Manager, Organic Social Media & Community

sunlife; Toronto; On-site; CAD 120,000 - 150,000; Full time

Job summary

Sun Life Canada seeks a Manager, Social Media & Community to shape its organic social presence across 12+ channels, including LinkedIn, Instagram, Facebook, TikTok, Reddit and YouTube. You will lead a team of Social Media Consultants, drive audience-first content, and collaborate with Brand, Creative and SEO teams to boost visibility and engagement.

The role blends strategic leadership with hands-on execution in a regulated financial services setting, translating insights into measurable

Qualifications

• 5-7+ years of progressive experience in social media, digital marketing, or content strategy.
• Demonstrated experience developing and executing organic social strategies for a large or complex brand.
• Proven expertise in building authentic influencer and creator partnerships that strengthen brand relevance, reach and credibility.

Responsibilities

• Own and evolve Sun Life Canada's organic social media and community strategy across established and emerging platforms.
• Define each channel's role and roadmap based on audience needs, cultural relevance, brand and business priorities, and discoverability.
• Lead audience-first, video-first content strategies that turn brand and business priorities into useful, credible and engaging experiences.
• Partner with Brand, Creative, Content, SEO & Discoverability teams to strengthen Sun Life's visibility across social, search and AI-powered discovery.
• Lead proactive community engagement, moderation and escalation within a regulated environment.
• Translate social listening, audience behaviour, cultural trends and performance data into actionable insights and recommendations.
• Lead and develop a team of Social Media Consultants, providing strategic direction, prioritisation and performance support.

Skills

Strategic leadership

Social media strategy

Digital marketing

Influencer partnerships

Brand governance

Team leadership

Analytics & social listening

AI & generative search awareness

Stakeholder management

Tools

Sprinklr

Job description

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 new 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:

Help shape how Sun Life Canada shows up, participates and is discovered in an increasingly social, conversational and AI-mediated world.

As Manager, Social Media & Community, you'll lead the direction and evolution of Sun Life's organic social presence across 12+ channels, from established platforms like LinkedIn, Instagram, and Facebook to emerging opportunities across TikTok, Reddit, YouTube, and generative search.

This is a high-impact role for a social leader who can think strategically, move quickly, and translate audience behaviour into business opportunity. You will help ensure that Sun Life contributes credibly to the conversations and questions that matter to Canadians. You will apply community insight, platform expertise and emerging AI practices to create content that people want to watch, use, share, discuss and find.

You'll lead a team of Social Media Consultants, oversee day-to-day organic social operations, and advance how Sun Life uses community, video, social intelligence, and AI-enabled discovery to build brand authority, deepen engagement, and contribute to measurable business outcomes.

What will you do?

• Own and evolve Sun Life Canada's organic social media and community strategy across established and emerging platforms.
• Define each channel's role and roadmap based on audience needs, cultural relevance, brand and business priorities, and discoverability.
• Determine where Sun Life should lead, contribute, listen or choose not to participate.
• Bring Sun Life's established brand expression to life, adapting it to each platform's culture and audience while maintaining brand cohesion.
• Lead audience-first, video-first content strategies that turn brand and business priorities into useful, credible and engaging experiences.
• Partner with Brand, Creative, Content, SEO & Discoverability teams to strengthen Sun Life's visibility across social, search and AI-powered discovery.
• Apply topical relevance, source credibility and citation-worthy expertise to content planning, while testing new approaches as search and discovery behaviours evolve.
• Lead proactive community engagement, moderation and escalation within a regulated environment.
• Translate social listening, audience behaviour, cultural trends and performance data into actionable insights and recommendations.
• Lead and develop a team of Social Media Consultants, providing strategic direction, prioritisation and performance support.
• Collaborate across teams and guide external partners to strengthen integration, governance, content reuse and operational effectiveness.
• Measure and communicate organic social's contribution to brand, community, discoverability and business outcomes.

What do you need to succeed?

• 5-7+ years of progressive experience in social media, digital marketing, or content strategy.
• Demonstrated experience developing and executing organic social strategies for a large or complex brand.
• Proven expertise in building authentic influencer and creator partnerships that strengthen brand relevance, reach and credibility.
• Strong strategic thinking paired with the ability to move comfortably between big-picture strategy and hands-on execution.
• Excellent stakeholder management and communication skills, with experience influencing across matrixed organizations and presenting to senior leaders.
• Deep understanding of social platforms, algorithms, community management, and evolving audience behaviours.
• Experience with social listening and management platforms such as Sprinklr, including publishing, engagement, listening and analytics.
• Strong understanding of social analytics, measurement, and translating data into business insights.
• Curiosity and working knowledge of AI, SEO, generative search/LLM discoverability, and emerging digital trends.
• Experience in financial services, insurance, healthcare, or another regulated industry is an asset.
• As this position is posted in several locations, we specify that bilingualism (French, English, both