Director, Customer Acquisition & Retention

Job Purpose

The Director Customer Acquisition and Retention is responsible for leading performance marketing strategies that drive new customer demand strengthen conversion across the full funnel and improve long-term customer value. This includes oversight of all acquisition and retention channels digital performance website optimization SEO/SEM CRM journeys segmentation and database quality. The role ensures that global frameworks including those related to acquisition digital CRM and lifecycle programs are translated into clear and actionable plans for the Canadian market.

The Director provides day-to-day leadership across forecasting funnel performance and budget governance ensuring accurate pacing efficient resource allocation and strong ROMI across all customer acquisition and customer retention activities. This includes managing performance insights optimizing performance investment decisions and guiding channel-level execution across paid media affiliates digital CRM and lifecycle marketing. The role also supports consistent customer experience delivery across the HEAR Journey through collaboration with CRM NAC Clinics and Data teams.

Working closely with Sales Operations NAC Clinics and Global Marketing the Director ensures alignment visibility and accountability across the organization. The role establishes operating rhythms reporting standards and performance governance that support predictable outcomes while enabling continuous improvement. Through close collaboration with cross-functional teams the Director ensures programs are executed effectively and contribute to meeting performance targets.

Success Criteria

• Success in this role is measured by the ability to deliver strong full-funnel performance including predictable demand generation improved conversion throughout the customer journey and increased long-term customer value. This includes strengthening channel efficiency optimizing digital and website performance improving CRM engagement and lifecycle outcomes and ensuring high-quality data and segmentation to support targeted communications and accurate forecasting.
• The Director is also accountable for achieving cost-effective results through disciplined budget management accurate forecasting and ongoing performance optimization across channels. Delivering measurable improvements in ROMI CPA and funnel quality while maintaining alignment with global frameworks and standards is essential.
• Effective cross-functional leadership is demonstrated through strong collaboration with Sales NAC Clinics Data and Global teams to ensure integrated planning consistent execution and shared ownership of business outcomes. Building a high-performing team creating clear operating rhythms and driving continuous improvement are foundational to success.

Responsibilities

Direct Reports

• Lead and develop a multidisciplinary team responsible for full-journey performance across demand generation funnel management digital performance CRM segmentation and database quality.
• Establish clear KPIs workflows and operating rhythms that support accountability collaboration and consistent execution.
• Recruit coach and develop team members using a strengths-based approach ensuring clarity of roles and alignment with performance marketing and global priorities.
• Foster a values-driven culture rooted in transparency continuous improvement and the delivery of strong business outcomes.

Drive Business

• Lead performance marketing strategies that strengthen results across the full customer journeyfrom initial demand generation through appointment completion reactivation and ongoing engagementensuring alignment with global acquisition digital CRM and data frameworks.
• Oversee forecasting pacing and performance management across all programs and channels to deliver predictable volume high-quality appointments and insight-driven decision making.
• Guide execution across paid media affiliates digital channels website optimization CRM journeys segmentation lifecycle communications and database initiatives ensuring cohesive delivery and measurable improvements across the funnel.
• Manage budget planning allocation and optimization across all activities applying ROMI principles and performance insights to ensure efficient investment and strong financial governance.
• Partner closely with Sales NAC Clinics Data IT and Global Marketing to ensure integrated planning consistent execution and shared accountability for performance.
• Strengthen customer experience delivery across the HEAR Journey by ensuring aligned messaging coordinated touchpoints and collaborative operational processes across stakeholders.

Operational

• Lead weekly monthly and quarterly performance reviews extracting insights and translating them into targeted actions that strengthen funnel health digital performance CRM engagement and lifecycle outcomes.
• Oversee website experience SEO/SEM programs online booking CRO initiatives and global digital standards to improve discoverability engagement and conversion.
• Manage CRM automation lifecycle journey design segmentation logic cadence testing and delivery accuracy to ensure effective communications across the customer journey.
• Ensure data accuracy completeness governance and compliance in partnership with Data and IT teams maintaining a reliable foundation for segmentation targeting and reporting.
• Guide execution of review and reputation programs (including GMB and Trustpilot if applicable) to support digital discoverability and credibility.
• Oversee vendor and agency partnerships to ensure performance accountability continuous improvement innovation and budget efficiency.
• Maintain disciplined financial governance through budget tracking variance analysis and timely recommendations for investment shifts.

Required Experience and Considerations

• 10 years of progressive experience in performance marketing including demand generation digital marketing CRM lifecycle programs or related areas.
• 5 years of people leadership experience leading multidisciplinary teams with responsibility for full-funnel performance digital execution CRM or customer lifecycle programs.
• Demonstrated success leading teams through change elevating capabilities and setting a vision aligned with organizational transformation.
• Proven ability to manage and optimize multi-channel budgets using ROMI principles performance insights and cost-efficiency levers.
• Hands-on experience with CRM platforms lifecycle automation segmentation targeting logic and audience personalization.
• Solid understanding of SEO/SEM website optimization CRO analytics tools and digital performance management with a continuous innovation mindset.
• Demonstrated ability to operate effectively in a matrix environment working with global and local partners across marketing sales digital and operations.
• Strong vendor and partner management capabilities including oversight of performance targets contracts and service delivery.
• Strong financial acumen with experience in forecasting pacing scenario modeling and budget governance across marketing programs.
• Ability to quickly establish credibility with executive stakeholders and external partners.

Required Behaviours

The job holder is required to behave in accordance with our Demant Values:

• Creating Trust - We value the opinions of our customers and colleagues. We promote a work environment based on inclusion honesty integrity and respect. We always keep our promises.
• Being Team Players - We collaborate and network effectively across Demant. We take initiative and help each other to achieve our ambitious goals.
• Creating Innovative Solutions - We challenge ourselves to improve and find new value-adding solutions. We are curious to share ideas and insights to increase our collective innovativeness.
• Displaying a Can Do Attitude - We always look for opportunities to win the business and do our best to add value to our customers. We find solutions and act.

Accommodations

HearingLife Canada is committed to a diverse and inclusive workplace. HearingLife Canada is an equal opportunity employer and does not discriminate on the basis of race national origin gender gender identity sexual orientation protected veteran status disability age or other legally protected status. For individuals with disabilities who would like to request an accommodation please clearly indicate in your application any accommodations you will require throughout the recruitment process.

While we appreciate the interest of all applicants only those selected for an interview will be contacted.

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Required Key Competence Areas

• Results-driven leader with a strong focus on measurable performance and growth.
• Demonstrated ability to build develop and motivate teams through capability growth and continuous learning.
• Strong communication and influencing skills to effectively engage cross-functional stakeholders.
• Applies strategic thinking with a clear bias for action and a test-and-learn mindset to drive continuous improvement.
• Highly organized detail-oriented and disciplined in managing programs budgets and performance outcomes with a strong ROI orientation.
• Confidence and credibility to lead conversations with executive stakeholders and external partners.