AVP, Distribution Channel Marketing

Job Description

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. Discover how you can make a difference in the lives of individuals, families and communities around the world. Job Description: This role leads the integrated marketing strategy for Retail Advice and Solutions advisor channels. You will shape how we acquire, engage, and retain clients—using data, digital journeys, and AI-enabled marketing—to help advisors grow their insurance and wealth businesses and strengthen client trust. You are accountable for delivering comprehensive, measurable marketing programs that support advisor acquisition, engagement, and retention of clients—positioning Sun Life as the partner of choice for advisors. You will orchestrate multi-channel campaigns, digital advisor journeys, and thought leadership that enable advisors and wholesalers to drive insurance sales, accelerate wealth growth, and build lasting client trust. The role is highly cross-functional—connecting corporate marketing, product, sales leadership, and the advisor channel to deliver cohesive, personalized experiences at scale. Strategic Context This role operates in a hyper-competitive market. Priorities and outcomes are guided by three strategic pillars: Grow insurance & accelerate wealth growth through segmented strategies, sales enablement, and AI-enabled digital experiences. Grow engaged advisors using programmatic, segment-specific approaches to attract, onboard, and develop high-potential advisors via our wholesale channel. Build advisor–client trust in the AI era with education, financial literacy, and positioning that reinforces the value of advice. What will you do? Channel strategy, positioning & stakeholder alignment Own a multi-channel marketing roadmap aligned to Distribution Channel priorities, growth targets, and advisor segment needs. Translate SLFD/IID strategies into measurable initiatives across the advisor lifecycle (acquire, onboard, deepen, retain). Champion the value of advice and ensure marketing reinforces advisor differentiation. Digital transformation & AI-enabled marketing Integrate modern marketing technology into advisor programs (automation, personalization, scalable content). Build a digital-first foundation that enables rapid testing, segmentation, and journey optimization. Oversee key platforms and capabilities (advisor web experiences, social media outreach, email/SMS, analytics, programmatic relationship management). Continuously evaluate vendors and tools to maintain a competitive edge. Design end-to-end advisor journeys by segment and lifecycle stage (

Required Skills