Search Engine Marketing Manager

Sonnet Insurance Company; Toronto; Hybrid; CAD 77,000 - 142,000; Full time

Job summary

A leading insurance provider in Toronto is looking for a Search Engine Marketing Manager to drive their SEM strategy across various platforms. The ideal candidate has over 7 years of experience in managing SEM investments in a lead-generation environment. This role offers a hybrid work schedule and competitive salary, alongside benefits like pension plans and educational resources.

Benefits

Company share ownership program

Pension and savings programs

Educational resources and tuition assistance

Paid volunteer days

Qualifications

• 7+ years of hands-on SEM / PPC experience managing large-scale SEM investments.
• Proven ability to reduce CPL without sacrificing quality.
• Clear and confident communication with strong written and interpersonal skills.

Responsibilities

• Own and execute full-funnel SEM strategy across Google and Bing.
• Launch, manage, and continuously optimize campaigns that drive real leads.
• Daily, weekly & monthly SEM reporting and analysis.

Skills

Google Ads

Microsoft Advertising

Adobe Analytics

SEMrush

Digital marketing metrics

Campaign management

Education

Bachelor’s degree in marketing, business, or related discipline

Tools

SA360

Google Analytics

Job description

Overview

Join to apply for the Search Engine Marketing Manager role at Sonnet Insurance Company.

Definity is the parent company to Canada’s long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be a leading, innovative property and casualty insurer. We foster a collaborative, ambitious, rewarding, and empowering culture. We offer a flexible, hybrid work experience (office and remote) depending on the role and team. Bring your true self and be part of our journey.

Our Marketing & Segmentation team for Direct Channels Personal Insurance (home, auto, and pet) is seeking a performance-obsessed SEM Manager who focuses on lowering costs per lead, scaling winning campaigns, and spotting anomalies early. If you know Google and Bing well, we want you on our team.

This role drives leads for Sonnet and Petline and involves taking the reins on paid search strategy and execution, partnering with a capable team that values performance and a sense of humor.

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
• 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 current on SEM trends, betas, and industry updates, especially Google developments

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, plus 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 sacrificing quality
• Fluency with TOFU / MOFU / BOFU and building campaigns for each stage
• Comfort with GA4, Looker Studio, GTM, landing page testing, and offline conversion tracking
• Clear and confident communication with strong written and interpersonal skills to share insights and influence stakeholders
• Collaborative, hands-on attitude; comfortable with getting into the weeds
• Interest in sharing wins, learnings, and occasional memes
• Extra credit if you’ve worked in regulated spaces like insurance or financial services

Salary

Salary Range: $77,100 - 142,000

What’s in it for you?

• Hybrid work schedule for most roles
• Company share ownership program
• Pension and savings programs, with company-matched RRSP contributions
• Paid volunteer days and company matching on charitable donations
• Educational resources, tuition assistance, and paid time off to study for exams
• Focus on inclusion with employee groups and support for gender affirmation surgery
• Wellness and recognition programs
• Discounts on products and services

Actual salary for the role may vary depending on work location and other factors. Eligible employees may participate in incentive plans.

Background checks

This role requires successful clearance of background checks (including criminal checks and leadership references).

Seniority level

• Mid-Senior level

Employment type

• Full-time

Job function

• Marketing and Sales
• Industries : Insurance

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