Manager, Lifecycle Marketing and Personalization

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.

What to Expect 

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.

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.

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 you Bring

• 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.

• Excellent communication, collaboration, and stakeholder management skills.

• Ability to manage multiple priorities and work effectively in a fast-paced, cross-functional environment.

• Demonstrated ability to identify opportunities for improvement and drive marketing program effectiveness.

Salary Range: $88,000 - $138,000   

Actual 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 accessibility@economical.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.

Background checks

This role requires successful clearance of background checks (including criminal checks and leadership references).

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 collaborative, 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.