Regional Municipality of Peel

  • Digital Marketing Analyst

    Posted Date 1 week ago(1/8/2019 8:23 PM)
    System ID
    # Positions
    Position Type and Status
    Contract Full-time
    Job Industry
    Advertising and Marketing, Government and Public Sector
    Career Level
    Post End Date
    1/20/2019 11:59 PM
    CAD $66,884.00/Yr.
    CAD $83,605.00/Yr.
  • Job Description

    Digital Marketing Analyst

    Corporate Services - Marketing & Communications 

    Contract Duration - 13 Months 


    Reporting to the Supervisor of Digital Marketing, the Digital Marketing Analyst adds value through data compilation, research and analysis related to the performance of Regional digital marketing channels (including: external website, intranet, mobile, social media, and email newsletters). The Digital Marketing Analyst will also be responsible for the development of performance measurement strategies for digital marketing channels and initiatives. 


    In this role you will be responsible for:

    • Gathers data from multiple sources (e.g., site analytics, search logs, mobile, email, social media analytics tools, etc.) and conducts analysis of digital marketing channel performance including top tasks, seasonality, trends and usage; makes recommendations for improvement
    • Develops strategies to interpret data from analytical tools and uses various methodologies to monitor the performance of digital marketing channels (e.g., search site analytics, optimization strategies)
    • Creates and reviews measurement strategies for electronic communications including measurement method for Key Performance Indicators (KPIs) development and executive dashboard creation; identifies measurement trends and their strategic use
    • Identifies KPIs and other digital metrics to measure the performance of the digital marketing channels
    • Develops and implements the search engine optimization (SEO) strategies to improve the Region’s online presence, including keyword targeting, content optimization, link building and alignment with internal teams
    • Maintains keyword lists (e.g., short and long-tail keywords), including keyword rankings for a large portfolio of targeted keywords
    • Provides input into digital marketing initiatives to appropriately incorporate SEO requirements and best practices into information architecture, wireframes, design, coding and implementation 
    • Provides analysis and recommendations on the effects and implications of mobile technology and social media on electronic communications
    • Monitors and examines emerging trends that may have effects on the municipal sector
    • Analyzes and presents recommendations to increase citizen involvement and improve end user experience
    • Compiles and interprets data from email, web, and social media channels to allow for real-time marketing responsiveness and agility
    • Assesses compliance of the Regional external website with the Communications and Information Technology standards of the Accessibility for Ontarians with Disabilities Act (AODA)
    • Conducts analysis and provides recommendations to achieve the AODA standards for marketing channels


    • Post-secondary diploma in a related field with a business/research focus and at least three years of digital marketing analytics related experience at a large organization or an equivalent combination of experience and education      
    • Strong knowledge of the search industry and experience with SEO, Search Site Analytics (SSA), webpage optimization, keyword research and targeting, link building, and search engines algorithms, especially Google and Bing
    • Progressive experience with quantitative methodologies, online analytics, performance measurement, reporting tools (e.g., Webtrends, Coremetrics, Omniture, Google Analytics, Salesforce, Hootsuite) to produce statistical reports
    • Demonstrated experience with various SEO, SSA tools and rank tracking software; familiarity with Google AdWords, Keywords, and Keyword Suggestion Tool
    • Strong knowledge of Search Engine Marketing (SEM)/Pay Per Click (PPC)
    • Experience in conducting research in W3C, SEO, social media, and mobile technology
    • Data manipulation skills with the ability to use database and spreadsheet applications including data extraction and query
    • Good knowledge of and experience with mobile web performance and social media measurement tools
    • Experience with data aggregation/data warehousing; A/B testing and multivariate testing
    • Knowledge of web-based technologies, tools and platforms
    • Experience using testing tools such as Omniture Test & Target, Optimost, SiteSpect and dashboard tools such as Tableau, Oracle, Cognos, Fusion Charts, and JuiceAnalytics
    • Excellent knowledge and understanding of the accessibility standards (e.g., W3C, WCAG, AODA)
    • Experience with municipal electronic communication delivery models and systems is an asset

    Location: 10 Peel Centre Drive, Brampton,

    Hours of work: 35 hours/week; Monday to Friday


    If this opportunity matches your qualifications and experience, please apply online

    About Us

    The Region of Peel serves more than 1.4 million residents and approximately 163,000 businesses in Brampton, Caledon and Mississauga. We deliver a wide range of resident focused services across the Region.

    Our 20-year vision for Peel is “Community for Life.” Our goal is to create a place where everyone enjoys a sense of belonging and has access to the services and opportunities needed to thrive in each stage of their lives. Our 2015-2035 Strategic Plan outlines the work we're focused on to bring this vision to life.

    To learn more about the Region of Peel, explore 

    Additional Information

    At the Region of Peel, we respect diversity and treat one another in ways that are fair, courteous and compassionate, recognizing everyone’s contributions. As an equal opportunity employer, we are committed to establishing a qualified workforce that is reflective of the diverse population we serve. The Region of Peel is committed to providing accommodations throughout the recruitment process. If you require accommodation please notify us and we will work with you to meet your needs. We encourage applications from all qualified individuals; however, only those under consideration will be contacted.


    Please be advised, the Region of Peel uses email to communicate with their applicants for open job competitions. It is the applicant’s responsibility to include an updated email address that is checked daily and accepts emails from unknown users. As we send time sensitive correspondence via email (i.e. testing bookings, interview dates), it is imperative that applicants check their email regularly. If we do not hear back from applicants, we will assume that you are no longer interested in the Job Competition and your application will be removed from the Competition.


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