Lead Content Steward shaping clinical - document content and reuse for ICON’s sponsor - dedicated pharmaceutical teams. Driving cross - functional requirements, technology adoption, and team success.
About the role
- Content strategy director leading SEO, GEO, LLM discoverability, and social content for Sun Life Canada. Driving growth across Health, Wealth, and Protection businesses.
Responsibilities
- Lead and activate digital content strategy for Sun Life Canada across Health, Wealth, and Protection businesses
- Drive brand awareness, consideration, and conversion through compelling digital content
- Integrate SEO, GEO, LLM discoverability, and organic social into an insight-driven function
- Develop a consistent brand voice and narrative across digital channels
- Lead a team creating and scaling content across websites, social, email, video, and thought leadership
- Define and track performance metrics, set targets, monitor performance, and improve client experience
- Expand and optimize sunlife.ca for search, GEO, and LLM discoverability
- Strengthen brand and product signals across Reddit, LinkedIn, META, and YouTube
- Develop channel strategy and deliver content aligned with client journeys and Canadian objectives
- Govern multi-channel content distribution and SEO practices
- Build and manage the editorial content calendar and channel plan
- Support product marketing teams and business-unit partners with thought leadership and go-to-market content
- Create thought leadership with industry experts for owned channels
- Review third-party content sponsorships and partnerships
- Coach and develop digital content marketers, SEO/GEO/LLM strategists, UX writers, and organic social media specialists
- Improve operating models, tools, platforms, intake workflows, editorial planning, and cross-team visibility using Wrike and standardized calendars
- Explore emerging communication channels and content formats
- Conduct client-facing content reviews and improve content approval processes with compliance and legal stakeholders
- Maintain knowledge of digital content, social, SEO/GEO/LLM best practices
- Oversee content-team budget expenses and forecasting
Requirements
- 10+ years of digital content experience in B2C and B2B marketing, product marketing, and content marketing across multiple channels and social platforms
- Experience in financial services, insurance, or investments industry is an asset
- 5+ years experience leading and managing high performing teams
- Strong understanding of digital channels and audience behaviours, including websites, email, social media, paid media and emerging platforms
- Strong understanding of SEO, GEO and LLM discoverability best practices
- Strong analytical skills and ability to interpret data and make data-driven decisions
- Experience with Hootsuite, Sprinklr, and Sprout
- Rapid response / crisis communication management experience
- Excellent writing, editing and communication skills
- Proficiency with Google Analytics, Google Search Console, SEMrush, Ahrefs, Senso.ia, Canva, Adobe Suite and Wrike
- French and English bilingualism, oral and written, required for Quebec locations
Benefits
- Environment of continuous learning, development, and improvement
- Sabbatical Program offering up to 6 weeks off every five years
- Hybrid work flexibility from the office and virtually
- Incentive plans for eligible employees, subject to individual and company performance
- Mental health and employee well-being support
- Accommodation available for persons with disabilities
- Diversity and inclusion-focused workplace
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