Initiative - Liquid I.V. Digital Manager

Position Summary

Do you want to work on one of the fastest growing business units at Unilever? The entrepreneurial and ambitious Health and Wellbeing Collective (H&W) is made up of a portfolio of digital-first, insurgent brands, playing in high-growth spaces that are ripe for disruption. We have a range of fast-growing, science-driven wellness brands that are reinventing history; Olly, Liquid I.V., Smarty Pants, Onnit, Nutrafol, Equilibra & Welly.

We are looking for a pioneering Digital Manager to help supercharge the Liquid I.V. and OLLY Canada brands by accelerating our eCommerce business, strengthening digital marketing plans, and collaborating with media for a holistic, full funnel planning approach enables us to get closer to our consumers and rapidly scale our brands. 

As Digital Manager, you will drive the performance of our eCommerce and direct-to-consumer (DTC) channels, ensuring data-driven decision-making, marketing optimization, and revenue growth. This role will sit at the center of our digital efforts, bridging marketing, sales, and operations to maximize impact for Unilever Health & Wellbeing brands in Canada

The ideal candidate for this role is someone who is a self-starter, is fluent in digital first strategies across DTC and Performance Marketing and a hunger for testing and learning based on ecommerce trends. This role requires close collaboration with internal teams, specialist agencies, web developers, and external partners to ensure the success of our Amazon, website DTC, and affiliate marketing initiatives.

Key Responsibilities

Performance Marketing

• Own and optimize Amazon full funnel sales and advertising strategy for Liquid IV and OLLY (1P & 3P), ensuring efficient spend and high ROAS.
• Own and optimize SEM approach on Google, ensuring efficient spend and leading content optimization. Track spend efficiency, performance metrics, and competitive positioning across Amazon and Google
• Identify gaps, risks, and opportunities to improve conversion rates and revenue growth.
• Implement A/B testing strategies to optimize advertising performance and drive continuous improvement.

DTC Website Management

• Lead direct-to-consumer (DTC) website growth including SEO and UX; improving conversion rates and optimizing user experience on Shopify and Channel engine platforms.
• Manage website content and develop strategies using AI and keyword research to increase website traffic, sales, and customer retention.
• Manage back-end website fulfillment with logistics partner to ensure products and bundles stay in stock and website value proposition is differentiated from Amazon.
• Work with global and local brand teams to ensure website content is updated to reflect seasonal and brand campaigns and rolled out across SEM approach.
• Explore and manage affiliate marketing opportunities to drive additional revenue streams.
• Understand first party data approach and familiar with CASL and database hygiene best practice.

Analytics, ROI & Optimization

• Monitor and analyze marketing performance metrics against KPIs, ensuring investments deliver measurable results and dynamically optimizing as needed
• Provide granular reporting on ROI, marketing spend, and conversion performance.
• Drive data-led decision-making across digital marketing initiatives.

Cross-Functional Collaboration & Agency Management

• Act as a bridge between marketing, sales, and operations, ensuring alignment on digital strategies.
• Manage relationships with specialist agencies, web developers and vendors, ensuring seamless execution of campaigns
• Work with brand lead and internal teams to track performance, troubleshoot issues, scale best practices and provide digital insights to drive marketing strategy  
• Work with brand lead to ensure performance marketing and website approach is updated to reflect campaigns for 360 integrated marketing approach

Desired Skills & Experience

Primary Traits (Required)

• A minimum 3 years of experience across Performance Marketing and Direct To Consumer Website  Brand management or knowledge of traditional marketing landscape experience is a plus.
• Amazon-first mindset – you understand marketplace strategy, performance marketing, analytics and eCommerce optimization. Experience with Amazon Vendor and Seller central, GA360, Shopify and Channel Engine is required for this role.
• Strong analytical skills – ability to interpret ROI, marketing spend, and digital KPIs.
• Digital native mindset – understands how consumers shop online and how to drive growth across digital channels.
• Experience with affiliate marketing is a plus.
• Experience with Full-funnel marketing with leadership in connecting upper and funnel marketing efforts across brands

Secondary Traits (Nice to Have)

• Experience working in fast-paced, high-growth environments.
• Strong project management and cross-functional collaboration skills.
• Someone who isn’t afraid to call out a new way of looking at something and challenge some current ways of work.

This is a fast-moving, high-growth role for someone who thrives in a digital-first, data-driven environment. If you’re ready to take on big challenges and drive real results, we’d love to hear from you! 

Additional Information

This is a one-year contract role with the possibility of transitioning into a full-time permanent position.

Initiative is an equal opportunity employer, committed to providing equal employment opportunities to all employees and applicants without regard to race, colour, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, disability, or any other basis prohibited by applicable federal, provincial, or municipal law. If you require an accommodation in any aspect of the selection process, please reach out to canadatalent@mbww.com