Director, Global Digital Marketing Analytics (Performance & Optimization)

You are as unique as your background, experience and point of view. Here, you’ll be encouraged, empowered and challenged to be your best self. You'll work with dynamic colleagues - experts in their fields - who are eager to share their knowledge with you. Your leaders will inspire and help you reach your potential and soar to new heights. Every day, you'll have new and exciting opportunities to make life brighter for our Clients - who are at the heart of everything we do. Discover how you can make a difference in the lives of individuals, families and communities around the world.

Job Description:

Role Summary

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

What will you do?

Digital Measurement & Performance Optimization

• 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

Measurement Governance & Benchmarking

• 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

Analytics, Reporting & Data Visualization

• 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

Privacy, Security, Governance & Compliance

• 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

Team Development & Thought Leadership

• 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

Stakeholder & Vendor Management

• 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

What do you need to succeed?

• 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 simlar)

• 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

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

What’s in it for you?

• A competitive salary and bonus program, based on market scale

• A flexible group insurance program starting on your first day of work to meet your needs and those of your family.

• Time off that allows you to focus on the moments that matter most. 20 vacation days per year.

• Our Share Ownership Program gives you the opportunity to invest in Sun Life while benefiting from employer matching contributions.

• We are proud to be included in Great Place to Work's 2026 list of Canada's Best Workplaces.

• A warm, supportive, and inclusive culture.

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.  

Diversity and inclusion have always been at the core of our values at Sun Life. A diverse workforce with wide perspectives and creative ideas benefits our Clients, the communities where we operate and all of us as colleagues. We welcome applications from qualified individuals from all backgrounds.

Persons with disabilities who need accommodation in the application process, or those needing job postings in an alternative format, may e-mail a request to [email protected].

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! Several work options are available and can be discussed throughout the selection process depending on the role requirements and individual needs.

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.

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