Director, Content and Search Strategy

Definity Insurance Company • Toronto, ON

1d • CA$134,300 - CA$184,300 • Hybrid

About The Position

The Director, Content & Search Strategy role will lead Definity’s digital content evolution. This role is focused on building a high-performing content ecosystem that drives brand visibility, authority, and discoverability across all digital channels, including emerging AI-driven search. This role will architect and scale a content infrastructure that serves two distinct audiences simultaneously: broker partners who rely on clear, enabling content to sell confidently, and end customers who need a frictionless, trust-building digital journey. Beyond content creation, this is fundamentally a growth and infrastructure role that deploys modern SEO, AEO and GEO techniques to ensure Definity Insurance is not just found, but preferred, across every channel.

Requirements

• Bachelor's degree in Marketing, Communications, Business, or a related field required.
• 8+ years of progressive leadership experience in content strategy, digital marketing, SEO, and search-driven content ecosystems.
• Demonstrated success building and scaling high-performing content functions within regulated financial services, B2B2C, or similarly complex environments.
• Hands-on expertise with modern SEO and emerging search methodologies, including AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), structured data, and AI-powered search engines and crawlers.
• Strong understanding of how AI is reshaping content discovery and digital experiences.
• Proven experience developing content strategies that support both customer engagement and broker sales enablement.
• Deep understanding of how content can drive business results across broker-distributed channels while maintaining relevance and value for end customers.
• Strong analytical mindset with the ability to translate performance insights, customer behavior data, and content metrics into actionable strategies.
• Comfortable using data to guide content investments, optimization efforts, and business recommendations.
• Demonstrated ability to build relationships, collaborate across functions, and lead through influence.
• Skilled at aligning diverse stakeholders around shared goals and driving execution in matrixed organizations.
• Experience leading teams and stakeholders through change, introducing new ways of working, and fostering a culture of continuous improvement, innovation, and collaboration.
• Ability to connect content, search, and digital experience strategies to broader business objectives.
• Strong understanding of balancing customer needs, brand goals, and commercial outcomes within a regulated environment.
• Successful clearance of background checks (including criminal checks and leadership references).

Nice To Haves

• An MBA or graduate degree is considered an asset but not a substitute for relevant professional experience.

Responsibilities

• Build a cohesive content strategy that supports customers and brokers at every step – from their first search to filing a claim – turning our digital presence into a clear competitive advantage.
• Lead the digital evolution of our content, prioritizing modern discoverability tactics, including traditional SEO and optimization for emerging AI-driven search engines and crawlers.
• Continuously benchmark our brand and digital presence against key competitors and adjust strategies to ensure distinct market differentiation.
• Identify and implement AI marketing tools and processes to drive operational efficiency, generate data-driven insights, and personalize content delivery for target stakeholders.
• Constantly look for smart, practical ways to use AI to elevate our content, speed up our workflows, and share those successes to help other teams do the same.
• Shape the attitudes and decisions of others through effective communication. Inspire, motivate, and guide your team and cross-functional stakeholders toward shared goals.
• Evaluate incoming requests, identify the search and content projects with the highest potential, and guide your team to put their energy where it will make the biggest difference.
• Apply deep knowledge of the insurance business environment to drive activities that meet customer expectations. Make informed, ROI-driven spending decisions on digital tools and agency resources that support team objectives.

Benefits

• Hybrid work schedule for most roles
• Company share ownership program
• Incentive Program - 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.
• 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

What This Job Offers

• Job Type: Full-time
• Career Level: Director