Role Description Race Roster is seeking a Senior Marketing Technology & Analytics Lead to guide our strategy across digital advertising, analytics integrations, SEO, campaign optimization, data analysis, and marketing automation. This is a senior, highly cross-functional role for someone with deep experience managing performance marketing systems at scale. The ideal candidate has operated across many concurrent advertising campaigns, understands how to optimize performance using first-party and platform data, and can work closely with product managers and engineers to build scalable tools, integrations, reporting, and automation. You will help Race Roster become an industry leader in event marketing technology by shaping how our platform uses data to help event organizers sell more registrations, better understand their audiences, and connect with the advertising, analytics, CRM, agency, and next-generation discovery platforms they rely on. This role is not only about running campaigns. It is about building the systems, integrations, insights, and automation that allow Race Roster and our customers to market events more intelligently at scale. Work Location - Remote employee (working 100% remotely from a designated location within Canada) - Hybrid employee (flexibility to work in the office or from home at a location within 75 km from the London, ON office) - In-office employee at our London, ON office Responsibilities - Advertising Strategy & Automation - Develop and lead Race Roster’s strategy for digital advertising and advertising automation. - Design scalable processes for deploying, monitoring, and optimizing campaigns across many events and customers. - Identify opportunities to automate ad creation, targeting, budget allocation, campaign optimization, and reporting. - Use CRM, registration, campaign, and platform data to improve advertising performance for Race Roster and our customers. - Help define how Race Roster can support customers who want advertising automated through our platform, managed by Race Roster, or handled by an external agency. - Establish best practices for campaign governance, quality control, budget management, measurement, and optimization at scale. - Analytics, Tracking & Integrations - Lead strategy for integrations with major analytics, advertising, CRM, and marketing platforms, including Google Analytics, Google Ads, Meta, TikTok, LinkedIn, agency tools, and other relevant providers. - Help define integrations with next-generation discovery and AI-powered platforms such as ChatGPT and other emerging search, recommendation, and assistant-based experiences. - Ensure Race Roster and customer events have strong visibility across traditional search engines, advertising platforms, analytics ecosystems, and AI-powered discovery channels. - Work with product and engineering teams to define requirements for tracking, attribution, conversion events, data flows, and analytics integrations. - Ensure event organizers can connect their own analytics and advertising tools to Race Roster and receive the data they need to optimize their marketing campaigns. - Define standards for event tracking, conversion measurement, attribution, reporting, and data quality. - Help evaluate and prioritize new analytics, advertising, CRM, AI, and marketing technology integrations. - Data Analysis & Optimization - Analyze advertising performance, registration trends, conversion funnels, audience behavior, campaign outcomes, and customer data. - Use CRM and platform data to identify actionable marketing opportunities for Race Roster and our customers. - Build insights that help event organizers better understand how to market their events. - Recommend optimizations to advertising strategy based on data, testing, and performance trends. - Identify patterns across events, segments, regions, event types, registration timelines, customer behavior, and marketing channels. - Share insights with product managers, engineers, sales, customer success, marketing, and leadership to influence product direction and business strategy. - Define key metrics and reporting frameworks for measuring the success of advertising automation and customer marketing tools. - SEO, Discovery & Organic Growth - Develop strategies that improve discoverability for Race Roster-hosted events across search engines, AI-powered platforms, and other discovery channels. - Identify technical, content, structured data, and integration opportunities to improve organic visibility. - Partner with product and engineering teams to improve SEO foundations across the platform. - Help Race Roster prepare for the evolving future of search, including answer engines, AI assistants, and next-generation recommendation platforms. - Monitor search and discovery trends and recommend improvements. - Ensure SEO, AI visibility, and discoverability considerations are built into relevant product decisions and event-facing experiences. - Product & Cross-Functional Leadership - Translate marketing technology, advertising, analytics, and discovery needs into clear product requirements. - Partner with product managers to prioritize features that help event organizers sell more registrations and better understand performance. - Advise engineers on data, tracking, integration, automation, and campaign infrastructure requirements. - Help define the roadmap for customer-facing advertising, analytics, SEO, AI visibility, and marketing automation capabilities. - Educate internal teams on advertising platforms, analytics trends, attribution, SEO, AI discovery, and campaign optimization. - Operate independently, identify opportunities, and drive initiatives from concept through execution. - Lead or advise a team as the function grows. Qualifications - Significant experience in performance marketing, marketing technology, advertising automation, growth analytics, SEO, or a related field. - Demonstrated experience managing or supporting large numbers of concurrent digital advertising campaigns. - Expert-level knowledge of major advertising and analytics platforms, including Google Analytics, Google Ads, Meta Ads Manager, and related tools. - Strong understanding of conversion tracking, attribution, pixels, server-side tracking, customer data, campaign measurement, and reporting. - Experience working with CRM data to inform targeting, segmentation, personalization, and marketing strategy. - Strong data analysis skills, with the ability to identify trends, interpret performance, and recommend practical optimizations. - Experience working with product managers and engineers to build integrations, reporting, tracking, data, or automation tools. - Strong understanding of SEO, technical SEO, structured data, organic acquisition, and digital discoverability. - Familiarity with emerging AI-powered search, discovery, assistant, and recommendation platforms. - Ability to operate autonomously in a senior role with limited oversight. - Experience advising or leading teams, vendors, agencies, or cross-functional stakeholders. - Strong communication skills and the ability to explain complex advertising, analytics, SEO, AI, and data concepts to non-technical audiences. - A strategic mindset with the ability to connect customer needs, platform capabilities, and business outcomes. Bonus Education & Experience - Experience in event technology, ticketing, registration, e-commerce, SaaS, marketplaces, or multi-tenant platforms. - Experience building customer-facing marketing tools, advertising automation products, or analytics integrations. - Experience with CDPs, data warehouses, BI tools, marketing automation platforms, or customer data pipelines. - Familiarity with privacy, consent management, data governance, and advertising compliance. - Experience with server-side tracking, enhanced conversions, conversion APIs, or similar technologies. - Experience working with agencies or building tools that support agency workflows. - Experience using AI or machine learning to optimize campaigns, audiences, budgets, recommendations, reporting, or discovery. Benefits - Create a clear strategy for marketing technology, analytics, advertising automation, and digital discoverability. - Improve how Race Roster and its customers use data to drive registrations and campaign performance. - Help customers connect their analytics, advertising, CRM, agency, and AI-powered platforms with confidence. - Build scalable frameworks for tracking, attribution, reporting, optimization, and campaign automation. - Improve visibility for Race Roster and customer events across search engines, advertising networks, analytics ecosystems, and next-generation AI platforms. - Identify meaningful trends in customer, campaign, CRM, and platform data. - Influence the product roadmap with insights that help event organizers market more effectively. - Help Race Roster become a recognized leader in event marketing automation, analytics, and AI-enabled event discovery.