Director, Content & Search Strategy at Definity, Toronto

AI Summary

Definity, a prominent Canadian insurance provider, is seeking a Director, Content & Search Strategy in Toronto. This pivotal role involves leading the digital content evolution and building a high-performing content ecosystem to enhance brand visibility and discoverability. Key duties include deploying modern SEO, AEO, and GEO techniques to ensure Definity Insurance is preferred across all channels. Candidates require over eight years of progressive leadership experience in content strategy, digital marketing, and search-driven content ecosystems, including strong digital and AI fluency.

About the Opportunity

The Director, Content & Search Strategy will lead Definity’s digital content evolution, architecting and scaling a robust content infrastructure that drives brand visibility, authority, and discoverability across all digital channels, including emerging AI-driven search. This role is fundamentally a growth and infrastructure position, deploying modern SEO, AEO, and GEO techniques to ensure Definity Insurance is not just found, but preferred, across every channel. The successful candidate will build a cohesive content strategy that supports both broker partners and end customers at every step of their journey, turning Definity's digital presence into a clear competitive advantage. This involves leading the digital evolution of content, prioritising modern discoverability tactics, and continuously benchmarking the brand against key competitors. A core aspect of this business role involves identifying and implementing AI marketing tools and processes to drive operational efficiency, generate data-driven insights, and personalise content delivery. Creative thinking and innovation are essential to leverage AI effectively, elevate content, and streamline workflows, sharing successes across teams. The Director will also demonstrate strong interpersonal influence, guiding their team and cross-functional stakeholders towards shared goals, focusing on high-potential search and content projects, and applying deep business and financial acumen to make ROI-driven spending decisions on digital tools and agency resources.

What You Bring

Candidates for this Director, Content & Search Strategy role should possess a Bachelor's degree in Marketing, Communications, Business, or a related field, with an MBA or graduate degree considered an asset. Essential for this position is over eight years of progressive leadership experience in content strategy, digital marketing, SEO, and search-driven content ecosystems. Demonstrated success in building and scaling high-performing content functions within regulated financial services, B2B2C, or similarly complex environments is crucial. The role demands strong digital and AI fluency, including hands-on expertise with modern SEO and emerging search methodologies such as AEO, GEO, structured data, and AI-powered search engines and crawlers. A deep understanding of how AI is reshaping content discovery and digital experiences is vital. Proven experience developing content strategies that support both customer engagement and broker sales enablement is required, alongside a strong analytical mindset for data-driven decision making. The ability to translate performance insights, customer behaviour data, and content metrics into actionable strategies, guiding content investments and optimisation efforts, is key. Furthermore, the successful individual will demonstrate cross-functional leadership and influence, building relationships and aligning diverse stakeholders. Experience leading teams through change, fostering continuous improvement, and connecting content, search, and digital experience strategies to broader business objectives within a regulated insurance environment is also expected.

Why Definity?

Definity offers a flexible, hybrid work experience, allowing employees to work from both the office and virtually. Employees may participate in a company share ownership program and various incentive plans, alongside pension and savings programs with company-matched RRSP contributions. The organisation supports its team members with paid volunteer days, company matching on charitable donations, educational resources, tuition assistance, and paid time off for exam preparation. Definity fosters an inclusive environment, offering employee groups, support for gender affirmation surgery, access to BIPOC counsellors, and programs for working parents. The company has been recognised by Great Place to Work® as one of the Best Workplaces™ in Canada for women, for youth, and for inclusion, reflecting its commitment to diversity and equity. Definity is the parent company to leading Canadian insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance, and embraces a collaborative, ambitious, rewarding, and empowering culture.