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About the Role

The Content Manager, Reverse Mortgage is responsible for building and managing an always-on content engine to grow EQ Bank's reverse mortgage business across broker and direct-to-consumer channels. This role combines strategy, editorial leadership, and hands-on execution to create a consistent flow of clear, credible, and useful content across various formats.

Responsibilities

Develop and maintain an integrated reverse mortgage content strategy across broker and direct-to-consumer channels.
Own the annual and rolling content calendar, mapping themes, audiences, funnel stages, formats, channels, business milestones, and approval timelines.
Build distinct but connected content plans for homeowners, brokers, and influencers, reflecting each audience’s information needs and role in the decision process.
Translate product positioning into practical editorial priorities that help audiences understand home equity and build trust.
Balance content breadth and depth by maintaining always-on foundational education while developing timely campaign, product, promotional, thought-leadership, and conversion content.
Partner with Marketing, Sales, Direct-to-Consumer, Product, Digital, Creative, Media, Public Relations, Legal, and Compliance teams to prioritize requirements and deliver content on time.
Maintain a content inventory and governance process that identifies gaps, duplication, outdated assets, refresh requirements, translation needs, and opportunities to repurpose high-performing content.
Act as lead writer, editor, and content producer for reverse mortgage communications, creating high-quality content in a clear, human, and trustworthy voice.
Create and manage content across a broad mix of formats, including website and landing-page copy, articles, search content, email and nurture sequences, newsletters, social media posts, short- and long-form video scripts, webinars, presentations, FAQs, guides, infographics, and interactive tools.
Develop traditional marketing and sales-enablement materials such as brochures, feature sheets, one-pagers, product and process guides, case studies, comparison tools, conversation guides, objection-handling resources, event materials, and broker-ready content packages.
Create scenario-based and proof-led content that explains ownership, rates, interest accumulation, repayment, safeguards, qualification, fees, remaining equity, and alternatives in plain language.
Develop family-ready content that helps adult children research, compare, validate, and discuss the product with confidence.
Equip brokers with practical, compliant tools that make reverse mortgages easier to identify, explain, compare, and recommend.
Interview customers, brokers, sales leaders, and subject-matter experts to create authentic stories, testimonials, expert perspectives, and case studies.
Apply strong editorial, accessibility, search optimization, and content-design practices; commission and manage freelancers, agencies, designers, videographers, and other production partners as required.
Manage content through review, translation, Legal and Compliance approval, publishing, and ongoing maintenance, preserving accuracy and consistency across English and French deliverables.
Own the content strategy for the direct-to-consumer funnel, ensuring prospects receive the right treatment from awareness and trigger through research, consideration, nurture, application, funding, and advocacy.
Map content to audience questions, behaviours, objections, and decision points at each funnel stage, with particular focus on education, trust-building, and sustained engagement during longer consideration cycles.
Develop segmented and behaviour-based nurture journeys, including welcome, education, myth-busting, proof, family involvement, application-readiness, and reactivation content.
Partner with Growth Marketing, Digital, Customer Experience, and Sales to connect paid, owned, CRM, and advisor-assisted content into a coherent end-to-end journey.
Use testing and performance data to improve subject lines, creative hooks, calls to action, content sequencing, landing-page experiences, and conversion paths.
Define content objectives, key performance indicators, and reporting requirements by audience, channel, format, and funnel stage.
Measure and report on reach, engagement, search visibility, video completion, webinar participation, email performance, downloads, broker usage, lead generation, funnel progression, and application conversion.
Develop regular content performance dashboards and quarterly recommendations that identify what to scale, optimize, refresh, repurpose, or retire.
Monitor the Canadian reverse mortgage category, including competitor websites, broker resources, advertising, social media, search content, webinars, tools, thought leadership, and product messaging.
Maintain a recurring competitive content audit and use findings to identify white-space opportunities, improve differentiation, and inform the editorial calendar.
Stay current on content marketing, search, social, video, webinar, accessibility, generative AI, and financial-services communications practices, and responsibly apply new approaches to improve quality and speed.

Requirements

Degree or diploma in Marketing, Communications, Journalism, English, Business, or a related field.
5+ years of progressive experience in content marketing, editorial, lifecycle marketing, digital marketing, or a related role.
Exceptional writing, editing, and storytelling skills, with a portfolio demonstrating both long-form depth and concise channel-specific copy.
Demonstrated ability to produce content across written, social, video, webinar, presentation, and traditional marketing formats.
Experience planning editorial calendars and managing a high volume of parallel deliverables from brief through approval and publication.
Strong understanding of full-funnel and lifecycle content strategy, including segmentation, nurture journeys, conversion content, and behavioural triggers.
Experience with content analytics, CRM and marketing automation, web analytics, social reporting, search optimization, and testing methodologies.
Ability to translate complex financial concepts into clear, accurate, empathetic, and accessible language for multiple audiences.
Strong editorial judgment and comfort operating within Legal, Compliance, regulatory, brand, and accessibility guardrails.
Excellent project management, prioritization, stakeholder-management, and vendor-management skills.
Curious, analytical, and customer-centred, with strong attention to detail and a continuous-improvement mindset.
Bilingual English/French capability is considered an asset.
Financial-services or mortgage experience is an asset.

Skills

Content Strategy
Editorial Leadership
Content Planning
Content Calendar Management
Content Development
Writing
Editing
Storytelling
Digital Marketing
Lifecycle Marketing
Marketing Automation
CRM
Web Analytics
Social Reporting
Search Optimization
Project Management
Stakeholder Management
Vendor Management

Location

Toronto, ON

Work Type

Hybrid

Experience Level

5+ years

Education Level

Degree or diploma in Marketing, Communications, Journalism, English, Business 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
Professional development and comprehensive Career Development program

About the Company

At EQ, we're remaking banking so every Canadian gets ahead, every day.
Serving nearly 4 million Canadians from coast to coast, we offer a wide variety of financial services from banking and lending, to trust and credit union solutions.
We've been at this since 1970, challenging the conventions of traditional banking with 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, 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.

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.
All candidates considered for hire must successfully complete a criminal background check and credit check.
While we appreciate every application, an EQ recruiter will contact only those whose skills and experience most closely match the requirements of the role.