The Opportunity
Reporting to the AVP, Digital Marketing & Operations, this leadership role is responsible for overseeing our public web properties and paid acquisition channels. You will lead web publishing operations, website maintenance, conversion rate optimization (CRO), and high-performance paid media to accelerate business growth, maintain digital brand integrity, and deliver seamless broker and customer journeys across our digital footprint.
What to Expect
Web Operations, Publishing, & Site Governance
- Oversee the day to day maintenance, content updates, and publishing activities across all public-facing websites.
- Establish efficient web-publishing workflows, manage Content Management System (CMS) platforms roadmap and deliverables in collaboration with Technology teams, ensure site reliability, and enforce digital brand guidelines and regulatory compliance across all web assets.
Paid B2B Acquisition Strategy & Campaign Execution
- Design, execute, and scale comprehensive B2B paid digital acquisition programs, performance media campaigns, and lead generation strategies.
- Oversee the planning, testing, and optimization of paid search (SEM), paid social, display, and programmatic advertising to capture high-value broker and customer/account segments and maximize growth
Web Experience & Conversion Rate Optimization
- Build the strategic roadmap for our public-facing web properties, focusing on user experience (UX) optimization, conversion rate optimization (CRO), and personalization.
- Implement continuous testing frameworks to systematically remove friction from the web experience and paid traffic landing pages.
Team Leadership & Enablement
- Lead, coach, and inspire a direct report with the strategic intention to build and scale a high-performing team of digital specialists as the function grows
Agency, Vendor & Budget Management
- Manage external agencies and paid media vendors where applicable to ensure maximum efficiency and performance.
- Oversee the digital growth budget, dynamically reallocating capital based on channel performance and ROI metrics.
What you Bring
- University or college degree Bachelor's degree in Marketing, Business Administration, Computer Science, or a related field.
- Years Experience 8 to 10 years of progressive experience in digital marketing and web operations, with at least 4 years specifically dedicated to managing CMS platforms, web publishing workflows, paid media, or conversion rate optimization (CRO).
- Web Operations Mastery: Extensive hands-on experience maintaining, updating, and publishing content on enterprise websites. Deep proficiency with Content Management Systems (CMS) and web production workflows. Hands-on experience with Adobe Experience Manager is an asset
- Technical Web & UX Acumen: Solid understanding of modern web technologies, HTML/CSS basics, UX design principles, web governance, and conversion optimization tools (A:B testing platforms).
- B2B Paid Acquisition & Marketing Product Ownership: Deep hands-on proficiency with B2B paid media platforms (specifically LinkedIn Campaign Manager and Google Ads) and lead generation tactics. Strong ability to partner closely with internal Technology Solutions and web development teams, translating business goals into clear, structured technical and functional requirements for website updates, integrations, and configuration.
- Capability Building & Strategic Leadership: Proven success in shaping, establishing, and scaling a digital experience and growth capability from the ground up. Demonstrated ability to prove the strategic value of digital initiatives, drive operational enablement, and lead and coach a developing function.
- Data-Driven Insights: Strong analytical skills with hands-on proficiency in Web Analytics (Google Analytics 4) to track web traffic, user behavior, publishing impact, and paid campaign performance.
- Stakeholder Collaboration: Outstanding relationship-building skills with a track record of collaborating across sales, underwriting, Technology/development, and external agencies to align complex digital roadmaps.
Salary Range: $106,500 - $156,500
About UsActual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labour market.
This position is being posted to fill an existing vacancy.
Interested in this role, but don’t meet every requirement? We encourage you to apply! We know from experience that a candidate doesn’t need 100% of the qualifications listed to bring incredible value to our team. We’re actively seeking diverse backgrounds and perspectives to help us make insurance better. At Definity, inclusion, diversity, and equity aren’t just “nice to have” — they’re essential to our success.
What’s in it for you?
- Hybrid work schedule for most roles
- Company share ownership program
- Incentive Program - Eligible employees may participate in various incentive plans which are paid out at the discretion of the company and subject to individual and company performance.
- Pension and savings programs, with company-matched RRSP contributions
- Paid volunteer days and company matching on charitable donations
- Educational resources, tuition assistance, and paid time off to study for exams
- Focus on inclusion with employee groups, support for gender affirmation surgery, access to BIPOC counsellors, access to programs for working parents
- Wellness and recognition programs
- Discounts on products and services
Go ahead and expect a lot — you deserve it.
It’s better here — but don’t take our word for it. Definity was named by Great Place to Work® as one of the Best Workplaces™ in Canada for women, for youth, and for inclusion.
Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know by contacting [email protected].
As part of Definity’s commitment to reconciliation, we acknowledge that our work, meetings, and travel take place on the lands now known as Canada, and recognize the enduring presence, wisdom, and stewardship of the First Nations, Métis, and Inuit peoples who have long cared for these lands.
Background checks
This role requires successful clearance of background checks (including criminal checks and leadership references).
#LI-Hybrid
About the TeamSkills Required
- Bachelor’s degree in Marketing, Business Administration, Computer Science, or a related field
- 8 to 10 years of progressive experience in digital marketing and web operations
- At least 4 years managing CMS platforms, web publishing workflows, paid media, or conversion rate optimization
- Extensive experience maintaining, updating, and publishing content on enterprise websites
- Deep proficiency with content management systems and web production workflows
- Understanding of modern web technologies, HTML/CSS basics, UX design principles, web governance, and conversion optimization tools
- Hands-on proficiency with LinkedIn Campaign Manager and Google Ads
- Experience with B2B paid media and lead generation tactics
- Ability to translate business goals into technical and functional website requirements
- Experience building and scaling digital experience and growth capabilities
- Experience leading and coaching a developing function
- Strong analytical skills and hands-on proficiency with Google Analytics 4
- Track record collaborating with sales, underwriting, technology/development teams, and external agencies
- Hands-on experience with Adobe Experience Manager
Definity Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Definity and has not been reviewed or approved by Definity.
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Healthcare Strength — Coverage begins on the first day and spans medical, prescription-drug, vision, dental, paramedical, and enhanced mental-health services, with additional support for fertility, gender affirmation, life and critical-illness, and disability coverage.
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Retirement Support — Pension and savings programs include employer-matched RRSP contributions to support long‑term financial security, and share ownership is available with the company matching employee contributions up to $1,500 annually.
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Leave & Time Off Breadth — Vacation is supplemented by five additional personal Definity Days and two paid volunteer days each year, indicating a broad and supportive time‑off offering.
Definity Insights
What We Do
Definity Financial Corporation is the parent company to some of Canada’s most long-standing and innovative property and casualty insurance brands and companies, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. We focus on making insurance better for our customers, our employees, our broker partners, and our communities. Our promise to employees is to provide a workplace that’s collaborative, ambitious, rewarding, and empowering. Our inclusive environment provides the space to innovate with colleagues and implement even better ways of doing things. We invest in our employees’ growth and development and help them thrive. With our flexible, hybrid work arrangements, total rewards packages, company share ownership program, and emphasis on work-life balance, it’s better here. If you’re looking for a career where your perspective and expertise are valued, you’ll find it here at Definity.
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