Senior Direct Channel Operations Manager
Top Benefits
About the role
Sonnet is part of Definity, which includes 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.
This role is a foundational role to ensure Sonnet has the capacity, capability, and leadership necessary to deliver its long ‑ range growth agenda and fulfil its mandate as a strategic investment for Definity.
What can you expect in this role?
- Define, evolve, and lead the Augmented Digital Sales (ADS) strategy for Sonnet and related direct channels. Develop a multi ‑ year evolution roadmap that aligns with Sonnet ’ s growth agenda and Definity ’ s enterprise priorities. Ensure strategic direction is informed by performance, ROI analysis, market trends, customer insights, and partner capabilities.
- Own the end ‑ to ‑ end ADS performance framework, including KPIs, reporting cadence, and insight generation. Translate analytics into clear recommendations that guide prioritization, partner management, digital capability enhancements, and strategic decision ‑ making. Ensure leadership has visibility into performance drivers, risks, and optimization opportunities.
- Architect and operationalize the processes, workflows, and governance required to support lead management, monetization, and sales enablement. Partner closely with DCC, CX, Marketing, and PPU to ensure cohesive execution and frictionless operational handoffs. Establish scalable, repeatable operational processes that strengthen execution velocity and capability maturity.
- Lead annual planning for the ADS portfolio, including defining objectives, performance targets, capability requirements, and initiative prioritization. Ensure alignment to corporate objectives, Sonnet’s strategic roadmap, and enterprise-level digital growth expectations. Provide clear business cases and value projections to support prioritization and resource planning.
- Collaborate with Technology, Product, and external partners to define requirements, shape digital tool enhancements, and strengthen platform capabilities that enable ADS performance. Champion the adoption of technology solutions that improve conversion outcomes, partner experience, automation, and operational effectiveness.
- Lead continuous improvement initiatives to streamline processes, optimize digital sales pathways, and enhance partner performance. Identify emerging opportunities to evolve the ADS model and unlock long ‑ range growth.
- Act as a strategic advisor to VP ‑ level leadership, providing insights, recommendations, and decision support on operational strategy, capability needs, and enterprise alignment.
- Build strong relationships across Sonnet and Definity to ensure cohesive execution of strategic initiatives.
What do you bring to the role?
- Bachelor’s degree in business, Commerce, Marketing, Operations, or a related field. Master’s degree (MBA or equivalent) is considered an asset.
- 8–12 years of progressive experience in digital operations, strategy, sales enablement, or related fields.
- Proven experience leading cross ‑ functional initiatives in digital, sales, or operational environments.
- Experience in developing and executing multi ‑ year strategic roadmaps.
- Project management certification (PMP, Agile, Lean) is an asset but not required.
- Certifications in analytics, digital strategy, or process improvement are considered an advantage. Knowledge of digital sales platforms, CRM systems, workflow tools, and broker platforms.
Salary Range: $106,500-$156.500
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 accessibility@economical.com.
Background checks
This role requires successful clearance of background checks (including criminal checks and leadership references).
#LI-Hybrid
#IND1
Not the right fit? Search for Direct Channel Operations Manager jobs in Toronto, ON
About Definity
Definity Financial Corporation is the parent company to some of Canada’s most long-standing and innovative property and casualty insurance brands and companies, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. We focus on making insurance better for our customers, our employees, our broker partners, and our communities.
Our promise to employees is to provide a workplace that’s collaborative, ambitious, rewarding, and empowering. Our inclusive environment provides the space to innovate with colleagues and implement even better ways of doing things. We invest in our employees’ growth and development and help them thrive. With our flexible, hybrid work arrangements, total rewards packages, company share ownership program, and emphasis on work-life balance, it’s better here.
If you’re looking for a career where your perspective and expertise are valued, you’ll find it here at Definity.
La Société financière Definity est la société mère de compagnies d’assurance de dommages parmi les plus établies et innovatrices au Canada, soit Assurance Economical, Sonnet Assurance, Family Insurance Solutions et la Compagnie d’assurance Petline. Definity est dévouée à faire évoluer l’assurance pour sa clientèle, ses équipes, son réseau de courtage et ses communautés.
Nous promettons de fournir un environnement de travail collaboratif, ambitieux, valorisant et stimulant. Notre environnement inclusif vous permet d’innover avec vos collègues et de mettre en œuvre de meilleures façons de travailler. Nous investissons dans la croissance et le perfectionnement de nos gens et les aidons à s’épanouir. Grâce à nos options flexibles de travail hybride, notre programme de rémunération globale, notre régime d’actionnariat et l’accent sur l’équilibre travail-famille, vous évoluerez avec nous.
Si vous souhaitez une carrière où votre point de vue sera reconnu, ne cherchez pas plus loin que Definity.
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Senior Direct Channel Operations Manager
Top Benefits
About the role
Sonnet is part of Definity, which includes 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.
This role is a foundational role to ensure Sonnet has the capacity, capability, and leadership necessary to deliver its long ‑ range growth agenda and fulfil its mandate as a strategic investment for Definity.
What can you expect in this role?
- Define, evolve, and lead the Augmented Digital Sales (ADS) strategy for Sonnet and related direct channels. Develop a multi ‑ year evolution roadmap that aligns with Sonnet ’ s growth agenda and Definity ’ s enterprise priorities. Ensure strategic direction is informed by performance, ROI analysis, market trends, customer insights, and partner capabilities.
- Own the end ‑ to ‑ end ADS performance framework, including KPIs, reporting cadence, and insight generation. Translate analytics into clear recommendations that guide prioritization, partner management, digital capability enhancements, and strategic decision ‑ making. Ensure leadership has visibility into performance drivers, risks, and optimization opportunities.
- Architect and operationalize the processes, workflows, and governance required to support lead management, monetization, and sales enablement. Partner closely with DCC, CX, Marketing, and PPU to ensure cohesive execution and frictionless operational handoffs. Establish scalable, repeatable operational processes that strengthen execution velocity and capability maturity.
- Lead annual planning for the ADS portfolio, including defining objectives, performance targets, capability requirements, and initiative prioritization. Ensure alignment to corporate objectives, Sonnet’s strategic roadmap, and enterprise-level digital growth expectations. Provide clear business cases and value projections to support prioritization and resource planning.
- Collaborate with Technology, Product, and external partners to define requirements, shape digital tool enhancements, and strengthen platform capabilities that enable ADS performance. Champion the adoption of technology solutions that improve conversion outcomes, partner experience, automation, and operational effectiveness.
- Lead continuous improvement initiatives to streamline processes, optimize digital sales pathways, and enhance partner performance. Identify emerging opportunities to evolve the ADS model and unlock long ‑ range growth.
- Act as a strategic advisor to VP ‑ level leadership, providing insights, recommendations, and decision support on operational strategy, capability needs, and enterprise alignment.
- Build strong relationships across Sonnet and Definity to ensure cohesive execution of strategic initiatives.
What do you bring to the role?
- Bachelor’s degree in business, Commerce, Marketing, Operations, or a related field. Master’s degree (MBA or equivalent) is considered an asset.
- 8–12 years of progressive experience in digital operations, strategy, sales enablement, or related fields.
- Proven experience leading cross ‑ functional initiatives in digital, sales, or operational environments.
- Experience in developing and executing multi ‑ year strategic roadmaps.
- Project management certification (PMP, Agile, Lean) is an asset but not required.
- Certifications in analytics, digital strategy, or process improvement are considered an advantage. Knowledge of digital sales platforms, CRM systems, workflow tools, and broker platforms.
Salary Range: $106,500-$156.500
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 accessibility@economical.com.
Background checks
This role requires successful clearance of background checks (including criminal checks and leadership references).
#LI-Hybrid
#IND1
Not the right fit? Search for Direct Channel Operations Manager jobs in Toronto, ON
About Definity
Definity Financial Corporation is the parent company to some of Canada’s most long-standing and innovative property and casualty insurance brands and companies, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. We focus on making insurance better for our customers, our employees, our broker partners, and our communities.
Our promise to employees is to provide a workplace that’s collaborative, ambitious, rewarding, and empowering. Our inclusive environment provides the space to innovate with colleagues and implement even better ways of doing things. We invest in our employees’ growth and development and help them thrive. With our flexible, hybrid work arrangements, total rewards packages, company share ownership program, and emphasis on work-life balance, it’s better here.
If you’re looking for a career where your perspective and expertise are valued, you’ll find it here at Definity.
La Société financière Definity est la société mère de compagnies d’assurance de dommages parmi les plus établies et innovatrices au Canada, soit Assurance Economical, Sonnet Assurance, Family Insurance Solutions et la Compagnie d’assurance Petline. Definity est dévouée à faire évoluer l’assurance pour sa clientèle, ses équipes, son réseau de courtage et ses communautés.
Nous promettons de fournir un environnement de travail collaboratif, ambitieux, valorisant et stimulant. Notre environnement inclusif vous permet d’innover avec vos collègues et de mettre en œuvre de meilleures façons de travailler. Nous investissons dans la croissance et le perfectionnement de nos gens et les aidons à s’épanouir. Grâce à nos options flexibles de travail hybride, notre programme de rémunération globale, notre régime d’actionnariat et l’accent sur l’équilibre travail-famille, vous évoluerez avec nous.
Si vous souhaitez une carrière où votre point de vue sera reconnu, ne cherchez pas plus loin que Definity.