Overview

Reporting to the Sr. Marketing Manager, the Marketing Specialist, Insurance develops and executes integrated, data-driven marketing strategies that strengthen member value, generate qualified leads, and support revenue growth. Working across mass media, direct marketing, and digital channels, the role uses customer insights and performance analytics to differentiate CAANEO’s insurance offerings in a competitive, regulated marketplace.

The role combines strategic thinking, creativity, analytical judgment, and disciplined execution to translate market research, customer insights, and business priorities into compelling marketing programs.

The Marketing Specialist measures performance, identifies opportunities, and applies insights to improve audience targeting, marketing effectiveness, and return on investment (ROI) while keeping initiatives aligned with business and product priorities.

The role works closely with Communications, Sales, Product, Digital Marketing, and external partners to align priorities, maintain brand consistency, and deliver coordinated go-to-market programs across channels.

Responsibilities

Marketing Strategy and Planning:

• Develop integrated marketing strategies and annual plans that define target audiences, channel roles, objectives, and performance measures.
• Conduct market research to identify customer needs, preferences, and emerging trends.
• Collaborate with cross-functional teams to align marketing efforts with overall business objectives and product launches.

Campaign Development and Execution:

• Support the creation of compelling messaging and visuals that resonate with target audiences and align with brand standards.
• Plan and execute mass media marketing campaigns including TV, radio and print advertising.
• Implement direct marketing campaigns including email, direct mail and telemarketing to deliver personalized and targeted communications.
• Collaborate with the digital marketing team on the execution of SEO, AEO, GEO, PPC and social media marketing.
• Manage campaign delivery from briefing and development through launch and optimization, ensuring work is completed on time, within budget, and against agreed performance objectives.

Data Analysis and Decision Making:

• Analyze campaign performance, customer behaviour, funnel results, and key performance indicators using Power BI, Bloomreach CRM, and other marketing analytics tools.
• Make data-driven decisions to optimize marketing strategies, improve ROI, and refine targeting approaches.
• Conduct A/B testing and performance analysis to continuously improve campaign effectiveness.
• Report on KPIs and provide actionable recommendations for improvement.

Content Creation and Branding:

• Ensure brand consistency across all marketing channels and assets.
• Develop clear, persuasive storytelling that communicates product value and member benefits.
• Use customer feedback and testimonials to identify credible proof points and strengthen product messaging.

Lead Generation and Conversion:

• Partner with Sales, Operations, and Digital Marketing to develop lead-generation programs, define follow-up pathways, and improve conversion.
• Monitor and optimize funnel performance to improve acquisition and conversion rates.
• Ensure consistent promotion of campaigns through front-line and member-facing teams.

Thorough Product Knowledge:

• Maintain current knowledge of CAANEO’s insurance offerings, partner products, customer needs, competitive positioning, and relevant market developments.
• Ensure compliance with industry regulations and partner brand standards.
• Address customer pain points through marketing communications that highlight how our offerings meet their needs.
• Ensure marketing materials accurately reflect product updates and enhancements.

Cross-Functional Collaboration:

• Coordinate with Sales, Product, Customer Service, and external partners to align priorities, confirm roles, address dependencies, and support successful launches.
• Manage multiple concurrent projects in a fast-paced, cross-functional environment.
• Support enterprise-wide initiatives through participation in committees and working groups.

Partner and Vendor Management:

• Build and maintain productive relationships with external partners and vendors, setting clear expectations and monitoring delivery against agreed objectives.
• Collaborate on co-branded and joint marketing initiatives that drive mutual value.

Innovation & Continuous Improvement

• Develop innovative marketing ideas to improve engagement and differentiate the CAANEO’s insurance offerings.
• Explore and leverage emerging tools, including AI, to improve marketing efficiency and effectiveness.
• Stay current with marketing trends, tools, and best practices.
• Apply customer feedback, campaign learnings, and performance insights to improve future marketing programs and member experiences.

Requirements

The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and Experience:

• Post Secondary degree/diploma in Marketing or in a related field.
• 3 to 5 years of progressive experience in a comparable marketing role, with demonstrated responsibility for planning and executing integrated campaigns.
• Experience planning and delivering integrated campaigns across mass media, digital, email, direct mail, and print channels.
• Experience in insurance, finance or a regulated industry would be considered as an asset.

Marketing Knowledge & Skills

• Strong understanding of marketing principles, consumer behaviour, and market research.
• Experience with marketing analytics, CRM and marketing automation platforms (Power BI, Bloomreach or equivalent).
• Knowledge of SEO, AEO, GEO, digital advertising, social media marketing, and email marketing.
• Strong storytelling and content development abilities.
• Understanding of lead generation and conversion strategies.

Technical & Analytical Skills

• Demonstrated ability to analyze campaign and customer data, conduct A/B testing, and translate insights into recommendations that improve targeting, campaign effectiveness, and ROI
• Strong proficiency in reporting and performance measurement.

Communication & Collaboration

• Excellent written and verbal communication skills.
• Strong project management and organizational skills, with the ability to coordinate cross-functional teams, external partners, and vendors while managing multiple priorities.

Innovation & Mindset

• Curious and creative, with a strong interest in testing emerging marketing approaches and technologies that can improve member engagement and marketing effectiveness.
• Proactive with ability to adapt quickly to changing priorities and market conditions while maintaining quality of work.
• Commitment to continuous learning and professional development.

Compensation

• Salary: $60,000 - $70,000
• 5% Annual Performance Bonus
• Health & Dental Benefits
• Pension Plan
• 3 Weeks Vacation
• CAA Membership

Employment is contingent on a successful Criminal Background Check and references.

Job applicants who have disabilities shall be provided with reasonable accommodation throughout the recruiting process