Content Manager, Web

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Westland Insurance Group Ltd.

WebsiteLinkedInAll Job Openings

1001 - 5000 employees

Founded 1980

🛡️ Insurance

👥 B2C

🤝 B2B

💰 Secondary Market - Westland Insurance on 2023-04

Insurance • B2C • B2B

Westland Insurance Group Ltd. is a Canadian insurance brokerage network that provides personal, commercial and specialty insurance products and employee/group benefits through a nationwide network of branches and partner insurers. The company offers a wide range of personal lines (auto, home, condo, tenant, travel, motorcycle, RV, marine/boat, pet, private client) and commercial lines (business liability, cyber, E&O/professional liability, directors & officers, commercial auto & fleet, commercial property, business interruption, surety and more), plus industry-specific and specialty programs (farm, transportation & logistics, construction, hospitality, oil & gas, faith-based organizations, etc. ). Westland emphasizes local broker advice, claims support, and matching clients to insurers to find appropriate coverage and rates across Canadian provinces.

📋 Description

• Lead content and web strategy across Westland’s digital ecosystem, with accountability for website content, discoverability, engagement, and digital performance • Own website content planning and optimization to support SEO, AEO, conversion performance, UX clarity, and customer intent • Monitor and analyze website and content performance using GA4, Search Console, SEO platforms, and testing tools to identify optimization opportunities • Use analytics and behavioural insights to identify friction points and improve user journeys, navigation, and conversion paths across digital properties • Partner closely with digital, SEO, paid media, UX, analytics, and development teams to support acquisition and conversion goals • Lead Westland’s thought leadership program, partnering with internal experts to develop blogs, white papers, and insight-driven content • Ensure content and key web experiences are optimized for both traditional search and AI-driven answer environments • Share performance insights and optimization recommendations with digital marketing leadership while helping build scalable content and web workflows

🎯 Requirements

• 5+ years of experience in digital content, web optimization, content strategy, or digital marketing • Strong experience developing and optimizing website content in a performance-focused environment • Deep understanding of SEO best practices, search intent, content structure, and emerging AEO considerations • Experience using GA4, Google Search Console, and SEO platforms to guide decisions and optimization strategies • Proven ability to improve website performance through content, UX recommendations, CRO thinking, and data-informed optimization • Excellent writing, editing, briefing, and communication skills • Experience collaborating cross-functionally with marketers, developers, designers, and business stakeholders • Strategically minded while remaining highly hands-on in execution

🏖️ Benefits

• A total rewards program that takes care of your financial, physical, and mental health • Amplifying Communities, a program to support causes that matter most to our employees • Competitive annual short-term incentive program that enables employees to share in the rewards of the business • Financial assistance for approved work-related training/development courses leading to certification and programs that offer professional development, including seminars and conferences