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    • Direct Sales & Digital Experience*.
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Job Post Details

Director of Marketing
Hullo Ferries
10 Church Street, Nanaimo, BC V9R 5H4
$130,000–$150,000 a year
Full-time
Apply now

Job details

$130,000–$150,000 a year
Paid time off, Vision care, Dental care, Employee assistance program, RRSP match, Extended health care, Wellness program, Work from home
Full-time
10 Church Street, Nanaimo, BC V9R 5H4

Full job description

Director of Marketing

The Opportunity

Hullo is entering its next stage of growth and is looking for a commercially driven Director of Marketing to grow revenue by acquiring new passengers, increasing how often they travel and keeping them coming back.

Reporting to the CEO, this is a senior commercial leadership role, not a head of advertising. You will lead brand, performance marketing, direct sales, CRM, digital, customer experience, pricing and insight as one connected engine for ridership, revenue and contribution, and you will be accountable for the return on every marketing dollar.

You have managed a P&L or held meaningful commercial accountability, led teams and managed significant budgets. You understand the trade-offs of being “in the hot seat” and can balance long-term brand building with this quarter’s revenue number.

Core Commercial Accountabilities

Revenue growth: growing ridership, direct sales, yield and contribution against agreed targets.

Passenger acquisition: attracting new passengers cost-effectively, including from new customer segments, markets and travel occasions.

Passenger growth and retention: increasing how often customers travel, how much they spend and how long they stay with Hullo.

Marketing return: delivering strong, measurable return on ad spend (ROAS) and return on investment across every marketing channel and program.

What You’ll Lead

1. Marketing Strategy, Brand & Performance Marketing

  • Own Hullo’s integrated marketing strategy and annual plan, with clear revenue, acquisition, retention and ROAS targets.
  • Own brand strategy and positioning, making sure brand, performance marketing, social and content work as one full-funnel system that drives ridership and revenue.
  • Lead passenger acquisition across high-value segments and travel occasions, such as commuters, business travellers, leisure travellers and visitors.
  • Set and manage ROAS and cost-per-acquisition targets by channel and campaign, and move budget quickly to what delivers the best return.
  • Measure incremental impact, not just attributed sales, using testing and marketing mix analysis so brand and upper-funnel spend is held to the same commercial standard.

2. Direct Sales & Digital Experience

  • Own direct sales across the website, app and direct booking channels, with targets for direct bookings, revenue and channel share.
  • Own the website and booking journey as Hullo’s most important sales channel, ensuring it is fast, easy to use, accessible and on-brand.
  • Drive conversion through UX research, A/B testing and conversion-rate optimization, working with Technology and booking-platform partners on delivery.
  • Work with Sales & Partnerships, who lead partner, trade and group channels, so that direct and partner channels work together to optimize the overall channel mix.

3. Customer Retention, CRM & Loyalty

  • Own the CRM strategy and customer lifecycle, from first trip to repeat travel, retention and reactivation, with targets for retention, frequency and customer lifetime value.
  • Develop loyalty, membership and frequent-traveller propositions that reward Hullo’s most valuable customers.
  • Run segmented, personalized and triggered communications across email, SMS, app and web, measured on incremental revenue and return.
  • Define requirements for customer data capture and a single customer view, ensuring compliance with CASL and privacy legislation.

4. Product, Pricing & Promotions

Lead the customer proposition, products, packaging and pricing, in partnership with Operations, Finance and Sales & Partnerships, to maximize revenue, yield and ridership.

Optimize demand across peak, shoulder and off-peak periods.

Evaluate every promotion on incremental revenue, yield, acquisition and long-term customer value, not volume.

Grow ancillary revenue through cross-sell, upsell, multi-trip offers and new commercial products.

5. Customer Experience

Take the lead in defining Hullo’s customer experience across the end-to-end journey, partnering with Operations and Guest Experience, who deliver it day to day.

Own customer experience measurement (NPS, satisfaction, journey feedback and complaints) and turn it into a prioritized roadmap of improvements that drive loyalty and repeat travel.

6. Data & Insights

Lead the Business Analysis & Insights function to show what is happening, why it is happening and what the business should do next.

Build a single view of marketing performance across all channels, covering ROAS, cost per acquisition, conversion and customer lifetime value.

Deepen understanding of Hullo’s customer segments, needs and behaviour, and embed a test-and-learn culture across marketing, pricing and customer experience.

Leadership

  • Lead and develop the marketing organization, including Marketing, Communications & Engagement, Business Analysis & Insights, and CRM, digital and customer experience capability, as well as agencies and specialist partners.
  • Own the marketing budget and report to the CEO and Board on revenue, acquisition, retention and ROAS, taking quick corrective action when results are off track.
  • Build a high-performing culture that combines creativity, customer focus and commercial accountability.
  • Work with Sales & Partnerships, Operations, Guest Experience, Technology and Finance as one connected commercial organization.

How Success Is Measured

Performance will be measured primarily on commercial outcomes, supported by customer, brand and organizational measures:

Commercial Growth: Revenue and contribution growth, ridership, yield, direct sales and direct channel share.

Acquisition & Retention: New passengers acquired, cost per acquisition, repeat ridership, retention rate, travel frequency and customer lifetime value.

Marketing Return: ROAS and ROI by channel, campaign and in total, incremental revenue and marketing efficiency.

Digital & Product: Website conversion, booking completion, promotional return, product adoption and ancillary revenue.

Customer & Brand: NPS, customer satisfaction, brand awareness, consideration and preference.

Leadership: Delivery against plan, team performance, talent development and agency management.

Experience & Qualifications

  • 10+ years in marketing, commercial or growth leadership, ideally in a consumer-facing travel, transportation, hospitality or service business.
  • Meaningful P&L, revenue or commercial accountability, including managing significant budgets.
  • A proven record of growing revenue, customer acquisition and retention through integrated marketing.
  • Strong command of performance marketing, ROAS and marketing measurement, including attribution and incrementality testing.
  • Experience growing direct sales through digital and eCommerce channels, including web UX and conversion optimization.
  • Experience leading CRM, loyalty and lifecycle programs that measurably increased customer value.
  • Experience with pricing, promotions and product or proposition development.
  • Strong brand leadership, with the ability to connect brand to customer behaviour and commercial results.
  • A record of building high-performing teams and communicating clearly with executives and Boards.

Comfort operating in a fast-moving, growth-stage environment.

  • Post-secondary education in Marketing, Business, Commerce or a related discipline is preferred. An MBA or equivalent commercial leadership experience is an asset.

Pay: $130,000.00-$150,000.00 per year

Benefits:

  • Dental care
  • Employee assistance program
  • Extended health care
  • Flexible schedule
  • On-site parking
  • Paid time off
  • RRSP match
  • Vision care
  • Wellness program
  • Work from home

Work Location: In person

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