Senior Digital Marketing Specialist

Job description

Adi is one of the leading and most innovative real estate development platforms in the GTA, reshaping cities and urban landscapes with cutting-edge architecture and design. We are a vertically integrated platform, with investment, development and construction management under one roof, which allows us to deliver communities faster, better and more cost-effectively than our competitors. We are obsessed with our customers. We operate with a bias for action and speed, we hold ourselves to a standard of operational excellence, and we treat our customers, our partners and each other with trust and respect. Marketing at Adi is run as a process with metrics. Every dollar of media spend is measured against leads, appointments and sales, and reviewed weekly. We work with specialist agencies for brand and launch creative, and our in-house team runs everything that generates demand: digital campaigns, lifecycle and email marketing, social, content and analytics. We have move-in-ready homes to sell today and new communities launching behind them, and in this market the sales centre only performs if marketing delivers qualified buyers to it every week. We are looking for an experienced, high-performing digital marketer with a proven record of building and optimizing paid media campaigns, running email and marketing automation programs, and creating content with the latest AI tools for copy, image and video. The mandate is simple: fill the sales team's calendar with qualified appointments at a falling cost per appointment, and sell these communities out. This role reports to the Sales & Marketing Manager. We run with process discipline – clear weekly priorities, transparent metrics – and we reward people who move the numbers. ### The Role - Create creative content using the latest AI techniques for copy, image and video – ads, emails, landing pages and social assets – and apply AI to research, analysis and repeatable production and reporting workflows, with every output checked for accuracy and brand voice. - Set up, launch and optimize paid campaigns across Meta, Google and programmatic channels for each community: audiences, creative variants, bidding, budget pacing, landing pages and conversion tracking, with weekly optimization against cost per lead and cost per appointment. - Build and run email and SMS programs in our CRM and marketing automation platform: segmentation, nurture and re-engagement journeys, A/B testing, launch waitlists, release and inventory communications, and broker communications. - Run our social channels: plan the monthly calendar, shoot short-form video and photography on site, edit and caption the content, write the copy, publish, and manage the community. - Brief our agency for the creative that requires it, and review the work against the brief. - Maintain the weekly funnel dashboard by community and channel: spend, leads, qualified leads, appointments, sales and leases. Report the numbers with a recommendation on what to change. - Maintain the website: landing pages, conversion improvements, content updates, SEO and AI-search visibility. - Support media relations logistics – press materials, media lists and coverage tracking – and keep the sales team supplied with current, accurate materials. ### What Success Looks Like - AI in use across daily creative production, with no drop in accuracy or brand quality. - Campaigns live for every active community and optimized weekly. - Cost per lead and cost per appointment trending down against baseline, with lead quality improving. - Lifecycle programs running, with nurture and re-engagement producing measurable appointments. - Content published every week to the calendar, and a library of assets the sales team uses. - The dashboard current every week without being asked. ### What You Bring - Demonstrated ability to create creative content using the latest AI techniques for copy, image and video, and to apply AI to research, analysis and automated workflows. Be prepared to demonstrate how you use it during the interview process. - 5–7 years in digital marketing, including hands-on management of paid media on Meta and Google (search, display and video). You have set up, run and optimized campaigns yourself. - Experience with HubSpot (preferred) or a similar CRM and marketing automation platform to build campaigns and journeys, segment the database and run A/B testing. - Content production skills you can show: short-form video shot and edited by you, photography, captions and copywriting for ads, email, social and web. A portfolio is required. - Working knowledge of GA4, Tag Manager, pixels and conversion tracking, and the ability to read a funnel and identify where it is underperforming. - Proficiency in Canva or Adobe, a video editor such as CapCut or Premiere, and a website CMS. - Experience in real estate, rental or other high-consideration, sales-assisted categories is an asset. Agency experience is an asset. - Ownership. You take a result, not a task, and it gets delivered without being chased. The energy to raise the standard, not maintain it. - A track record you can prove. Come ready to walk us through two or three campaigns: spend, leads, appointments, what you changed and what happened, with the content you produced for them. ### Why Adi! - **Employee Home Ownership Program:** eligible team members receive a discount off the total purchase price of a home in the communities we build. - **Learning & Development Reimbursement:** tuition and education reimbursement to support your growth. - **Paid Time Off:** 10 days of Vacation, 5 paid Wellness Days and 3 paid Sick Days annually. - **Comprehensive Benefits Plan:** dental, prescriptions, vision care, paramedical practitioners, life insurance and more for you and your dependents. - **Flexible Health, Lifestyle & Wellness Personal Spending Account:** for fitness, family and pet needs, additional health coverage and more. - **Dedicated Online Mental Health Partner:** 24/7 access to online therapy support. - **Career Path:** as our marketing function grows, this role has a direct path to Digital Marketing Manager.