Samantha Durnford Hirsch
Manager, Content Delivery & Social Media Strategy @Sun Life
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WORK HISTORY
Manager, Content Delivery & Social Media Strategy @Sun Life
Waterloo, ON, CA
Leading a bilingual team responsible for owning Sun Life’s content delivery and organic social media strategy. We\'re the voice behind Sun Life Canada\'s organic social media channels, reaching 1M+ Canadians every month. My mandate: Evolve social media from reactive execution to a scalable, strategic, always-on capability driving organic lead growth & discoverability. Amplify content within the Sun Life ecosystem to all available channels to make our content work smarter, not harder. Key performance highlights:• Transformed social delivery by introducing channel-specific strategies, operating frameworks, and governance models that improved consistency and focus across enterprise teams• Lead and develop a high-performing social media team, setting clear priorities, quality standards, and operating workflows to support sustainable delivery• Partner across Brand, Corporate Communications, Talent, Philanthropy, Sustainability, and Global Marketing to ensure alignment and reduce duplication• Integrating emerging considerations around content discoverability, SEO signals, and LLM-driven search into social strategy and planning• Co-building a prompt-engineered social copy tool to operationalize best practices, accelerate content development, and support brand integrity• Leading a enablement through an internal roadshow to upskill teams on creating on-brand, high-performing social content using the KAP (Knowledge, Action, Practice) model• Advancing hybrid measurement approaches that balance engagement, efficiency, and long-term content performance
EDUCATION
University of King's College
Bachelor of Arts - BA, Combined Honors in Journalism and Political Science
McMaster University
Master of Business Administration - MBA, Strategic Marketing
SKILLS
ABOUT SAMANTHA DURNFORD HIRSCH
I’m a marketing and communications professional with over 15 years in the industry. I started as a journalist writing and editing before moving onto marketing, customer success, and public relations in small companies and technology start-ups. Now, I work at Sun Life leading the Canadian Social Media team for our organic channels. I also have my MBA from the DeGroote School of Business. As a side hustle, I do freelance as a marketing and content specialist for small agencies and brands. I love helping small businesses build their branding from scratch, create a content strategy, and leverage social media to drive leads. Specialties- Strategic thinking with a results-focused mindset- Leadership, specifically in project management. Experience leading internal project teams as well as external vendors and agencies- Brand management, media planning, and building marketing strategies- Building out KPIs and delivering marketing strategies to achieve business objectives Skills- Analytical tools and metrics such as Google analytics, Facebook Insights and Facebook Ad Manager, Hootsuite Insights. Digesting and communicating analytics, creating dashboards, and identifying digital marketing KPIs- Sales and marketing enablement tools, such as Salesforce and Hubspot- Content marketing, SEO, analytics, and AI tools- Anything and everything social media, such as Twitter, Facebook, LinkedIn, Instagram, Pinterest, Reddit, YouTube, TikTok- Internal and external communications, such as employee, customer, and executive socialization and leadership
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