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.

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. 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.B2B Lifecycle Marketing &

• Journey Management Develop and execute lifecycle marketing programs across key stages of the broker and customer journey.Design customer and broker journey frameworks that align with business objectives and audience needs.Support the development of journey measurement approaches and performance tracking.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.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.Monitor and report on lead generation performance and identify opportunities for optimization.Support cross-sell, upsell, and retention initiatives through targeted marketing programs.Personalization &

• Marketing Technology 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.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.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.University degree in Marketing, Business, Communications, or a related field.5-8 years of progressive experience in B2B lifecycle marketing, CRM, digital marketing, marketing automation, personalization, customer engagement, or related disciplines.Hands-on experience with Salesforce Marketing Cloud, including campaign execution, audience segmentation, journey development,



and automation.Experience developing and optimizing customer or broker journeys.Experience supporting lead generation, lead nurturing, and customer engagement initiatives.Strong understanding of audience segmentation, personalization, and marketing automation best practices.Experience working with technology, MarTech, and data teams to implement and enhance marketing capabilities.Exposure to targeted or account-based marketing programs, ideally within insurance, financial services, or other complex business environments.Strong analytical and problem-solving skills with the ability to leverage data and insights to improve performance.Demonstrated ability to identify opportunities for improvement and drive marketing program effectiveness.Salary Range: $88,000 - $138,000Actual 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.Hybrid work schedule for most rolesCompany share ownership programIncentive 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 contributionsPaid volunteer days and company matching on charitable donationsEducational resources, tuition assistance, and paid time off to study for examsFocus on inclusion with employee groups, support for gender affirmation surgery, access to BIPOC counsellors, access to programs for working parentsWellness and recognition programsDiscounts on products and servicesGo ahead and expect a lot — you deserve 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 setting welcomes diversity and supports accessibility. com.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.

📌 Manager, Lifecycle Marketing And Personalization (Winnipeg)
🏢 Definity
📍 Winnipeg