Director, Digital & Marketing

AMA - Alberta Motor Association•Edmonton, AB

1d•Onsite

About The Position

The Director, Digital & Marketing will own the end-to-end performance of the Insurance marketing and digital sales funnel. This role is responsible for being the visionary behind the digital asset strategy, defining the roadmap for quote journeys and lead generation tools that maximize acquisition. By leveraging data, analytics, and cross-functional leadership, this role ensures digital experiences are optimized to convert customer demand into protected members. AMA Insurance is focused on protecting what members care about most and ensuring digital investments translate into tangible commercial outcomes.

Requirements

Bachelor’s degree in Marketing, Business, Commerce, or a related field.
8 to 12 years of progressive leadership experience specifically focused on digital marketing, performance marketing, or digital growth.
High level of proficiency in marketing and digital performance analytics, including the ability to establish KPIs and interpret data to drive decision-making.
Strong understanding of the end-to-end insurance sales lifecycle and how digital performance is influenced by underwriting and product design.
Collaborative leader who excels in complex environments, effectively aligning shared services like digital product, technology, and underwriting toward common growth targets.
Performance-driven mindset, utilizing disciplined measurement to demonstrate marketing ROI and drive continuous optimization across the funnel.
Strategic ability to balance short-term lead generation and conversion outcomes with long-term brand positioning and customer experience.
Exceptional communication and stakeholder management skills to lead effectively across shared services and manage relationships with external media and technology partners.
Deep understanding of digital product and technology environments, enabling definition of requirements and prioritization of enhancements that reduce friction in the sales journey.

Nice To Haves

MA or advanced degree is preferred.
Experience with AI-powered tools like ChatGPT, Copilot, and similar platforms is a real plus.

Responsibilities

Hold accountability for driving acquisition growth, lead quality, and quote-to-bind conversion rates across the full digital and marketing funnel for Insurance.
Define the vision and roadmap for Insurance digital assets, ensuring websites and lead generation tools are designed to maximize acquisition and engagement.
Lead the strategy for digital demand generation, directing investments across paid media, SEO, and partnerships to maximize performance and return.
Through continuous testing and A/B experimentation, identify drop-off points in digital journeys and implement improvements to increase sales effectiveness.
Coordinate and align priorities across digital product, analytics, and sales teams to ensure growth targets and delivery priorities are met.
Synthesize conversion data and market signals to provide actionable recommendations to product and underwriting teams to improve market positioning.

Benefits

Competitive salary
Flexible benefits, with five packages to choose from
Up to $3,000 in health and wellness spending accounts
Employer-paid retirement savings program, including 5% AMA contribution and 5% matching
Employee-exclusive discounts on travel, insurance, memberships, driver education, registry services, and more
Free travel medical insurance for you and your immediate family
Ongoing professional development, with unlimited learning opportunities
Linkedin Learning access
Dedicated time for personal growth
Three weeks of vacation to start
A Me Day
A Volunteer Day
Option to purchase additional vacation time
Flexible work models