Director, Content Strategy – Discoverability

Sun Life

. Lead and activate digital content to drive brand awareness, consideration, and conversion 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 developing and executing digital content strategies that enhance brand awareness and drive conversions across multiple channels. Proficient in SEO, data analysis, and managing high-performing teams to optimize content performance and client experience.

Highest-signal resume keywords

Digital Content StrategySEO Best PracticesTeam LeadershipData AnalysisBilingualism (French and English)

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Digital Content MarketingContent Performance MetricsAudience Behavior AnalysisCrisis Communication ManagementWriting and Editing

Soft Skills

Communication SkillsCoaching and Development

Tools & Technologies

Google AnalyticsGoogle Search ConsoleSEMrushAhrefsHootsuiteSprinklrSproutCanvaAdobe SuiteWrike

Industry Keywords

Financial ServicesInsuranceInvestmentsB2C MarketingB2B Marketing

About the role

Key responsibilities & impact

Lead and activate digital content to drive brand awareness, consideration, and conversion across Health, Wealth, and Protection businesses
Develop and maintain insight-driven content strategy for Sun Life Canada and its business lines
Lead the strategic integration of SEO, GEO, LLM discoverability, and organic social
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 hybrid performance metrics, set targets, monitor content performance, and use data to 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 to reach target audiences and support 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 digital 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 review and approval processes with compliance and legal stakeholders
Oversee content team budget expenses and forecasts

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
Knowledge 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
Excellent writing, editing and communication skills
Proficiency with Google Analytics, Google Search Console, SEMrush, Ahrefs, Senso.ia, Canva, Adobe suite and Wrike
Bilingualism (French and English, oral and written) is required for Quebec locations

Benefits

Comp & perks

An environment of continuous learning, development, and improvement
Sabbatical Program offering up to 6 weeks off every five years
Hybrid flexibility to work from the office and virtually based on business, Client, and employee needs
Recognition as one of the 2026 Best Workplaces in Canada
Canada Order of Excellence for Mental Health at Work® certification and employee well-being focus
Incentive plans for eligible Sun Life employees, with payment discretionary and subject to individual and company performance
Accommodation support during the application process