Job Description

As a Content Specialist on the Petline Marketing team, you will play a pivotal role in planning, producing and optimizing content across traditional and digital channels to effectively promote pet insurance offerings and strengthen brand presence. You will serve as the lead content writer, responsible for writing and editing copy for ads, SEM campaigns, website pages, long-form blogs, social media, customer letters, emails, brochures and other marketing materials. Collaborating with experts in digital marketing, UX design, and SEO, you will craft messaging that enhances community engagement and customer experience, while also overseeing the marketing blog calendar and reporting on performance. You will integrate research, data and AI-powered tools into content planning to inform strategies, streamline workflows and optimize discoverability. In addition, you will champion brand voice by maintaining style guidelines, auditing published content and ensuring consistency across all channels. This position requires creativity, precision, and strategic insight, with a strong focus on content quality, performance and alignment with business objectives.

What can you expect in this role?

Plan, produce, and optimize content across ads, SEM campaigns, websites, blogs, social media, customer communications, and promotional materials.
Collaborate with internal teams (Brand, Sales & Distribution, Performance, Operations) and SEO to design content strategies informed by research, data, and performance analytics.
Own and manage the blog content calendar, including topic planning, research, writing and quarterly performance reporting.
Integrate AI-powered tools into content planning and performance management to enhance ideation, optimize headlines, and improve engagement.
Write and edit copy for multiple platforms, ensuring clarity, consistency and alignment with brand personality and values.
Maintain and enforce brand style guidelines across all content, conducting audits to identify inconsistencies or outdated messaging.
Partner with design and web development teams to ensure copy complements visual elements and supports optimal user experience.
Track and analyze blog content performance using Google Analytics, SEO platforms, and A/B testing results to refine strategies.
Support day-to-day operations including content updates, quality assurance, reporting and website enhancements.
Stay current with industry trends and apply insights to continuously improve content strategies and execution.

What You’ll Bring to the Role

Bachelor’s degree in Marketing, Communications, or a related field
3+ years of experience in content creation, marketing, or communications, preferably in insurance or financial services
Exceptional writing and editing skills with strong grammar, punctuation and attention to detail
Experience managing content calendars and developing content across multiple platforms
Strong organizational and project management skills with the ability to coordinate multiple initiatives simultaneously
Familiarity with SEO practices, analytics tools and digital marketing strategies
Proficiency in Microsoft Office 365; working knowledge of Canva
A strong curiousity for how AI can help create efficiencies in workflows
Fluency in French is considered an asset.

Salary Range: $58,100 - $106,900

About Us

Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labour market.

This position is being posted to fill an existing vacancy.

Interested in this role, but don’t meet every requirement? We encourage you to apply! We know from experience that a candidate doesn’t need 100% of the qualifications listed to bring incredible value to our team. We’re actively seeking diverse backgrounds and perspectives to help us make insurance better. At Definity, inclusion, diversity, and equity aren’t just “nice to have” — they’re essential to our success.

What’s in it for you?

Hybrid work schedule for most roles
Company share ownership program
Incentive Program - Eligible employees may participate in various incentive plans which are paid out at the discretion of the company and subject to individual and company performance.
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, support for gender affirmation surgery, access to BIPOC counsellors, access to programs for working parents
Wellness and recognition programs
Discounts on products and services

Go ahead and expect a lot — you deserve it.

It’s better here — but don’t take our word for it. Definity was named by Great Place to Work ® as one of the Best Workplaces™ in Canada for women, for youth, and for inclusion.

Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know by contacting accessibility@economical.com.

Background checks

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

#IND1

About The Team

Petline is part of Definity, which includes some of Canada’s most long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be one of Canada’s leading and most innovative property and casualty insurers. We can’t do that without our people, so we embrace and encourage a culture that’s collaborative, ambitious, rewarding, and empowering.

We offer a flexible, hybrid work experience where employees work from the office and virtually depending on the type of work they are doing and who they are working with. Bring your true self and be a part of our journey. It’s better here.

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Content Specialist – Petline Marketing Team