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About the Role

Definity Insurance is building a modern marketing organization to strengthen its brand, deepen broker relationships, and support profitable growth. As Associate Vice President, you will lead strategy and execution for initiatives that elevate the Definity brand, strengthen broker engagement, and drive business outcomes. This is a visible leadership role with the opportunity to shape the company's marketing evolution, collaborating with leaders across various departments to advance marketing capabilities and build a differentiated brand in the Canadian insurance market. We seek a strategic, collaborative leader energized by building high-performing teams, advancing marketing excellence, and delivering measurable impact.

Responsibilities

Define and execute the Definity Insurance brand strategy to strengthen awareness, differentiation, and preference.
Ensure a consistent and compelling brand experience across all broker, customer, and employee touchpoints.
Evolve positioning, messaging, and value propositions to reflect business priorities and market opportunities.
Monitor brand performance and market trends, using insights to inform strategy and investment decisions.
Develop and execute broker marketing and communications strategies that strengthen engagement, advocacy, and growth.
Partner with Sales & Distribution leaders to deliver impactful campaigns, communications, events, and engagement programs.
Lead communications for key business priorities, including product launches, strategic initiatives, and capability enhancements.
Continuously enhance the broker experience through insight-driven marketing and communications.
Lead the development and execution of integrated marketing campaigns that support business objectives and strengthen the Definity brand.
Oversee creative services, providing strategic direction for campaign development, design, storytelling, and content creation.
Ensure marketing investments deliver measurable impact through effective planning, performance measurement, and optimization.
Foster a culture of creativity, innovation, and continuous improvement.
Serve as a trusted advisor to senior leaders on brand, marketing, and broker engagement strategies.
Collaborate across Distribution, Product, Underwriting, Claims, Customer Experience, and Communications to align marketing initiatives with business priorities.
Bring forward industry trends, market insights, and emerging practices to strengthen competitive positioning and marketing effectiveness.
Assess and strengthen marketing capabilities, processes, and ways of working to enhance effectiveness, agility, and business impact.
Establish best practices in brand management, campaign execution, marketing planning, and creative development.
Champion innovation and continuous improvement, identifying opportunities to evolve tools, technologies, and approaches across the marketing function.
Build a culture that encourages experimentation, learning, and accountability for results.

Requirements

12+ years of progressive leadership experience in brand, marketing, communications, or related disciplines, including experience leading teams through transformation and growth.
Proven success developing and executing brand and marketing strategies that drive business results.
Experience leading integrated marketing campaigns and managing complex stakeholder environments.
Experience in insurance, financial services, or a similarly relationship-driven industry is preferred.
Demonstrated success building channel, partner, broker, or B2B marketing programs.
Experience leading creative, content, and marketing teams.
Strategic thinker with strong business acumen and customer focus.
Ability to influence and collaborate across all levels of the organization.
Strong relationship-building and stakeholder management skills.
Excellent communication and storytelling capabilities.
Demonstrated ability to lead change and inspire high-performing teams.
Successful clearance of background checks (including criminal checks and leadership references).

Skills

Brand Strategy
Marketing Strategy
Communications Strategy
Integrated Marketing Campaigns
Creative Services Oversight
Performance Measurement
Stakeholder Management
Team Leadership
Change Management
Innovation

Location

Canada

Work Type

Hybrid

Experience Level

12+ years of progressive leadership experience

Education Level

Bachelor's degree in Marketing, Communications, Business, or a related field
MBA or equivalent advanced degree is considered an asset

Salary/Compensations

$166,500 - $216,500

Benefits

Hybrid work schedule
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 Insurance is building a modern marketing organization that strengthens our brand, deepens broker relationships, and supports profitable growth.
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 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.
We embrace and encourage a culture that’s collaborative, ambitious, rewarding, and empowering.

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.
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.