Senior Manager, Digital Content

Definity is the parent company to some of Canada’s most long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be one of Canada’s leading and most innovative property and casualty insurers. We can’t do that without our people, so we embrace and encourage a culture that’s collaborative, ambitious, rewarding, and empowering.

We offer a flexible, hybrid work experience where employees work from the office and virtually depending on the type of work they are doing and who they are working with. Bring your true self and be a part of our journey. It’s better here.

As the leader of Sonnet’s growing Digital Content team within Sonnet’s Customer Experience division, you’ll be a key driver of our content strategy, from owning the end-to-end user experience from a digital content perspective to helping us deliver on our brand with insightful content that wins the hearts and minds of consumers across all our digital channels to meet our company goals. You’ll:

• Take the lead on managing content strategy, a compelling roadmap, and editorial calendar to optimize and scale digital content to drive organizational objectives effectively.
• Lead efforts for content optimization across channels, ensuring a seamless and optimized user experience to enhance brand visibility, engagement, conversion, and retention.
• Review, edit, and give direction as needed, to maintain our brand’s consistent tone & voice, as well as our product value propositions, to internal teams and other stakeholders across our customer communications channels, including our website, mobile app, emails, chat, SMS, etc. 
• Work cross functionally with business stakeholders, and collaboratively with our team of SEO, Design, CRM, UX, and Development specialists, to deliver: 
  • Strategic, high-value content tailored to target audiences
  • User-first web content that is optimized for search engines 
  • Clear and concise micro copy that guides users through their journey
  • Digital content that meets accessibility requirements, quality and brand standards 
• Develop A/B test strategies for key landing pages to increase conversions iteratively. 
• Track, analyze, and report on key metrics associated with our content success, like web traffic, conversions, etc., and use it to:
  • Identify opportunities and actionable recommendations
  • Improve content development and iteration
  • Inform conversion rate optimization (CRO)
• Manage a team of content writers and freelancers, providing guidance, mentorship, and fostering a collaborative and performance-driven team culture

What do you bring to the role?

• 7+ years of professional experience crafting creative copy (both microcopy for digital UX products or apps and long-form editorial content) and building effective content strategies for digital-first, consumer-focused companies
• Educational degree, diploma, or equivalent in related field
• Your strategic mindset will be crucial in identifying opportunities to enhance Sonnet’s brand, boost conversion rates, enhance customer experience, and improve organic visibility across channels
• Passion for writing and copyediting – and you’ve got the portfolio to prove it. (Bonus points for a variety of channels and formats)
• A strong understanding of the role that digital content plays in a consumer journey (and how content supports growth for the broader organization)
• Experience managing direct reports. You’re a remarkable leader, a great people manager, and a passionate coach and mentor
• You’re comfortable leading change and giving direction, and getting feedback, to maintain quality content, from both internal and external stakeholders
• Experience with C-level and stakeholder engagement, particularly aligning business goals and impacts on content strategy and objectives
• Strong project management skills to manage long-term strategic initiatives, complex cross-team projects, and a steady flow of day-to-day smaller requests
• You’re data-driven and have in-depth experience measuring a content team’s performance in tools, like Google Analytics, Search Console, SEMrush, and CRM’s
• Experience working with a CMS and you are a fast learner when it comes to using new platforms and software
• You thrive in a collaborative and agile team environment (Jira experience is an asset)
• Insurance or fintech industry knowledge and experience is an asset, particularly in translating industry terms or complex information in a consumer-friendly way
• Bilingualism in English and French is an asset      

Salary range:  $87,600 - $181,000

Interested in this role, but don't meet every requirement? We encourage you to apply! We know from experience that a candidate doesn't need 100% of the qualifications listed to bring incredible value to our team. We're actively seeking diverse backgrounds and perspectives to help us make insurance better. At Definity, inclusion, diversity, and equity aren't just "nice to have" — they're essential to our success.

What's in it for you?

• Hybrid work schedule for most roles
• Company share ownership program
• Pension and savings programs, with company-matched RRSP contributions
• Paid volunteer days and company matching on charitable donations
• Educational resources, tuition assistance, and paid time off to study for exams
• Focus on inclusion with employee groups, support for gender affirmation surgery, access to BIPOC counsellors, access to programs for working parents
• Wellness and recognition programs
• Discounts on products and services

Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labour market.  In addition to base pay, eligible employees may participate in various incentive plans which are paid out at the discretion of the company and subject to individual and company performance.

Go ahead and expect a lot — you deserve it.
It's better here — but don't take our word for it. Definity was named by Great Place to Work® as one of the Best Workplaces™ in Canada for women, for youth, and for inclusion.

Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know by contacting [email protected].

Background checks
This role requires successful clearance of background checks (including criminal checks and leadership references).

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