Market Lead

Petline is part of Definity, which includes some of Canada's most long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be one of Canada's leading and most innovative property and casualty insurers. We can't do that without our people, so we embrace and encourage a culture that's collaborative, ambitious, rewarding, and empowering.

We offer a flexible, hybrid work experience where employees work from the office and virtually depending on the type of work they are doing and who they are working with. Bring your true self and be a part of our journey. It's better here.

About the Role

As Market Lead , you will be the strategic and operational leader for a defined geographic territory, driving business growth, optimizing field sales performance, and fostering strong veterinary clinic relationships. You will lead a team of Territory Managers and serve as the voice of your market, aligning national business objectives with local execution.

This role is pivotal in delivering measurable results through strategic planning, relationship management, and people development. You'll be responsible for growing clinic trials, lead conversion, and ensuring operational excellence across your territory.

What can you expect in this role?

Leadership & People Development

• Lead, coach, and develop a high-performing team of Territory Managers.
• Foster a culture of innovation, professionalism, and collaboration.
• Identify capability gaps and implement mentorship, training, and performance management strategies.
• Manage administrative tasks including expense reports, scheduling, and training modules.

Business Intelligence & Strategy

• Maintain and grow a high-performing territory of engaged veterinary clinics.
• Monitor competitive activity, especially against key competitors like Trupanion.
• Identify and present regional growth opportunities.
• Collaborate with fellow Market Leads to implement and localize national initiatives.

Financial & Business Planning

• Develop and execute strategic plans to meet monthly, quarterly, and annual sales targets.
• Leverage Salesforce and internal systems to manage pipelines and drive lead conversion.
• Ensure efficient financial and business management for sustained profitability.

Relationship Management

• Build and nurture strong relationships with veterinary partners to enhance retention, renewals, and advocacy.
• Educate clinics on product offerings and sales strategies.
• Lead regional voucher and QR code initiatives to drive engagement.
• Provide mentorship and guidance to regional colleagues and clinic-facing teams.

What do you bring to the role?

• Education: University degree in a relevant discipline.
• Experience: Minimum 7 years in sales/business development, preferably in a Property & Casualty (P&C) environment, with proven leadership experience.
• Certifications: CIP designation (or commitment to complete); FCIP or Certified Sales Professional (CSP) are assets.
• Skills:
• Strong leadership and relationship-building capabilities.
• Strategic thinking and ability to guide sales effectiveness.
• Experience leading cross-functional teams through organizational change.
• Agile experience is an asset.

Working Conditions

• Minimal physical effort and environmental risk.
• Normal sensory attention and limited exposure to mental stress.
• Travel requirement: 70-80% of time

Why Join Us?

This is your opportunity to lead a dynamic team, shape regional strategy, and make a meaningful impact in a fast-paced, innovative environment. If you're ready to take the next step in your leadership journey, we'd love to hear from you.

High degree of proficiency with English and French required to service customers, both internal to the company and external, across Canada.

Salary Range: $69,000 - $127,000

Interested in this role, but don't meet every requirement? We encourage you to apply We know from experience that a candidate doesn't need 100% of the qualifications listed to bring incredible value to our team. We're actively seeking diverse backgrounds and perspectives to help us make insurance better. At Definity, inclusion, diversity, and equity aren't just "nice to have" — they're essential to our success.

What's in it for you?

• Hybrid work schedule for most roles
• Company share ownership program
• Pension and savings programs, with company-matched RRSP contributions
• Paid volunteer days and company matching on charitable donations
• Educational resources, tuition assistance, and paid time off to study for exams
• Focus on inclusion with employee groups, support for gender affirmation surgery, access to BIPOC counsellors, access to programs for working parents
• Wellness and recognition programs
• Discounts on products and services

Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labour market. In addition to base pay, eligible employees may participate in various incentive plans which are paid out at the discretion of the company and subject to individual and company performance.

Go ahead and expect a lot — you deserve it.

It's better here — but don't take our word for it. Definity was named by Great Place to Work as one of the Best Workplaces in Canada for women, for youth, and for inclusion.

Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know by contacting .

Background checks

This role requires successful clearance of background checks (including criminal checks and leadership references).