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.

Our Marketing & Segmentation team for our Direct Channels Personal Insurance product offerings (home, auto and pet) is on the hunt for a performance-obsessed SEM Manager who gets excited by things like lowering CPLs, scaling winning campaigns, and spotting anomalies before they become problems. If you know your way around Google and Bing like your morning coffee order, we want you on our team.

This role is all about driving leads that matter for two of Canada’s leading direct-to-consumer insurance brands, Sonnet and Petline. You’ll take the reins on paid search strategy and execution, and you’ll get to work with a fun, smart crew that’s serious about performance but doesn’t take themselves too seriously.

What can you expect in this role?

The Search Engine Marketing Manager will be responsible for the following:

• Own and execute full-funnel SEM strategy across Google, Bing, and emerging platforms for Sonnet and Petline

• Launch, manage, and continuously optimize campaigns that drive real leads (not vanity clicks)

• Manage bids, budgets, audiences, keywords, and ad copy like a pro

• Optimize landing pages, lead quality, quote flows, and conversion paths in collaboration with broader marketing, BI, and CRM teams

• Use tools like SA360, Google Analytics, SEMrush, and Adobe Analytics to track, analyze, and improve performance

• Daily, weekly & monthly SEM reporting and analysis, ad hoc reporting as needed, and building dashboards that tell a clear story to inform smarter, faster decisions

• Identify growth opportunities through A/B testing, keyword insights, and performance trends by market and product

• Stay nerdy about SEM trends, betas, and industry updates - especially anything Google throws our way

What do you bring to the role?

• 7+ years of hands-on SEM/PPC experience managing large-scale SEM investments, ideally in a lead-gen environment

• Bachelor’s degree in marketing, business, or related discipline

• Deep knowledge of Google Ads, Microsoft Advertising, and ad tech platforms such as SA360, along with tools like BrightEdge and SEMrush

• Expertise in digital marketing metrics (CPC, CVR, CPA, ROAS) and use web analytics tools such as Adobe Analytics, Google Analytics, or Amplitude

• Proven ability to reduce CPL without tanking quality

• You speak TOFU/MOFU/BOFU fluently and know how to build campaigns for each stage

• Comfort with GA4, Looker Studio, GTM, landing page testing, and offline conversion tracking

• Communicate clearly and confidently, using strong written and interpersonal skills to share insights, influence stakeholders, and celebrate wins

• You’re curious, collaborative, and not afraid to get in the weeds

• You’re the kind of person who shares wins, learnings, and the occasional meme

Extra credit if you’ve worked in regulated spaces like insurance or financial services

Salary Range: $77,100 - 142,000

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
• 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

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. In addition to base pay, 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.

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 accessibility@definity.com .

Background checks

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

#LI-Hybrid

#IND1