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About the Role

The Head of Brand Strategy, Architecture & Governance leads the enterprise brand strategy and governance system for EQ Bank. This role defines the master brand strategy, guides naming and architecture decisions, and builds governance practices for consistent brand application at scale. It aims to shape a modern challenger bank that is trusted, distinctive, and useful.

Responsibilities

Lead EQ Bank’s enterprise brand strategy system, including positioning, purpose, promise, personality, voice, messaging principles, master brand role and long-term agenda.
Own brand architecture across products, propositions, partnerships, channels and future business areas.
Lead naming, nomenclature and taxonomy decisions.
Develop and maintain the brand governance operating system, including standards, decision rights, review forums, approval pathways, exception processes, training materials, templates and practical tools.
Build adoption mechanisms for the brand system, including central guidance, reusable assets, stakeholder enablement, training, governance communications and measurement of compliance or drift.
Guide claims, hierarchy, messaging, verbal identity, design-system principles and brand experience decisions.
Partner with Product, Marketing, UX, Technology, Legal, Compliance, HR, Communications, Partnerships and business leaders to embed brand strategy into customer and employee experiences.
Lead partner-brand governance for co-branded work.
Translate customer insight, competitive context, brand health data, business priorities and regulatory considerations into clear recommendations for senior stakeholders.
Review priority brand work and provide counsel that improves clarity, consistency, customer understanding, strategic fit, risk management and ambition.

Requirements

University degree or college diploma in marketing, business, communications, design strategy or a related field.
Minimum 5 years of progressive work experience in brand strategy, brand management, brand architecture, naming, governance, planning, consulting, or enterprise brand transformation.
Minimum 3 years of experience influencing senior stakeholders and leading cross-functional work.
People management experience is preferred.
Advanced knowledge of brand strategy, brand architecture, naming, nomenclature, taxonomy, verbal identity, governance, customer experience, design systems, integrated marketing and brand measurement.
Working knowledge of financial services, regulated categories, digital banking, partnerships, compliance review, customer experience or complex product portfolios is an asset.
Strong ability to use customer, market, competitor and brand health evidence to create clear strategic recommendations.
Strong ability to diagnose ambiguity, create structured decision processes, simplify complex issues, write clearly and translate strategy into usable tools.
Advanced communication skills, including preparing executive materials, facilitating decision meetings, influencing cross-functional teams, providing strategic counsel and delivering clear guidance to senior stakeholders.
Strong judgment, collaboration, stakeholder management, analytical thinking, attention to detail and comfort creating order without slowing the business down or diluting challenger-brand ambition.
Must successfully complete a criminal background check and credit check.

Skills

Brand strategy
Brand management
Brand architecture
Naming
Governance
Planning
Consulting
Enterprise brand transformation
Customer experience
Design systems
Integrated marketing
Brand measurement
Financial services
Regulated categories
Digital banking
Partnerships
Compliance review
Complex product portfolios
Communication
Stakeholder management
Analytical thinking
Attention to detail

Location

Toronto, ON

Work Type

Hybrid

Experience Level

Minimum 5 years of progressive work experience
Minimum 3 years of experience influencing senior stakeholders and leading cross-functional work

Education Level

University degree or college diploma in marketing, business, communications, design strategy or a 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

EQB Inc. is the parent company of Equitable Bank, the country's seventh-largest Schedule I bank by assets, which operates EQ Bank, Canada's Challenger Bank™.
EQB Inc. serves nearly 4 million Canadians and manages approximately $150 billion in combined assets under management and administration.
EQ is remaking banking so every Canadian gets ahead, every day.
Serving nearly 4 million Canadians from coast to coast, EQ offers a wide variety of financial services from banking and lending, to trust and credit union solutions.
EQ has been challenging the conventions of traditional banking with smarter, faster, and more connected financial experiences since 1970.

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’re equally committed to supporting your growth, both professionally and personally.
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.
As part of our recruitment process, EQ uses AI to help screen, assess, and/or select applicants for this position. All AI-enabled outputs are reviewed and validated by our talent team.