SMS Equipment is seeking a strategic and data-driven Senior Web Optimization Strategist to strengthen our owned digital channels and improve how customers engage with SMS Equipment online. In this role, you will identify opportunities for growth, develop and execute comprehensive digital optimization projects, and support initiatives that improve search visibility, user engagement, lead generation, and conversion outcomes.
Working closely with Marketing & Communications, internal stakeholders, IT, vendors, and agency partners, you will help shape the digital customer journey through website optimization, SEO, AIO/GEO, email marketing, digital content enhancements, landing page improvement, lead nurturing, and performance reporting.
Work Location: Acheson, AB
Salary: $95,000 - $105,000 per annum, based on experience
Work Arrangement: Hybrid or Fixed On-Site
Schedule: 8:00 am to 4:30 pm
What You'll Do
Own and Optimize the Website Experience
- Build and manage detailed project plans for large website initiatives based on key business objectives.
- Lead website optimization initiatives that improve search visibility, customer engagement, lead generation, and conversion rates.
- Own quality assurance and testing for features and enhancements, keeping owned channels compliant with brand standards, security, accessibility, and official-language requirements.
- Partner with internal stakeholders, IT teams, agencies, and vendors to deliver digital projects and enhancements.
Lead Generation and Nurturing
- Design and manage a CRO program, including A/B testing on landing pages and emails that lift conversion and lead quality.
- Identify and prioritize opportunities across all customer journey touchpoints on owned digital channels to improve lead quality and business results.
Data Analysis & Reporting
- Turn website, campaign, and user-behaviour data into actionable insights and recommendations through regular monitoring and analysis of key metrics.
- Provide guidance and support to digital marketing team members on content implementation and optimization best practices.
What You Bring
You are a digital marketing professional with 5+ years of experience driving measurable growth through website optimization, lead generation, and customer engagement strategies. You combine strong analytical skills with a passion for creating seamless digital experiences that deliver business results.
Additional qualifications include:
- Bachelor's degree in Marketing, Communications, or a related field.
- Proven experience with SEO, CRO, email marketing, content marketing, and digital analytics.
- Strong understanding of user experience (UX) principles and customer journey and landing page optimization.
- Experience with web content management systems (CMS) and marketing automation platforms.
- Ability to analyze performance data and translate insights into effective digital strategies.
- Strong project management, communication, and stakeholder engagement skills.
- Self-motivated, collaborative, and comfortable managing multiple priorities in a fast-paced environment.
Nice to Haves:
- Experience supporting B2B organizations.
- Knowledge of web design principles
- Experience in the heavy equipment, industrial, construction, or mining sectors.
- Bilingual in English and French.
This position is classified as an Individual Contributor role in SMS Equipment’s competency framework, requiring demonstration of core competencies (customer focus, collaboration, and technical/functional expertise).
At SMS Equipment, safety is one of our core values and we care for each other, without exception. Our successful candidate is intrinsically motivated and committed to making safe choices when completing all tasks.
This posting is for an existing vacancy within SMS Equipment. Applications will be accepted until a suitable candidate is hired.
We thank all applicants for their interest. Only those selected to proceed to the next stage of the recruitment process will be contacted.
At SMS Equipment, the right partnership makes everything possible. We're committed to building a diverse and inclusive team and encourage applications from all qualified individuals. Join us and bring your expertise to an organization that values safety, authenticity, innovation, performance, and respect.
SMS Equipment offers rewarding careers in the heavy equipment industry across Canada. As the largest Komatsu dealer in North America, SMS Equipment gives you the opportunity to represent world-class quality in our product offerings and customer service. A few of the many benefits of working with SMS Equipment include competitive wages, comprehensive group benefits plan, and RRSP matching.
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