Director, Content Strategy – Discoverability

Sun Life

. Lead and activate digital content strategy for Sun Life Canada across Health, Wealth, and Protection businesses .

Posted 10/7/2026full-timeToronto • CanadaLead💰 CA$130,000 - CA$180,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in leading digital content strategies across multiple channels, with a strong focus on SEO, GEO, and LLM discoverability. Proven ability to manage high-performing teams and drive brand awareness through compelling content while utilizing data-driven decision-making.

Highest-signal resume keywords

Digital Content StrategySEO Best PracticesTeam LeadershipData AnalysisBilingual Communication

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Digital Content MarketingSEOGEOLLM DiscoverabilityContent CreationPerformance Metrics TrackingCrisis Communication ManagementAnalytical SkillsB2C MarketingB2B Marketing

Soft Skills

Excellent WritingEditing SkillsCommunication SkillsCoachingCollaboration

Tools & Technologies

Google AnalyticsGoogle Search ConsoleSEMrushAhrefsHootsuiteSprinklrSproutCanvaAdobe SuiteWrike

Industry Keywords

Financial ServicesInsuranceInvestmentsContent MarketingBrand Awareness

About the role

Key responsibilities & impact

Lead and activate digital content strategy for Sun Life Canada across Health, Wealth, and Protection businesses
Drive brand awareness, consideration, and conversion through compelling digital content
Integrate SEO, GEO, LLM discoverability, and organic social into an insight-driven function
Develop a consistent brand voice and narrative across digital channels
Lead a team creating and scaling content across websites, social, email, video, and thought leadership
Define and track performance metrics, set targets, monitor performance, and improve client experience
Expand and optimize sunlife.ca for search, GEO, and LLM discoverability
Strengthen brand and product signals across Reddit, LinkedIn, META, and YouTube
Develop channel strategy and deliver content aligned with client journeys and Canadian objectives
Govern multi-channel content distribution and SEO practices
Build and manage the editorial content calendar and channel plan
Support product marketing teams and business-unit partners with thought leadership and go-to-market content
Create thought leadership with industry experts for owned channels
Review third-party content sponsorships and partnerships
Coach and develop digital content marketers, SEO/GEO/LLM strategists, UX writers, and organic social media specialists
Improve operating models, tools, platforms, intake workflows, editorial planning, and cross-team visibility using Wrike and standardized calendars
Explore emerging communication channels and content formats
Conduct client-facing content reviews and improve content approval processes with compliance and legal stakeholders
Maintain knowledge of digital content, social, SEO/GEO/LLM best practices
Oversee content-team budget expenses and forecasting

Requirements

What you’ll need

10+ years of digital content experience in B2C and B2B marketing, product marketing, and content marketing across multiple channels and social platforms
Experience in financial services, insurance, or investments industry is an asset
5+ years experience leading and managing high performing teams
Strong understanding of digital channels and audience behaviours, including websites, email, social media, paid media and emerging platforms
Strong understanding of SEO, GEO and LLM discoverability best practices
Strong analytical skills and ability to interpret data and make data-driven decisions
Experience with Hootsuite, Sprinklr, and Sprout
Rapid response / crisis communication management experience
Excellent writing, editing and communication skills
Proficiency with Google Analytics, Google Search Console, SEMrush, Ahrefs, Senso.ia, Canva, Adobe Suite and Wrike
French and English bilingualism, oral and written, required for Quebec locations

Benefits

Comp & perks

Environment of continuous learning, development, and improvement
Sabbatical Program offering up to 6 weeks off every five years
Hybrid work flexibility from the office and virtually
Incentive plans for eligible employees, subject to individual and company performance
Mental health and employee well-being support
Accommodation available for persons with disabilities
Diversity and inclusion-focused workplace