THE POSITION

We're hiring a Senior Marketing Insights Manager to lead how we measure, understand, and improve marketing performance at Maple.

In this role, you'll build and evolve the systems that power our marketing decisions - from full-funnel measurement and attribution to experimentation and performance reporting. You'll partner closely with Marketing, Data, and Product teams to turn complex data into clear, actionable insights that drive investment decisions and unlock growth.

This is a highly cross-functional role with significant impact. You'll operate at the intersection of strategy and execution, helping the business understand what's working, what isn't, and where we should go next.
The Senior Marketing Insights Manager will lead the development and execution of Maple's marketing measurement strategy. They will transform complex data into clear, actionable insights that inform investment decisions, optimize omnichannel performance, and uncover new growth opportunities. This role will own high-impact, cross-functional initiatives, including advanced segmentation, personalization at scale, and full-funnel measurement.

YOUR IMPACT

• Build and evolve Maple's marketing measurement frameworks, enabling clear visibility into full-funnel performance across channels.
• Establish and improve attribution and incrementality models to better understand channel contribution and inform budget allocation.
• Develop and operationalize segmentation and personalization strategies that improve conversion, retention, and lifetime value.
• Create and maintain dashboards, reporting frameworks, and KPIs that support day-to-day decision-making across the marketing team.
• Translate complex data into clear, actionable insights that inform campaign strategy, planning, and performance optimization.
• Partner with Marketing, Data, and Product teams to support planning cycles, business reviews, and campaign retrospectives.
• Design and manage experimentation frameworks (A/B testing, multivariate testing) to validate hypotheses and drive performance improvements.
• Improve data quality and tracking by evolving event tracking frameworks and ensuring accuracy across digital touchpoints.
• Identify inefficiencies in reporting and analytics workflows, implementing scalable processes that improve speed and reliability.
• Contribute to the adoption of new tools and technologies, including AI-driven workflows, to enhance insight generation and decision-making.
• Design and Own Marketing Measurement Systems
  
  • Build scalable frameworks that measure full-funnel marketing performance in partnership with the Data and Analytics Team.
  • Establish and evolve advanced media measurement (attribution, incrementality, MMM) to better understand channel contribution, optimize budget allocation, and inform long-term investment strategy.
  • Develop and operationalize predictive models that enable personalized marketing at scale, improving conversion, retention, and lifetime value across channels.
  • Oversee the development and maintenance of dashboards, KPIs, and channel infrastructure that guide decision-making across the organization.
  • Champion a user-centric approach to insights, ensuring metrics reflect behaviour across the full customer journey in an accessible and flexible manner.
• Lead Strategic Insights Initiatives
  • Support planning cycles with data-backed recommendations and scenario modelling, helping the marketing team estimate impact and make informed investment decisions.
  • Serve as a key voice in shaping strategy through regular business reviews, marketing planning sessions, and campaign retrospectives.
  • Translate technical findings into compelling, actionable narratives tailored for executive and cross-functional audiences.
• Scale Tools and Processes
  
  • Identify inefficiencies in current measurement and reporting processes; implement scalable systems to improve speed, accuracy, and accessibility.
  • Oversee and optimize event tracking frameworks (e.g., Google Tag Manager, offline conversion APIs) to ensure accurate, scalable, and privacy-compliant data collection across all digital touchpoints.
  • Design and oversee a structured experimentation roadmap, including A/B and multivariate testing frameworks, to validate hypotheses and drive incremental performance improvements.
  • Drive the integration of AI and agentic workflows into marketing analytics, designing systems that automate insight generation, optimize decision-making, and scale personalization across the organization.
  >

WHAT SUCCESS LOOKS LIKE

In your first 90 days, you'll build a strong understanding of Maple's marketing channels, data infrastructure, and current measurement approach. You'll establish relationships across Marketing and Data teams, take ownership of key reporting workflows, and identify opportunities to improve visibility, accuracy, and consistency in how performance is tracked and shared.
Over the next 12 to 18 months, you'll establish a scalable and reliable marketing measurement function. You'll improve how we evaluate performance across channels, strengthen our experimentation capabilities, and enable more confident, data-driven decision-making across the organization. Your work will directly influence how marketing investments are made and how we drive growth.

CANDIDATE PROFILE

• 7+ years of experience in marketing analytics, data science, or a related field, with a focus on marketing measurement and performance analysis.
• Strong experience with attribution, incrementality testing, or marketing mix modelling (MMM).
• Proven ability to build and scale reporting frameworks, dashboards, and performance metrics.
• Experience working with large datasets and translating data into actionable business insights.
• Strong understanding of digital marketing channels and full-funnel performance measurement.
• Experience designing and running experiments (A/B testing, multivariate testing).
• Proficiency with analytics and BI tools (e.g., Looker, SQL, Google Analytics, or similar).
• Strong communication skills, with the ability to clearly present insights to cross-functional and senior stakeholders.
• Comfortable working in a fast-paced, high-growth environment with evolving priorities.

Nice to have:

• Experience with predictive modelling or personalization frameworks.
• Familiarity with tracking tools such as Google Tag Manager or conversion APIs.
• Experience working in a B2C, SaaS, or healthcare environment.

Not checking every box? Please apply anyway. We understand that candidates have different experiences that may make them a fantastic fit for this position and for Maple. We value equity, diversity, and inclusion, and we're committed to providing fair and equal opportunities to all applicants. We also want to provide an accessible interview process, so if there's any accommodations that would make your experience more comfortable, please let us know.

WORKING AT MAPLE

We want you to love working at Maple-feeling challenged, supported, and cared for. Just as we strive to grow and improve, we encourage you to embrace the same mindset as you work toward your personal best. Together, we can learn, develop, and power the future of healthcare. At Maple, your success is our success.

We care about your health and well-being. Here's how we've got you covered:

• Competitive benefits package: Health, dental, counselling, and life insurance coverage to care for you and your loved ones.
• Health spending account: Extra funds for wellness essentials like eyeglasses, therapy, and more.
• Maple access: Virtual healthcare for you and your family, including general practitioners, pediatrics, and therapy consultations.
• Flex Benefits Budget: An annual budget to support your growth and well-being. A portion of this budget is dedicated to learning and development through our Branch Out Budget, with the remaining amount flexible to use toward wellness expenses, additional learning, or a one-time contribution to your GRSP, so you can invest in what matters most to you.
• Paid health Days: 10 extra days for when life happens-rest, appointments, or caregiving included.
• Destination5: Work internationally in eligible countries for up to 5 days per year.
• Retirement savings plan: Invest in your future with our group retirement savings plan.

The pay range for this role is $112,000 - $130,000
Offers can vary depending on skills, experience, and readiness to meet Maple's expectations for this level. We encourage open conversations about pay. If you have questions about how compensation works at Maple, you're welcome to ask at any point in the interview process.

OTHER

Job type: Existing vacancy, full-time
Hiring manager: Senior Director, Performance and Digital
Location: Hybrid, 225 Richmond Street West, Toronto, ON
Start date: June 2026Vacation: 4 weeks