As the Senior Manager, Media Strategy, Growth Marketing, you’ll lead how we think about and invest in media for Sonnet and Petline Insurance. You’ll own the strategy, the spend, and where we go next.
You’re not just building plans. You’re shaping how media drives growth.
You’ll work closely with Segmentation, BI, Brand, and channel leads across SEM, Paid Social, and Programmatic to turn business goals and audience insights into clear, performance driven plans. This is a strategy first role, but you’ll need to know how things actually work in market and how channels come together to drive results.
What to expect
Lead full funnel media strategy, turning business goals, audience insights, and market dynamics into channel mix, investment approach, and go to market plans
- Own the media agency relationship and keep things aligned, on track, and delivering quality work
- Lead annual and in year planning, including forecasting, scenario modeling, and budget allocation across a multimillion-dollar investment
- Bring Performance and Brand together around one clear, integrated media strategy
- Define audience strategy and spot new channels, formats, and growth opportunities before they become obvious
- Use data to guide decisions, track performance, and move investment to where it works hardest
- Turn measurement outputs, including MMM, into clear actions people can actually use
- Run structured testing across audiences, creative, landing pages, and channels to keep improving results
- Partner with Brand to make sure creative works as hard as the media behind it
- Improve how we work to make things faster, clearer, and more scalable
- Build a culture where testing, ownership, and continuous improvement are the norm
What you bring
- Bachelor’s degree in Marketing, Media, Business, or a related field
- 8 plus years of media experience on the agency or client side
- Experience in financial services or other regulated industries is a bonus
- Hands-on experience with platforms like Google Ads, Meta, DV360, and SA360, plus performance measurement
- Strong understanding of digital media strategy, performance metrics, attribution, and customer acquisition
- Experience using Marketing Mix Modeling to inform budget allocation, channel mix, and long-term investment strategy
- Strong understanding of Multi-Touch Attribution and ability to apply it to campaign optimization performance
- Strong analytical and communication skills, with the ability to make complex data easy to understand
- Proven ability to manage stakeholders and influence cross functional teams
- Solid project and budget management skills, with the ability to juggle multiple priorities without dropping the ball
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].
This role requires successful clearance of background checks (including criminal checks and leadership references).
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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.
