Job Description

Working at Trail Appliances means joining an entrepreneurial-minded, driven team dedicated to delivering an exceptional customer experience. Trail Appliances is the leading independent appliance retailer in Western Canada. We’re a fast-growing company with over 500 employees in British Columbia, spread out over 10 showrooms, 3 Outlet Centres, 3 distribution centres, and 4 offices in BC's major markets. Join our team of trailblazers!
Our core values: Integrity – We do what’s right, even when no one is looking. Improvement – We do it well. Then we do it better. Caring – We put ourselves in others’ shoes. Authenticity – We like people, not pretense. Determination – We kick down walls.

Reporting to the Director of Marketing, the Head of Growth & Performance Marketing will lead the strategy, execution, and optimization of Trail Appliances’ paid digital marketing programs. This role is accountable for driving qualified traffic, in-store visits, lead generation, and online sales, while continuously improving marketing efficiency and performance.

This is a senior, hands-on role with a strong focus on paid media performance, data, testing, measurement, and landing‑page relevance The ideal candidate is highly analytical, commercially savvy, comfortable using AI tools, and skilled at turning complex data into clear, actionable decisions.

You will architect and scale Trail Appliances’ digital media infrastructure across account structure, tracking, audiences, and reporting—ensuring our platforms and measurement frameworks are built to support both eCommerce growth and in-store sales impact.

As the Head of Growth & Performance Marketing, you will

Lead Digital Growth Strategy

• Own the digital growth roadmap across paid media channels including Google, Meta, and other relevant platforms.
• Lead media strategy, planning, KPI setting, forecasting, and budget allocation across always‑on and promotional campaigns.
• Drive strong demand capture for both eCommerce and in‑store outcomes, including store visits, lead submissions, and quote requests.

Optimize Performance & Measurement

• Build and optimize paid media account structures to support scale, performance, and clarity across channels.
• Partner with analytics, eCommerce, and technical teams to strengthen tracking, attribution, first‑party data usage, and signal quality—ensuring a privacy‑compliant, future‑ready measurement approach.
• Develop and track digital‑to‑store KPIs (e.g., store visits, location performance, calls, lead quality) to better connect media investment to in‑store revenue.
• Apply incrementality thinking and testing frameworks to understand what is truly driving business value.

Drive Testing & Continuous Improvement

• Build and lead structured testing programs across audiences, messaging, creative, offers, and landing pages.
• Improve the customer journey from ad click to conversion by partnering closely with creative, website, and technical stakeholders to increase relevance and reduce friction.
• Partner with the creative team to ensure briefs, assets, and campaign development support measurable business outcomes.

Lead Partners & Stakeholders

• Manage agency and vendor relationships, driving strong execution, accountability, and return on spend.
• Work with key suppliers and partners on digital opportunities and co‑promotional programs where appropriate.
• Collaborate closely with Retail Sales leadership to align digital campaigns with store traffic goals, regional priorities, and promotional calendars.
• Translate digital performance data into clear insights and recommendations for senior leadership and cross‑functional teams.
• Support the broader marketing team with practical digital intelligence on customer behavior, media efficiency, and growth opportunities.

Use AI & Technology Thoughtfully

• Leverage AI tools to accelerate analysis, streamline workflows, and uncover performance opportunities faster.
• Continuously look for smarter, more efficient ways to improve speed, scale, and results.

To be successful in this role, you have

• Degree or diploma in Marketing, Digital Marketing, Business, or a related field.
• 7+ years of experience in digital, growth, or performance marketing.
• 3+ years of experience leading, mentoring, or influencing teams and external partners.
• Strong hands‑on experience with Google Ads, Meta Ads, Google Analytics, and related platforms.
• Deep expertise in paid media strategy, optimization, audience targeting, and performance management.
• Proven experience managing meaningful digital budgets, forecasting spend, and reallocating investment based on results.
• Strong understanding of attribution, incrementality, testing design, and marketing measurement.
• Ability to move quickly from data to action and make sound commercial decisions with imperfect information.
• Excellent communication, presentation, and stakeholder‑management skills.
• Practical fluency with AI tools and a demonstrated ability to use them to improve speed and performance.
• Strong attention to detail, time management, and problem‑solving skills.
• High curiosity, strong business acumen, and a bias toward action.

Bonus points if you have

• Experience in retail, eCommerce, or a multi‑location business.
• Experience optimizing both digital demand capture and offline or store‑driven outcomes.
• Familiarity with local search, product feeds, landing‑page optimization, and multi‑channel campaign coordination.
• Experience working with supplier‑funded digital programs or co‑op marketing opportunities.

Work environment

• Hybrid office environment
• Standard working hours with flexibility during peak promotional periods

Why join Trail