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Job Description:
Role Overview
We are seeking an exceptional and forward-thinking Director of Digital DTC 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.
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 DTC insurance and wealth industry. Your responsibilities will include orchestrating a comprehensive product strategy that seamlessly integrates advanced technology with superior customer experiences, while managing and optimizing the end-to-end digital experience.
Candidates will have:
- extensive experience in both 0-1 (ideation to launch) and 1-n (scaling and optimization) product development phases, with a preference to those with digital start-up environments. You should be adept at taking products from conception to market success, as well as scaling and optimizing products and teams for growth.
- demonstrated experience doing so in a DTC (Direct to Consumer) market business model.
In this role, you will leverage your start-up mindset and enterprise-level experience to foster innovation, drive rapid product development, and ensure the successful scaling of our digital offerings. Your ability to work at both strategic and granular levels, from detailed requirements writing through to high-level strategy formulation, will be essential in leading our product teams and delivering exceptional value to our customers.
Key Responsibilities
Product Strategy and Vision:
- Develop and communicate a compelling product vision aligned with organizational goals and market trends
- Create and oversee strategic roadmaps for the journey/platform, balancing client needs, business objectives, and technical feasibility
- Collaborate with senior leadership to ensure product strategy supports overall business direction
End-to-End Experience Management:
- Oversee the entire digital product lifecycle, from conception to post-launch optimization
- Continuously analyse and improve end-to-end customer journey (including optimization of conversion rates) ensuring profitability and growth of the DTC platform
Detailed Product Development:
- Lead the product development process from granular requirements writing through to high-level strategy formulation
- Ensure meticulous attention to detail in all aspects of product development, from user stories to technical specifications
- Implement and oversee quality assurance processes to maintain product excellence
Marketing Optimization and Cost Efficiency:
- Work closely with marketing teams to optimize customer acquisition strategies
- Focus on improving key metrics such as Cost Per Lead (CPL) and Customer Acquisition Cost (CAC)
- Implement data-driven strategies to enhance marketing ROI and reduce acquisition costs
Technology and Data Leadership:
- Maintain deep understanding of existing and emerging technologies relevant to the insurance industry
- Ensure consideration of all technical layers in product planning and execution
- Lead efforts in data stewardship, identifying and addressing data gaps across the product portfolio
Agile and Delivery Excellence:
- Remove systemic impediments to accelerate product delivery
- Establish risk management frameworks and coach teams on balancing risk with desired outcomes
- Foster a culture of experimentation and hypothesis-driven approach in product development
Performance and Financial Management:
- Set and track measurable outcomes aligned with organizational objectives
- Champion data-driven decision making in product choices and prioritization
- Develop multi-year financial models to guide investment decisions and communicate ROI to senior leadership
Cross-Functional Collaboration:
- Work closely with business strategy, marketing and operations teams to ensure alignment of product strategy with broader business goals
- Foster inclusive leadership by integrating diverse perspectives in product development
Required Competencies
Product Development Expertise:
- Proven ability to work at a highly detailed level, from requirements writing to strategy development
- Experience in both 0-1 (ideation to launch) and 1-n (scaling and optimization) product development phases
- Strong technical acumen with knowledge of cloud platforms, AI/ML, and event-driven architectures
Client Obsessed:
- Expertise in embedding client needs into product roadmaps
- Strong product evangelism skills with the ability to inspire engagement across teams
- Proficiency in orchestrating complex product launches
Tech Fluency:
- Ability to understand end-to-end product architecture and supporting technologies
- Expertise in data stewardship and identifying data dependencies
Accelerated Delivery:
- Proven track record as an Agile champion
- Experience in product risk mitigation and management
- Strong advocate for experimentation and hypothesis-driven approach
Measurable Impact:
- Ability to set and track outcome-based metrics
- Expertise in data-driven prioritization and decision making
- Proficiency in financial modeling and communicating ROI
Future Vision:
- Capability to create and advocate for a cohesive product vision
- Experience in developing strategic roadmaps aligned with market trends and business goals
- Commitment to inclusive leadership and fostering cross-functional collaboration
Qualifications
- Bachelor's degree in Computer Science, Business, or related field; MBA preferred
- 10+ years of experience in product management, with at least 5 years in a leadership role
- Proven track record in digital product development, preferably in the insurance or fintech industry
- Deep understanding of the DTC market and digital P&L management
- Experience working in start-up environments preferred, taking products from conception to market success
- Strong understanding of agile methodologies and digital product development lifecycle
- Excellent communication, presentation, and stakeholder management skills
- Demonstrated ability to lead and mentor high-performing teams
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.
What’s in it for you?
- Great Place to Work® Certified for Most Trusted Executive Team in Canada – 2025, 2024 and 2023
- Great Place to Work® Certified for Best Workplaces in Canada - 2025
- Canada 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 – 2024
- Top Work Places® for Remote Work – Monster Canada - 2024
- Great Place to Work® Certified for Best Workplaces in Canada – 2024 and 2022
- Great Place to Work® Certified for Best Workplaces for Women in Canada - 2024
- Flexible hybrid work model. #LI-Hybrid
- Pension, stock and savings programs to help build and enhance your future financial security
- Work and professional development that is united by our Purpose: to help Clients and Employees achieve lifetime financial security and live healthier lives
- A friendly, collaborative and inclusive culture
- Be part of our continuous improvement journey in developing the next greatest digital enterprise experience.
- Competitive salary and bonus structure influenced by market range data
- The 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:
125,000/125 000 - 195,000/195 000
Job Category:
Product Owner
Posting End Date:
26/11/2025