Director, Global Digital Marketing Analytics (Performance & Optimization)

Job Description

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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.