About us:
Discover the advantages of working with a dynamic, growing entrepreneurial organization. Canada Protection Plan, A Foresters Financial Company, is a leading provider of no medical life insurance in Canada. We design innovative insurance plans as well as distribute other life and health insurance products.

Our mission is to quickly and compassionately ensure our clients receive the services and benefits they deserve.

Your future is waiting

Canada Protection Plan is looking for an Assistant Vice President, Marketing, Canadian Division to lead the Marketing function and oversee the strategic direction for the development, implementation and management of innovative marketing programs to drive Customer and Distribution Partner education, awareness and engagement. Create demand for products and services, increase website traffic and conversions and help meet sales targets and other business goals and objectives through various digital and traditional (TV and print) channels. The incumbent will forge close partnerships with business leaders across the organization.

Key Responsibilities:

• Lead the annual strategic review and planning cycle for marketing as part of the overall strategic planning process
• Provide leadership to the department for strategic planning and plan implementation
• Provide leadership and direction to the retail and distribution marketing teams
• Improve consumer and financial advisor experience by evaluating the end-to-end experiences across multiple channels (digital, radio, television, and print)
• Establish measurement framework (ROI and KPIs) and develop best-practice analytics and reporting capability to measure and report marketing campaign performance and optimize marketing strategies and media mix
• Make recommendations based on quantitative analysis of website usage, consumer behaviour, activities, engagement, and conversions across various marketing channels
• Oversee the implementation of strategies to drive online traffic and enhance usability, design and content
• Develop, plan and optimize all web, SEO/SEM, email and social media campaigns
• Enhance strategic online brand and product campaigns to raise brand awareness
• Oversee the review of marketing collateral and website content
• Be accountable for brand guidelines
• Build and manage relationships with third party and agency partners
• Promote marketing best practices across the organization for all stakeholders

Knowledge/Experience/Skills:

• Completion of a University degree (Business or Marketing) or equivalent experience; MBA is an asset
• 7+ years of experience in a digital marketing and strategy role preferably in the financial services sector
• Senior management experience working with marketing teams
• Experience as part of a sales team an asset
• Life and health insurance experience is an asset
• Demonstrated success in driving business results in a B2B and B2C, corporate or professional services company, with particular emphasis on digital marketing, content marketing, social media and analytics
• Thorough understanding of digital technology, website and mobile development, including methods to leverage social networking to achieve business results
• Knowledge and experience with CRM (Salesforce) and marketing automation platforms (Marketing Cloud)
• Experience using analytics platforms: Google Analytics, social analytics and web/data analytics, mobile technology implementation and email marketing
• Experience executing search engine optimization (SEO), search engine marketing (SEM) and online (paid search and display) advertising campaigns
• Excellent written verbal and oral communication and presentation skills
• CFP, CLU, RHU, designation an asset
• Bilingualism (English and French) an asset

At Canada Protection Plan, we are committed to fostering an inclusive, accessible environment, where all employees and customers feel valued, respected and supported. We are dedicated to building a diverse workforce and we are an equal opportunity employer. If you require an accommodation, we will work with you to meet your needs.