AVP, Digital Marketing Operations

Definity Insurance Company • Toronto, ON

3d • CA$166,500 - CA$216,500 • Hybrid

About The Position

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.

Requirements

• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• Bachelor's degree in Marketing, Communications, Business, or a related field required.

Nice To Haves

• MBA or graduate degree considered an asset, but not a substitute for demonstrated leadership and real-world experience.

Responsibilities

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

Benefits

• 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

What This Job Offers

• Job Type: Full-time
• Career Level: Manager