Manager, Strategic Insights & Marketing Planning

Evidence-Based Marketer

For 30 years, Capital One Canada has been on a mission to change banking for good and build relationships by making credit accessible, simple, intuitive and rewarding. We want to help Canadians succeed with credit, because we believe in people — in our customers, in our associates, and in talent like you!

About the Role

We are looking for an Evidence-Based Marketer to lead our Audience Insights and Strategy team. In this role, you aren't just a data person, you are a consumer advocate, a master storyteller, and a strategic navigator. You will oversee a team of specialists and partners dedicated to deconstructing the "why" behind consumer behavior and translating those findings into "so what's for our marketing ecosystem and other high-value strategic initiatives.

You will bridge the gap between complex data and actionable insights, ensuring our brand health is robust and our competitive edge is sharp. If you have an insatiable curiosity about human behavior and the technical rigor to back up your hunches, we want to talk to you.

Your Strategic Mandate

As the leader of this group, your role is to bridge the gap between human behavior and business results. You will orchestrate four interconnected workstreams, ensuring your team is deeply integrated into annual and quarterly planning cycles to support Brand and Performance Marketing, while more broadly supporting Business Strategy on an ongoing basis with:

• Audience Insights & Strategy. Everything starts with knowing exactly who we are talking to. You will work on defining our core personas and integrating these insights into our planning cycles to drive both high-level brand building and bottom-funnel performance.

  • Strategic Oversight: Develop targeting frameworks and identify exactly where we need to apply media pressure to convert customers.

  • Messaging Strategy: Oversee the research that informs messaging around brand and performance marketing initiatives, ensuring our campaigns are equally brand and performance accountable across the funnel.

• Research & Market Intelligence. You'll lead the specialists responsible for translating consumer and market signals into the future of our business. You will ensure research doesn't just support marketing, but serves as the foundation for identifying new products to launch and strategic growth opportunities to adopt.

  • Product & Innovation Support: Direct the research that identifies unmet consumer needs, providing the evidence required to validate new product development and market entry strategies.

  • Social Listening & Brand Health: Lead the team in leveraging social listening and brand health to identify emerging shifts that impact not just brand sentiment, but long-term business viability.

  • Cross-Functional Strategy Consulting: Serve as the primary research partner for product and business strategy teams, helping them define research intents that de-risk major business pivots or investments.

  • Enterprise & Vendor Partnership: Own the identification and onboarding of new research tools, vendor relationships and partner closely with US counterparts to align on global insights and methodologies.

• Reporting & Analytics. You will manage the technical engine that translates campaign performance into strategic growth.

  • Measurement & Testing Frameworks: Develop and maintain a standardized measurement and testing framework to ensure all brand and marketing activities are grounded in rigorous validation and clear KPIs.

  • Technical Quality Control: Partner with Data teams to ensure the team builds high-quality dashboards and work closely with brand and ad strategy to maintain a rigorous culture of experimentation.

• Competitor & Market Intelligence. Finally, you will ensure the team's strategy doesn't exist in a vacuum. By empowering all teams to connect consumer insights with broader market trends, you keep the organization two steps ahead of the competition.

  • Market Context: Oversee the integration of marketplace intelligence with primary research to create a holistic view of the competitive landscape.

  • Decision Support: Monitor competitor tactics and messaging, using your team's findings to advise leadership on where we need to double down or pivot our approach.

Who You Are

• A Curious Storyteller: You don't just report numbers; you package insights in a compelling way that influences senior leadership.

• A People Leader: You value authenticity over perfection. You lead with empathy and honesty, investing deeply in the growth of the junior researchers and analysts on your team.

• Grounded but Flexible: You are an expert in research fundamentals (behavioral psychology, quant/qual) but are not afraid to pivot when the data or the market shifts.

• A Creative Problem Solver: You develop solutions grounded in the specific needs of the business, avoiding a "one-size-fits-all" approach to research.

Basic Qualifications:

• At least 5 years of experience in market research, consumer insights, or marketing strategy.

• At least 2 years of experience managing a team of researchers or analysts.

• Experience overseeing the use of data visualization tools and metrics to drive improvements.

Preferred Qualifications:

• Bachelor's Degree in Marketing, Consumer Insights, Business, or a quantitative field.

• Master's degree or MBA in Behavioral Economics, Consumer Psychology, or Management Consulting.

• Client-Side Experience: 3+ years of experience on the client side within the marketing research profession.

• Industry Knowledge: Previous experience in the financial services or payments industry.

Enjoy a hybrid work environment, with 3 days in the office. Build a comfortable workspace with our one-time, Work From Home allowance and enjoy our head office located conveniently across the street from Union Station.

Live well—physically, financially and emotionally. Receive support for you and those who are most important to you, with full coverage for spouses, domestic partners, and dependents. With up to $3000 in mental health coverage and up to $5000 in tuition subsidies per year—and much more—you'll discover that Capital One is committed to helping you live your best life.

This posting is for an existing vacancy.

The expected annual salary range for this position is $130,000-$148,400. This role is also eligible to earn performance based incentive compensation, which may include cash bonus(es). Incentives could be discretionary or non discretionary depending on the plan.

Capital One Canada is an equal opportunity employer committed to fostering a diverse and inclusive work environment. We consider all qualified applicants and will meet the needs of those requiring reasonable accommodations.