AVP, Digital Marketing Operations at Petline… · Toronto

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.

We're looking for a digital marketing leader who is energized by creating, not just managing. In this role, you'll have the opportunity to define the future state of digital marketing at Definity, establishing the strategy, operating model, processes, technology ecosystem, and team capabilities that will power marketing performance for years to come.

Reporting to the Head of Marketing & Communications, this role is ideal for someone who has successfully built or transformed digital marketing functions before and is looking for the next challenge.

What to Expect

Content Infrastructure & AI Visibility

• Design a durable, insight-led content program that acts as the bedrock for how customers discover us online.
• Creating a foundational search, content, and digital lead-generation strategy
• Stay ahead of the curve by pioneering emerging AI search strategies, ensuring Definity captures prime visibility as search engines evolve.

MarTech Ecosystem & Data Governance

• Architect and operate the core stack (CRM, CDP, email automation, analytics), making our technology work for us.
• Partner with internal Technology Solutions team to establish the data governance and first-party data infrastructure that enables intelligent personalization at scale.

Digital Experience & Conversion

• Oversee UX, CRO, and digital channel quality across web and broker-facing touchpoints. Every interaction should build the brand and convert.
• Responsible for setting up quality standards and implementing measurement tools.

Campaign Operations & Enablement

• Build the operational backbone for flawless campaign execution, QA, tracking, workflow design while keeping an eye on scalable, long-term systems architecture.

Performance Visibility & Analytics

• Track the metrics that matter – organic traffic, AI citation share, keyword rankings, and full-funnel analytics.
• Turn complex data into a compelling story, providing decision-ready insights that help us prioritize investments and refine our strategy.

What You Bring

• Marketing Leadership & Team Building: 10+ years of progressive experience in marketing and communications, including at least 4 years in a senior leadership role with accountability for strategy, budgets, and team leadership. Proven success designing, building, and scaling digital marketing functions and high-performing teams from the ground up.
• Digital Marketing Operations and MarTech Expertise: Deep hands-on experience with modern marketing technology ecosystems, including CRM, CDP, marketing automation, analytics, and measurement platforms. Strong understanding of the operational infrastructure, data flows, governance, and performance frameworks required to drive scalable marketing outcomes.
• AI & Search Innovation: Strong understanding of the evolving digital search landscape, including Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), AI-powered search, content discovery, and emerging marketing technologies. Demonstrated ability to translate innovation and experimentation into practical business applications.
• Operational Excellence & Strategic Execution: Proven ability to build systems, processes, and operating models that enable efficiency, accountability, and growth. Comfortable moving seamlessly between executional details and executive-level discussions, connecting marketing performance to broader business objectives.
• Digital Team Leadership: Demonstrated experience recruiting, developing, inspiring, and leading multidisciplinary digital teams, including capabilities such as SEO, UX, analytics, marketing operations, performance marketing, and content. Creates clarity, alignment, and a strong sense of purpose across teams.
• Channel and Partner Marketing Expertise: Experience developing and executing marketing strategies through intermediary or partner channels. Strong understanding of B2B2C marketing models and how to balance the needs of distribution partners, customers, and business stakeholders.
• Data-Driven Decision Making: Ability to leverage analytics, performance measurement, and customer insights to inform strategy, prioritize investments, and demonstrate business impact. Makes informed decisions grounded in data while maintaining a strong customer and business focus.
• Financial Services & Regulatory Acumen: Experience in financial services, insurance, or other highly regulated B2B and B2C environments is strongly preferred. Proven ability to drive innovation and growth while operating within governance, compliance, and risk-management frameworks.
• Education: Bachelor's degree in Marketing, Communications, Business, or a related field required. MBA or graduate degree considered an asset, but not a substitute for demonstrated leadership and real-world experience.

Salary Range: $166,500 - $216,500

About the Team

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.

About the Company

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).

#LI-Hybrid