Director, Digital and Customer Insights

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Job ID : 7358
Category : Sonnet Insurance
Brand : Sonnet
Regular/Temporary : Regular
Fulltime/Parttime : Full Time
Location : Toronto, Canada
Posting Range : $97,000 - $178,800

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Sonnet is part of Definity, which includes 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.

We are seeking a highly skilled and experience Director of Digital & Customer Insights to lead our analytics initiatives within the Digital Channel of Personal Insurance. As the Director of Digital & Customer Insights, you will be responsible for leveraging data-driven insights to optimize our digital funnel, enhance user experience, and drive business growth. This pivotal role entails developing and overseeing the direction and analysis of web and customer data and collaborating with cross-functional teams to translate insights into actionable recommendations. The ideal candidate will possess a high level of curiosity, a deep understanding of web analytics and digital marketing, proficiency in data visualization techniques, and a track record of driving measurable results.

What can you expect in this role?  

Business Insights Strategy:

  • Lead expert on front end customer data of the Digital Channel, develop the vision and champion data standardization, accessibility, and governance. This role is tasked with enabling an environment that makes data and information accessible to all departments and employees across the digital channel to support data driven business decisions.
  • Understands the power of data visualization and distilling complex data into a compelling story for business stakeholders and leaders. 
  • Leverage latest tools and techniques to build structured data from new datasets as needed; automate production and reporting to the greatest extent possible.
  • Advocates and influences data-based decision making across the digital channel and encourages within the business’s culture.
  • Collaborate with leadership and business partners, to determine and evolve data needs and establish data collection requirements based on those needs
  • Recommends and monitor KPIs and analysis that enable better perspective on business efficiencies and improve the various consumer-facing solutions and processes.

Digital Performance Analysis:

  • Review, analyze and report on website traffic and overall acquisition funnel, user behavior, and functionality while looking for trends, insights, and opportunities.
  • Drive insights to maximize conversion of our target customer from first impression to purchase (across funnel) ensuring all teams are aligned with efforts to drive this optimization.
  • Build, operationalize, and continue to evolve performance reporting for Marketing, CX, and business development, with focus on customer conversion and ROI.
  • Support marketing and UX/CX on effective measurement techniques for campaigns, site performance, and A/B testing
  • Ownership and governance for all site tagging through Google Tag Manager for marketing campaigns.
  • Assist with migration to Google Analytics 4 platform, and ongoing optimization, ensuring seamless transition.
  • Stay abreast of industry trends, best practices, and emerging technologies in web analytics and data visualization.

Team Leadership and Development:

  • Develops and mentors a high performance, analytical team that is engaged and collaborative in their work,
  • Builds and enhances team competency - leading the team to accomplish more than its individual contributors.

What do you bring to the role?   

  • Master's or Bachelor’s degree in Business, Mathematics, Engineering, Computer Science (Data Science) or related field of study required.
  • Demonstrated success in managing and leading teams.
  • Advanced knowledge in web analytics tools, preferably Google Analytics (including GA4), and tag management systems such as Google Tag Manager.
  • Experience with Google BigQuery or other data warehousing tools.
  • BI and data visualization tools such as Tableau for reporting and analysis.  Adept at translating analysis into true business insights or "the story" for business stakeholders.
  • Demonstrated cross-functional expertise in diverse fields such as marketing, strategy, finance, operations, etc. and with skills as far ranging as market demand modeling, ROI analysis, competitive risk assessments and scenario planning.
  • Thorough knowledge of digital marketing media platforms and media measurement approaches.
  • Strong analytical mind and a passion for metrics and KPIs. Self-motivated, proactive and exceptional problem-solving skills. Must work comfortably in a cross-functional setting and with senior business executives. Take accountability for the business's performance, and have an ability to remain calm and composed under stress and uncertainty, role modelling the same for the team.     

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
  • 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

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.  In addition to base pay, 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.

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 [email protected].

Background checks
This role requires successful clearance of background checks (including criminal checks and leadership references).


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