Overview

Reporting to the Senior Manager, Insurance Marketing, the Senior Marketing Specialist, Insurance leads the development and execution of integrated marketing strategies across mass media, direct, and digital channels. With a strong analytical mindset, they translate customer and performance insights into clear recommendations, prioritization, and measurable growth plans that differentiate CAANEO within the marketplace.

The Senior Specialist conducts thorough market and customer research to identify needs, preferences, and trends, enabling compelling messaging and creative that resonates with target audiences. They design measurement frameworks, build dashboards, and use marketing analytics to make evidence-based decisions that optimize channel mix, improve ROI, and continuously refine targeting and lifecycle approaches.

The Senior Specialist collaborates closely with the Communications team to ensure marketing efforts align with overall business objectives and product launches, helping to position CAANEO’s products and services effectively in the market. As a strong people partner, they build trust across teams, and lead external partners and vendors to deliver high-quality, on-brand work.

The Senior Specialist possesses excellent written and verbal communication skills and can influence stakeholders at all levels. They bring strong project leadership and prioritization skills, managing multiple initiatives end-to-end with a focus on outcomes, timelines, and measurable impact.

Responsibilities

Marketing Strategy and Planning:

• Develop and execute integrated marketing strategies across mass media, direct marketing, and digital channels, grounded in business goals and customer insights.
• Own annual/quarterly planning for assigned portfolios, including target audience definition, positioning, channel mix, budget recommendations, and KPI targets.
• Partner with cross-functional leaders to align marketing priorities with product launches, operational readiness, and revenue goals; proactively identify risks and trade-offs.

Campaign Development and Execution:

• Lead end-to-end integrated campaign planning and execution (briefing, channel activation, creative review, launch readiness, and post-campaign learning).
• Translate insights into clear creative and channel briefs; ensure deliverables are optimized for performance.
• Own and continuously improve lifecycle and retention marketing, segmentation, and personalization in partnership with internal stakeholders.
• Coordinate and deliver work on time and on budget, providing constructive feedback and ensuring measurable results.

Data Analysis, Measurement, and Decision Making:

• Build and maintain performance reporting and dashboards (e.g. Looker, Power BI, Bloomreach CDP) that connect activity to outcomes and surface actionable insights.
• Define and monitor KPIs (reach, acquisition, conversion, retention, CPL/CPA, ROI), using data to recommend optimizations and reallocation of spend.
• Lead structured experimentation (A/B and multivariate testing), including hypothesis creation, test design, analysis, and communication of results.
• Partner with internal teams to improve tracking, attribution, and data quality across channels and the customer journey.

Relationship and Stakeholder Management:

• Lead cross-functional working sessions and present strategic recommendations to stakeholders with clarity and confidence.
• Drive alignment by proactively communicating priorities, timelines, and decision points; manage competing requests with a structured, outcomes-based approach.
• Contribute to team operating rhythms (planning, retrospectives, and performance reviews where applicable)
• Represent Marketing on internal committees and with external partners, building strong relationships and ensuring consistent execution.

Lead Generation and Conversion:

• Partner with sales and frontline teams to translate campaign plans into in-market execution, ensuring teams have the tools and messaging needed to convert demand.
• Identify and improve funnel performance through audience strategy, offer testing, landing page optimization, and nurturing programs.
• Measure and optimize marketing efforts to improve lead quality, conversion rates, and revenue impact.

Thorough Product Knowledge:

• Develop a deep understanding of CAANEO’s products and services and translate features into clear customer value propositions.
• Ensure marketing activities and materials comply with standards and regulations within the industry.
• Stay up to date on product developments and ensure marketing materials accurately reflect the latest product information.

Cross-Functional Collaboration:

• Collaborate with sales, product development, and customer service teams to align marketing efforts with overall business objectives and enhance customer experience.
• Manage complexity by coordinating multiple initiatives and stakeholders, ensuring clear ownership, timelines, and deliverables.
• Participate in National and Inter-Club committees to support organizational initiatives.

Partner and Vendor Management:

• Cultivate and manage relationships with agencies, media partners, and vendors; negotiate scopes and ensure performance against agreed deliverables.
• Collaborate on joint marketing initiatives that drive mutual growth and measurable outcomes.

Continuous Improvement and Innovation:

• Identify opportunities to improve processes, measurement, and channel performance; document learnings and create repeatable playbooks.
• Utilize customer feedback and testimonials to inform messaging, strengthen credibility, and improve the customer experience.

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, Business, or a related field.
• 5–8+ years of progressive experience in marketing, including management of performance for multi-channel campaigns.
• Demonstrated experience using a wide range of channels, including mass media, direct marketing, digital marketing, and event marketing.
• Hands-on experience with marketing analytics, measurement, and optimization (e.g., dashboards, attribution/ROI thinking, experimentation).
• Knowledge of the Insurance, Travel, or Loyalty industry is an asset.

Marketing Skills and Expertise:

• Strong understanding of marketing fundamentals, market research, and consumer behavior, with the ability to translate insights into strategy.
• Analytical skills with the ability to build narratives from data and influence decisions; proficiency with tools such as Looker, Power BI and Bloomreach (or equivalent).
• Experience with email marketing, SEO, paid media (PPC), and social media marketing; ability to evaluate channel performance and optimize spend.
• Familiarity with marketing automation and CRM platforms; segmentation and personalization experience is an asset.

Leadership, Communication, and Collaboration:

• Exceptional interpersonal skills with a collaborative, respectful approach; able to build trust quickly and work effectively across functions.
• Confident presenter and communicator—able to simplify complex analysis and align diverse stakeholders to a clear direction.
• Strong project leadership, prioritization, and accountability; able to manage multiple initiatives while maintaining quality and momentum.
• Proactive, adaptable, and solutions-oriented; comfortable operating in dynamic environments and iterating based on results.

Compensation

• Salary: $67,000 - $77,000
• 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