Manager, Quebec Marketing Strategy at Definity, Montreal

AI Summary

This role is for a Manager, Quebec Marketing Strategy & Partnerships at Definity in Montreal, Quebec. The successful candidate will accelerate Sonnet’s growth in the Quebec market by strengthening brand activation and driving French-first content strategy. Key duties include building marketing connections with the Contact Centre and advancing Quebec partnership marketing initiatives. Top requirements include 5-8+ years of integrated marketing experience, a strong understanding of Quebec market dynamics, and bilingual proficiency in French and English.

The Opportunity at Definity

Definity, a leading Canadian insurance provider, is seeking a dedicated Manager, Quebec Marketing Strategy & Partnerships to join their team in Montreal. This pivotal 12-month contract role is designed to significantly accelerate Sonnet’s growth within the dynamic Quebec market. The successful candidate will play a crucial part in strengthening brand activation efforts, fostering a robust connection between the Marketing department and the Contact Centre for enhanced sales enablement, and advancing key Quebec partnership marketing initiatives. A core focus will also be on driving a comprehensive French-first content strategy, aimed at improving discoverability across various search environments, including SEO and AI-driven platforms. This role acts as a vital cross-functional connector, ensuring that Quebec-specific insights, cultural relevance, and performance priorities are seamlessly integrated into all marketing initiatives across Brand, Customer Experience, Pricing, Product, Underwriting, Partnerships, and Distribution teams. Your expertise will be instrumental in shaping the future of our marketing strategy in Quebec.

Key Responsibilities and Strategic Impact

This role involves a balanced allocation of responsibilities to ensure comprehensive market penetration and engagement in Quebec. Approximately 30% of your time will be dedicated to Quebec Brand Activation & Production, where you will lead localization efforts, coordinate activation, and ensure execution readiness for all Quebec campaigns. Another 30% focuses on Sales Enablement & Contact Centre Integration for Quebec, acting as the primary marketing liaison to the Contact Centre, developing essential enablement tools, and establishing effective feedback loops to enhance conversion support. Partnership Marketing Strategy for Quebec will account for 15% of your role, leading the marketing activation strategy for both corporate and affinity partners based in Quebec. Finally, 25% of your efforts will be directed towards French Content & Search Strategy, supporting the execution of a French-first content roadmap specifically designed to boost SEO, GEO, and AI-driven discovery. Expected outcomes include stronger Quebec market activation consistency, improved campaign performance, enhanced marketing-to-contact-centre alignment, increased impact and coordination of Quebec partnership marketing initiatives, and a measurable improvement in French organic search visibility and content engagement. Your strategic initiatives will drive significant growth for our insurance brands.

What You Bring to the Team

To excel in this Manager, Quebec Marketing Strategy & Partnerships role, you will bring 5-8+ years of progressive experience in integrated marketing, partnerships, brand activation, or growth strategy roles. A strong and nuanced understanding of Quebec market dynamics and cultural specificities is essential for success, ensuring all marketing initiatives resonate authentically with the local audience. While not strictly required, prior experience collaborating with sales, distribution, or contact centre teams is preferred, as it will facilitate seamless integration and communication. You must possess the ability to effectively lead cross-functional initiatives, even without direct team ownership, demonstrating strong influence and collaboration skills. Being highly detail-oriented is crucial, as you will consistently follow rigorous copywriting, proofreading, and approval processes for all marketing assets. Bilingualism in French and English is a mandatory requirement, reflecting the need to service customers and internal stakeholders across Canada, particularly within Quebec. This experience is vital for driving our brand forward in the competitive insurance landscape.