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Sun Life is a global financial services company headquartered in Toronto, Canada. Founded in 1865, it provides insurance, investment, financial advice, wealth, health, and asset management solutions for individuals, businesses, and institutions. Sun Life operates across North America, Asia, and Europe, combining financial services with health-focused offerings while emphasizing sustainability, diversity and inclusion, and community impact. Its broad business supports teams working across finance, healthcare, consulting, and related services.
Director, Content Strategy and Discoverability – Toronto (Hybrid)
Lead content strategy, SEO, GEO, LLM discoverability, and organic social for Sun Life Canada’s health, wealth, and protection businesses. Manage teams, channels, performance measurement, editorial governance, and content operations.
Description
- Lead digital content programs that build brand awareness, consideration, and conversion across Health, Wealth, and Protection
- Create and maintain insight-led content strategies for Sun Life Canada and its business lines
- Integrate SEO, GEO, LLM discoverability, and organic social into the broader content strategy
- Establish a consistent brand voice and narrative across digital channels
- Lead teams producing and scaling website, social, email, video, and thought-leadership content
- Set hybrid performance metrics and targets, monitor results, and use data to improve client experience
- Expand and optimize sunlife.ca for search, GEO, and LLM discoverability
- Build stronger brand and product signals across Reddit, LinkedIn, META, and YouTube
- Develop channel strategies that reach target audiences and support Canadian objectives
- Oversee multi-channel content distribution and SEO practices
- Create and manage editorial calendars and channel plans
- Support product marketing teams and business-unit partners with thought leadership and digital content
- Develop thought leadership with industry experts for owned channels
- Evaluate third-party content sponsorships and partnerships
- Coach 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 through Wrike and standardized calendars
- Evaluate emerging communication channels and content formats
- Lead client-facing content reviews and improve approval processes with compliance and legal stakeholders
- Manage content-team expenses and budget forecasts
Requirements
- 10+ years of digital content experience across B2C and B2B marketing, product marketing, content marketing, multiple channels, and social platforms
- Experience in financial services, insurance, or investments is an asset
- 5+ years of experience leading and managing high-performing teams
- Strong understanding of digital channels and audience behavior, including websites, email, social media, paid media, and emerging platforms
- Knowledge of SEO, GEO, and LLM discoverability best practices
- Strong analytical skills with the ability to interpret data and make data-driven decisions
- Experience with Hootsuite, Sprinklr, and Sprout
- Experience managing rapid-response and crisis communications
- Excellent writing, editing, and communication skills
- Proficiency with Google Analytics, Google Search Console, SEMrush, Ahrefs, Senso.ia, Canva, Adobe Suite, and Wrike
- Bilingual French and English proficiency, spoken and written, is required for Quebec locations
Benefits
- Access to continuous learning, development, and improvement opportunities
- Sabbatical program offering up to six weeks off every five years
- Hybrid flexibility to work from the office and virtually according to 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 a focus on employee well-being
- Incentive plans for eligible Sun Life employees, with payments discretionary and subject to individual and company performance
- Accommodation support during the application process
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