Marketing Manager, Brand & Audience Insights

Company Information

Farber is one of Canada’s oldest, largest and most respected debt solution providers. We help Canadians get out of debt and start rebuilding their lives again. Established in 1979, Farber has almost 300 employees working across the country and has helped well over 100,000 Canadians get out of debt.

The Marketing Manager, Brand & Audience Insights is responsible for translating Farber’s brand strategy into clear, insight‑led marketing. This role ensures all marketing efforts are grounded in a deep, evidence‑based understanding of the customer. Reporting to the Senior Manager, Integrated Marketing, you will partner with Integrated Marketing, Client Marketing, Content, Creative, CX, and Analytics to enable consistent, insight‑led execution across the full customer lifecycle.

This role ensures the right message reaches the right audience, informed by a data‑backed understanding of customer behaviour, motivations, and needs.

• 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

• 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

Location:

Remote/Ontario

Industry: Financial Services

Department:
Marketing

Employment Type:

Permanent/Fulltime

Salary: $90,000‑$105,000 + Bonus

• Remote work model
• Vacation…