Sonnet Insurance is looking for a strategic, creative Content Specialist who loves shaping stories that resonate with Canadians. In this role, you’ll develop clear, compelling content across digital channels, including ad copy, social media, short-form scripts, paid media assets, SEM and Display messaging and both long- and short-form editorial.
You’ll also craft concise, effective copy for campaign landing pages that help guide users through their insurance journey. You’re a versatile writer who moves seamlessly between formats, understands what makes content perform, and is energized by using AI tools to work smarter, elevate creativity, and drive efficiency.
Reporting to the Manager, Brand and Content you will collaborate closely with cross-functional teams including Brand, Performance, Customer Experience and SEO team, taking SEO briefs, adapting copy based on search intent, and supporting technical elements to ensure content performs without compromising storytelling.
What can you expect in this role?
- Write high-quality, on-brand content for digital ads, social campaigns, campaign landing pages, scripts, email, web pages, and customer-facing resources.
- Produce both long-form editorial stories and short, high-impact copy that simplifies complex insurance topics.
- Write for social channels with clarity, brevity, and cultural relevance while maintaining Sonnet’s friendly, modern tone.
- Partner with designers, strategists, and marketers to ensure content aligns with creative direction and campaign goals.
- Partner closely with the SEO team to understand intent, opportunities, and priorities, ensuring content supports search performance without compromising brand voice or creative clarity.
- Take SEO briefs and adapt existing or new copy based on guidance related to keywords, user intent, SERP opportunities, and content structure.
- Build and update blog and campaign pages in AEM using existing templates and components.
Use AI tools for research, ideation, drafting, editing, and quality assurance, always applying strong editorial judgment.
What do you bring to the role?
- 6+ years of experience writing digital content for brands (insurance, financial services, or other regulated industries an asset).
- A portfolio showcasing ad copy, social content, video scripts, media assets, web content and long/short-form writing.
- Experience publishing content in Adobe Experience Manager or a similar enterprise CMS.
- Strong understanding of advertising writing best practices, storytelling, tone and formats.
- Ability to turn insights and technical information into simple, engaging copy.
- Highly organized, collaborative, curious and comfortable managing multiple priorities.
- Confident presenting work and explaining creative rationale.
- Passionate about using AI responsibly to elevate creativity, efficiency and innovation.
- A team player who drives strong, modern storytelling rooted in smart, scroll stopping‑ copy that resonates with customers.
Bilingual proficiency (English/French) is preferred but not required.
Salary Range: $59,300-$109,200
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 [email protected].
Background checks
This role requires successful clearance of background checks (including criminal checks and leadership references).
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About the TeamWe 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.
Top Skills
Definity Waterloo, Ontario, CAN Office
111 Westmount Road South, Waterloo, ON, Canada, N2J4S4
