration
  • Experience using Sitecore content management system, e-commerce, email marketing, and CRM platforms
  • Highly creative with experience in identifying target audience segments and designing website experiences that engage, inform and motivate
  • Experience in optimizing websites, landing pages, and marketing funnel leading to conversions and continued engagement
  • Strong analytical skills and data-driven thinking
  • Experience using various web technologies/front-end coding, such as HTML, CSS, and JavaScript
  • Working knowledge of back-end web development and the design limitations and capabilities as they relate to various digital environments
  • Working knowledge of user experience (UX) design
  • Working knowledge of HTML, CSS, JavaScript
  • Excellent cross-functional leadership, presentation and communication skills; dynamic team player
  • Experience strategic digital engagements
  • Strong interpersonal abilities to effectively manage all internal and external relationships, vendors and agency partners
  • Ability to be flexible in a changing work environment and work well under pressure
  • Critical thinking and analytical problem-solving skills
  • Excellent time management
  • Proven ability to work through conflict, build trust and influence outcomes through outstanding skills at all levels.
  • Thrive in a fast paced, on-time deliverable environment

Other matters

This position is based in Toronto.

CPA Canada offers a unique flexible and balanced working environment that allows individuals to maximize professional and personal development. We are committed to cultivating and inclusive, accessible environment, where each employee feels respected, valued and supported. Qualified individuals who wish to know more may contact, on a confidential basis: Jermaine Brown, Human Resources/Recruitment Specialist at 416-204-3953 or If you require a disability related accommodation to participate in our recruitment process, please email us your contact information and we will be happy to work with you to meet your needs.