Product Owner - TDI Public Site

Work Location: Toronto, Ontario, Canada Hours: 35 Line of Business: Enterprise Enabling Functions Pay Details: $94,000 - $132,700 CAD TD is committed to providing fair and equitable compensation opportunities to all colleagues. Growth opportunities and skill development are defining features of the colleague experience at TD. Our compensation policies and practices have been designed to allow colleagues to progress through the salary range over time as they progress in their role. The base pay actually offered may vary based upon the candidate's skills and experience, job-related knowledge, geographic location, and other specific business and organizational needs. As a candidate, you are encouraged to ask compensation related questions and have an open dialogue with your recruiter who can provide you more specific details for this role. Job Description: Product Owner I – Pan-TDI Public Site Role Overview The Product Owner I, Pan-TDI Public Site, is accountable for maximizing the customer and business value delivered through TD Insurance public digital experiences. The role combines product delivery, digital performance management and continuous optimization , leveraging customer behaviour, analytics, experimentation and website best practices to improve how customers discover, navigate and engage with TD Insurance online. The Product Owner will translate business priorities and performance insights into a clearly prioritized roadmap and backlog spanning SEO/GEO, content optimization, page redesign, A/B testing, MarTech capabilities, analytics and technical site improvements . Working closely with the Product Manager, Senior Product Analyst, Technology, Marketing, Product, Analytics, SEO/content partners and North American Public Site teams, the Product Owner will ensure initiatives are delivered effectively, performance is measured, and risks and dependencies are proactively managed. Pod Objective Leverage data, customer insights and website best practices to continuously optimize content and digital experiences, guiding customers toward key business priorities while supporting their shopping, servicing and advice needs. Key Accountabilities Digital Performance & Optimization

• Own a strong performance-management discipline for the Public Site, translating customer behaviour and business performance into actionable optimization opportunities.
• Monitor and drive outcomes across key measures including SEO/GEO rankings, organic visibility, engagement, quote starts, QSR, quotes and downstream conversion .
• Use analytics and customer insights to identify friction, content gaps and opportunities across priority customer journeys.
• Establish clear performance hypotheses and success measures for initiatives before implementation and assess results following launch.
• Translate learnings into iterative improvements and future backlog priorities rather than treating launches as the end of delivery.

Experimentation & MarTech

• Build and manage a structured A/B testing and experimentation roadmap focused on improving customer experience, engagement and quote outcomes.
• Use capabilities including Adobe Target, Adobe Analytics/Omniture and Medallia to identify opportunities, establish hypotheses and measure results.
• Partner with MarTech teams to deploy personalization and optimization capabilities across priority Public Site experiences.
• Ensure successful experiments can move from test-and-learn into scalable, sustained experiences where incremental value is demonstrated.
• Coordinate dependencies between Public Site, quoting experiences and broader MarTech customer journeys.

SEO, GEO & Content Optimization

• Drive continuous improvement of SEO and GEO performance , ensuring TD Insurance content is discoverable through both traditional search engines and emerging AI/LLM experiences.
• Partner with SEO, content and analytics specialists to identify priority content opportunities based on search demand, customer intent and competitive gaps.
• Support the development of authoritative, trustworthy and customer-relevant content designed to strengthen organic rankings and LLM visibility.
• Optimize existing articles, product pages, hubs and supporting content based on performance and customer insights.
• Partner on technical SEO and site enhancements that improve crawlability, structured content, page performance and digital discoverability.

Public Site Experience & Page Optimization

• Lead optimization and redesign of priority Public Site experiences using customer insights, analytics, experimentation and digital best practices .
• Identify opportunities to simplify navigation, improve calls to action, increase content relevance and create stronger pathways from research and advice to quote.
• Translate business opportunities into clearly defined customer problems, hypotheses, requirements and measurable outcomes.
• Balance customer experience, commercial outcomes, regulatory requirements, technical feasibility and delivery capacity when prioritizing work.

Product Delivery & Performance Management

• Own and continuously prioritize the Public Site product backlog based on customer value, business impact, performance insights and strategic priorities .
• Translate strategic opportunities into well-defined features, user stories, acceptance criteria and measurable outcomes.
• Maintain alignment between the product vision, roadmap, quarterly priorities, OKRs and delivery backlog .
• Guide and support the Product Manager and Senior Product Analyst workstreams , ensuring clear ownership, coordination and delivery against committed outcomes.
• Lead delivery across Agile ceremonies and ensure the pod maintains sufficient backlog readiness for upcoming iterations.
• Monitor delivery progress against committed outcomes and proactively address barriers.
• Ensure appropriate measurement is established so that delivered features can be evaluated against the original business hypothesis.

Cross-Pod & Partner Leadership

• Coordinate Public Site priorities and dependencies across Demand, Conversion, Targeted Acquisition, Ongoing Advice, MarTech and Quoter experiences .
• Build strong partnerships across Marketing, Product, Technology, Analytics, Content, SEO, Risk and other key stakeholders.
• Apply a pan-TDI approach to roadmap and backlog prioritization, ensuring priorities and key business drivers across GI, L&H, PCA, AMG and SBI are prioritized and advanced through Public Site initiatives.
• Partner with North American Public Site teams to identify reusable capabilities, align roadmaps where appropriate and leverage enterprise website standards and best practices.
• Ensure shared initiatives have clear ownership, sequencing and success measures.
• Identify opportunities to reuse capabilities and avoid duplication across digital platforms and customer journeys.

Risk, Dependency & Governance

• Proactively identify and remove delivery barriers, escalating material risks, dependencies, capacity constraints and decisions to the Product Group Owner when required.
• Manage dependencies across Technology, MarTech, Marketing, Analytics and other product pods.
• Ensure product changes comply with applicable risk, legal, regulatory, accessibility and governance requirements.
• Maintain transparency with senior leadership on delivery confidence, performance, emerging risks and required decisions.
• Support quarterly planning and business reviews with clear reporting on outcomes, performance, commitments and dependencies .

Performance Measures Success in the role should be demonstrated through measurable improvements across:

• SEO ranking and organic visibility
• GEO / LLM discoverability and authoritative-content performance
• Quote Start Rate (QSR)
• Quote starts and completed quotes
• Customer engagement and progression
• A/B testing incremental uplift
• Content and page performance
• MarTech use-case adoption and incremental performance
• Roadmap and delivery commitments
• Backlog health and readiness
• Risk and dependency management

The emphasis should be on demonstrating incremental customer and business outcomes , not simply measuring the volume of features or content delivered. Experience & Qualifications Required

• 7+ years of relevant experience , including experience in digital product management, e-commerce, digital acquisition, website optimization or related disciplines.
• 3+ years of Product Owner, Agile or digital product delivery experience.
• Demonstrated experience managing a digital product roadmap and backlog in a complex, cross-functional environment.
• Strong experience with digital performance management , customer journey analytics and translating data into product opportunities.
• Experience delivering website optimization, page redesign and experimentation/A/B testing .
• Working knowledge of SEO , including content and technical optimization principles.
• Understanding of GEO and the evolving role of LLMs/AI-powered search in content discovery.
• Experience working with digital analytics and optimization platforms such as Adobe Analytics/Omniture, Adobe Target and Medallia , or comparable enterprise platforms.
• Strong analytical capability with experience establishing KPIs, measuring results and making evidence-based prioritization decisions.
• Demonstrated ability to manage cross-functional dependencies and influence business and technology partners.
• Strong communication skills with the ability to translate complex performance and delivery information into clear business recommendations for senior stakeholders.

Preferred

• Experience in insurance, financial services or another regulated digital environment .
• Experience with MarTech, personalization and journey orchestration .
• Experience managing high-traffic public websites or digital acquisition experiences.
• Familiarity with AI/LLM search behaviour, GEO, structured content and E-E-A-T principles .
• Experience working across interconnected web, acquisition and transactional/quoting journeys.
• Certified Scrum Product Owner (CSPO), SAFe or related Agile certification considered an asset.

This role may be filled from multiple work locations. The salary range opportunity posted above reflects the Ontario and Quebec work location. The salary range opportunity for the Nova Scotia and New Brunswick location is $89,400 – $126,200 Who We Are: As part of TD Bank Group, one of Canada's largest financial institutions, at TD Insurance, we care for Canadian families, making it easy to get the best advice, protection, and support in their moments of need, always. TD Insurance offers a wide range of products, including General Insurance and Life and Health. Everyday, we strive to make every interaction, product and experience remarkably human and refreshingly simple for more than four million customers who count on us. Our Total Rewards Package Our Total Rewards package reflects the investments we make in our colleagues to help them and their families achieve their financial, physical, and mental well-being goals. Total Rewards at TD includes a base salary, variable compensation, and several other key plans such as health and well-being benefits, savings and retirement programs, paid time off, banking benefits and discounts, career development, and reward and recognition programs. [Learn more](#) Additional Information: We’re delighted that you’re considering building a career with TD. Through regular development conversations, training programs, and a competitive benefits plan, we’re committed to providing the support our colleagues need to thrive both at work and at home. Please be advised that this job opportunity is subject to provincial regulation for employment purposes. It is imperative to acknowledge that each province or territory within the jurisdiction of Canada may have its own set of regulations, requirements. Colleague Development If you’re interested in a specific career path or are looking to build certain skills, we want to help you succeed. You’ll have regular career, development, and performance conversations with your manager, as well as access to an online learning platform and a variety of mentoring programs to help you unlock future opportunities. If you’re passionate about helping clients and building deep, lasting relationships, TD offers diverse career paths where you can grow your expertise and make a meaningful impact. We're committed to your success and foster a respectful workplace where diverse perspectives are valued, everyone has fair opportunities to grow, and you can unlock your full potential to achieve your career goals. Here at TD, we hire and develop the best. Training & Onboarding We will provide training and onboarding sessions to ensure that you’ve got everything you need to succeed in your new role. Interview Process We’ll reach out to candidates of interest to schedule an interview. We do our best to communicate outcomes to all applicants by email or phone call. Accommodation Your accessibility is important to us. Please let us know if you’d like accommodations (including accessible meeting rooms, captioning for virtual interviews, etc.) to help us remove barriers so that you can participate throughout the interview process. We look forward to hearing from you! Language Requirement (Quebec only): Sans Objet