Senior Manager, Media Mix & Emerging Channel Strategy

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.

We're seeking a dynamic Media Mix and Emerging Channel Strategy Senior Manager who thrives on data, innovation, and continuous learning. This role is critical in shaping our multi-channel media approach, discovering new performance channels, and driving marketing efficiency across our direct-to-consumer brands, Sonnet & Petline.

Key Responsibilities:

• Design and execute comprehensive media mix modeling and attribution strategies
• Develop and implement rigorous testing frameworks to evaluate channel performance and ROI
• Analyze cross-channel data to identify emerging opportunities and optimize media investments
• Collaborate with digital content, performance marketing, and brand teams to align channel strategies
• Work with the Business Insights team to develop predictive models to forecast media performance and budget allocation
• Explore and pilot emerging digital and traditional media channels
• Develop comprehensive reporting dashboards and performance insights
• Recommend strategic pivots based on data-driven insights

 

Required Qualifications:

• 8-10 years of experience in media strategy, performance marketing, or digital advertising
• Proven track record of developing and implementing multi-channel media strategies
• Experience developing media mix models
• Strong understanding of digital advertising ecosystems
• Proficiency in data analysis tools

Desired Skills:

• A/B testing expertise
• Experience in insurance, fintech, or digital-first industries
• Knowledge of machine learning and predictive analytics

Salary Range: $87,400 - $161,000

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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