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We are looking for a strategic and people‑focused Director, Product Marketing to lead marketing for our Workplace Benefits & Retirement business. This role plays a critical leadership position within our broader Brand, Marketing, Communications & Impact team and is accountable for translating enterprise marketing strategy and customer insight into high‑impact product, segment, and go‑to‑market initiatives.

If carried out effectively, this role will strengthen Canada Life’s brand, drive business growth and earnings, and deliver best‑in‑class experiences for plan sponsors, advisors, consultants, and plan members across the workplace benefits and retirement lifecycle.

What you will do

Lead and develop a high‑performing marketing team

- Lead, coach, and develop a team of marketing professionals, building on capabilities across product marketing.
- Recruit, onboard, and grow diverse talent while fostering a culture of accountability, collaboration, and continuous learning.
- Establish clear ways of working, standardized tools, and best practices to improve marketing effectiveness and delivery at scale.

Shape product & segment marketing strategy

- Lead market, customer, and competitor insight development to inform product strategy, positioning, and investment decisions.
- Define and evolve target segments and personas across Workplace Benefits & Retirement.
- Establish clear value propositions, product positioning, and naming frameworks that differentiate our offerings and guide all downstream marketing.
- Champion the customer perspective, ensuring strategies reflect the needs of plan sponsors, advisors, and members across the lifecycle.

Go‑to‑market & Product Marketing performance

- Lead go‑to‑market strategy and execution for current and enhanced product launches, ensuring business alignment and customer‑first experiences.
- Deliver integrated, omni‑channel marketing strategies that support distribution priorities and sales targets,



including direct‑to‑consumer initiatives where appropriate.
- Ensure consistent use of messaging frameworks and value propositions across all channels and teams.
- Build strong discipline around campaign measurement, optimization, and continuous improvement.
- Champion innovation, test‑and‑learn approaches, and evolving marketing technology (including CRM and marketing automation platforms) to continuously improve results.

Enable robust cross‑functional partnerships

- Partner and foster collaboration across Brand & Marketing and with internal partners such as product, experience, distribution and communications.
- Provide strategic marketing guidance to senior leaders, influencing investment decisions and priorities.

What you will bring

- 7–10 years of progressive experience in marketing, with demonstrated leadership experience.
- University degree in Marketing, Business, Communications, or a related field.
- CEBS designation considered an asset.
- Deep expertise in product marketing, including segmentation, positioning, value proposition development and multi‑channel activation.
- Experience within financial services, insurance, workplace benefits, retirement, or similarly regulated industries is a strong asset.
- Strong strategic thinker with the ability to translate insight into action.
- Proven ability to build collaborative partnerships across complex organizations.
- Passion for developing talent and leading through change.
- Customer‑centric mindset with a strong understanding of market dynamics and competitive landscapes.

You’ll have the opportunity to

- Shape the future of Workplace Benefits & Retirement product marketing.




- Lead meaningful work that directly impacts plan sponsors, advisors, and millions of plan members.
- Build and evolve a modern, insight‑driven, and customer‑focused marketing organization.
- Work alongside experienced leaders in a collaborative, purpose‑driven environment.

Base salary for this position is between $114,200 - $164,200 annually. This represents base salary only and does not represent other variable compensation components of our total compensation (i.e. annual bonus, commission etc). If you are selected to move forward in our recruitment process, your recruiter will be able to discuss additional details of our total rewards program with you.

What we offer

- Career Development: Opportunities for career advancement, access to industry‑leading learning programs and up to $2,000 annually towards education reimbursement.
- Health & Wellness: Flexible health and dental benefits, plus a $5,000 mental health benefit to support your well‑being.
- Time Off: In addition to regular vacation and personal days, we support community involvement with a volunteer day.
- Financial Security: Company‑matching pension plan, share ownership program and additional investment options.
- Rewards and Recognition: Employee recognition programs, service milestone celebrations, employee discounts and more!
- Emphasis on Community: We provide a workplace where employees feel connected and supported through Employee Resource Groups (ERGs), mentorship programs, social clubs and events.

We’re committed to removing barriers and ensuring equal access to employment. Applicants requiring reasonable accommodation during the application process may contact [email protected]. All information provided will be handled in accordance with applicable laws and Canada Life policies.

Canada Life would like to thank all applicants. However, only those who qualify for an interview will be contacted.

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Apply on Kit Job: kitjob.ca/job/2fs9ts

📌 Director, Product Marketing (Winnipeg)
🏢 Canada Life
📍 Winnipeg