Senior Manager, Marketing

📌 Core Information

🔹 Job Title: Senior Manager, Marketing

🔹 Company: Westland Insurance Group Ltd

🔹 Location: Surrey, British Columbia, Canada (Hybrid - occasional travel required)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 10, 2025

🔹 Experience Level: 8+ years

🔹 Remote Status: Hybrid (Lower Mainland, BC) or Fully Remote (Canada)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing marketing strategies for Westland’s commercial insurance and group benefits brands and products
• Leading demand generation initiatives across multiple channels to drive brand visibility and growth
• Acting as a brand steward, ensuring consistent tone, identity, and presence across all commercial channels
• Optimizing digital performance using tools like GA4, Looker Studio, and Optimizely to improve UX and conversion rates
• Leading and mentoring a small, specialized marketing team to drive execution, innovation, and growth

ASSUMPTION: This role requires a strategic and hands-on marketing leader with a strong execution mindset and deep expertise in brand management, SEO, CRO, and paid media. The ideal candidate will be comfortable with GA4, WordPress, Looker Studio, and have bonus points for knowing Optimizely.

📋 Key Responsibilities

✅ Developing go-to-market strategies for multiple commercial brands with distinct audiences and offerings

✅ Leading demand generation initiatives in partnership with the digital team—across paid media, ABM, email, SEO, CRO, and social

✅ Building out sales enablement tools—brochures, white papers, case studies, and more—to support account teams in driving growth

✅ Overseeing internal referral strategies and ensuring marketing tools and messaging enable effective cross-selling

✅ Leading sponsorship and event marketing strategies to grow brand visibility and generate leads

ASSUMPTION: This role involves a mix of strategic planning, hands-on execution, and team leadership. The successful candidate will be comfortable working in a dynamic environment and collaborating deeply with sales teams.

🎯 Required Qualifications

Education: Degree in Marketing or a related field

Experience: 8+ years of B2B or commercial marketing experience

Required Skills:

• Proven expertise in brand management, SEO, CRO, and paid media (Google, LinkedIn, Meta)
• Strong project management and writing skills
• Proficient in GA4, WordPress, Looker Studio, and bonus points for Optimizely
• Proactive self-starter with a strong ownership mindset

Preferred Skills:

• Experience with ABM (Account-Based Marketing) strategies
• Familiarity with insurance industry or related sectors

ASSUMPTION: Candidates with relevant experience in B2B marketing, brand management, and digital marketing tools are strongly encouraged to apply.

💰 Compensation & Benefits

Salary Range: The expected hiring range for this role is $93,600 to $118,000 based on a 35-hour work week. Actual offered salary will depend on the successful candidate’s qualifications and experience, as well as market conditions for the role, and internal equity.

Benefits:

• Competitive annual short-term incentive program
• Financial assistance for approved work-related training/development courses
• Professional development programs, including seminars and conferences
• Flexible paid Values Days to celebrate days important to you
• Paid Volunteer Days for employees as part of Amplifying Communities, a program to support causes that matter most to our employees and clients

Working Hours: 35 hours per week, with flexible work arrangements available

ASSUMPTION: The salary range provided is an estimate based on market research and internal equity. The actual offered salary may vary based on the candidate’s qualifications and experience.

📌 Applicant Insights

🔍 Company Context

Industry: Westland Insurance Group Ltd is one of Canada's largest insurance brokers, offering a wide range of personal and commercial insurance products, as well as employee benefits.

Company Size: Westland has over 3,000 employees and close to 300 locations coast-to-coast, providing a large and diverse work environment.

Founded: 1980, in Ladner, BC

Company Description:

• Westland has grown from a single family-owned brokerage to become one of the largest insurance brokerages in the country
• Focused on people, clients, and communities, Westland offers a supportive and inclusive work culture
• Provides a total rewards program that takes care of employees' financial, physical, and mental health

Company Specialties:

• Car Insurance
• Home Insurance
• Business Insurance
• Travel Insurance
• Insurance Quote
• Auto insurance
• Condo Insurance
• Liability Insurance
• Employee Benefits

Company Website: http://www.westlandinsurance.ca

ASSUMPTION: Westland Insurance Group Ltd offers a dynamic and supportive work environment, with a strong focus on employee growth and development.

📊 Role Analysis

Career Level: Senior Manager

Reporting Structure: This role reports directly to the Vice President, Marketing and will oversee a small, specialized marketing team.

Work Arrangement: Hybrid (Lower Mainland, BC) or Fully Remote (Canada) with occasional travel to branches and offices as needed.

Growth Opportunities:

• Potential to grow within the marketing department or explore other opportunities within Westland's diverse business
• Access to professional development programs and training opportunities
• Chance to make a significant impact on Westland's commercial insurance and group benefits brands and products

ASSUMPTION: This role offers a unique opportunity for a marketing professional to drive strategic initiatives and make a significant impact on Westland's commercial insurance and group benefits brands and products.

🌍 Location & Work Environment

Office Type: Hybrid or Fully Remote

Office Location(s): Surrey, British Columbia (Head Office) with occasional travel to branches and offices as needed

Geographic Context:

• Surrey, BC is located in the Greater Vancouver Area, offering a mix of urban and suburban living
• Westland's Head Office is conveniently located near public transportation and major highways
• The Lower Mainland region offers a wide range of cultural, recreational, and outdoor activities

Work Schedule: 35 hours per week, with flexible work arrangements available

ASSUMPTION: The hybrid or fully remote work arrangement provides flexibility and work-life balance for employees, while occasional travel may be required for on-site collaboration and meetings.

💼 Interview & Application Insights

Typical Process:

• Initial phone or video screen to assess cultural fit and qualifications
• Behavioral and situational interview to discuss past experiences and problem-solving skills
• Final interview with the hiring manager or panel to discuss the role in more detail and answer any questions

Key Assessment Areas:

• Strategic thinking and planning
• Hands-on execution and project management skills
• Collaboration and team leadership
• Adaptability and comfort with change

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Be prepared to discuss your experience with brand management, SEO, CRO, and paid media
• Demonstrate your ability to work collaboratively with sales teams and drive results

ATS Keywords: B2B Marketing, Brand Management, SEO, CRO, Paid Media, Google Ads, LinkedIn Ads, Meta Ads, GA4, WordPress, Looker Studio, Optimizely, Project Management, Demand Generation, Sales Enablement, Team Leadership

ASSUMPTION: Westland Insurance Group Ltd uses an Applicant Tracking System (ATS) to manage job applications. Including relevant keywords in your resume and cover letter can help your application stand out.

🛠️ Tools & Technologies

• GA4
• WordPress
• Looker Studio
• Optimizely (bonus points)
• Google Ads
• LinkedIn Ads
• Meta Ads

ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role. Candidates with experience using these platforms are encouraged to apply.

👔 Cultural Fit Considerations

Company Values:

• People-focused
• Client-centric
• Community-minded

Work Style:

• Collaborative
• Adaptable
• Results-driven

Self-Assessment Questions:

• How do you embody Westland's company values in your daily work?
• Describe a time when you had to adapt to a significant change in your work environment. How did you handle it?
• How do you ensure that your work aligns with the company's goals and objectives?

ASSUMPTION: Westland Insurance Group Ltd places a strong emphasis on cultural fit and values-driven behavior. Candidates who can demonstrate a strong alignment with the company's values and work style are more likely to succeed in this role.

⚠️ Potential Challenges

• Occasional travel may be required for on-site collaboration and meetings
• This role involves a mix of strategic planning and hands-on execution, which can be challenging at times
• Westland is a large and diverse organization, with a wide range of products and services. Candidates may need to familiarize themselves with the company's offerings and target audiences
• The insurance industry is subject to regulatory changes and market fluctuations, which can impact marketing strategies and tactics

ASSUMPTION: These challenges are inherent to the role and the industry. Successful candidates will be adaptable, resourceful, and able to navigate change effectively.

📈 Similar Roles Comparison

• This role is similar to other Senior Marketing Manager positions, but with a focus on commercial insurance and group benefits brands and products
• Unlike some marketing roles, this position requires a strong understanding of B2B marketing strategies and tactics
• Career progression in this role may lead to opportunities in marketing leadership, product management, or other related fields within Westland

ASSUMPTION: This role offers a unique opportunity for a marketing professional to drive strategic initiatives and make a significant impact on Westland's commercial insurance and group benefits brands and products.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new commercial insurance product
• Optimizing the user experience and conversion rates on Westland's commercial insurance website using tools like GA4, Looker Studio, and Optimizely
• Leading a team to create and execute a sponsorship and event marketing strategy to grow brand visibility and generate leads

ASSUMPTION: These sample projects are representative of the types of initiatives the successful candidate may be asked to lead and execute in this role.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the marketing department?
• How does Westland support the professional development and growth of its marketing team members?
• What are the most significant challenges facing the commercial insurance and group benefits brands and products, and how can this role address them?
• How does Westland measure the success of its marketing initiatives, and what key performance indicators (KPIs) are most important for this role?
• What is the company's approach to work-life balance, and how does this role fit into that philosophy?

ASSUMPTION: These questions are designed to help candidates better understand the role, the team, and the company culture. They are not exhaustive and should be tailored to the individual's specific interests and concerns.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Prepare for your interview by researching Westland Insurance Group Ltd and reflecting on your own experiences with brand management, SEO, CRO, and paid media
• Follow up with the hiring manager within one week of submitting your application to express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.