Job Description
The Opportunity
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.
What To Expect
Content Ecosystem & Digital Presence
- Strategic Thinking and Planning: 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.
- Digital and Data Literacy: Lead the digital evolution of our content, prioritizing modern discoverability tactics, including traditional SEO and optimization for emerging AI-driven search engines and crawlers.
- Brand Positioning and Differentiation: Continuously benchmark our brand and digital presence against key competitors and adjust strategies to ensure distinct market differentiation.
AI Integration & Innovation
- Market and Customer Understanding: Identify and implement AI marketing tools and processes to drive operational efficiency, generate data-driven insights, and personalize content delivery for target stakeholders.
- Creative Thinking and Innovation: Keep us ahead of the curve. You’ll 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.
Team Leadership & Cross-Functional Alignment
- Interpersonal Influence: Shape the attitudes and decisions of others through effective communication. Inspire, motivate, and guide your team and cross-functional stakeholders toward shared goals.
- Prioritization: Focus on what matters. You’ll 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.
- Business and Financial Acumen: 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.
What You Bring
- Education: Bachelor's degree in Marketing, Communications, Business, or a related field required. An MBA or graduate degree is considered an asset but not a substitute for relevant professional experience.
- Digital Content & Search Leadership: 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.
- Digital & AI Fluency: 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.
- Broker & Channel Content Expertise: 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.
- Data-Driven Decision Making: 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.
- Cross-Functional Leadership & Influence: 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.
- Change Management & Organizational Agility: Experience leading teams and stakeholders through change, introducing new ways of working, and fostering a culture of continuous improvement, innovation, and collaboration.
- Strategic Thinking & Business Acumen: 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.
Salary Range: $134,300 - $184,300
About Us
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.
This position is being posted to fill an existing vacancy.
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
- 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
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 accessibility@economical.com.
As part of Definity’s commitment to reconciliation, we acknowledge that our work, meetings, and travel take place on the lands now known as Canada, and recognize the enduring presence, wisdom, and stewardship of the First Nations, Métis, and Inuit peoples who have long cared for these lands.
Background checks
This role requires successful clearance of background checks (including criminal checks and leadership references).
About The Team
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.
