Brand Strategy & Initiatives Manager

Sun Life • Waterloo, ON

2d • CA$80,000 - CA$128,000 • Hybrid

About The Position

At Sun Life, we're driven by our Purpose: helping our Clients achieve lifetime financial security and live healthier lives. Our values shape how we work: caring, authentic, bold, inspiring, and impactful. When you join Sun Life, you'll work with passionate colleagues and empowering leaders who support your growth and celebrate your contributions, so you can make a meaningful difference in our Clients' lives. Discover how you can make a difference in the lives of individuals, families and communities around the world.

As Brand Strategy & Initiatives Manager, you will play a key role in supporting the development and execution of Sun Life’s brand strategy in Canada. Reporting to the Director, Brand Strategy and Management, you will help translate strategic direction into actionable initiatives that strengthen brand relevance, trust, and differentiation. You will work closely with marketing, creative, communications, and insights teams to support consistent and compelling brand experiences across key touchpoints.

Requirements

• 7+ years of experience in brand strategy and management, with a strong understanding of brand best practices and consistency.
• Experience developing and implementing brand positioning, strategy, and value propositions.
• Demonstrated ability to translate research, insights, and data into actionable strategies and recommendations.
• Strong understanding of digital marketing and client experience best practices.
• Strong understanding of the omnichannel experience, with the ability to think across channels and create connected brand experiences throughout the client journey.
• Detail-oriented, with strong organizational, project management, and planning skills.
• Self-starter with the ability to define and lead cross-functional initiatives with minimal oversight.
• Bilingualism (French, English, both oral and written) is required for Quebec only for the frequent interactions with English and French-speaking colleagues or internal partners across Canada or worldwide.

Nice To Haves

• Brand, consulting, or advertising agency experience is an asset.
• Familiarity with brand measurement, market insights, and marketing performance reporting (preferred skill)

Responsibilities

• Support the development of Sun Life Canada’s brand strategy and annual planning process.
• Support the development of brand positioning and strategic guidance for marketing and communications teams.
• Translate brand, client, and market insights into actionable initiatives that strengthen brand relevance and client connection.
• Collaborate with cross-functional teams, including creative, insights, and marketing partners, to bring brand strategy and messaging to life.
• Monitor market trends and competitor activity to inform brand storytelling and differentiation.
• In collaboration with Corporate Communications, contribute to the development and refinement of our brand narrative and key themes that resonate with target audiences.
• Develop the strategy and execution of brand activations and initiatives that reinforce brand purpose, values, and cultural relevance.
• Support the adaptation and implementation of global brand and creative direction across Canadian markets, ensuring cultural and regional relevance.
• Provide support and guidance on marketing plans and creative briefs, as needed.
• Collaborate with marketing teams to ensure consistent brand storytelling across campaigns and channels.
• Participate in brand reviews to ensure alignment with visual identity, tone of voice, and brand guidelines.
• Provide guidance to internal teams and partners on brand standards and best practices.
• Support the evolution and adoption of brand guidelines, including visual identity, tone of voice, and experience standards.
• Provide guidance to marketing teams and business partners, as needed.
• Support brand architecture and naming-related governance, as needed.
• Ensure clarity and consistency across Sun Life’s Canadian brand ecosystem.

Benefits

• Partial flexible Benefits from the day you join to meet the needs of you and your family
• Being part of our journey in developing the next greatest digital experience

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed