Senior Specialist, Growth Marketing & ABM

The Opportunity

The Senior Specialist, Growth Marketing & ABM is responsible for accelerating business growth and strengthening brand consideration through data-driven digital marketing and Account-Based Marketing (ABM) strategies. Reporting to the Senior Manager, Digital Experience & Growth, this role leads the planning, execution, optimization, and performance measurement of Definity Insurance's B2B digital marketing programs.

As a key member of the Digital Experience & Growth team, the successful candidate will drive integrated campaigns across ABM, SEM, paid social, and other digital channels, balancing strategic thinking with hands-on execution. The role is accountable for advancing marketing effectiveness through robust analytics and reporting, ongoing experimentation and optimization, proactive performance forecasting, and budget management. By leveraging audience insights, campaign performance data, and emerging digital marketing best practices, this individual will help shape growth strategies that drive measurable business outcomes and support Definity Insurance's broader marketing and growth objectives.

What to Expect

ABM & B2B Digital Media and Campaign Planning:

• Working with the brand, content and broker marketing teams and other stakeholders, develop and recommend ABM & digital media strategies and approaches, plans and initiatives to support desired brand/business growth and brand experience. Includes the development of test and learning plans.

Campaign Implementation and Reporting:

• Develop, implement, optimize and track digital media/advertising campaigns, aligned with broker and brand marketing plans as well as Definity Insurance’s broader business goals. Includes ongoing exploration of potential new channels and approaches.

Measurement and Analytics:

• Develop and track digital campaign and media objectives and results, aligned with Definity Insurance’s broader business goals. Includes the set-up of dashboards and reporting.
• Recommend key performance indicators (KPIs) and other metrics to measure the effectiveness of campaigns and media initiatives.
• Support the communication of insights and findings and collaborate with key marketing and non-marketing stakeholders to agree on progress and areas of improvement as well as optimizations.

Budget:

• Recommend and track campaign and media budgets.

ABM SME (Subject Matter Expert)

• Serve as the organization’s ABM subject matter expert, championing best practices, capabilities and strategic guidance to support business growth and account engagement.
• Collaborate with internal stakeholders e.g. sales and distribution, underwriting to develop, optimize and scale ABM programs, targeting strategies, personalization approaches and measurement frameworks.

What you Bring

• University degree or college diploma in Business, Marketing, Communications, or a related discipline.
• 5-7 years of progressive experience in B2B digital marketing, growth marketing, and Account-Based Marketing (ABM), with demonstrated success planning and executing integrated digital campaigns. Experience in the insurance industry is an asset but not required.
• Hands-on expertise across digital marketing channels and platforms, including ABM, paid search (SEM), paid social, content promotion, marketing automation, and digital advertising.
• Strong understanding of experimentation frameworks, including A/B testing, audience segmentation, targeting, and campaign optimization methodologies.
• Experience leveraging digital analytics and reporting platforms to measure performance, generate insights, forecast outcomes, and make data-driven decisions.
• Proven ability to develop, manage, and optimize digital marketing and media budgets to maximize business impact and return on investment.
• Experience managing agency partners, media vendors, and cross-functional stakeholders to deliver high-quality digital experiences and measurable business results.
• Strong business and marketing acumen, with the ability to connect campaign performance to broader brand, growth, and organizational objectives.
• Excellent communication and presentation skills, with the ability to translate complex data, insights, and recommendations into clear, actionable narratives for stakeholders at all levels.
• Strong relationship-building and collaboration skills, with a demonstrated ability to work effectively across multidisciplinary teams and influence without direct authority.
• Proven project management capabilities, including the ability to manage multiple priorities, stakeholders, timelines, and resources in a fast-paced environment.
• Demonstrated ability to identify opportunities, solve problems, and drive continuous improvement through a test-and-learn mindset.
• Strong attention to detail, organizational skills, and a high degree of accountability and ownership.
• Adaptable, collaborative, and resilient, with the ability to remain calm and effective while managing competing priorities and tight deadlines.
• Passion for staying current on emerging digital marketing, advertising, analytics, and ABM trends, tools, and best practices.

Salary Range: $73,500 - $123,500

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