Marketing Advisor - Media Planning and Performance

About Air Canada

Being part of Air Canada is to become part of an iconic Canadian symbol, recently ranked the best Airline in North America. Let your career take flight by joining our diverse and vibrant team at the leading edge of passenger aviation.

Role Overview

The Marketing Advisor - Media Planning & Performance is responsible for the buying, execution and optimization of all digital media campaigns for Air Canada & Aeroplan. This role bridges media planning and hands-on performance execution, ensuring digital media investments across search, social, and programmatic channels are activated flawlessly, optimized continuously, and deliver against key business objectives including revenue, bookings, and co-branded credit card acquisition. The role works cross-functionally with analytics, digital specialists, and agency/media partners.

Responsibilities

• Lead the activation, and optimization of paid digital media campaigns across search, social, and programmatic platforms (e.g., Google, Meta, LinkedIn, DV360).
• Own end-to-end campaign setup, including targeting, bidding strategies, ad placements, tracking, tagging, and conversion measurement across all channels.
• Maintain financial control over media budgets, ensuring spend is optimized and paced appropriately across search, social, and programmatic investments.
• Monitor in-flight performance against KPIs, identifying optimization opportunities and performance risks across channels.
• Optimize bids, budgets, audiences, placements, and creative rotation using data-driven insights.
• Partner with Marketing Communications and Creative teams to recommend and execute cross-channel testing opportunities, including audience, creative, and messaging tests.
• Conduct A/B testing to refine performance across SEM, social, and programmatic media.
• Analyze campaign performance by combining paid media data with internal data sources (e.g., bookings, revenue, site behavior) to generate actionable insights.
• Deliver regular performance reporting highlighting trends, learnings, and opportunities for improvement across channels.
• Contribute to the improvement of media execution, optimization, and reporting processes in collaboration with the Manager, Paid Digital Media.
• Manage relationships with media and technology partners to stay current on platform capabilities, innovations, and beta opportunities.
• Manage multiple campaigns concurrently while maintaining clear communication with internal stakeholders.

Qualifications

• Bachelor's degree, preferably with a concentration in advertising, marketing, communications or related field.
• 3–5 years of experience in digital paid media with hands-on experience across search, social, and programmatic channels.
• Practical experience with platforms such as Google Ads, Meta, DV360, Campaign Manager, and associated analytics tools.
• Experience within the travel industry or banking (specifically credit card acquisition) considered a strong asset.
• Knowledge of the principles of advertising, marketing and media.
• Knowledge of all aspects of digital paid media as it pertains to display, social & search.
• Digital media buying experience is essential.
• Possesses a data-driven mindset to support effective decision-making and for proving success, with a strong ability to use and interpret data to identify insights and opportunities.
• Experience leveraging both internal and third-party data sources to assess media effectiveness.
• Proficiency with media tools; ComScore, AdWords, DV360, Campaign Manager, Adobe Analytics & GA360.
• Ability to learn and grasp new technologies and tools quickly.
• Proficiency with Office suite; Word, Excel & PowerPoint.
• Excellent written and oral communication skills.
• Experience working with tight timelines in a dynamic and fast-paced environment.
• Strong communication and collaboration skills, with comfort working cross-functionally.
• Ability to perform in a fast-paced, deadline-driven environment with multiple initiatives running in parallel.

Conditions Of Employment

Candidates must be eligible to work in the country of interest at the time any offer of employment is made and are responsible for obtaining any required work permits, visas, or other authorizations necessary for employment. Prior to their start date, candidates will also need to provide proof of their eligibility to work in the country of interest.

Linguistic Requirements

Based on equal qualifications, preference will be given to bilingual candidates.

Diversity and Inclusion

Air Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible, and rewarding work environment which highlights employees’ unique contributions to our company’s success. As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve.

Air Canada thanks all candidates for their interest; however, only those selected to continue in the process will be contacted.

Key skills/competency

• Digital Media Buying
• Performance Marketing
• Paid Search (SEM)
• Paid Social Media
• Programmatic Advertising
• Campaign Optimization
• Data Analysis
• Media Planning
• Marketing Strategy
• Digital Marketing