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 over 300 employees working across the country and has helped well over 200,000+ Canadians with their 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.
If this sounds exciting to you, come join us to better serve the growing number of Canadians who are in need of financial help.
Position Summary
The Marketing Manager, Audience Insights & Brand is responsible for ensuring Farber's marketing is informed by a deep understanding of its audiences and executed in accordance with the organization's brand standards.
Reporting to the Senior Manager, Integrated Marketing, this role leads Farber's audience insights practice, translating customer, market, behavioural, competitive, and campaign learnings into actionable recommendations that improve marketing effectiveness. The role also maintains the organization's brand governance framework, ensuring marketing and communications consistently reflect Farber's brand positioning, messaging, and standards.
The role also owns Farber's brand governance, ensuring the consistent application of the organization's positioning, messaging, tone of voice, and visual identity across all marketing channels and customer touchpoints.
Working closely with Integrated Marketing, Client Marketing, Content, Creative, CX, Analytics, and external partners, this role equips teams with the audience insights, messaging frameworks, and brand standards needed to deliver evidence based, customer centred marketing across the full customer lifecycle.
Key Responsibilities
Audience Research & Insights
- Own Farber's annual audience insights and marketing learning agenda, aligning research priorities to business and marketing objectives.
- Design and manage qualitative and quantitative research initiatives in partnership with internal stakeholders and external research partners.
- Synthesize customer research, behavioural insights, CX data, campaign performance, market trends, and competitive intelligence into actionable recommendations.
- Identify emerging customer needs, motivations, barriers, decision drivers, and behavioural trends that inform marketing, brand, and customer experience strategies.
- Lead and contribute to message, concept, creative, and campaign testing effectiveness.
- Monitor competitor positioning, messaging, marketing activity, and audience trends to identify opportunities, threats, and areas of differentiation.
- Translate research findings into clear, practical recommendations for marketing and business leaders.
- Develop and maintain audience personas, segmentation frameworks, and customer journey insights to support planning and execution across Marketing.
- Establish and maintain a centralized audience insights repository, ensuring research and learnings are accessible and consistently applied across the organization.
- Champion evidence-based decision making by embedding audience insights into planning, campaign development, content strategy, and measurement.
Audience Strategy
- Develop and maintain audience segmentation, personas, customer readiness stages, and behavioural frameworks that guide marketing decisions.
- Identify key audience opportunities and recommend strategies to improve acquisition, engagement, and conversion.
- Develop messaging recommendations based on audience needs, motivations, and behaviours.
- Continuously refine audience frameworks based on new research, campaign learnings, and business priorities.
Brand Governance
- Implement and uphold Farber's established brand positioning, messaging framework, tone of voice, and visual identity across marketing and customer communications.
- Maintain and evolve brand guidelines, messaging frameworks, governance processes, and supporting documentation.
- Develop practical tools, templates, and resources that enable consistent application of the Farber brand.
- Review marketing campaigns, content, and customer communications to ensure alignment with established brand standards.
- Partner with Content, Creative, Integrated Marketing, and Client Marketing to ensure consistent brand execution across all customer touchpoints.
- Identify opportunities to strengthen brand consistency and effectiveness based on audience insights, customer feedback, and marketing performance.
- Deliver brand education, guidance, and enablement to marketing teams and other key stakeholders.
- Provide guidance and support to teams developing customer facing communications to ensure alignment with established brand standards.
Insight Translation & Application
- Translate audience insights into actionable recommendations for campaign strategy, messaging, creative development, and customer experience.
- Support Integrated Marketing in the development of insight-led campaign briefs and communications strategies.
- Partner with Client Marketing, Content, Creative, and CX to ensure audience insights are reflected across customer journeys and lifecycle programs.
- Provide strategic guidance on messaging priorities, audience targeting, and communication opportunities.
- Champion evidence-based decision making across the marketing organization.
Enablement & Knowledge Management
- Translate audience insights into actionable recommendations that inform integrated marketing plans, campaign strategy, messaging, creative development, and customer experience.
- Partner with the Integrated Marketing team to develop insight led campaign briefs, communications strategies, and audience recommendations.
- Collaborate with Client Marketing, Content, Creative, CX, and Analytics to ensure audience insights are embedded across marketing initiatives and customer journeys.
- Provide strategic guidance on audience segmentation, messaging priorities, targeting, and communication opportunities during campaign planning and development.
- Champion evidence based decision making by integrating audience insights into marketing planning, execution, optimization, and measurement.
Qualifications
- 5 or more years of experience designing, managing, and applying qualitative and quantitative research to inform marketing and business decisions, including partnering with Marketing and Customer Experience teams to translate audience insights into marketing strategy, customer experience, and communications.
- Experience supporting or managing brand governance, including the application of brand positioning, messaging frameworks, tone of voice, visual identity, and brand guidelines.
- Strong understanding of audience segmentation, personas, customer journeys, behavioural science, and insight development.
- Proven ability to synthesize research, customer insights, and market intelligence into clear, actionable recommendations for diverse stakeholders.
- Strong facilitation, presentation, and stakeholder management skills, with the ability to influence cross functional teams and build alignment around evidence-based recommendations.
- Experience leading research initiatives involving internal stakeholders and external research partners.
- Excellent analytical, critical thinking, and communication skills, with the ability to simplify complex information and present it effectively to both technical and nontechnical audiences.
Position: Marketing Manager, Audience Insights & Brand
Location: Remote/Ontario
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 [email protected].
