Healthy Planet is a Canadian natural health retailer with an extensive network of stores across Ontario and ecommerce businesses in Canada. As the business continues to grow, we are seeking a hands-on Digital Media Specialist to plan, execute, optimize, and measure paid media campaigns across our retail and ecommerce channels.

This role is responsible for managing campaigns directly within advertising platforms, using data and performance insights to guide media investment and drive customer acquisition. Working closely with the Creative, Ecommerce, Store Operations, and Analytics teams, the Digital Media Specialist will manage campaigns across Google Ads, Meta, Criteo, Spotify, and Connected TV (CTV).

This is a highly analytical and execution-focused role for an experienced digital media professional who understands how to connect advertising performance with business outcomes, including current customer acquisition, revenue growth, and incremental sales.

Reports to: Chief Marketing Officer

Key Responsibilities

Media Planning and Strategy

Develop monthly and quarterly media plans across Canadian ecommerce, retail stores, and US ecommerce.

Allocate budgets across channels and funnel stages, including awareness, consideration, and conversion.

Plan campaigns for major promotional events, including Healthy Days, Black Friday, and Boxing Week.

Develop localized advertising campaigns to support new store openings and drive awareness within surrounding communities.

Recommend budget reallocations using media mix modelling, campaign test results, and performance data.

Campaign Execution and Management

Build, launch, and manage campaigns directly within advertising platforms, including Google Ads, Meta Ads Manager, Criteo, Spotify Ads,



and Connected TV platforms.

Manage Google Search, Shopping, Performance Max, YouTube, and Demand Gen campaigns, including account structure, bidding strategies, product feeds, audience targeting, and conversion tracking.

Manage Meta campaigns across Facebook and Instagram, including campaign structure, Advantage+ campaigns, audience management, customer list uploads, geographic targeting, and Conversions API monitoring.

Execute Criteo retargeting and prospecting campaigns, including product feed management, budgeting, and bidding.

Plan and manage Spotify audio and video campaigns, including audience targeting, geographic targeting, and frequency controls.

Plan and buy Connected TV campaigns through self-serve platforms or demand-side platforms (DSPs), managing targeting, frequency caps, and geographic delivery.

Maintain consistent campaign naming conventions, UTM tagging, and audience lists to support accurate measurement and reporting.

Campaign Optimization and Budget Management

Monitor campaign pacing daily and maintain spending within approved monthly budgets.

Test and optimize bidding strategies, audiences, creative assets, and landing pages.

Identify underperforming campaigns and implement corrective actions to improve efficiency and results.

Partner with the Creative team to communicate campaign requirements, creative specifications,



performance insights, and optimization recommendations.

Adjust channel investment based on performance trends, customer acquisition goals, and business priorities.

Analytics, Measurement, and Reporting

Prepare weekly and monthly performance reports covering spend, reach, new customers, orders, and revenue against established targets.

Use internal dashboards and data sources to evaluate campaign performance across retail and ecommerce.

Reconcile advertising platform results with internal data warehouse reporting and investigate discrepancies.

Collaborate with the Analytics team to design and execute incrementality tests, including geographic holdout tests and lift studies.

Use performance data to distinguish attributed conversions from incremental business results and inform future media investment decisions.

Account and Platform Management

Own advertising account structures, user access, audience lists, product feeds, and tracking configurations across assigned platforms.

Audit, maintain, and document account setups, campaign structures, and measurement processes.

Work with advertising platform representatives and vendors on billing, new features, beta programs, and emerging advertising opportunities.

Maintain consistent documentation to support continuity, transparency, and knowledge sharing across the team.

Qualifications and Experience

Minimum of 5 years of hands‐on paid media experience, including personally building, managing, and optimizing campaigns.

Advanced, current hands‐on experience with Google Ads, including Performance Max and Shopping, and Meta Ads Manager.

Demonstrated ability to structure, audit, and reb

📌 Digital Media Specialist (Toronto)
🏢 Healthy Planet
📍 Toronto