[Hiring] Content Marketing Manager @Sun Life Assurance Company of Canada

Role Description

We are seeking a Content Marketing Manager with deep expertise in the wealth management and investment sector to lead our content strategy for Sun Life's Group Retirement Services (GRS). This role is responsible for creating, managing and optimizing content that educates, engages and inspires our GRS Members. The ideal candidate combines strong storytelling skills with financial literacy and a data-driven mindset, enabling them to take complex concepts and distill them down for the average Canadian.

• Strategy & Planning
  • Lead the development of content strategy and production for GRS Marketing, setting the tone and creating consistency across all channels and components, aligned to the Sun Life brand and business objectives
  • Develop and execute a content marketing strategy aligned with GRS business goals
  • Define clear goals, target audience profiles and KPIs to measure success
  • Define audience personas across GRS Members and tailor messaging accordingly
  • Build and maintain an editorial calendar covering blogs, whitepapers, webinars, newsletters, and social media
• Content Creation & Management
  • Write, edit and curate high-quality, engaging content across multi-media and omni-channels (videos, emails, inbound ads, etc.)
  • Produce and oversee thought leadership content on topics such as savings tips, market trends, retirement planning, and wealth preservation
  • Be the voice of our members, analyzing trends, competitors and audience needs to recommend new content pieces that drive value and engagement specific to customer segments
  • Collaborate with GRS Business and Marketing leaders, Digital, marketing and compliance teams to ensure accuracy and regulatory alignment
  • Repurpose content into multiple formats (articles, infographics, videos, podcasts)
• Distribution & Promotion
  • Coordinate calendars and workflows for content development and distribution across owned, earned and paid channels
  • Manage distribution across owned, earned, and paid channels (website, LinkedIn, newsletters, financial media)
  • Optimize reach and engagement by leveraging partners and influencers, and ensure content is repurposed effectively across multiple formats
• Analytics & Optimization
  • Track KPIs such as engagement, lead generation, and conversion rates
  • Use analytics tools to measure ROI and refine strategies
  • Conduct A/B testing to optimize messaging and formats
• Collaboration & Leadership
  • Work closely with product, sales, marketing and digital teams to align content with client needs
  • Manage external writers, agencies, and freelancers
  • Ensure all content adheres to financial industry compliance standards (FINRA, SEC, IIROC, etc.) and Sun Life brand guidelines

Qualifications

• Bachelor's degree in Marketing, Communications, Finance, or related field
• 5+ years of experience in content marketing within financial services, wealth management, or investment firms
• Strong understanding of investment products (mutual funds, ETFs, private equity, alternative investments)
• Exceptional writing, editing, and storytelling skills with the ability to simplify complex financial concepts
• Ability to balance creativity with compliance requirements and Sun Life brand standards
• Experience with multi-channel content distribution and omni-channel marketing approaches
• Proven track record of developing content strategies that drive member engagement and business results

Benefits

• Wellness programs that support the three pillars of your health – mental, physical, and financial
• The opportunity to move along a variety of career paths with amazing networking potential
• As a hybrid organization, you and your leader use business and Client needs to choose where you work, at home or in the office