Definity is the parent company to some of Canada’s most long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be one of Canada’s leading and most innovative property and casualty insurers. We can’t do that without our people, so we embrace and encourage a culture that’s collaborative, ambitious, rewarding, and empowering.
We offer a flexible, hybrid work experience where employees work from the office and virtually depending on the type of work they are doing and who they are working with. Bring your true self and be a part of our journey. It’s better here.
The Opportunity As digital content specialist at Sonnet, you’ll be part of a collaborative, forward-thinking team that’s shaping the future of insurance.
You’ll work across disciplines - UX, product, marketing and CRM - to craft clear, compelling and user-centered content that informs, engages and converts.
Your words will guide users through complex digital journeys across discovery, quoting, purchasing, and policy management with ease, clarity and confidence.
Note: This isn’t marketing position - it’s a content design role. You’ll be working within a product team and a firm understanding of UX heuristics is essential.
Candidates with experience in the Canadian property and casualty (P&C;) insurance industry, crafting French-language UX copy and building agentic content workflows are strongly encouraged to apply.
WHAT TO EXPECT SUPPORT STRATEGIC CONTENT INITIATIVES Collaborate with cross-functional teams to deliver multi-channel content solutions
Ensure content meets accessibility standards, aligns with Sonnet’s voice and style and supports organizational goals
Think strategically - connecting content deliverables to broader business objectives and user needs
Apply UX writing and content design principles to improve how customers purchase insurance online
Create content for product and landing pages and publish the pages to our website using Adobe Experience Manager, our CMS
COLLABORATE ACROSS TEAMS Work closely with design, user research, product, marketing,



development and legal teams to understand business drivers and deliver content that’s purposeful, inclusive and customer-focused
CONTENT DESIGN & UX WRITING Create content for product landing pages, FAQs, email journeys and transactional flows that support acquisition, engagement and retention
Use words to design intuitive features and flows that help users achieve goals with minimal friction
Deliver microcopy for in-app flows and complex forms that’s explicit, consistent, accessible and aligned with UX best practices
Explain product features and benefits with plain language that resonates with diverse audiences and drives business goals
Craft newsletter and email copy that converts, retains, educates and entertains our audiences
Coordinate with translation services to ensure content is localized and optimized for French-speaking audiences
What You Bring A minimum of 2-4 years professional experience in UX writing, content design or digital content creation, preferably within a Canadian regulated industry (e.g., insurance, finance)
Bilingualism in English and French is an asset
Proficiency with Adobe Experience Manager and an ability to learn new tools quickly
Experience in the Canadian auto and home insurance industry is a strong asset
A strategic mindset with a passion for solving user and business problems with content
Deep skills in optimizing content for SEO and GEO
A portfolio that proves your ability to apply content solutions and systems thinking to digital products, flows, interactions, conversational interfaces (chatbots) and transactional emails
Experience using tools, such as Google Gemini, to build or interact with agents to refine workflows and streamline content creation
Deep understanding of web accessibility standards and inclusive writing practices




Experience working in Agile environments; familiarity with tools like Jira and Figma
Comfortability with ambiguity, strong collaboration skills and a customer-first mindset
This is a hybrid role, but the successful candidate will be in office at 351 King Street East, Tuesdays, Wednesdays and Thursdays.
Salary Range: $59,300 - $109,200
Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labour market.
This position is being posted to fill an existing vacancy.
At Definity, inclusion, diversity, and equity aren’t just “nice to have” - they’re essential to our success.
We’re actively seeking diverse backgrounds and perspectives to help us make insurance better.
What’s in it for you? Hybrid work schedule for most roles
Company share ownership program
Incentive Program - Eligible employees may participate in various incentive plans which are paid out at the discretion of the company and subject to individual and company performance.
Pension and savings programs, with company-matched RRSP contributions
Paid volunteer days and company matching on charitable donations
Educational resources, tuition assistance, and paid time off to study for exams
Focus on inclusion with employee groups, support for gender affirmation surgery, access to BIPOC counsellors, access to programs for working parents
Wellness and recognition programs
Discounts on products and services
Go ahead and expect a lot - you deserve it.
It’s better here - but don’t take our word for it. Definity was named by Great Place to Work as one of the Best Workplaces in Canada for women, for youth, and for inclusion.
Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know by contacting [email protected].
Background checks This role requires successful clearance of background checks (including criminal checks and leadership references).

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📌 Specialist, Digital Content (Ontario)
🏢 Kibbi Technologies
📍 Ontario