Senior Director, Brand & Marketing

Westland Insurance Group; Burlington; Hybrid; CAD 150,000 - 187,000; Full time

Benefits offered by this job

Open workplace

Growth opportunities

Autonomy

Inclusive culture

Total rewards

Job summary

Westland Insurance Group seeks a Senior Director, Brand & Marketing to lead nationwide branding and marketing initiatives. Hybrid role based at our Head Office locations in Surrey, BC, East Village Calgary, AB, or Burlington, ON, shaping strategy and accelerating growth.

You will partner with executives to translate market insights into compelling campaigns, optimize digital experiences, and oversee integrated marketing across personal and commercial lines to acquire and retain clients.

Qualifications

• 10+ years of progressive marketing leadership experience.
• Brand development and integrated marketing strategy experience.
• Digital innovation and data-driven decision-making capabilities.
• Understanding of the client lifecycle and cross-sell opportunities.
• Strong commercial acumen with proven budgeting and measurement.
• Proven ability to inspire and lead high-performing teams.
• Willingness to embrace change and adopt new technologies.
• Bachelor’s degree in Marketing, Business, Communications, or related field (or equivalent).

Responsibilities

• Lead Westland’s national brand and marketing strategy across channels.
• Drive demand generation and performance marketing with business leaders.
• Elevate digital presence through SEO, analytics, and experimentation.
• Develop lifecycle marketing to strengthen engagement and loyalty.
• Lead marketing innovation, research, and competitive analysis.
• Manage annual marketing budget and report on impact.
• Build and develop a high-performing marketing team and partnerships.

Skills

Marketing leadership

Brand strategy

Digital marketing

Analytics

Budget management

Team leadership

Strategic thinking

Change management

Education

Bachelor's degree in Marketing, Business, Communications, or related field

Tools

SEO

AEO

Marketing analytics

AI-enabled marketing

Job description

Are you ready for your next opportunity? We’re searching for a strategic and growth-minded Senior Director, Brand & Marketing to help shape the future of Westland’s brand and drive our next phase of growth. This is a hybrid senior leadership role that can be based at our Head Office in Surrey, BC, our East Village location in Calgary, AB, or our Burlington, ON office.

As Senior Director, Brand & Marketing, you’ll lead Westland’s national brand, marketing, and digital growth strategies, advancing our ambition to become Canada’s leading omnichannel insurance brokerage. You’ll lead a talented, multidisciplinary team, strengthen our market presence, drive client acquisition, and create meaningful client experiences. Partnering with executive leadership, you’ll turn business priorities and market insights into innovative marketing strategies that deliver measurable results.

Expected Compensation: The expected hiring range for this role is $149,600 to $187,000 based on a 35-hour work week. Your rate of pay will be determined based on your individual qualifications and experience, while considering internal equity.

Westland also offers a competitive annual short-term incentive program that enables employees to share in the rewards of the business and emphasizes the measures that are key to our success.

Reason for Vacancy:

This posting is to fill a current vacancy on our team.

Westland is committed to continuous learning where employees can grow their potential and write the stories of their careers. Financial assistance is available for approved work-related training and development programs, including courses, seminars, and conferences that support your professional growth.

Discover what’s possible, with Westland.

This is an opportunity to shape a national brand, influence enterprise strategy, and drive meaningful business growth. You’ll have the opportunity to challenge the status quo, embrace new technologies, and lead initiatives that strengthen Westland’s competitive position and client experience. Working closely with senior leaders across the business, you’ll help shape what’s next for Westland.

Why you'll love Westland:

• An open, flexible, and welcoming workplace
• Plenty of opportunities to grow and learn
• Autonomy to drive your own success
• Be part of an inclusive culture alongside an extraordinarily talented community of people with diverse backgrounds
• A total rewards program that supports your financial, physical, and mental well-being

Why we’ll love You:

• With 10+ years of progressive marketing leadership experience, you’ve developed strategies that strengthen brands, accelerate growth, and deliver measurable business results.
• Building brands is your strength. You know how to create meaningful differentiation, grow brand preference, and develop integrated marketing strategies that drive client acquisition and market share.
• Digital innovation and data-driven decision-making are part of your toolkit. From digital experience and conversion optimization to SEO, AEO, marketing analytics, and AI-enabled capabilities, you know how to turn insights into action.
• You understand the full client lifecycle and how targeted, personalized marketing can strengthen engagement, improve retention, and create opportunities for cross-sell, upsell, and long-term growth.
• Strong commercial acumen helps you connect marketing investments to business outcomes. You’re experienced in managing significant budgets, measuring performance, and translating market insights into strategies that deliver results.
• Inspiring high-performing teams comes naturally to you. You develop talent, build strong cross-functional partnerships, and influence senior leaders to bring people together around shared goals.
• Change and innovation energize you. You’re confident challenging the status quo, exploring emerging technologies, and turning new ideas into practical strategies that strengthen Westland’s competitive position
• You hold a bachelor’s degree in Marketing, Business, Communications, or a related field, or an equivalent combination of education and experience. Experience in insurance, financial services, or a complex, multi-location business is an asset.

Once here, you'll:

• Lead Westland’s national brand and marketing strategy, strengthening brand awareness, preference, and differentiation while guiding brand positioning, messaging, and governance across our family of brands.
• Drive integrated demand generation and performance marketing across digital and physical channels, partnering with business leaders to grow client acquisition and market share across personal and commercial insurance while optimizing return on marketing investment.
• Elevate Westland’s digital presence by improving website experience, search visibility, engagement, and conversion through SEO, AEO, analytics, and experimentation.
• Develop client lifecycle marketing strategies that strengthen engagement, retention, and loyalty while creating opportunities for cross-sell, upsell, and increased client lifetime value.
• Champion marketing innovation through technology, automation, analytics, and AI. Lead market research, competitive analysis, and brand health tracking to identify opportunities and strengthen Westland’s competitive position.
• Manage the annual marketing budget, establish performance measures, and provide executive leadership with insights and reporting that demonstrate marketing’s contribution to growth and business outcomes.
• Lead and develop a high-performing marketing team while partnering with executive leaders, business teams, and the M&A team to align marketing with enterprise priorities, integrate acquired brands, and build effective agency, media, and technology partnerships.

As part of our commitment to transparency, we want to let you know that while our recruitment system includes AI capabilities, these are never used to screen, evaluate, or select candidates. The only AI functionality that Westland uses is for transcribing notes during candidate calls, and this occurs with your consent. These tools aren't used to make any hiring decisions throughout our recruitment process.

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