Brand Strategy & Initiatives Manager in Toronto

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. At Sun Life, we’re driven by our Purpose: helping our Clients achieve lifetime financial security and live healthier lives. Our values shape how we work: caring, authentic, bold, inspiring, and impactful. When you join Sun Life, you’ll work with passionate colleagues and empowering leaders who support your growth and celebrate your contributions, so you can make a meaningful difference in our Clients’ lives.

20-month contract

As Brand Strategy & Initiatives Manager, you will play a key role in supporting the development and execution of Sun Life’s brand strategy in Canada. Reporting to the Director, Brand Strategy and Management, you will help translate strategic direction into actionable initiatives that strengthen brand relevance, trust, and differentiation. You will work closely with marketing, creative, communications, and insights teams to support consistent and compelling brand experiences across key touchpoints.

What will you do?

• Support the development of Sun Life Canada’s brand strategy and annual planning process.
• Support the development of brand positioning and strategic guidance for marketing and communications teams.
• Translate brand, client, and market insights into actionable initiatives that strengthen brand relevance and client connection.
• Collaborate with cross-functional teams, including creative, insights, and marketing partners, to bring brand strategy and messaging to life.
• Monitor market trends and competitor activity to inform brand storytelling and differentiation.

Brand Positioning and Storytelling Alignment

• In collaboration with Corporate Communications, contribute to the development and refinement of our brand narrative and key themes that resonate with target audiences.
• Develop the strategy and execution of brand activations and initiatives that reinforce brand purpose, values, and cultural relevance.
• Support the adaptation and implementation of global brand and creative direction across Canadian markets, ensuring cultural and regional relevance.
• Provide support and guidance on marketing plans and creative briefs, as needed.
• Collaborate with marketing teams to ensure consistent brand storytelling across campaigns and channels.

Brand Governance

• Participate in brand reviews to ensure alignment with visual identity, tone of voice, and brand guidelines.
• Provide guidance to internal teams and partners on brand standards and best practices.
• Support the evolution and adoption of brand guidelines, including visual identity, tone of voice, and experience standards.
• Provide guidance to marketing teams and business partners, as needed.
• Support brand architecture and naming-related governance, as needed.
• Ensure clarity and consistency across Sun Life’s Canadian brand ecosystem.

What do you need to succeed?

• 7+ years of experience in brand strategy and management, with a strong understanding of brand best practices and consistency.
• Brand, consulting, or advertising agency experience is an asset.
• Experience developing and implementing brand positioning, strategy, and value propositions.
• Demonstrated ability to translate research, insights, and data into actionable strategies and recommendations.
• Strong understanding of digital marketing and client experience best practices.
• Strong understanding of the omnichannel experience, with the ability to think across channels and create connected brand experiences throughout the client journey.
• Detail-oriented, with strong organizational, project management, and planning skills.
• Self-starter with the ability to define and lead cross-functional initiatives with minimal oversight.
• Familiarity with brand measurement, market insights, and marketing performance reporting (preferred skill).

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.

What’s in it for you?

• A caring, supportive, and inclusive culture.
• Partial flexible Benefits from the day you join to meet the needs of you and your family.
• Being part of our journey in developing the next greatest digital experience.
• 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.
• We are proud to be included in Great Place to Work’s 2026 list of Canada’s Best Workplaces.

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.

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.