Director, Customer Acquisition & Retention

Job Purpose

The Director, Customer Acquisition and Retention is responsible for leading performance marketing strategies that drive new customer demand, strengthen conversion across the full funnel, and improve long-term customer value. This includes oversight of all acquisition and retention channels, digital performance, website optimization, SEO/SEM, CRM journeys, segmentation, and database quality. The role ensures that global frameworks, including those related to acquisition, digital, CRM, and lifecycle programs, are translated into clear and actionable plans for the Canadian market.

The Director provides day-to-day leadership across forecasting, funnel performance, and budget governance, ensuring accurate pacing, efficient resource allocation, and strong ROMI across all customer acquisition and customer retention activities. This includes managing performance insights, optimizing performance investment decisions, and guiding channel-level execution across paid media, affiliates, digital, CRM, and lifecycle marketing. The role also supports consistent customer experience delivery across the HEAR Journey through collaboration with CRM, NAC, Clinics, and Data teams.

Working closely with Sales, Operations, NAC, Clinics, and Global Marketing, the Director ensures alignment, visibility, and accountability across the organization. The role establishes operating rhythms, reporting standards, and performance governance that support predictable outcomes while enabling continuous improvement. Through close collaboration with cross-functional teams, the Director ensures programs are executed effectively and contribute to meeting performance targets.

Success Criteria

• Success in this role is measured by the ability to deliver strong full-funnel performance, including predictable demand generation, improved conversion throughout the customer journey, and increased long-term customer value. This includes strengthening channel efficiency, optimizing digital and website performance, improving CRM engagement and lifecycle outcomes, and ensuring high-quality data and segmentation to support targeted communications and accurate forecasting.
• The Director is also accountable for achieving cost-effective results through disciplined budget management, accurate forecasting, and ongoing performance optimization across channels. Delivering measurable improvements in ROMI, CPA, and funnel quality, while maintaining alignment with global frameworks and standards, is essential.
• Effective cross-functional leadership is demonstrated through strong collaboration with Sales, NAC, Clinics, Data, and Global teams to ensure integrated planning, consistent execution, and shared ownership of business outcomes. Building a high-performing team, creating clear operating rhythms, and driving continuous improvement are foundational to success.

Responsibilities

Direct Reports

• Lead and develop a multidisciplinary team responsible for full-journey performance across demand generation, funnel management, digital performance, CRM, segmentation, and database quality.
• Establish clear KPIs, workflows, and operating rhythms that support accountability, collaboration, and consistent execution.
• Recruit, coach, and develop team members using a strengths-based approach, ensuring clarity of roles and alignment with performance marketing and global priorities.
• Foster a values-driven culture rooted in transparency, continuous improvement, and the delivery of strong business outcomes.

Drive Business

• Lead performance marketing strategies that strengthen results across the full customer journey—from initial demand generation through appointment completion, reactivation, and ongoing engagement—ensuring alignment with global acquisition, digital, CRM, and data frameworks.
• Oversee forecasting, pacing, and performance management across all programs and channels to deliver predictable volume, high-quality appointments, and insight-driven decision making.
• Guide execution across paid media, affiliates, digital channels, website optimization, CRM journeys, segmentation, lifecycle communications, and database initiatives, ensuring cohesive delivery and measurable improvements across the funnel.
• Manage budget planning, allocation, and optimization across all activities, applying ROMI principles and performance insights to ensure efficient investment and strong financial governance.
• Partner closely with Sales, NAC, Clinics, Data, IT, and Global Marketing to ensure integrated planning, consistent execution, and shared accountability for performance.
• Strengthen customer experience delivery across the HEAR Journey by ensuring aligned messaging, coordinated touchpoints, and collaborative operational processes across stakeholders.

Operational

• Lead weekly, monthly, and quarterly performance reviews, extracting insights and translating them into targeted actions that strengthen funnel health, digital performance, CRM engagement, and lifecycle outcomes.
• Oversee website experience, SEO/SEM programs, online booking, CRO initiatives, and global digital standards to improve discoverability, engagement, and conversion.
• Manage CRM automation, lifecycle journey design, segmentation logic, cadence testing, and delivery accuracy to ensure effective communications across the customer journey.
• Ensure data accuracy, completeness, governance, and compliance in partnership with Data and IT teams, maintaining a reliable foundation for segmentation, targeting, and reporting.
• Guide execution of review and reputation programs (including GMB and Trustpilot, if applicable) to support digital discoverability and credibility.
• Oversee vendor and agency partnerships to ensure performance accountability, continuous improvement, innovation, and budget efficiency.
• Maintain disciplined financial governance through budget tracking, variance analysis, and timely recommendations for investment shifts.

Required Experience and Considerations

• 10+ years of progressive experience in performance marketing, including demand generation, digital marketing, CRM, lifecycle programs, or related areas.
• 5+ years of people leadership experience leading multidisciplinary teams with responsibility for full-funnel performance, digital execution, CRM, or customer lifecycle programs.
• Demonstrated success leading teams through change, elevating capabilities, and setting a vision aligned with organizational transformation.
• Proven ability to manage and optimize multi-channel budgets using ROMI principles, performance insights, and cost-efficiency levers.
• Hands-on experience with CRM platforms, lifecycle automation, segmentation, targeting logic, and audience personalization.
• Solid understanding of SEO/SEM, website optimization, CRO, analytics tools, and digital performance management with a continuous innovation mindset.
• Demonstrated ability to operate effectively in a matrix environment, working with global and local partners across marketing, sales, digital, and operations.
• Strong vendor and partner management capabilities, including oversight of performance targets, contracts, and service delivery.
• Strong financial acumen with experience in forecasting, pacing, scenario modeling, and budget governance across marketing programs.
• Ability to quickly establish credibility with executive stakeholders and external partners.

Required Behaviours

The job holder is required to behave in accordance with our Demant Values:

• Creating Trust - We value the opinions of our customers and colleagues. We promote a work environment based on inclusion, honesty, integrity, and respect. We always keep our promises.
• Being Team Players - We collaborate and network effectively across Demant. We take initiative and help each other to achieve our ambitious goals.
• Creating Innovative Solutions - We challenge ourselves to improve and find new, value-adding solutions. We are curious to share ideas and insights to increase our collective innovativeness.
• Displaying a ‘Can Do’ Attitude - We always look for opportunities to win the business and do our best to add value to our customers. We find solutions and act.

Accommodations

HearingLife Canada is committed to a diverse and inclusive workplace. HearingLife Canada is an equal opportunity employer and does not discriminate on the basis of race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or other legally protected status. For individuals with disabilities who would like to request an accommodation please clearly indicate in your application any accommodations you will require throughout the recruitment process.

While we appreciate the interest of all applicants, only those selected for an interview will be contacted.

#LI-Hybrid

#LI-BH1

#Hearinglife_Canada

Required Key Competence Areas

• Results-driven leader with a strong focus on measurable performance and growth.
• Demonstrated ability to build, develop, and motivate teams through capability growth and continuous learning.
• Strong communication and influencing skills to effectively engage cross-functional stakeholders.
• Applies strategic thinking with a clear bias for action and a test-and-learn mindset to drive continuous improvement.
• Highly organized, detail-oriented, and disciplined in managing programs, budgets, and performance outcomes with a strong ROI orientation.
• Confidence and credibility to lead conversations with executive stakeholders and external partners.