Digital Strategy Lead (Acquisition & Experience)

At Techo-Bloc, we’re entrepreneurial innovators who take pride in rolling up our sleeves and making things happen. With 9 cutting-edge manufacturing facilities, 13+ distribution centers, and over 900 employees across 20+ North American locations, we’re driven by bold growth, creativity, and a commitment to excellence—all within a collaborative and inclusive work environment.

Define the direction. Drive the growth. Elevate the work.

We’re looking for a Digital Strategy Lead to define and drive how Techo-Bloc acquires, engages, and converts customers across digital—and ensure that strategy translates into measurable impact.

This role sits at the intersection of acquisition strategy, web performance, and analytics, while bringing the creative judgment needed to elevate how we show up in the market.

You will not manage campaigns day-to-day. 

But you will:

• define how we acquire customers
• shape how campaigns come to life
• and ensure our digital ecosystem performs

This is a role for someone who combines analytical rigor with creative thinking—and can turn ideas into clear direction and real outcomes.

What You’ll Own

1. Acquisition Strategy & Growth Direction

• Define and drive our digital acquisition strategy across paid and owned channels
• Identify where growth will come from and align acquisition efforts with brand positioning, product priorities, and sales objectives
• Ensure we are attracting high-quality, high-intent demand that converts
• Shape the role of SEO, paid media, and emerging channels within a cohesive acquisition strategy

2. Web Performance, Conversion & Experience

• Own the effectiveness of our website as a conversion engine
• Define how our web experience supports acquisition and lead generation
• Identify friction points and opportunities to improve conversion, clarity, and usability
• Guide the development and prioritization of conversion optimization and experimentation initiatives (A/B testing, CRO roadmap)
• Work closely with the web team (UX/UI, front-end, PM) to prioritize and guide improvements
• Ensure the site reflects both performance needs and brand standards

3. Campaign Direction & Creative Leadership

• Define the strategic direction behind campaigns and initiatives
• Lead briefing and ideation to ensure campaigns are clear, compelling & differentiated
• Partner with Creative & Performance teams to elevate the quality of messaging and execution
• Ensure what goes to market is not just optimized—but worth paying attention to

4. Data, Measurement & Visibility

• Define and own the measurement framework across acquisition and conversion
• Establish clear definitions for success (qualified leads, conversion, revenue impact)
• Ensure full visibility into performance—from traffic to lead to sales outcome
• Identify and resolve gaps in tracking, attribution, and reporting (GA4, GTM, CRM, pixel infrastructure)
• Strengthen attribution models to better connect marketing activity to business outcomes
• Translate complex data into clear direction, priorities, and strategic decisions—not just dashboards
• Develop and guide performance reporting frameworks that provide leadership-level visibility

5. SEO & Organic Visibility

• Define the strategic role of organic search within the broader acquisition ecosystem
• Partner with SEO specialists and content teams to shape and execute organic growth initiatives
• Identify technical, structural, and content opportunities to increase visibility and qualified traffic
• Guide strategy for emerging search environments, including AI-driven discovery
• Translate keyword, ranking, and traffic performance into business impact and growth opportunities

6. Product Thinking & Experience Development

• Identify opportunities to create new tools, features, and digital experiences that drive engagement and conversion
• Translate ideas into clear concepts, user flows, and functional direction
• Work with UX, development, and content teams to bring ideas to life
• Ensure new features are aligned with user needs, brand standards, and business goals
• Drive momentum from idea to execution—ensuring the right things get built

7. Insight & Continuous Improvement

• Analyze performance across campaigns, channels, and web experience
• Identify what’s working, what’s not, and why
• Define and prioritize a structured experimentation and optimization roadmap
• Drive a culture of testing, learning, and continuous improvement
• Continuously refine strategy based on insights, data, and market behavior

8. Cross-Functional Leadership

Work closely with:

• Work closely with:  Creative & Brand, Performance / Digital teams, Ecommerce, Sales  and Web team 
• Provide direction and clarity—not execution 
• Align teams around a strong, focused growth strategy  
• Challenge teams to raise the bar and deliver better work  

What Success Looks Like 

• Clear, effective acquisition strategy across channels  
• Higher-quality leads and improved conversion rates  
• Stronger, more compelling campaigns  
• A website that performs as a true growth engine  
• Full visibility into what drives results—and the ability to act on it  

 Who You Are 

• A strategic thinker with a strong point of view  
• You understand how acquisition, experience, and perception work together  
• You are both analytical and creatively sharp  
• You can critique campaigns, messaging, and user experience—not just metrics  
• You are comfortable leading direction and challenging teams  
• You focus on impact, not just activity  

You don’t just optimize—you define what good looks like and ensure we get there. 

• 7+ years in digital strategy, growth, or performance roles  
• Strong experience in acquisition strategy and funnel optimization  
• Experience working closely with creative and performance teams  
• Experience influencing or improving web experience and conversion  
• Comfortable working across data, campaigns, and customer experience  

#IndeedCanada2026