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About the Role

As the Manager, Brand Marketing, you will manage and execute brand marketing campaigns and programs to build awareness and consideration, strengthening HomeEquity Bank’s brand in Canada. This role requires strategic acumen, attention to detail, and operational efficiency to communicate authentically with Canadians 55 and better while maintaining a cohesive Masterbrand identity. You will build trust, credibility, and emotional connection in a regulated environment, translating complex financial concepts into clear, compelling, and compliant brand storytelling. You will balance big-picture thinking with hands-on execution, supporting breakthrough brand initiatives and campaigns, and will work on brand architecture, strategy rollout, campaign development, execution, and reporting. Collaboration with external partners and internal teams is key to ensuring brand consistency and relevance across all channels.

Responsibilities

Roll out brand messaging and value proposition across reverse mortgage solutions.
Serve as a key brand ambassador, ensuring consistency across consumer, partner, and B2B communications.
Develop, edit, review, and deploy brand materials and collateral emphasizing trust, transparency, and customer insights.
Drive seamless delivery of integrated brand campaigns across TV, radio, digital, social, paid media, and content.
Collaborate with Growth & Product Marketing, and Sales teams to support key brand priorities and align brand content.
Manage day-to-day brand budgets and ongoing monthly planning support.
Partner with marketing and product teams to develop high-quality creative assets.
Work closely with Marketing, Legal, Compliance, Risk, and Communications teams to ensure brand integrity and alignment.
Leverage customer research, market trends, and competitive insights to inform and elevate brand campaigns.
Analyze campaign performance and optimize messaging, channels, and creative.
Support brand health metrics including awareness, consideration, trust, and preference.
Lead and mentor an associate marketing team member, acting as a player-coach.
Act as the day-to-day point of contact for agency partners and key internal cross-functional teams to facilitate review and approval of brand materials.

Requirements

8+ years of experience in marketing, including 5+ years in brand marketing, driving brand channels for a D2C brand.
At least 3 years of experience managing a team, including marketing coordinators/associates.
Demonstrated oral and written communication skills, with an ability to create compelling brand materials.
Proven experience planning and executing integrated brand campaigns from brief to execution and reporting.
Strong background in brand strategy/marketing, ideally combining agency and client-side organizations.
Strong analytical skills, ability to interpret large sets of data and draw insights.
Strong financial acumen.
Experience in the financial industry is an asset.
Subject matter expertise in Canadian consumer mortgage industry is an asset.
Successful candidate is required to complete a background check.

Skills

Strategic acumen
Attention to detail
Operational efficiency
Brand-led programs
Financial decision-making
Brand strategy
Campaign development
Integrated brand programs
Brand architecture
Cross-functional collaboration
Consumer insights
Brand measurement
Team leadership
Agency management
Self-driven
Innate curiosity
Desire to learn
Achievement orientation
Continuous improvement
Content perspective
Design eye is an asset
Compelling brand materials creation
Data interpretation
Financial industry expertise
Canadian consumer mortgage industry expertise

Location

Downtown Toronto office

Work Type

Hybrid
Full-time

Experience Level

Manager

Education Level

Bachelor’s degree in Marketing, Business or a related field.

Benefits

Extended health and dental benefits
Employee & Family Assistance Program
Employer-Matched Group Retirement Savings Plan
Employee Share Investment Plan
Wellness account
Virtual self-care programs
Extended mental health benefits
Employee corporate discount for GoodLife Fitness
Paid day off each year to volunteer

About the Company

HomeEquity Bank is a Schedule 1 Canadian chartered bank and the leading national provider of reverse mortgages, with a growing portfolio.
As the only bank solely dedicated to serving homeowners 55 and up, we’re passionate about helping Canadian homeowners live retirement on their terms.
Our values drive and inspire our actions with our customers, our partners and each other: Customer-Focused, Passionate Advocates; Courage to Act, Do the Right Thing; One Team, One Vision; Think Long-Term, Ever-Evolving; Be Exceptional, Inspire Greatness.
We believe our people make all the difference; our tireless commitment to inclusivity, professional development, and employee experience has been recognized through awards including the Greater Toronto’s Top Employers 2024, Waterstone Canada's Most Admired Corporate Cultures 2022-2023, the Globe and Mail's Report on Business: Canada's Top Growing Companies 2022, Canadian's Mortgage Professional (CMP) Top Mortgage Employer 2023, and Achievers Top 50 Most Engaged Workplaces 2023.
We provide challenging and rewarding careers in a wide variety of fields.
We continuously develop and train our employees through professional growth opportunities and on-the-job training.
We encourage our employees to develop professionally and personally though a series of career developing programs including our Educational Assistance Program, designed to reimburse costs related to professional learning and development.
We believe in an environment that celebrates success, knowledge, leadership, and work that is inspired by our core values.
Our Community Leadership Program recognizes employees who make a positive impact in their communities through volunteer work with a grant for their charity of choice.

Equal Opportunity

HomeEquity Bank is committed to an inclusive, equitable and accessible workplace.
Accommodations are available on request for candidates taking part in all aspects of the selection process.