Director, Global Digital Marketing Analytics (Performance & Optimization)

Sun Life•Toronto, ON

1d•CA$110,000 - CA$180,000•Hybrid

About The Position

The Director, Global Digital Marketing Performance & Optimization drives enterprise-wide digital performance measurement, analytics, and data-driven insights. This role transforms complex digital data into strategic business intelligence and compelling narratives that inform decision-making across the organization. It establishes measurement frameworks and analytics capabilities that position data as a cornerstone of Sun Life's competitive digital advantage.

Requirements

Bachelor's degree in Business, Data Science, Analytics, Digital Marketing, or related field.
5+ years of enterprise digital analytics, measurement, or business intelligence experience.
3+ years of proven people management and team leadership experience.
Experience in financial services, insurance, or regulated industries.
Advanced proficiency with digital analytics platforms (Adobe Analytics, or similar).
Advanced proficiency with experience optimization tools (Adobe Target, Medallia DXA, or similar).
Experience with BI and data visualization tools (Tableau, Power BI, or similar).
Strong understanding of marketing measurement, attribution modeling, and digital KPIs.
Exceptional communication and storytelling skills.
Demonstrated ability to influence global teams and operate in matrixed environments.
Strong project management; able to deliver complex initiatives.

Nice To Haves

Core Competencies: Strategic thinking and business acumen, Data analysis and interpretation, Leadership and people development, Communication and stakeholder management, Change management and influence, Project and portfolio management, Technical literacy and continuous learning.

Responsibilities

Develop and execute comprehensive digital marketing measurement strategies aligned with business objectives.
Establish KPIs and metrics across digital channels (web, mobile, email, social media).
Identify and drive optimization opportunities targeting measurable improvements in conversion rates, engagement, and ROI.
Lead data remediation initiatives to improve data quality and close analytics gaps.
Establish industry benchmarks and competitive analysis frameworks for financial services.
Develop and enforce measurement governance, standardization and tagging protocols across digital properties.
Monitor performance against KPIs and provide variance analysis with recommendations.
Ensure frameworks align with industry best practices and regulatory requirements.
Develop comprehensive dashboards and performance reporting across digital marketing touchpoints.
Implement automation to streamline recurring reporting and reduce manual processing.
Design interactive data visualizations using Tableau, Power BI, or similar platforms.
Build predictive models and self-service analytics capabilities to enhance decision-making.
Ensure measurement activities comply with privacy regulations.
Adhere to governance frameworks and controls for data collection, usage, and retention.
Partner with Privacy, Legal, and Compliance teams to maintain security standards.
Conduct regular audits of measurement and data handling practices.
Build, mentor, and develop a team of 2 direct reports.
Foster a culture of continuous learning and analytics excellence.
Establish a Center of Excellence for Digital Marketing Measurement and Communities of Practice.
Serve as an internal thought leader on digital analytics and measurement best practices.
Leverage generative and agentic capabilities to enhance/augment measurement, analysis and reporting capabilities.
Build and maintain relationships with internal clients, partners, and external vendors.
Collaborate cross-functionally (IT, Marketing, CX, Business, Privacy, Compliance).
Deliver projects and initiatives on time and within budget.