Digital Marketing Manager

Digital Marketing Manager

(Internally, this is a "Digital Experience Manager". We posted it under the title with search volume. You get why. wink)

Team: Alair Homes - Brand & Marketing

Reports to: Director of Communications

Location: Remote

Salary: $80,000 – $100,000 CAD, or commensurate with experience

Hello

We don't think growth starts with lead generation. We think it starts with being the builder people in a market already trust before they ever need one.

That has always been true, and AI has raised the stakes. When someone asks a chatbot who the best custom home builder in their city is, there's no page of links to scroll through. The names that come back are the ones the model considers credible. So building genuine authority and being easy to find have become the same piece of work, and it's moving quickly.

Alair is a network of more than 100 independently owned custom home building and renovation businesses across Canada and the United States. Our brand & marketing team is an in-house agency who support all of them. We move fast, we care about the work, and we genuinely like each other, which helps.

We're hiring someone to help our builders become the most visible and trusted names in their markets, and to make sure that trust is legible to both people and machines.

The three things you'd be building

Authority. Making our builders the recognized experts where they live. That means local visibility that works: search, Google Business Profiles across 100+ markets, local content, reviews, community presence, and the credibility signals that put a builder on someone's shortlist before they've started looking. Then taking the best of it and aggregating it regionally and amplifying it nationally, so a hundred strong local reputations add up to one strong brand.

Access. Alair is a network, and networks grow by being worth joining. Part of this role is making sure the right people find their way to us: builders who'd be great partners, architects and designers who want to work with us, and the trades and suppliers who make projects go well. Different audiences, different journeys, same underlying question of whether we look like a group worth being part of.

Affinity. The reasons people feel good about Alair beyond the work itself. Our community involvement, our social impact platform, and sharing our "Living Better" philosophy.

How you'd actually build it

• Search and AI discoverability. Traditional and local SEO, plus the newer work of showing up well in AI Overviews, ChatGPT, Perplexity and whatever arrives next. Structured data, entity clarity, and the credibility signals models actually pick up on.
• Our website ecosystem. alairhomes.com plus 100+ location pages and a growing regional page structure. It runs on WordPress with a custom block system our developers built. You'd own its structure and performance and work with our dev partners on what comes next.
• Google Business Profiles across every market. Detailed work with outsized returns, and one of the most direct ways we help a builder get found locally.
• Content and publishing. Working with our content and PR people so great work gets found, gets cited, and travels from local to regional to national.
• Measurement. GA4, Search Console, and figuring out how to measure visibility in places that don't hand you a dashboard. Our team is smart and curious but not all technical, so translation is part of the job.
• Playbooks and automation. Systems our builders can use in their own markets, built with AI where AI genuinely helps, so good ideas scale across the network instead of being rebuilt one market at a time.

Where AI fits, since you're probably wondering

We're not looking for someone who has used ChatGPT. Almost everyone has.

We're looking for someone who has built something real with these tools and formed opinions along the way. Maybe you've worked out how a brand gets cited in AI answers and can explain what moved the needle. Maybe you've automated a workflow that used to eat a day a week. Maybe you've run experiments that didn't work and learned something worth knowing.

What matters is that you're paying attention, testing things, and comfortable in an area where best practice from six months ago has already been replaced. Nobody in this industry has it fully figured out yet, which is exactly why it's a good time to be the person who works it out. We'd rather hire someone curious and rigorous than someone who claims certainty.

What we're hoping you bring

• Around five years in digital marketing, digital strategy, SEO, or some combination
• Hands-on experience using AI tools in real work, and a point of view about where this is heading
• Local or multi-location marketing experience, or franchise experience, where the challenge was making one system work well for a lot of different people
• SEO work you can talk us through, whether that's local search, a technical build, or a migration
• Hands-on WordPress experience, meaning you've managed a site rather than emailed someone else about it
• GA4 and Search Console without needing hand-holding
• The instinct to build a system once rather than solve the same problem a hundred times
• Ability to communicate clearly and simply, and work directly with our local builders while building a trusted and respectful relationship with them.
• We work in a Microsoft environment, so understanding this suite of tools will be a huge advantage. We love Copilot!

Nice to have but honestly not dealbreakers: structured data and schema work, automation tools, content marketing or publishing background, HubSpot or another CRM, some HTML and CSS, experience managing dev agencies, or a PR and communications background.

If you're reading this thinking you have most of it but not all of it, apply anyway.

We'd rather meet you.