Content strategy director leading SEO, GEO, LLM discoverability, and social content for Sun Life Canada. Driving growth across Health, Wealth, and Protection businesses.
About the role
- Director of Content Marketing leading Emburse’s Expense Intelligence content strategy. Connecting editorial programs, AI visibility, and campaigns to pipeline and MQA influence.
Responsibilities
- Own the content strategy and editorial calendar across blogs, case studies, whitepapers, analyst reports, and thought leadership
- Align content with active go-to-market campaigns and Emburse’s Expense Intelligence brand narrative
- Own content-to-campaign mapping, targeting 80–90%+ of content tied to active GTM campaigns
- Collaborate with the Social/Demand Gen team so content strategy informs social content and campaign amplification
- Partner with PR & AR, Product Marketing, and Demand Gen on campaigns, launches, and announcements
- Manage and develop the Content Writer through editorial direction, review, and craft coaching
- Manage agency and contractor relationships, including briefing, governance, and quality control
- Oversee AI-assisted drafting workflows while maintaining human editorial judgment
- Own AEO/GEO content strategy for LLM-driven discovery alongside traditional SEO
- Build and maintain a content measurement framework connecting performance to pipeline and MQA influence
- Deliver quarterly content strategy and performance readouts to Brand Marketing leadership
- Collaborate with the Multimedia Creator to integrate video into content strategy
- Ensure content reflects Emburse’s brand voice and messaging framework across formats and channels
Requirements
- Required: Bachelor’s degree
- Required: 7–10 years of proven experience in B2B content marketing or content strategy, ideally in SaaS, fintech, or financial services
- Required: 3+ years leading content strategy or managing writers and agencies
- Experience managing external agencies or freelance contributors, including contract oversight and quality governance
- Proven ability to build and scale an editorial function connected to demand generation and pipeline outcomes
- Strong grounding in SEO, plus working knowledge of AEO/GEO practices for LLM-driven content discovery
- Comfortable shaping the work of an adjacent Social team without a reporting line into it
- Ability to manage and grow a direct report and manage external agency relationships
- Excellent writing and editing skills across executive-level and technical B2B content
- Experience building or governing AI-assisted content workflows with strong human editorial judgment
- Ability to build a content measurement framework connecting content to pipeline and MQA influence
- Strong verbal, written, and presentation skills
- Willingness to travel occasionally (0–10%) for team, agency, or company events
Benefits
- Occasional travel (0–10%) for team, agency, or company events
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