Content Marketing Manager

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.

Job Description:

We are seeking a Content Marketing Manager with deep expertise in the wealth management and investment sector to lead our content strategy for Sun Life's Group Retirement Services (GRS). This role is responsible for creating, managing and optimizing content that educates, engages and inspires our GRS Members. The ideal candidate combines strong storytelling skills with financial literacy and a data-driven mindset, enabling them to take complex concepts and distill them down for the average Canadian.

What will you do?

Strategy & Planning

• Lead the development of content strategy and production for GRS Marketing, setting the tone and creating consistency across all channels and components, aligned to the Sun Life brand and business objectives
• Develop and execute a content marketing strategy aligned with GRS business goals
• Define clear goals, target audience profiles and KPIs to measure success
• Define audience personas across GRS Members and tailor messaging accordingly
• Build and maintain an editorial calendar covering blogs, whitepapers, webinars, newsletters, and social media

Content Creation & Management

• Write, edit and curate high-quality, engaging content across multi-media and omni-channels (videos, emails, inbound ads, etc.)
• Produce and oversee thought leadership content on topics such as savings tips, market trends, retirement planning, and wealth preservation
• Be the voice of our members, analyzing trends, competitors and audience needs to recommend new content pieces that drive value and engagement specific to customer segments
• Collaborate with GRS Business and Marketing leaders, Digital, marketing and compliance teams to ensure accuracy and regulatory alignment
• Repurpose content into multiple formats (articles, infographics, videos, podcasts)

Distribution & Promotion

• Coordinate calendars and workflows for content development and distribution across owned, earned and paid channels
• Manage distribution across owned, earned, and paid channels (website, LinkedIn, newsletters, financial media)
• Optimize reach and engagement by leveraging partners and influencers, and ensure content is repurposed effectively across multiple formats

Analytics & Optimization

• Track KPIs such as engagement, lead generation, and conversion rates
• Use analytics tools to measure ROI and refine strategies
• Conduct A/B testing to optimize messaging and formats

Collaboration & Leadership

• Work closely with product, sales, marketing and digital teams to align content with client needs
• Manage external writers, agencies, and freelancers
• Ensure all content adheres to financial industry compliance standards (FINRA, SEC, IIROC, etc.) and Sun Life brand guidelines

What will you need to succeed?

• Bachelor's degree in Marketing, Communications, Finance, or related field
• 5+ years of experience in content marketing within financial services, wealth management, or investment firms
• Strong understanding of investment products (mutual funds, ETFs, private equity, alternative investments)
• Exceptional writing, editing, and storytelling skills with the ability to simplify complex financial concepts
• Ability to balance creativity with compliance requirements and Sun Life brand standards
• Experience with multi-channel content distribution and omni-channel marketing approaches
• Proven track record of developing content strategies that drive member engagement and business results

What's in it for you?

• We're honored to be recognized as a 2024 Best Workplaces in Ontario by Great Place to Work Canada.

• We're proud to be recognized as a company with a 2023 Most Trusted Executive team by Great Place to Work Canada.

• Wellness programs that support the three pillars of your health – mental, physical, and financial

• The opportunity to move along a variety of career paths with amazing networking potential.

• As a hybrid organization, you and your leader use business and Client needs to choose where you work, at home or in the office.

# LI – KC #LI-Hybrid #LI-remote

The Base Pay range is for the primary location for which the job is posted. It may vary depending on the work location of the successful candidate or other factors. In addition to Base Pay, eligible Sun Life employees participate in various incentive plans, payment under which is discretionary and subject to individual and company performance. Certain sales focused roles have sales incentive plans based on individual or group sales results.  

Diversity and inclusion have always been at the core of our values at Sun Life. A diverse workforce with wide perspectives and creative ideas benefits our Clients, the communities where we operate and all of us as colleagues. We welcome applications from qualified individuals from all backgrounds.

Persons with disabilities who need accommodation in the application process, or those needing job postings in an alternative format, may e-mail a request to

We are proud to be a hybrid organization that offers our employees the choice and flexibility to work from both the office and virtually based on the needs of the business, our Clients and you Several work options are available and can be discussed throughout the selection process depending on the role requirements and individual needs.

We thank all applicants for showing an interest in this position. Only those selected for an interview will be contacted.

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