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Manager, Consumer Insights & Market Research

Job ID : 5637
Category : Sonnet Insurance
Brand : Sonnet
Regular/Temporary : Regular
Fulltime/Parttime : Full Time
Location : Toronto, Canada

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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. With strong roots that date back to 1871, Definity has grown to become a digital leader in the insurance industry. We’re proud to help our clients and communities adapt and thrive in a world of constant change.

Our promise to you: It’s better here. Why? Because we CARE, and we provide an employee experience that’s collaborative, ambitious, rewarding, and empowering.

Our ambition is to be one of Canada’s leading and most innovative P&C insurers. Come be a part of our journey, and love what you do.

What can you expect in this role?

As a fully digital insurance company that’s growing quickly, we are seeking a Manager to join the Business Insights team at Sonnet Insurance to help our organization scale by driving actionable insights for multiple business stakeholders. The Manager, Insights & Consumer Research will be a change agent, driving actionable insights and adoption throughout the organization. This role is on an influential team, is highly visible, and provides exposure to numerous business functions. It is a great opportunity for a driven candidate who is an advocate for insight led decisioning, and who is passionate about leveraging visualizations and captivating storytelling to drive impact!

Reporting to the Director, Market & Competitive Insights, the Manager, Consumer Insights & Market Research will need to be able to quickly learn the insurance and technology domain and apply this knowledge in conjunction with their research, presentation and data analysis skills.

The successful candidate will have a strong passion for using data to generate insights to help solve business problems and will possess a relentless curiosity with a desire for challenging and improving the status quo.

Your Impact:

  • Consumer & Market Research (35%)
    • As the subject matter expert, lead research design, planning and execution (concept to completion) for both internal surveys as well as larger scale partner-supported studies.
    • Work with partners to steer research development, trouble shoot and manage data as needed.
    • Responsible for translating research data (surveys, panels, moderations, studies) into meaningful consumer-centric views which clearly illustrate macro & micro strategic business opportunities, helping executive and supporting teams drive strategic and tactical decisions affecting all areas of the business.
  • Reporting, Visualization & Storytelling (30%)
    • Uncover stories within the data that will lead to questions, decisions and actions, leveraging data tools to extract actionable insights.
    • Builds, manages and supports reports on brand awareness and sentiment, macro as well as micro market and competitive factors and SOV.
    • Translates data extracts from multiple sources into well-structured and thoughtful outputs on a monthly and quarterly cadence, sharing with executive teams and cross-functional business leaders.
    • Investigates and is proactive in finding the data that answers the “why” behind consumer/customer behaviour and engagement, translating the results back into actionable tactics, driving key business decisions.
    • Develops dashboards leveraging multiple data sources to produce market, competitor, consumer, marketing, pricing, customer response views.
    • Assists in proactively monitoring consumer trends, parallel industries, market trends, competitive movements and industry advancements.
  • Leadership (35%)
    • Provides leadership by inspiring others to drive engagement, innovation and business outcomes.
    • Builds trust and builds high performing collaborative teams. This includes, but not is not limited to the following activities: hiring, setting and managing performance expectations, attendance and leaves of absence; coaching, providing feedback and recognition and developing others to reach their fullest potential.
    • Demonstrates leadership and mentorship to direct report(s), BI team members and other cross-functional team members (UX, Marketing, Group/Affinity, GTM, pods, etc.), influencing insight adoption and understanding.
    • Represents BI Team in agile pod seminars, contributing, sharing and influencing strategy based on available and possible research, surveys, data & insights.
    • Manages pipeline, prioritization, dashboards, status reports, budgets, vendor relationship/ follow ups/ timelines, and proactively shares results to leadership & broader BI team.
    • Supports various business stakeholders on ad-hoc analysis with timely strategic insights and recommendations
    • Assists in vendor sourcing, procurement, onboarding and management, also investigating and identifying new data sources, vendors, analytics opportunities

What do you bring to the role?


  • Bachelor's degree (or higher) in analytical field such as Math, Statistics, Market Research, Economics, Engineering, Business.
  • 4-8 years of previous experience in progressive and/or similar functions within research, analyst, agency and/ or brand-side roles.
  • Minimum 1-2 years of experience producing insight reports and/or dashboards for business stakeholders, with comfort working with SPSS and unstructured data.
  • Experience conducting market and custom research, having worked within or with research companies in the past - including sampling, survey design, concept/new product testing, pricing, brand/product positioning, brand health, brand communication testing, voice of the consumer methodologies.
  • Experience developing, conducting and analyzing surveys such as GetFeedBack, VWO, Medallia or has moderated in past
  • Expert use of Excel, expert use of PowerPoint, intermediate use of Tableau or similar
  • Proven understanding of statistical concepts

Skills and Abilities:

  • Excellent spoken and written communications, with the ability to effectively communicate complex analytical findings to non-technical audiences through development of clear visualizations and storytelling.
  • Superior organization skills, attention to detail and demonstrated commitment to accuracy.
  • Demonstrated strong business acumen, strong interpersonal skills and customer focused mentality.
  • Excellent team player able to work in an agile operating model, including working with virtual cross-functional teams.
  • Self-driven, comfortable with ambiguity, ownership and able to thrive in a fast-paced environment.
  • Comfort working with systems and technologies that enable CRM (Salesforce), and digital analytics capabilities (familiarity with Google Analytics, Google Data Studio, FullStory).


  • Experience in a startup environment, financial services or insurance industry an asset.
  • Basic knowledge of Marketing and CX/UX concepts an asset.
  • Basic knowledge of Javascript is nice-to-have.
  • Basic to intermediate knowledge of R/Python.
  • Familiarity with accessing data though APIs (Google Analytics).
  • Basic predictive modelling knowledge and experience.
  • Basic understanding of machine learning techniques.

At Sonnet, we all work together to come up with big ideas — then bring them to life. We focus on our customers first, we bring our best, and we’re stronger together. If you’ve got the passion and the desire to help us reinvent insurance, let’s talk.

We also take potential into consideration. If you don’t have this exact experience, but you know you have what it takes, be sure to give us more insight through your application and cover letter.


We also take potential into consideration. If you don’t have this exact experience, but you know you have what it takes, be sure to give us more insight through your application and cover letter.

Go ahead and expect a lot — you deserve it, and we’ve got it: 

  • 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

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 a background check (including criminal checks and leadership references).

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