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About the Role
The Associate Director, Direct-to-Consumer is responsible for leading and growing EQ Bank’s D2C channel for reverse mortgages. This role owns the full end-to-end consumer journey — from marketing and acquisition to conversion, customer experience, and retention — with accountability for growth, profitability, and operational excellence.
Responsibilities
- Define and execute the Direct-to-Consumer growth strategy, including annual sales, marketing, and P&L objectives.
- Translate corporate goals into actionable plans for marketing, sales, and service execution.
- Partner with Strategy and Marketing to optimize the value proposition, pricing, and go-to-market strategies for D2C offerings.
- Oversee the lead generation strategy and execution between Marketing and Product optimizing for CAC, quality of customers and number of customers.
- Oversee the team managing all inbound leads, ensuring exceptional customer experience, rapid response times, and strong conversion metrics.
- Define the overall strategy to manage inbound leads and outbound communications for the channel.
- Continuously optimize the sales funnel from awareness through application to funding, identifying friction points and opportunities for improvement.
- Work with marketing to define the nurture strategy and oversee execution.
- Optimize the direct-to-consumer journey including marketing support.
- Implement and monitor KPIs that measure lead quality, conversion, cost per acquisition, and customer satisfaction.
- Build and refine processes, tools, and training to enable efficient and consistent execution across the D2C funnel.
- Lead CRM and digital tool strategy and implementation to support scalability and performance.
- Ensure data quality, compliance, and regulatory adherence across all customer touchpoints.
- Champion digital transformation within the D2C business — leveraging automation, analytics, and new technologies to enhance efficiency and customer experience.
- Partner with Technology and Data teams to evolve the sales and marketing tech stack, enabling real-time insights and streamlined workflows.
- Lead, coach, and develop a high-performing team across sales operations, customer engagement, and marketing enablement.
- Foster a culture of accountability, collaboration, and continuous improvement.
- Champion the voice of the customer and frontline teams across the organization.
- Work closely with Legal & Compliance, Credit, Product, and Marketing to ensure alignment on programs, policies, and brand standards.
- Serve as the business owner for all D2C initiatives, driving alignment and decision-making across multiple stakeholders.
Requirements
- Bachelor’s degree in Business, Marketing, Economics, or related field.
- 10+ years of experience in direct-to-consumer leadership roles spanning sales, marketing, or operations.
- Experience in financial services or fintech is an asset.
- Ideally experience as a General Manager with many indirect relationships being managed.
- Proven track record in building and scaling high-performing D2C sales and marketing organizations.
- Deep experience with CRM systems (Microsoft Dynamics preferred), performance dashboards, and marketing/sales automation tools.
- Strong analytical, strategic, and financial acumen, with the ability to interpret data and translate insights into action.
- Demonstrated success leading cross-functional teams and managing multiple priorities in a fast-paced, growth-oriented environment.
- Excellent communication and leadership skills with the ability to influence at all levels.
- Requires a balance of strategic thinking and hands-on execution, driving both growth and operational discipline.
- Must quickly understand the product, market, and customer base to make informed decisions that drive revenue and customer satisfaction.
- Operates in a dynamic, high-growth environment requiring adaptability, creativity, and a test-and-learn mindset.
- Involves collaboration across multiple departments with competing priorities — requiring strong relationship-building and influence skills.
- Must maintain a start-up mentality within a larger organization, combining entrepreneurial drive with structure and accountability.
- The incumbent will directly manage the Customer Experience Sales Team (4 individuals today) and have dotted line accountability of marketing, technology, contact centre, underwriting and servicing responsibilities.
- The individual will be responsible for making decisions that drive the key metrics for this role – prospects, leads, applications and funding.
- The individual will manage and interact with marketing and technology suppliers including our record agency, SEO provider, POS provider etc.
- This will involve helping set the strategy, managing execution and key metrics related to these external contacts.
- Additionally, this individual will help negotiate key contracts for approval by the VP, Decumulation.
- Internally, key contacts include: marketing, technology, contact centre, underwriting and servicing.
- All candidates considered for hire must successfully complete a criminal background check and credit check.
Skills
- Sales
- Marketing
- Operations
- Customer Experience
- Retention
- Strategy
- P&L Management
- Value Proposition Optimization
- Pricing Strategy
- Go-to-Market Strategy
- Lead Generation
- Customer Acquisition Cost (CAC)
- Sales Funnel Optimization
- Nurture Strategy
- Key Performance Indicators (KPIs)
- Cost Per Acquisition (CPA)
- Customer Satisfaction
- Process Improvement
- Tool Implementation
- CRM Systems (Microsoft Dynamics preferred)
- Digital Tools
- Data Quality
- Compliance
- Regulatory Adherence
- Digital Transformation
- Automation
- Analytics
- AI Lead Scoring
- Tech Stack Management
- Real-time Insights
- Streamlined Workflows
- People Leadership
- Coaching
- Development
- Accountability
- Collaboration
- Continuous Improvement
- Cross-Functional Collaboration
- Relationship Building
- Influence
- Strategic Thinking
- Financial Acumen
- Adaptability
- Creativity
- Test-and-Learn Mindset
- Negotiation
Location
- Toronto, ON
Work Type
- Hybrid
- Full-time
Experience Level
- 10+ years of experience in direct-to-consumer leadership roles
- Experience as a General Manager
Education Level
- Bachelor’s degree in Business, Marketing, Economics, or related field
Benefits
- Competitive discretionary bonus
- Market leading RRSP match program
- Medical, dental, vision, life, and disability benefits
- Employee Share Purchase Plan
- Maternity/Parental top-up
- Generous vacation policy and personal days
- Virtual events to connect with your fellow colleagues
- Professional development and comprehensive Career Development program
About the Company
- EQ, formerly Equitable Bank, is Canada's Challenger Bank™, serving nearly 4 million Canadians with a wide variety of financial services.
- We have been challenging the conventions of traditional banking since 1970, offering smarter, faster, and more connected financial experiences.
- EQB Inc. (TSX: EQB) is the parent company of Equitable Bank, the country's seventh-largest Schedule I bank by assets.
- EQB Inc. manages approximately $150 billion in combined assets under management and administration.
Equal Opportunity
- EQ is committed to building an inclusive, accessible environment where every employee feels valued, respected, and supported.
- We believe our organization is stronger — and our people thrive — when we honour and celebrate diverse experiences, identities, and perspectives.
- We provide a barrier‑free recruitment process and work environment.
- If you require accommodations at any stage, we will work with you to ensure you can bring your best self to the process and beyond.