Content Manager, Reverse Mortgage
EQ Bank · Toronto ·
- Work mode
- Hybrid
- Employment
- Full time
- Category
- Management
- Experience
- 5+ years
EQ Bank · Toronto ·
Join a Challenger
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.
What's kept us moving? The people behind it all: challengers who ask better questions, push back on old assumptions, and look for a better way forward.
If you're driven to help reshape how banking works for Canadians and the businesses that power our economy, this could be your next big opportunity.
We can’t wait to get to know you!
The Content Manager, Reverse Mortgage is responsible for building and managing an always-on content engine that helps EQ Bank grow its reverse mortgage business across both the broker and direct-to-consumer channels. The role combines strategy, editorial leadership and hands-on execution to create a consistent flow of clear, credible and useful content across written, digital and traditional formats.
This role owns content planning across the full reverse mortgage decision system: homeowners, mortgage brokers and key influencers, particularly adult children. Grounded in the reverse mortgage growth strategy, the Content Manager will translate complex product information into audience- and stage-specific content that builds permission for homeowners, reassurance for families and confidence for brokers. A central focus is the direct-to-consumer funnel, with content intentionally designed to move prospects from awareness and education through consideration, nurture, application and advocacy.
Content Strategy, Planning and Calendar Management
Develop and maintain an integrated reverse mortgage content strategy across broker and direct-to-consumer channels, aligned with business priorities, brand positioning, product strategy and the customer journey.
Own the annual and rolling content calendar, mapping themes, audiences, funnel stages, formats, channels, business milestones and approval timelines to ensure a consistent and sustainable publishing cadence.
Build distinct but connected content plans for homeowners, brokers and influencers—primarily adult children—reflecting each audience’s information needs, trust barriers and role in the decision process.
Translate product positioning into practical editorial priorities that help audiences understand home equity as value already earned, address product misconceptions and build trust through clarity, transparency and proof.
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.
Content Development and Editorial Leadership
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, including conversation guides, estate and inheritance explainers, family FAQs and meeting follow-up materials.
Equip brokers with practical, compliant tools that make reverse mortgages easier to identify, explain, compare and recommend, and ensure the message travels accurately from the broker conversation to the broader family decision circle.
Interview customers, brokers, sales leaders and subject-matter experts to create authentic stories, testimonials, expert perspectives and case studies that transfer trust.
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.
Direct-to-Consumer Funnel and Lifecycle Content
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.
Measurement, Optimization and Competitive Intelligence
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.
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; financial-services or mortgage experience is an asset.
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 judgement 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.
Equity, Diversity & Inclusion
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.
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.
To learn more, visit and eqbank.ca.