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 current 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. At Sun Life, we're driven by our Purpose: helping our Clients achieve lifetime financial security and live healthier lives. Our values shape how we work: caring, authentic, bold, inspiring, and impactful. When you join Sun Life, you'll work with passionate colleagues and empowering leaders who support your growth and celebrate your contributions, so you can make a meaningful difference in our Clients' lives. Discover how you can make a difference in the lives of individuals, families and communities around the world.

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 the 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 exper

📌 Director, Content Strategy (Canada)
🏢 Sun Life Financial
📍 Canada