AVP, Broker Marketing & Brand

The Opportunity

Definity Insurance is building a modern marketing organization that strengthens our brand, deepens broker relationships, and supports profitable growth.

As Associate Vice President, Definity Insurance Brand & Broker Marketing, you will lead the strategy and execution of initiatives that elevate the Definity brand, strengthen broker engagement, and drive meaningful business outcomes.

This is a highly visible leadership role with the opportunity to shape the next chapter of Definity's marketing evolution. Working closely with leaders across Distribution, Personal Insurance, Commercial Insurance, and Customer Experience, you will help strengthen marketing capabilities, advance broker engagement, and build a differentiated brand in the Canadian insurance market.

We're seeking a strategic, collaborative leader who is energized by building high-performing teams, advancing marketing excellence, and delivering measurable impact.

What to Expect

Lead the Definity Insurance Brand

• Define and execute the Definity Insurance brand strategy to strengthen awareness, differentiation, and preference.

• Ensure a consistent and compelling brand experience across all broker, customer, and employee touchpoints.

• Evolve positioning, messaging, and value propositions to reflect business priorities and market opportunities.

• Monitor brand performance and market trends, using insights to inform strategy and investment decisions.

Lead Broker Marketing & Communications Strategy

• Develop and execute broker marketing and communications strategies that strengthen engagement, advocacy, and growth.

• Partner with Sales & Distribution leaders to deliver impactful campaigns, communications, events, and engagement programs.

• Lead communications for key business priorities, including product launches, strategic initiatives, and capability enhancements.

• Continuously enhance the broker experience through insight-driven marketing and communications.

Drive Marketing Excellence

• Lead the development and execution of integrated marketing campaigns that support business objectives and strengthen the Definity brand.

• Oversee creative services, providing strategic direction for campaign development, design, storytelling, and content creation.

• Ensure marketing investments deliver measurable impact through effective planning, performance measurement, and optimization.

• Foster a culture of creativity, innovation, and continuous improvement.

Partner Across the Business

• Serve as a trusted advisor to senior leaders on brand, marketing, and broker engagement strategies.

• Collaborate across Distribution, Product, Underwriting, Claims, Customer Experience, and Communications to align marketing initiatives with business priorities.

• Bring forward industry trends, market insights, and emerging practices to strengthen competitive positioning and marketing effectiveness.

Build and Lead a High-Performing Team

• Assess and strengthen marketing capabilities, processes, and ways of working to enhance effectiveness, agility, and business impact.

• Establish best practices in brand management, campaign execution, marketing planning, and creative development.

• Champion innovation and continuous improvement, identifying opportunities to evolve tools, technologies, and approaches across the marketing function.

• Build a culture that encourages experimentation, learning, and accountability for results.

What You Bring

Experience

• 12+ years of progressive leadership experience in brand, marketing, communications, or related disciplines, including experience leading teams through transformation and growth.
• Proven success developing and executing brand and marketing strategies that drive business results.
• Experience leading integrated marketing campaigns and managing complex stakeholder environments.
• Experience in insurance, financial services, or a similarly relationship-driven industry is preferred.
• Demonstrated success building channel, partner, broker, or B2B marketing programs.
• Experience leading creative, content, and marketing teams.

Leadership Capabilities

• Strategic thinker with strong business acumen and customer focus.
• Ability to influence and collaborate across all levels of the organization.
• Strong relationship-building and stakeholder management skills.
• Excellent communication and storytelling capabilities.
• Demonstrated ability to lead change and inspire high-performing teams.

Education

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• MBA or equivalent advanced degree is considered an asset.

Salary Range: $166,500 - $216,500

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.

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.

This position is being posted to fill an existing vacancy.

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
• Incentive Program - 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.
• 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

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].

As part of Definity’s commitment to reconciliation, we acknowledge that our work, meetings, and travel take place on the lands now known as Canada, and recognize the enduring presence, wisdom, and stewardship of the First Nations, Métis, and Inuit peoples who have long cared for these lands.

Background checks

This role requires successful clearance of background checks (including criminal checks and leadership references).

#LI-Hybrid