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. Discover how you can make a difference in the lives of individuals, families and communities around the world.

Job Description:

You're the national lead for Sun Life’s organic search strategy, owning the future of discoverability in an AI-first, intent-driven world. This role isn't about maintaining the status quo. You’ll define how Canadians find and engage with Sun Life across platforms while helping shape how our digital ecosystem supports business growth.

Reporting into the Director of Content, you'll lead strategy, execution, tooling, and education for SEO, AI search visibility, and site-level optimization. You’ll be a trusted advisor to cross-functional teams by translating complex SEO into business impact, building internal capabilities, and aligning efforts across content, brand, paid media, campaign, and client experience programs.

We’re looking for a collaborative, strategic leader who brings both depth in SEO and strength in influence, someone who leads with clarity, builds strong partnerships, and can future-proof Sun Life’s discoverability strategy in a rapidly evolving environment.

Preferred skills

• SEO strategy development for enterprise and regulated websites
• Technical SEO audits (crawlability, indexation, page speed, Core Web Vitals)
• Structured data implementation (schema markup for FAQ, How-To, Q&A)
• Site architecture planning, including URL strategy, taxonomy, and interlinking
• Content hierarchy design for discoverability and client journey alignment
• Keyword clustering and pillar-page strategy development
• Answer Engine Optimization (AEO) for platforms like ChatGPT, Gemini, and Perplexity
• Natural language and voice search optimization
• Landing page optimization informed by audience segmentation and search behaviour
• Implementation and governance of SEO tooling (e.g., AHREFs, SEMJI)
• Creation of scalable content briefing systems tied to SEO insights
• Integration of SEO into omnichannel campaign planning and execution
• Measurement strategy design, including Share of Voice and AI visibility KPIs
• Cross-functional collaboration with content, public web, analytics, and marketing teams
• Evaluate mobile responsiveness and performance indicators to support discoverability across devices
• Explore and assess AI-generated content models for visibility in AI search environments
• Development and delivery of SEO education and enablement programs across teams

Qualifications

• 5–7 years of progressive SEO leadership experience in large, complex, or regulated environments
• Proven track record of driving measurable growth through organic search and discoverability strategies
• Deep expertise in technical SEO, structured data, and AI-informed search practices
• Demonstrated experience developing enterprise SEO strategies aligned to business goals and client needs
• Strong understanding of E-E-A-T and YMYL content principles within compliance-heavy sectors
• Experience integrating SEO with content marketing, paid media, analytics, and digital strategy
• Comfortable presenting to and influencing executives, with the ability to translate SEO into business impact
• Skilled in SEO and analytics tools such as AHREFs, SEMJI, Google Search Console, and Adobe Analytics
• Experience managing direct reports and scaling SEO capabilities through coaching and enablement
• Familiarity with CMS platforms (preferably AEM), accessibility standards, and content governance processes
• Nice to have: Experience in financial services, insurance, or other high-trust industries

Responsibilities

• Lead the national SEO and discoverability strategy across Sun Life’s digital ecosystem
• Shape and evolve Sun Life’s approach to AI-powered search and Answer Engine Optimization (AEO)
• Define and oversee technical SEO strategy in collaboration with developers, Public Web, and AEM teams
• Establish site-wide optimization frameworks, including structured data, content hierarchy, and taxonomy
• Represent SEO and discoverability considerations in governance forums for site redesigns, content launches, and homepage updates
• Drive discoverability through landing page strategy, internal linking, and entity-based SEO
• Integrate SEO insights into content planning, campaign development, and audience segmentation
• Ensure SEO programs meet compliance requirements and Sun Life’s YMYL obligations for content quality and integrity
• Define and track performance metrics, including Share of Voice, AI snippet eligibility, and mid-funnel engagement
• Lead the implementation and governance of SEO tools (e.g., AHREFs, SEMJI), ensuring scalable use across teams
• Develop education programs and enablement resources to upskill internal partners on modern SEO practices
• Collaborate with analytics, brand, paid media, and content teams to align SEO with business objectives
• Manage and mentor direct reports, fostering strategic growth and future-ready capability within the team

What’s in it for you?

• We’re proud to be recognized as a company with a 2024 Most Trusted Executive team by Great Place to Work® Canada
• Access to short-term assignments or ‘Gigs’ across the organization, to help you develop new skills and connections.
• A collaborative and interactive team environment
• Charitable giving through our You Give, We Give program lets you give back to your community – and in many cases, we’ll match your contributions.
• Care Days available for self-care or care of others (i.e., family or others you may support) and Sick Days to support your well-being.

The Base Pay range is for the primary location for which the job is posted. It may vary depending on the work location of the successful candidate or other factors. In addition to Base Pay, eligible Sun Life employees participate in various incentive plans, payment under which is discretionary and subject to individual and company performance. Certain sales focused roles have sales incentive plans based on individual or group sales results.

Diversity and inclusion have always been at the core of our values at Sun Life. A diverse workforce with wide perspectives and creative ideas benefits our Clients, the communities where we operate and all of us as colleagues. We welcome applications from qualified individuals from all backgrounds.

Persons with disabilities who need accommodation in the application process, or those needing job postings in an alternative format, may e-mail a request to thebrightside@sunlife.com.

We are proud to be a hybrid organization that offers our employees the choice and flexibility to work from both the office and virtually based on the needs of the business, our Clients and you! Several work options are available and can be discussed throughout the selection process depending on the role requirements and individual needs.

We thank all applicants for showing an interest in this position. Only those selected for an interview will be contacted.

Salary Range:

78,000/78 000 - 128,000/128 000

Job Category:

Marketing

Posting End Date:

17/07/2025