AVP Market Strategy, Activation, and Communications

Sun Life

. Lead the Group Retirement Services market strategy, narrative, value proposition and go-to-market strategy .

Posted 11/9/2026full-timeToronto • CanadaLead💰 CA$155,000 - CA$225,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in leading go-to-market strategies and developing consumer-facing wealth management marketing strategies, with a strong focus on strategic communications and value proposition development. Proven ability to govern cross-functional launches and align marketing initiatives to drive growth and member engagement.

Highest-signal resume keywords

Go-To-Market StrategyDemand GenerationStrategic CommunicationsValue Proposition DevelopmentBilingualism in French and English

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Market PositioningMarketing Investment AnalysisConsumer-Facing Marketing StrategiesEvidence-Based RecommendationsPerformance TargetsROI MeasurementTeam LeadershipCross-Functional CollaborationMember Insights AnalysisCompetitive Positioning

Soft Skills

LeadershipCommunicationStrategic ThinkingCollaborationDecision-Making

Industry Keywords

Group RetirementIndividual Wealth ManagementBankingFinancial ServicesMarketing StrategyMember EngagementGrowth OpportunitiesThought LeadershipInvestment SolutionsMarket Strategy

About the role

Key responsibilities & impact

Lead the Group Retirement Services market strategy, narrative, value proposition and go-to-market strategy
Translate GRS objectives into roadmaps for priority segments, audiences, competitive positioning, routes to market and growth opportunities
Develop differentiated value propositions and audience-specific messaging
Establish marketing investment priorities, performance targets and ROI measurement discipline
Lead demand generation and align with Business Development on lead qualification, hand-offs and follow-up
Align Corporate Marketing and Communications, CXO and member marketing mandates and decision responsibilities
Shape strategic communications, thought leadership, executive messaging and external communications
Govern cross-functional launches for new products, investment solutions and innovations
Turn sponsor needs, member insights, competitor positioning and channel feedback into evidence-based recommendations
Lead and develop a team of over 10 marketing and communications professionals
Represent GRS on Sun Life marketing strategies and initiatives to advance growth, retention and member engagement

Requirements

What you’ll need

University degree or post-secondary education
10+ years of relevant industry experience
Experience in Group Retirement, Individual Wealth Management, Banking, or related financial services sectors
Experience leading go-to-market strategy, demand generation and marketing investment analysis
Experience developing consumer-facing wealth management marketing strategies informed by member insights
Expertise in strategic communications, value proposition development, market positioning and go-to-market leadership
Banking and/or wealth management experience preferred
Must be able to travel on a regular basis
Bilingualism in French and English, both oral and written, required for Quebec positions

Benefits

Comp & perks

Hybrid work arrangement with flexibility to work from the office and virtually
Incentive plans, with payment subject to individual and company performance
Sales incentive plans for certain sales-focused roles
Accommodation support during the application process
Opportunities for growth and development with supportive leaders and colleagues