Role overview

Description

The Opportunity

The Director, Content & Search Strategy role will lead Definity’s digital content evolution. This role is focused on building a high-performing content ecosystem that drives brand visibility, authority, and discoverability across all digital channels, including emerging AI-driven search.

This role will architect and scale a content infrastructure that serves two distinct audiences simultaneously: broker partners who rely on clear, enabling content to sell confidently, and end customers who need a frictionless, trust-building digital journey.

Beyond content creation, this is fundamentally a growth and infrastructure role that deploys modern SEO, AEO and GEO techniques to ensure Definity Insurance is not just found, but preferred, across every channel.

What to Expect

Content Ecosystem & Digital Presence

Strategic Thinking and Planning: Build a cohesive content strategy that supports customers and brokers at every step – from their first search to filing a claim – turning our digital presence into a clear competitive advantage.

Digital and Data Literacy: Lead the digital evolution of our content, prioritizing modern discoverability tactics, including traditional SEO and optimization for emerging AI-driven search engines and crawlers.

Brand Positioning and Differentiation: Continuously benchmark our brand and digital presence against key competitors and adjust strategies to ensure distinct market differentiation.

AI Integration & Innovation

Market and Customer Understanding: Identify and implement AI marketing tools and processes to drive operational efficiency, generate data-driven insights, and personalize content delivery for target stakeholders.

Creative Thinking and Innovation: Keep us ahead of the curve. You’ll constantly look for smart, practical ways to use AI to elevate our content, speed up our workflows, and share those successes to help other teams do the same.

Team Leadership & Cross-Functional Alignment

Interpersonal Influence: Shape the attitudes and decisions of others through effective communication. Inspire, motivate, and guide your team and cross-functional stakeholders toward shared goals.

Prioritization: Focus on what matters. You’ll evaluate incoming requests, identify the search and content projects with the highest potential, and guide your team to put their energy where it will make the biggest difference.

Business and Financial Acumen: Apply deep knowledge of the insurance business environment to drive activities that meet customer expectations. Make informed, ROI-driven spending decisions on digital tools and agency resources that support team objectives.

What You Bring

Education: Bachelor's degree in Marketing, Communications, Business, or a related field required. An MBA or graduate degree is considered an asset but not a substitute for relevant professional experience.

Digital Content & Search Leadership: 8+ years of progressive leadership experience in content strategy, digital marketing, SEO, and search-driven content ecosystems. Demonstrated success building and scaling high-performing content functions within regulated financial services, B2B2C, or similarly complex environments.

Digital & AI Fluency: Hands-on expertise with modern SEO and emerging search methodologies, including AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), structured data, and AI-powered search engines and crawlers. Strong understanding of how AI is reshaping content discovery and digital experiences.

Broker & Channel Content Expertise: Proven experience developing content strategies that support both customer engagement and broker sales enablement. Deep understanding of how content can drive business results across broker-distributed channels while maintaining relevance and value for end customers.

Data-Driven Decision Making: Strong analytical mindset with the ability to translate performance insights, customer behavior data, and content metrics into actionable strategies. Comfortable using data to guide content investments, optimization efforts, and business recommendations.

Cross-Functional Leadership & Influence: Demonstrated ability to build relationships, collaborate across functions, and lead through influence. Skilled at aligning diverse stakeholders around shared goals and driving execution in matrixed organizations.

Change Management & Organizational Agility: Experience leading teams and stakeholders through change, introducing new ways of working, and fostering a culture of continuous improvement, innovation, and collaboration.

Strategic Thinking & Business Acumen: Ability to connect content, search, and digital experience strategies to broader business objectives. Strong understanding of balancing customer needs, brand goals, and commercial outcomes within a regulated environment.

Salary Range:$134,300 - $184,300