Senior Manager, Digital Experience and Growth

The Opportunity

Reporting to the AVP, Digital Marketing & Operations, this leadership role is responsible for overseeing our public web properties and paid acquisition channels. You will lead web publishing operations, website maintenance, conversion rate optimization (CRO), and high-performance paid media to accelerate business growth, maintain digital brand integrity, and deliver seamless broker and customer journeys across our digital footprint.

What to Expect 

Web Operations, Publishing, & Site Governance

• Oversee the day to day maintenance, content updates, and publishing activities across all public-facing websites. 
• Establish efficient web-publishing workflows, manage Content Management System (CMS) platforms roadmap and deliverables in collaboration with Technology teams, ensure site reliability, and enforce digital brand guidelines and regulatory compliance across all web assets.

Paid B2B Acquisition Strategy & Campaign Execution 

• Design, execute, and scale comprehensive B2B paid digital acquisition programs, performance media campaigns, and lead generation strategies. 
• Oversee the planning, testing, and optimization of paid search (SEM), paid social, display, and programmatic advertising to capture high-value broker and customer/account segments and maximize growth

Web Experience & Conversion Rate Optimization 

• Build the strategic roadmap for our public-facing web properties, focusing on user experience (UX) optimization, conversion rate optimization (CRO), and personalization.
•  Implement continuous testing frameworks to systematically remove friction from the web experience and paid traffic landing pages.

Team Leadership & Enablement

• Lead, coach, and inspire a direct report with the strategic intention to build and scale a high-performing team of digital specialists as the function grows

Agency, Vendor & Budget Management 

• Manage external agencies and paid media vendors where applicable to ensure maximum efficiency and performance. 
• Oversee the digital growth budget, dynamically reallocating capital based on channel performance and ROI metrics.

What you Bring

• University or college degree Bachelor's degree in Marketing, Business Administration, Computer Science, or a related field. 
• Years Experience 8 to 10 years of progressive experience in digital marketing and web operations, with at least 4 years specifically dedicated to managing CMS platforms, web publishing workflows, paid media, or conversion rate optimization (CRO). 
• Web Operations Mastery: Extensive hands-on experience maintaining, updating, and publishing content on enterprise websites. Deep proficiency with Content Management Systems (CMS) and web production workflows. Hands-on experience with Adobe Experience Manager is an asset
• Technical Web & UX Acumen: Solid understanding of modern web technologies, HTML/CSS basics, UX design principles, web governance, and conversion optimization tools (A:B testing platforms).
• B2B Paid Acquisition & Marketing Product Ownership: Deep hands-on proficiency with B2B paid media platforms (specifically LinkedIn Campaign Manager and Google Ads) and lead generation tactics. Strong ability to partner closely with internal Technology Solutions and web development teams, translating business goals into clear, structured technical and functional requirements for website updates, integrations, and configuration.
• Capability Building & Strategic Leadership: Proven success in shaping, establishing, and scaling a digital experience and growth capability from the ground up. Demonstrated ability to prove the strategic value of digital initiatives, drive operational enablement, and lead and coach a developing function.
• Data-Driven Insights: Strong analytical skills with hands-on proficiency in Web Analytics (Google Analytics 4) to track web traffic, user behavior, publishing impact, and paid campaign performance.
• Stakeholder Collaboration: Outstanding relationship-building skills with a track record of collaborating across sales, underwriting, Technology/development, and external agencies to align complex digital roadmaps.

Salary Range: $106,500 - $156,500

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.