Director, Content

4 months ago

Toronto, Canada Sun Life Full time

You are as unique as your background, experience and point of view. Here, you’ll be encouraged, empowered and challenged to be your best self. 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. Every day, you'll have new and exciting opportunities to make life brighter for our Clients - who are at the heart of everything we do. Discover how you can make a difference in the lives of individuals, families and communities around the world.

As the Content Director for Sun Life Canada, you will lead and activate compelling digital content to help our Canadian clients and prospects with their goals to achieve lifetime financial security and live healthier lives. Your efforts will help drive awareness, consideration and conversion, contributing to both brand and business growth.

You will develop the consumer content strategy and play an essential role in setting the tone and voice of the Sun Life brand and our Health, Wealth and Protection businesses in Canada.

You will be responsible for leading a team to produce this insight-driven content, along with the channel plan to distribute this content to our audiences, delivering on the objectives of our Canadian businesses.

With your team, you will work closely with Brand, Product and Performance Marketing teams, product owners, business development, legal and compliance to craft Sun Life’s narrative and how we activate the content across paid, earned and owned channels. Your team will lead or support the creation of diverse types of content that may include articles, videos, sponsored & campaign content, thought leadership, organic social, 3rd party content creators, newsletter and content on Sun Life’s digital properties.

**Responsibilities**:

- Develop and maintain insight-driven content strategy to meet the needs of Sun Life’s Health, Wealth and Protection businesses
- Work with stakeholders to 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
- Ensure content created for our digital properties is search engine optimized and built with the client journey in mind
- Deliver One Sun content excellence for priority themes and ensure alignment with both paid and organic client journeys, including social channels
- 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
- Create thought leadership with industry experts for our owned channels
- Provide editorial reviews of third-party content sponsorships & partnerships
- Lead a team of writers, content and social strategists; provide coaching and training to help your team grow and develop
- Identify opportunities to improve the content and social 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 content, social channels and SEO best practices to ensure high performance from our content
- Oversee budget expenses and forecast for the content team

**Qualifications**
- 10+ years of relevant digital content experience in B2C and B2B marketing, product marketing, content marketing and engaging in social platforms
- 5+ years experience leading and managing high performing teams
- Bachelor's degree in marketing, journalism, communications, or related field
- Excellent writing, editing and communication skills
- Strong analytical skills and the ability to interpret data and make data-driven decisions
- Experience in content development in B2C and B2B environments across multiple channels with experience in insurance and investments industry being an asset
- Strong understanding of SEO best practices, social media platforms and their respective audiences
- Experience with social media management platforms like Hootsuite, Sprinklr, and Sprout
- Crisis communication management
- Fluent in English - both written and verbal

**Nice to have**:

- Proficiency with SEO tools such as Google Analytics, Google Search Console, SEMrush, Moz and others and content management systems such as WordPress
- Experience working with content creators

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