Search Engine Marketing Manager

Definity Financial • Toronto, ON, Canada • 2d ago

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

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