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Job Description:

We are seeking an exceptional and forward-thinking Director of Digital Product Management to spearhead our product strategy and roadmap for our hybrid advice platform (spanning insurance and wealth). This pivotal role will be instrumental in driving innovation, enhancing customer experience, and achieving ambitious business objectives through our digital offerings, with a strong focus on Direct to Consumer (DTC / D2C) strategies.

As the Director, you will lead the charge in developing and implementing cutting-edge technological solutions that position our company at the forefront of the insurance and wealth industry. Your responsibilities will include orchestrating a comprehensive product strategy that seamlessly integrates advanced technology with superior customer experiences, while optimizing the full acquisition funnel and leveraging state-of-the-art MarTech solutions.

The ideal candidate will possess a proven track record of crafting and executing innovative product strategies that yield significant competitive advantages in the DTC space. You will be tasked with translating complex business goals into tangible, high-impact digital solutions that resonate with our customer base, drive business growth, and optimize key performance indicators such as Cost Per Lead (CPL) and Customer Acquisition Cost (CAC).

We are looking for a visionary leader who is passionate about product innovation and has a demonstrated ability to drive transformational change in the DTC omnichannel landscape. If you excel at navigating the intersection of technology, customer needs, and business strategy, with a particular focus on direct-to-consumer channels, we invite you to apply for this position.

Key Responsibilities:

Product Strategy and Vision:

Develop and communicate a compelling product vision aligned with organizational goals, market trends, and DTC best practicesCreate and oversee strategic roadmaps for the journey/platform, balancing client needs, business objectives, and technical feasibilityCollaborate with senior leadership to ensure product strategy supports overall business direction and DTC growth targets

DTC-Focused Product Development:

Lead the development and optimization of the full acquisition funnel for DTC productsSupport the implementation and continuous improvement of a comprehensive MarTech stack, including Customer Data Platforms (CDP), A/B Testing tools, Personalization engines, and Marketing Automation platformsDrive initiatives to optimize key metrics such as CPL and CAC through data-driven product enhancements

Team Leadership and Development:

Provide oversight and mentorship to a multidisciplinary team of engineers, UX, Marketers and Data/Analytics fostering expertise in DTC strategiesFoster a culture of innovation, experimentation, and continuous improvement in DTC product developmentImplement knowledge management systems and processes to facilitate information sharing across teams, with a focus on DTC best practices

Client-Centric Product Development:

Ensure client needs are embedded into product roadmaps through collaboration with research and design teams, with a particular focus on DTC customer journeysChampion product value across the organization through effective storytelling and stakeholder managementOrchestrate go-to-market plans with multiple stakeholders, supporting change management, training and marketing

Technology and Data Leadership:

Maintain deep understanding of existing and emerging technologies relevant to DTC strategies in the insurance industryEnsure consideration of all technical layers in product planning and executionLead efforts in data stewardship, identifying and addressing data gaps across the product portfolio to enhance personalization and targeting capabilities

Agile and Delivery Excellence:

Remove systemic impediments to accelerate product delivery in the fast-paced DTC environmentEstablish risk management frameworks and coach teams on balancing risk with desired outcomesFoster a culture of experimentation and hypothesis-driven approach in product development

Performance and Financial Management:

Set and track measurable outcomes aligned with organizational objectives, focusing on DTC-specific KPIsChampion data-driven decision making in product choices and prioritization, leveraging insights from the MarTech stackDevelop multi-year financial models to guide investment decisions and communicate ROI to senior leadership, with a focus on DTC channel performance

Cross-Functional Collaboration:

Work closely with marketing, sales, finance, and operations teams to ensure alignment of product strategy with broader business goals and DTC initiativesFoster inclusive leadership by integrating diverse perspectives in product developmentDrive the 'build once, deploy many times' mindset to create scalable solutions across the organization, particularly for DTC applications

Required Competencies:

Direct to Consumer (DTC / D2C) Expertise:

Proven experience in managing and optimizing full acquisition funnels for DTC digital productsDeep understanding of MarTech stack components and their strategic implementationTrack record of driving down CPL and CAC through product and process optimizations

Client Obsessed:

Expertise in embedding client needs into product roadmaps, with a focus on DTC customer journeysStrong product evangelism skills with the ability to inspire engagement across teamsProficiency in orchestrating complex go-to-market plans for DTC products

Tech Fluency:

Deep understanding of end-to-end product architecture and supporting technologies, particularly in the MarTech spaceStrong technical acumen with knowledge of cloud platforms, AI/ML, and event-driven architecturesExpertise in data stewardship and identifying data dependencies for personalization and targeting

Accelerated Delivery:

Proven track record as an Agile champion in fast-paced DTC environmentsExperience in product risk mitigation and managementStrong advocate for experimentation and hypothesis-driven approach in DTC product development

Measurable Impact:

Ability to set and track outcome-based metrics, with a focus on DTC-specific KPIsExpertise in data-driven prioritization and decision making using MarTech insightsProficiency in financial modeling, P&L management and communicating ROI

Future Vision:

Capability to create and advocate for a cohesive product visionExperience in developing strategic roadmaps aligned with market trends, business goals, and DTC best practicesCommitment to inclusive leadership and fostering cross-functional collaboration

Qualifications:

Bachelor's degree in Computer Science, Business, or related field; MBA preferred10+ years of experience in product management, with at least 5 years in a leadership role focused on Direct to Consumer (DTC / D2C) digital productsProven track record in digital product development, preferably in the insurance or fintech industry with deep understanding of DTC marketExtensive experience in implementing and optimizing MarTech stacks for DTC applicationsStrong understanding of agile methodologies and digital product development lifecycle in DTC contextsExcellent communication, presentation, and stakeholder management skillsDemonstrated ability to lead and mentor high-performing teams in DTC-focused environments

If you are passionate about driving digital innovation in the insurance industry, have a proven track record of delivering impactful DTC products, and excel at optimizing the full acquisition funnel, we encourage you to apply for this exciting opportunity to shape the future of our digital advice platform.

As this position is posted in several locations, we specify that bilingualism (French, English, both oral and written) is required for Quebec only as the position includes managing both French and English-speaking staff (Quebec and outside Quebec) and providing daily support to the team.

What’s in it for you?

Great Place to Work® Certified for Most Trusted Executive Team in Canada – 2025, 2024 and 2023Great Place to Work® Certified for Best Workplaces in Canada - 2025Canada Order of Excellence for Mental Health at Work® certification from Excellence Canada. Sun Life is one of only four companies in Canada to ever receive this certification – 2024Top Work Places® for Remote Work – Monster Canada - 2024Great Place to Work® Certified for Best Workplaces in Canada – 2024 and 2022Great Place to Work® Certified for Best Workplaces for Women in Canada - 2024Flexible hybrid work model. #LI-HybridPension, stock and savings programs to help build and enhance your future financial securityWork and professional development that is united by our Purpose: to help Clients and Employees achieve lifetime financial security and live healthier livesA friendly, collaborative and inclusive cultureBe part of our continuous improvement journey in developing the next greatest digital enterprise experience.Competitive salary and bonus structure influenced by market range dataThe opportunity to move along a variety of career paths with amazing networking potential

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 thebrightside@sunlife.com.

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 thank all applicants for showing an interest in this position. Only those selected for an interview will be contacted.

Salary Range:

120,000/120 000 - 190,000/190 000

Job Category:

Product Owner

Posting End Date:

08/09/2025