AVP, Digital Marketing Operations at Definity, Toronto

AI Summary

This AVP, Digital Marketing Operations role at Definity in Toronto, Ontario, involves building and leading the digital marketing function. Key duties include driving digital strategy, customer experience, and marketing technology capabilities. Top requirements include over ten years of progressive marketing leadership experience, deep MarTech expertise, and a strong understanding of AI search innovation.

The Opportunity at Definity

Definity is seeking an AVP, Digital Marketing Operations to spearhead its digital marketing function from Toronto, Ontario. This pivotal role involves defining the future state of digital marketing at Definity, establishing the overarching strategy, operating model, processes, technology ecosystem, and team capabilities that will significantly enhance marketing performance for years to come. The successful candidate will be a digital marketing leader energised by creation rather than just management, with a proven track record of successfully building or transforming digital marketing functions. Reporting to the Head of Marketing & Communications, this position offers a unique opportunity to shape Definity's digital presence and customer experience, including pioneering emerging AI search strategies and optimising the MarTech ecosystem.

Key Responsibilities and Expertise

The AVP, Digital Marketing Operations will design a durable, insight-led content program, forming the bedrock for how customers discover Definity online. This includes creating a foundational search, content, and digital lead-generation strategy, while staying ahead of the curve by pioneering emerging AI search strategies to ensure prime visibility as search engines evolve. A core responsibility involves architecting and operating the MarTech ecosystem, including CRM, CDP, email automation, and analytics, ensuring technology effectively supports marketing performance. This role will also oversee digital experience and conversion across web and broker-facing touchpoints, setting quality standards and implementing measurement tools to build the brand and convert effectively. Building the operational backbone for flawless campaign execution, including QA, tracking, and workflow design, is also crucial. The role demands tracking key performance metrics such as organic traffic, AI citation share, and full-funnel analytics, translating complex data into compelling stories to inform strategic investments. Candidates should bring over ten years of progressive experience in marketing and communications, with at least four years in a senior leadership capacity, demonstrating success in designing, building, and scaling digital marketing functions and high-performing teams. Deep hands-on experience with modern marketing technology ecosystems and a strong understanding of the evolving digital search landscape, including Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO), are essential. Experience in financial services or insurance environments is strongly preferred, showcasing an ability to drive innovation within regulated B2B and B2C contexts.

Why Join Definity?

Joining Definity means becoming part of one of Canada’s leading and most innovative property and casualty insurers, including well-known brands like Economical Insurance and Sonnet Insurance. Definity fosters a collaborative, ambitious, rewarding, and empowering culture, embracing a flexible, hybrid work experience. Employees benefit from a company share ownership program, incentive plans, and robust pension and savings programs, including company-matched RRSP contributions. Definity is committed to inclusion, diversity, and equity, offering support for gender affirmation surgery, access to BIPOC counsellors, and programs for working parents. The company has been recognised as one of the Best Workplaces™ in Canada for women, youth, and inclusion, ensuring a positive and supportive experience for all team members. This commitment extends to educational resources, tuition assistance, and paid volunteer days, reflecting Definity's dedication to employee growth and community involvement.