Manager, Lifecycle Marketing and Personalization

Toronto, ONT, Canada

Definity is the parent company to some of Canada’s most long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be one of Canada’s leading and most innovative property and casualty insurers. We can’t do that without our people, so we embrace and encourage a culture that’s cooperative, ambitious, rewarding, and empowering.

We offer a flexible, hybrid work experience where employees work from the office and virtually depending on the type of work they are doing and who they are working with. Bring your true self and be a part of our journey. It’s better here.

The Opportunity

Reporting to the AVP, Digital Marketing & Operations, the Manager, Lifecycle Marketing & Personalization is responsible for developing and executing B2B lifecycle marketing strategies that deliver relevant, timely, and connected experiences across key broker and customer interactions. This role partners closely with Marketing Communications, Sales & Distribution, Product, Analytics, and Technology teams to translate business objectives and audience insights into targeted marketing programs that drive engagement, lead generation, retention, and growth.

The Manager will lead the development of audience segmentation, customer and broker journeys, personalization strategies, and lead generation programs while helping advance Definity Insurance’s lifecycle marketing capabilities. The successful candidate will play a key role in building scalable processes, leveraging marketing technology,



and using data-driven insights to optimize performance and improve customer experiences across multiple touchpoints.

WhattoExpect

B2B Lifecycle Marketing & Journey Management

- Develop and execute lifecycle marketing programs across key stages of the broker and customer journey.
- Identify opportunities to improve audience engagement through more personalized and targeted communications.
- Design customer and broker journey frameworks that align with business objectives and audience needs.
- Support the development of journey measurement approaches and performance tracking.

Broker & Audience Engagement

- Support the evolution of broker communications to improve engagement, relevance, and business impact.
- Develop audience segmentation strategies using available customer, broker, and engagement data.
- Partner with Broker Marketing, Sales & Distribution, and business stakeholders to ensure communications are aligned with audience needs and business priorities.
- Recommend appropriate messaging, timing, and channel strategies to maximize engagement.

Targeted Marketing & Lead Generation

- Develop and execute targeted marketing programs for priority broker, customer, and commercial audiences.
- Support lead generation initiatives that help convert marketing engagement into qualified business opportunities.
- Partner with stakeholders to define lead management processes, qualification criteria,



and nurturing strategies.
- Monitor and report on lead generation performance and identify opportunities for optimization.
- Support cross-sell, upsell, and retention initiatives through targeted marketing programs.
- Collaborate with Technology and MarTech teams to support personalization and marketing automation capabilities.
- Translate marketing requirements into business requirements for audience segmentation, journey orchestration, and campaign execution.
- Identify opportunities to enhance the effectiveness and scalability of lifecycle marketing programs.
- Support the implementation and optimization of marketing technology solutions.

Measurement & Optimization

- Establish and monitor KPIs for lifecycle marketing, segmentation, personalization, and lead generation programs.
- Analyze campaign performance and audience engagement data to identify optimization opportunities.
- Conduct testing and apply insights to improve marketing effectiveness and customer experiences.
- Develop reporting, insights, and recommendations for stakeholders.

Cross-Functional Collaboration

- Partner with Broker Marketing, Sales & Distribution, Product, Analytics, and Technology teams to execute marketing initiatives.
- Share lifecycle marketing best practices and provide guidance to internal stakeholders.
- Foster strong working relationships across the organization to support marketing and business objectives.
- Contribute to the continuous improvement of processes, tools, and capabilities.

What youBring

University degree in Marketing, Business, Communications, or a related field.

5-8 years of progressive exp

📌 Manager, Lifecycle Marketing and Personalization (Toronto)
🏢 Economical
📍 Toronto