Job Description

Billyard Insurance Group (BIG) is a leader in the insurance industry, dedicated to building a culture that reflects our core values. At BIG, we Think BIG by exceeding expectations and creating lasting value for our clients, industry, and communities. We Act with Integrity by upholding honesty, transparency, and respect in everything we do. Our clients are at the center of our decisions as we embrace a Client First, Always mindset. We believe in the power of teamwork to Achieve More Together, combining strengths to deliver meaningful solutions. Finally, we Innovate with Purpose by leading the digital insurance revolution, consistently driving quality, enhancing client service, and empowering brokers.

With over 80 locations across Canada and recognition as one of Canada's Top Growing Companies, BIG is shaping the future of insurance. Join us as we continue to redefine the industry with innovation, collaboration, and excellence.

The Manager, Digital Marketing leads the planning, execution, and performance analysis of digital marketing campaigns that support client acquisition, lead generation, and cross-sell initiatives across the brokerage network. Reporting to the Director of Marketing, this hybrid role collaborates closely with departments such as Business Development, Distribution, Life & Financial, and Brokerage Operations to ensure timely and targeted campaign delivery. The position is accountable for managing customer segmentation, overseeing broker lead acquisition, and driving campaign effectiveness through data driven insights and reporting. A strong understanding of marketing automation, email campaigns, CRM tools, and campaign analytics is essential to support business growth and optimize broker engagement.

What does the Manager, Digital Marketing do?

Develop and manage lifecycle email campaigns (acquisition, nurture, re-engagement, retention). Own segmentation, personalization, A/B testing, and deliverability best practices. Collaborate with design and content teams to produce on-brand, high-converting templates. Maintain and optimize automation workflows (e.g. welcome, cart abandonment, cross-sell). Analyze email performance metrics and continuously optimize based on insights. Plan, execute, and optimize paid campaigns across Google Ads, Bing, Meta, LinkedIn, etc. Manage budgets, bids, and ad copy to maximize ROI and drive qualified traffic/leads. Monitor quality score, conversion rate, and audience performance. Continuously test and refine keyword strategy, ad formats, and landing pages. Conduct keyword research and competitor analysis to inform on-page and content strategy. Collaborate with web and content teams to ensure SEO best practices are implemented. Monitor site health, crawl errors, and Core Web Vitals. Develop link-building strategies to improve domain authority and SERP rankings. Build and maintain dashboards and reports to track performance across all channels. Deliver actionable insights and recommendations to stakeholders. Track campaign KPIs such as CTR, CPL, ROAS, LTV, etc. Set up and maintain proper tracking (e.g. UTM parameters, conversion goals, event tracking).

Does this sound like you?

You've built and optimized multi-channel digital marketing campaigns that drive measurable results and align perfectly with business objectives. You're hands-on with email marketing platforms like Klaviyo, HubSpot, Mailchimp, or Salesforce Marketing Cloud and you know how to create automation flows, segment audiences, and deliver personalized, compliant communications. You've mastered pay-per-click advertising on platforms such as Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, or Bing Ads- optimizing bids, targeting the right audiences, and crafting ad strategies that maximize ROI. You have a deep understanding of SEO strategy and tools like SEMrush, Ahrefs, and Google Search Console, and you know how to enhance visibility through smart technical optimization, keyword strategy, and link-building. You're fluent in the language of data and performance metrics, using Google Analytics (GA4), Looker Studio, and Google Tag Manager to measure impact, track funnels, and translate insights into action. You design multi-stage digital campaigns that resonate with the right audience at the right time - always testing, learning, and improving for stronger engagement and conversion. You approach lead generation and automation workflows strategically, building efficient systems for tracking, nurturing, and distributing leads across teams. You've worked closely with CRM and marketing automation platforms, aligning campaign components to support both employee engagement and business growth. As a digital leader and collaborator, you bring a balance of strategic vision and tactical execution, moving seamlessly from big-picture planning to hands-on delivery. You have proven experience building strong, collaborative relationships across teams, ensuring alignment, transparency, and shared success. You communicate clearly and persuasively, adapting your approach for executives, creative teams, or technical stakeholders. You approach challenges with curiosity and a problem-solving mindset, always ready to identify trends, surface insights, and propose solutions grounded in data. You thrive in a fast-paced environment, managing multiple projects, priorities, and deadlines with clarity and composure. You bring initiative and innovation to every project, testing new ideas, experimenting with emerging tools, and driving BIG's digital presence forward. You contribute to a positive, collaborative team culture, celebrating wins and learning from challenges together.

Qualifications:

Completion of High School diploma or equivalent. 5+ years of progressive experience in marketing, with a focus on digital and content marketing. Strong understanding of branding, campaign development, and marketing analytics. Proven experience with tools such as Google Analytics, Google Business Profile, Flodesk, SEMrush, Ahrefs, Hootsuite, and Copy.ai. Bachelor's degree in Marketing, Communications, Business, or a related field an asset Leadership or management experience an asset Certifications in Google Ads, SEO, or social media marketing tools an asset

What we Offer:

People-focused company culture Comprehensive benefits including medical, vision, dental, and Employee Assistance Program (EAP) 3 weeks' of paid vacation in the first year of employment; 4 weeks' in year 2 Birthday day off Hybrid work from home / in-office environment Retirement savings programs, with company-matched RRSP contributions

Our Commitment to Diversity, Inclusion and Belonging:

Billyard Insurance Group is committed to building a transparent environment where everyone feels heard, welcomed, and included. We believe Diversity, Inclusion, and Belonging are fundamental in our vision to be the leading insurance platform in Canada. BIG is a proud, equal-opportunity workplace that is committed to equal employment opportunity regardless of race, colour, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, or gender identity.

Our Commitment to Accessibility:

Billyard Insurance Group is committed to developing an inclusive, barrier-free recruitment process and work environment. Should you require any accommodation, please inform us, and we will work with you to meet your accessibility needs. For any accessibility-related assistance, requests for information in accessible alternative formats, or to report any accessibility problems, please contact us at charlotte@thebig.ca or 905.346.2190 ext. 10112.