Lead – Digital Experience and Content

BMO•Toronto, ON

23h•CA$75,900 - CA$141,900

About The Position

Provides strategic leadership and execution oversight for BMO Insurance’s digital experience and content ecosystem, with primary accountability for website experience, content strategy, and performance. Owns the end-to-end digital content lifecycle — from strategy and prioritization to execution and optimization — ensuring all initiatives are aligned to business priorities and drive measurable engagement, conversion, and client impact. Acts as a central connector across marketing, sales, and business teams to proactively identify opportunities to amplify business initiatives through digital content and experience design.

Requirements

Typically, between 5-6 years of relevant experience and post-secondary degree in related field of study or an equivalent combination of education and experience.
Degree in marketing, advertising or communications.
Strong experience leading digital experience and content strategy, with direct ownership of website platforms and CMS (Contentful experience required).
Proven expertise in SEO, AEO, and emerging search optimisation practices (including AI-driven discovery models).
Experience developing proactive, business-aligned content strategies that drive measurable outcomes.
Strong understanding of digital user experience, content design, and conversion optimization.
Ability to translate complex business strategies into clear, compelling digital content.
Technical proficiency gained through education and/or business experience.
Verbal & written communication skills - In-depth.
Collaboration & team skills - In-depth.
Analytical and problem-solving skills - In-depth.
Influence skills - In-depth.
Data driven decision making - In-depth.

Nice To Haves

Bilingualism (English/French) considered a strong asset.

Responsibilities

Own the end-to-end website experience, including content, structure, navigation, and performance.
Act as the primary business owner of the CMS platform (Contentful), including governance, publishing, and optimization.
Continuously enhance the digital experience to improve engagement, conversion, and usability across client and advisor journeys.
Partner with technology and UX teams to evolve the website roadmap and ensure scalable, future-ready experience design.
Acts as a strategic advisor to BMO Insurance for all content strategies.
Lead the development of a proactive, business-led content strategy aligned to enterprise priorities, product initiatives, and advisor needs.
Translate business initiatives into clear, compelling, and differentiated digital content that amplifies key priorities and outcomes.
Act as a strategic advisor to business teams on how to effectively leverage digital content to drive awareness, engagement, and growth.
Serve as a strategic thought partner to leadership on digital experience, content innovation, and emerging capabilities (e.g., AI-driven content).
Ensure consistency of messaging, tone, and quality across all digital touchpoints.
Lead search optimization across channels, including SEO (Search Engine Optimization), AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization).
Ensure all content is structured and optimized for discoverability across traditional search and emerging AI-driven platforms.
Monitor search trends, algorithm changes, and emerging technologies to continuously evolve content practices.
Partner with analytics teams to track performance and refine strategies based on insights.
Establish a forward-looking content roadmap that anticipates business needs and reduces reactive content creation.
Build and enforce content governance, standards, and processes across teams.
Partner cross-functionally to ensure efficient intake, prioritization, and delivery of digital content initiatives.
Define and track key performance metrics across digital experience and content (e.g., engagement, conversion, search visibility).
Use data and insights to continuously optimize content strategy, website performance, and user experience.
Translate performance insights into clear recommendations for business and marketing leadership.