[Remote] Marketing Manager, Brand & Audience Insights
Note: The job is a remote job and is open to candidates in USA. Farber Debt Solutions is one of Canada’s oldest and largest debt solution providers, dedicated to helping Canadians overcome debt. The Marketing Manager, Brand & Audience Insights role is responsible for translating the company's brand strategy into actionable marketing insights, ensuring effective communication with the target audience through data-driven approaches.
Responsibilities
- Operationalize Farber’s brand strategy, including positioning, value propositions, messaging frameworks
- Translate strategic direction into clear, usable tools (e.g., messaging frameworks, briefs, templates) for cross-functional teams
- Ensure consistent application of brand voice, tone, and visual identity across channels and touchpoints
- Partner with Content and Creative teams to guide messaging and campaign development
- Support brand governance through review and guidance, ensuring alignment to strategic intent
- Build and maintain a strong, insight-led foundation for marketing decisions
- Synthesize inputs from research, CX data, campaign performance, and third-party sources into a clear view of the customer
- Define and lead the marketing learning agenda, identifying key knowledge gaps and priorities
- Monitor competitive marketing activity to inform positioning and go-to-market decisions that maintain differentiation
- Lead the development and evolution of segmentation models, personas and audience frameworks and customer readiness stages
- Identify key behavioural drivers, including barriers (e.g., stigma, fear) and triggers (e.g., financial stress), to inform messaging and targeting
- Partner with CX to ensure alignment between customer experience and brand
- Translate customer insights into actionable messaging and campaign inputs
- Support Integrated Marketing in developing insight-led campaign strategies and briefs
- Partner with Client Marketing, Content, Creative, and CX to ensure audience and messaging frameworks are reflected in lifecycle programs and experiences
- Ensure consistent application of insights and messaging from acquisition through retention
- Develop and execute the annual marketing learning agenda aligned to business priorities
- Partner with vendors, CX, and Analytics to execute qualitative and quantitative research
- Guide application of research in message testing, creative development, and campaign performance
- Translate findings into clear, actionable recommendations
- Build and maintain a centralized repository of audience insights and research
- Develop playbooks and frameworks to standardize how insights are applied across teams
- Train and support teams on personas, insight-led briefing, and messaging frameworks
- Champion a culture of insight-driven marketing across teams
Skills
- 8-10 years of experience in brand planning, integrated marketing, audience insights, campaign strategy, or related roles
- Experience translating strategic direction into annual plans, messaging frameworks, campaign briefs, or go-to-market inputs
- Strong understanding of audience research, customer insights, with proven ability to apply them to marketing execution
- Strong experience in brand development and governance
- Demonstrated ability to influence cross-functional teams and drive adoption
- Experience operating in complex, multi-stakeholder environments
Benefits
- Remote work model
- Vacation and wellness days
- Extended health and dental coverage, plus virtual doctor services
- Employee Assistance Program and mental health resources
- Company-matching retirement savings plan
- Financial support for professional development
- Annual company events
- Exclusive access to perks and discounts
Company Overview