Director, Content Strategy

You'll work with dynamic colleagues
- experts in their fields
- who are eager to share their knowledge with you. Your leaders will inspire and help you reach your potential and soar to new heights. At Sun Life, we're driven by our Purpose: helping our Clients achieve lifetime financial security and live healthier lives. When you join Sun Life, you'll work with passionate colleagues and empowering leaders who support your growth and celebrate your contributions, so you can make a meaningful difference in our Clients' lives. Discover how you can make a difference in the lives of individuals, families and communities around the world. As the Director, Content Strategy & Discoverability for Sun Life Canada, you will lead and activate compelling digital content to drive brand awareness, consideration, and conversion across our Health, Wealth, and Protection businesses. You will champion the strategic evolution of our content ecosystem by integrating SEO, GEO, LLM discoverability, and organic social into one insight-driven function. You will develop a consistent brand voice and narrative across digital channels grounded in client needs. Lead a team of content experts to create and scale high-performing content across all platforms—websites, social, email, videos, and thought leadership. Collaborate across Brand, Marketing, Product, Legal, and Compliance to deliver content that drives business growth and keeps Sun Life competitive in the digital landscape. Develop and maintain insight-driven content strategy to meet the needs of Sun Life's Brand as well as our Health, Wealth and Protection businesses Work with stakeholders to define and track hybrid performance metrics, set targets that align with business objectives and industry best practices; monitor and report on content performance, and use data to evolve the Client experience Strengthen brand and product signals across Reddit, LinkedIn, META and YouTube. Ensure content created for our digital properties are SEO-GEO-LLM search optimized and built with the client journey in mind Your team will create and scale insight-driven content that meets client needs at every stage of the journey
- from awareness and consideration to decision and ongoing engagement. Deliver content excellence for priority themes, ensuring alignment with both paid and organic client journeys, including social channels Govern multi-channel content distribution and ensure SEO best practices prevent page duplication or competition. Work with your team and Marketing partners to build and manage the editorial content calendar for Sun Life in Canada, along with channel plan to reach our audiences Support product marketing teams and BU partners with thought leadership and digital content as part of their go-to-market plan Provide editorial reviews of third-party content sponsorships and partnerships Lead a team of digital content marketers, SEO/GEO/LLM strategists, UX writers and organic social media specialists; provide coaching and training to help your team continuously grow and develop. Identify opportunities to improve your team's operating model, tools or platforms used to achieve business objectives while driving content excellence Help create consistency across all digital outbound content and internal/external communication platforms Continuously explore new and emerging communication channels and content formats Engage in Client-facing content reviews and provide recommendations to drive content excellence Help improve the content review process to gain approval from various stakeholders including compliance and legal, while helping the team to move quickly and complete projects in a timely manner Maintain understanding of industry best practices in digital content, social channels, SEO/GEO/LLM discoverability best practices to ensure high performance from our content Oversee budget expenses and forecast for the content team 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. ~Strong understanding of digital channels and audience behaviours, including websites, email, social media, paid media and emerging platforms, as well as evolving SEO, GEO and LLM discoverability best practices. ~ Strong analytical skills and the ability to interpret data and make data-driven decisions ~ Experience with social media management platforms like Hootsuite, Sprinklr, and Sprout ~ As this position is posted in several locations, we specify that bilingualism (French, English, both oral and written) is required for Quebec only for the frequent interactions with English and French-speaking colleagues or internal partners across Canada or worldwide Being a member of the Sun Life family, a group of people united by our Purpose: to help Clients and Employees achieve lifetime fin