Job Description:Help shape how Sun Life Canada shows up, participates and is discovered in an increasingly social, conversational and AI-mediated world.
As Manager, Social Media & Community, you’ll lead the direction and evolution of Sun Life’s organic social presence across 12+ channels, from established platforms like LinkedIn, Instagram, and Facebook to emerging opportunities across TikTok, Reddit, YouTube, and generative search.
This is a high-impact role for a social leader who can think strategically, move quickly, and translate audience behaviour into business opportunity. You will help ensure that Sun Life contributes credibly to the conversations and questions that matter to Canadians. You will apply community insight, platform expertise and emerging AI practices to create content that people want to watch, use, share, discuss and find.
You’ll lead a team of Social Media Consultants, oversee day-to-day organic social operations, and advance how Sun Life uses community, video, social intelligence, and AI-enabled discovery to build brand authority, deepen engagement, and contribute to measurable business outcomes.
What will you do?- Own and evolve Sun Life Canada’s organic social media and community strategy across established and emerging platforms.
- Define each channel’s role and roadmap based on audience needs, cultural relevance, brand and business priorities, and discoverability.
- Determine where Sun Life should lead, contribute, listen or choose not to participate.
- Bring Sun Life’s established brand expression to life, adapting it to each platform’s culture and audience while maintaining brand coherence.
- Lead audience-first, video-first content strategies that turn brand and business priorities into useful, credible and engaging experiences.
- Partner with Brand, Creative, Content, SEO & Discoverability teams to strengthen Sun Life’s visibility across social, search and AI-powered discovery.
- Apply topical relevance, source credibility and citation-worthy expertise to content planning, while testing new approaches as search and discovery behaviours evolve.
- Lead proactive community engagement, moderation and escalation within a regulated environment.
- Translate social listening, audience behaviour, cultural trends and performance data into actionable insights and recommendations.
- Lead and develop a team of Social Media Consultants, providing strategic direction, prioritisation and performance support.
- Collaborate across teams and guide external partners to strengthen integration, governance, content reuse and operational effectiveness.
- Measure and communicate organic social’s contribution to brand, community, discoverability and business outcomes.
What do you need to succeed?- 5-7+ years of progressive experience in social media, digital marketing, or content strategy.
- Demonstrated experience developing and executing organic social strategies for a large or complex brand.
- Proven expertise in building authentic influencer and creator partnerships that strengthen brand relevance, reach and credibility.
- Strong strategic thinking paired with the ability to move comfortably between big-picture strategy and hands-on execution.
- Excellent stakeholder management and communication skills, with experience influencing across matrixed organizations and presenting to senior leaders.
- Deep understanding of social platforms, algorithms, community management, and evolving audience behaviours.
- Experience with social listening and management platforms such as Sprinklr, including publishing, engagement, listening and analytics.
- Strong understanding of social analytics, measurement, and translating data into business insights.
- Curiosity and working knowledge of AI, SEO, generative search/LLM discoverability, and emerging digital trends.
- Experience in financial services, insurance, healthcare, or another regulated industry is an asset.
- As this position is posted in several locations, we specify that 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.
- Bilingualism in English and French is a strong asset, along with the cultural awareness to adapt content and engagement for diverse audiences and regional contexts.
- Experience leading and developing people, including coaching, prioritization, and performance support.
What’s in it for you?
- Being a member of the Sun Life family, a group of people united by our Purpose: to help Clients and Employees achieve lifetime financial security and live healthier lives
- An environment of continuous learning, development, and improvement
- Our unique Sabbatical Program gives you the opportunity to take up to 6 weeks off, every five years
- We are proud to be on the 2026 Best Workplaces in Canada list by Great Place to Work
- We are thrilled to be recognized by Excellence Canada with their top-level certification, the Canada Order of Excellence for Mental Health at Work®, for prioritizing employee well-being, fostering a positive work culture, and achieving excellence in mental health
The Base Pay range is for the primary location for which the job is posted. It may vary depending on the work location of the successful candidate or other factors. In addition to Base Pay, eligible Sun Life employees participate in various incentive plans, payment under which is discretionary and subject to individual and company performance. Certain sales focused roles have sales incentive plans based on individual or group sales results.
We are proud to be a hybrid organization that offers our employees the choice and flexibility to work from both the office and virtually based on the needs of the business, our Clients and you.
We may use artificial intelligence to support candidate sourcing, screening, interview scheduling.
We thank all applicants for showing an interest in this position. Only those selected for an interview will be contacted.
Salary Range:
85,000/85 000 - 128,000/128 000
Job Category:
Marketing
Posting End Date:
28/10/2026
