Director of Content Strategy & Discoverability

Sun Life Financial; Toronto; Hybrid; CAD 130,000 - 180,000; Full time

Benefits offered by this job

Sabbatical program

Hybrid work model

Best Workplace recognition

Job summary

Sun Life Financial in Canada seeks a Director of Content Strategy & Discoverability to lead a team of content experts across web, social, email, videos, and thought leadership. The role focuses on integrating SEO, GEO, and LLM strategies to drive brand, consideration, and conversion in Health, Wealth, and Protection.

You will collaborate with Brand, Marketing, Product, Legal, and Compliance to build a scalable content ecosystem grounded in client needs and data-driven decision-making, with a

Qualifications

• 10+ years of digital content experience in B2C and B2B marketing across multiple channels.
• 5+ years leading and managing high performing teams.
• Experience in financial services, insurance, or investments is an asset.
• Strong understanding of SEO, GEO, and LLM discoverability best practices.
• Excellent writing, editing, and communication skills.

Responsibilities

• Develop and maintain insight-driven content strategy for Brand and business units.
• Lead a team of content professionals across websites, social, email, video, and thought leadership.
• Define and track performance metrics; report insights to inform client experience.
• Expand sunlife.ca for search, GEO, and LLM discoverability; optimize content across channels.
• Govern editorial calendars and cross-team workflows using Wrike and standardized processes.

Skills

SEO

GEO

LLM discoverability

Content strategy

Analytics

Editorial leadership

Social media

Cross-functional collaboration

Tools

Google Analytics

Google Search Console

SEMrush

Ahrefs

Senso.ia

Canva

Adobe Creative Suite

Wrike

Job description

Sun Life Financial in Canada seeks a Director of Content Strategy & Discoverability to lead a team of content experts across web, social, email, videos, and thought leadership. The role focuses on integrating SEO, GEO, and LLM strategies to drive brand, consideration, and conversion in Health, Wealth, and Protection.

You will collaborate with Brand, Marketing, Product, Legal, and Compliance to build a scalable content ecosystem grounded in client needs and data-driven decision-making, with a