Director, Digital Acquisition & Optimization

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 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.

Definity Insurance is seeking a dynamic and experienced Director of Digital Acquisition to lead our direct-to-consumer media investment strategy for Sonnet Insurance and Petline. This pivotal role will be responsible for overseeing all aspects of our media investment, partnering with business stakeholders to create and deliver industry leading marketing programs which drive overall business targets. Working in an agile and cross-functional team environment, you will ensure business objectives are integrated holistically within performance marketing and portfolio management. 

What can you expect to be accountable for in this role?

Overall Media Strategy, Planning & Attribution:

• Develop and execute a comprehensive media mix strategy across all channels to drive customer acquisition and delivering against business objectives.
• Manage and optimize media budgets across traditional and digital, considering short- and long-term business objectives, balancing acquisition today and driving brand awareness / consideration.
• Encourage continuous improvement on process and implementation, evolving best practices for channels and strategies while overseeing timeliness, target accuracy and budgets.
• Build a high-performance culture through evaluating effectiveness of in-market channel activity, guiding optimization efforts – using data and analysis to maximize growth and managing profitability. 
• Leverage market research, audience data and media attribution insights.
• Develop an attribution model (eg first click, last click, linear, data driven) to evaluate channel performance and map to internal value metrics. 

Reporting & Analysis:

• Establish a KPI and testing framework, consistently analyzing performance data to inform strategy and optimize ROI.
• Analyze results and media attribution details, making recommendations to maximize ROI/ROAS, consulting with customer insights and analytics teams.
• Reviews performance marketing budgets against monthly results, ensuring pace against planned quotes and objectives.
• Leverage data visualization to tell the story of performance, utilizing tools like tableau and pivot tables to present insights and marketing investment contribution. 
• Translate business strategies and insights such as Value Metric, underwriting & pricing principles, on-site behavior and target customer indicators into marketing plans by working with leadership and cross-functional teams (BI/AA, BD, Pods, etc.)

Leadership & Cross Functional Integration:

• Coach and develop a team of digital marketers, fostering a culture of innovation, curiosity and performance.
• Collaborate cross-functionally with CX, analytics, and creative teams to ensure cohesive marketing efforts. 
• Work with the UW, Segmentation and Business Insights teams to incorporate the business and marketing segmentation models to optimize acquisition of target customer segments. 
• Translate details of performance marketing objectives/strategies/performance to internal and external stakeholders as well as partners, ensuring alignment and awareness.
• Demonstrate strong, visible leadership and productive working relationships with cross-functional teams (BI/AA, BD, PR, Pods, CC, IT), leadership teams, legal, procurement and finance, as well as key marketing partners.
• Effectively communicates marketing results, proving the value of programs and initiatives.

What do you bring to the role?

• University degree in Marketing, Business or Communications
• Proven record of building forecasting models and delivering measurable results.
• Player / Coach mentality with a minimum 8 years of demonstrated success in managing and leading teams. 
• Experience in advanced attribution modeling and analytics, with hands on experience developing custom models to optimize performance. 
• Curiosity driving an advanced data analytics skill set, including proficiency in SQL, Google Tag Manager, and data visualization. 
• Strong interpersonal skills, ability to foster key internal and external relationships.
• Expertise in driving quantifiable metrics and leveraging consumer data to find quality customers to acquire, engage, retain through various marketing channels.

Posting Range : $97,000 - $178,800

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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