Director, Content Strategy & Discoverability

Job Description
:
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.

What will you do?
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
Expand and optimize sunlife.ca for search, GEO and LLM discoverability. 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.
You will also develop the channel strategy to reach the right audiences and support our Canadian objectives.
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
Create thought leadership with industry experts for our owned channels
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
Implement, approve and govern intake workflows, editorial planning, and cross-team visibility using Wrike and standardized calendars.
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

What do you need to succeed?
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, 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
Rapid response / crisis communication management
Excellent writing, editing and communication skills
Proficiency with tools such as Google Analytics, Google Search Console, SEMrush, Ahrefs, Senso.ia, Canva, Adobe suite and Wrike.
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

What’s in it for you?
Being a member of the Sun Life family, a group of people united by our Purpose: to help Clients and Employees achieve lifetime financial security and live healthier lives
An environment of continuous learning, development, and improvement
Our unique Sabbatical Program gives you the opportunity to take up to 6 weeks off, every five years
We are proud to be on the 2026 Best Workplaces in Canada list by Great Place to Work
We are thrilled to be recognized by Excellence Canada with their top-level certification, the Canada Order of Excellence for Mental Health at Work®, for prioritizing employee well-being, fostering a positive work culture, and achieving excellence in mental health