The Opportunity

The AVP, Digital Marketing & Operations will build and lead Definity’s digital marketing function, driving strategy, digital lead generation, customer experience, and marketing technology capabilities.

Responsibilities

- Design a durable, insight‑led content program that serves as the foundation for how customers discover us online.
- Create a foundational search, content, and digital lead‑generation strategy.
- Pioneer emerging AI search strategies to secure visibility as search engines evolve.
- Architect and operate the core stack (CRM, CDP, email automation, analytics) to make technology work for us.
- Partner with the internal Technology Solutions team to establish data governance and first‑party data infrastructure that enables intelligent personalization at scale.
- Oversee UX, CRO, and digital channel quality across web and broker‑facing touchpoints, ensuring every interaction builds the brand and converts.
- Set quality standards and implement measurement tools.
- Build the operational backbone for flawless campaign execution, QA, tracking, and workflow design while maintaining scalable, long‑term systems architecture.
- Track metrics such as organic traffic, AI citation share, keyword rankings, and full‑funnel analytics.
- Translate complex data into compelling, decision‑ready insights that help prioritize investments and refine strategy.

Qualifications

- 10+ years of progressive experience in marketing and communications, with at least 4 years in a senior leadership role, managing strategy, budgets, and teams.
- Demonstrated success designing, building, and scaling digital marketing functions and high‑performing teams.
- Deep hands‑on experience with modern marketing technology ecosystems, including CRM, CDP, marketing automation, analytics, and measurement platforms.
- Strong understanding of AI‑powered search, Generative Engine Optimization, and other emerging digital search technologies.




- Proven ability to build systems, processes, and operating models that drive efficiency, accountability, and growth.
- Experience recruiting, developing, and leading multidisciplinary digital teams (SEO, UX, analytics, performance marketing, content).
- Channel and partner marketing experience, with an understanding of B2B2C marketing models.
- Data‑driven mindset: leverage analytics, performance measurement, and customer insights to inform strategy and demonstrate business impact.
- Preferred: experience in financial services, insurance, or other highly regulated B2B/B2C environments.
- Bachelor’s degree in Marketing, Communications, Business, or a related field (MBA or graduate degree an asset).

Salary Range

$166,500 – $216,500 (actual salary may vary by location and experience).

Perks

- Hybrid work schedule for most roles.
- Company share ownership program.
- Incentive program with performance‑based payouts.
- 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.
- Support for workplace inclusion, gender affirmation, and access to BIPOC counsellors and programs for working parents.
- Wellness and recognition programs.
- Discounts on products and services.

About Definity

Definity is the parent company to several leading Canadian insurance brands, including Economical, Sonnet, Family Insurance Solutions, and Petline. We strive to be an innovative and customer‑centric insurer, supported by a collaborative, ambitious, and empowering culture.

EEO Statement

Definity is an equal‑opportunity employer that values diversity and inclusion. We encourage all qualified applicants to apply, regardless of race, color, religion, sex, gender identity or expression, sexual orientation, national origin, age, disability, or any other status protected by law.

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📌 AVP, Digital Marketing Operations (Toronto)
🏢 Definity
📍 Toronto