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.

And now, we’re embarking on our next stage of transformation & significant growth. To do that, we are hiring experienced, enthusiastic, motivated, innovative, and client-centric team members to play critical roles in helping us reach our ambitious goals.

As we continue to grow and evolve, we are seeking a people-first leader to build and lead our Project Management Office (PMO).

Position Summary

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.

Key Responsibilities

Brand Strategy & Governance

• 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

Audience & Insight Strategy

• 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

Insight Translation & Application

• 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

Research & Learning Agenda

• 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

Enablement & Organizational Impact

• 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

Qualifications

• 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

Position: Marketing Manager, Brand & Audience Insights

Location: Remote/Canada

Industry: Financial Services

Department: Marketing

Employment Type: Permanent/Fulltime

Salary: $90,000-$105,000 + Bonus

Benefits, and Perks

• 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

Our Culture at Farber

At Farber, helping people is at the heart of everything we do—and that commitment extends to our employees, clients, and partners alike. We’re dedicated to building an inclusive, diverse, and equitable workplace where everyone feels valued, respected, and supported from day one.

Our culture is grounded in recognition, growth, and connection. We celebrate our people through meaningful awards and recognition programs, invest in their development through training/learning academies, education reimbursement, and foster an environment of respect that is felt across the organization. We also take pride in celebrating the diverse communities we serve and work in, creating a workplace where everyone can show up as their authentic selves.

Farber encourages applications from all qualified candidates who represent the diversity of Canada.

• If you require any accommodations throughout the recruitment process—including alternate interview formats, accessible materials, or any other accommodations—we encourage you to contact us at careers@farbergroup.com.