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About the Role

This leadership role oversees public web properties and paid acquisition channels, focusing on web publishing, website maintenance, conversion rate optimization (CRO), and paid media to drive business growth, maintain brand integrity, and enhance customer journeys.

Responsibilities

Oversee day-to-day maintenance, content updates, and publishing across all public-facing websites.
Establish efficient web-publishing workflows and manage Content Management System (CMS) roadmap.
Ensure site reliability and enforce digital brand guidelines and regulatory compliance.
Design, execute, and scale comprehensive B2B paid digital acquisition programs, performance media campaigns, and lead generation strategies.
Oversee planning, testing, and optimization of paid search (SEM), paid social, display, and programmatic advertising.
Build the strategic roadmap for public-facing web properties, focusing on user experience (UX) optimization, conversion rate optimization (CRO), and personalization.
Implement continuous testing frameworks to remove friction from web experiences and paid traffic landing pages.
Lead, coach, and inspire a direct report to build and scale a high-performing team of digital specialists.
Manage external agencies and paid media vendors for maximum efficiency and performance.
Oversee the digital growth budget, dynamically reallocating capital based on channel performance and ROI metrics.

Requirements

University or college degree (Bachelor's) in Marketing, Business Administration, Computer Science, or a related field.
8 to 10 years of progressive experience in digital marketing and web operations.
At least 4 years dedicated to managing CMS platforms, web publishing workflows, paid media, or CRO.
Extensive hands-on experience maintaining, updating, and publishing content on enterprise websites.
Deep proficiency with Content Management Systems (CMS) and web production workflows.
Solid understanding of modern web technologies, HTML/CSS basics, UX design principles, web governance, and conversion optimization tools.
Deep hands-on proficiency with B2B paid media platforms (LinkedIn Campaign Manager and Google Ads) and lead generation tactics.
Strong ability to partner with internal Technology Solutions and web development teams.
Proven success in shaping, establishing, and scaling a digital experience and growth capability.
Demonstrated ability to prove the strategic value of digital initiatives and drive operational enablement.
Strong analytical skills with hands-on proficiency in Web Analytics (Google GA4).
Outstanding relationship-building skills with a track record of collaborating across departments and with external agencies.
Successful clearance of background checks (including criminal checks and leadership references).

Skills

Content Management System (CMS)
Web Publishing Workflows
Paid Media
Conversion Rate Optimization (CRO)
Adobe Experience Manager (asset)
HTML/CSS
UX Design Principles
Web Governance
A/B Testing Platforms
B2B Paid Media Platforms
LinkedIn Campaign Manager
Google Ads
Lead Generation Tactics
Web Analytics
Google Analytics 4

Location

Canada

Work Type

Hybrid work schedule
Hybrid work experience

Experience Level

8 to 10 years of progressive experience in digital marketing and web operations
At least 4 years specifically dedicated to managing CMS platforms, web publishing workflows, paid media, or conversion rate optimization (CRO)

Education Level

Bachelor's degree in Marketing, Business Administration, Computer Science, or a related field

Salary/Compensations

$106,500 - $156,500

Benefits

Hybrid work schedule for most roles
Company share ownership program
Incentive Program
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

About the Company

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 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.
Definity was named by Great Place to Work® as one of the Best Workplaces™ in Canada for women, for youth, and for inclusion.

Equal Opportunity

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.