Director, Product Marketing, Reverse Mortgage
EQ Bank · Toronto ·
- Work mode
- Hybrid
- Employment
- Full time
- Category
- Marketing
- Experience
- 8+ years
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 Director, Product Marketing, Reverse Mortgage (REM) leads product marketing, supports go-to-market strategy and growth for EQ Bank’s Reverse Mortgage business. This role defines market positioning, customer value propositions and go-to-market strategies that build awareness, drive acquisition, deepen engagement and support portfolio growth across direct-to-consumer channels and business-to-business channels, including mortgage brokers, financial advisors and referral partners.
As the primary marketing partner to the Reverse Mortgage business, the Director works closely with Product, Sales, Customer Experience, Digital, Operations, Enterprise Marketing and external partners to bring products and capabilities to market, sharpen competitive differentiation and deliver strong customer and partner experiences.
This role combines strategic leadership with hands-on execution. The successful candidate will translate customer, market and competitive insights into effective marketing strategies, lead a high-performing team and foster a culture of innovation, experimentation, collaboration and continuous improvement.
The Core Responsibilities
Product Marketing Strategy & Positioning
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Own the marketing strategy and positioning for EQ Bank’s Reverse Mortgage business.
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Develop differentiated value propositions, messaging frameworks and customer-centric positioning for consumers, brokers, financial advisors and referral partners.
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Define audience strategies, segmentation approaches and marketing priorities aligned to business objectives.
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Maintain a deep understanding of customer needs, competitive dynamics and market trends to inform business and marketing decisions.
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Act as the marketing subject matter expert for the Reverse Mortgage business across the organization.
Go-to-Market & Product Launches
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Lead go-to-market planning and execution for new products, features, offers and enhancements.
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Develop launch strategies, customer communications, sales enablement tools and channel activation plans.
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Partner with Product, Sales and Enterprise Marketing teams to deliver successful product and campaign initiatives.
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Measure launch performance and identify opportunities to improve adoption, engagement and growth.
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Ensure consistent messaging and customer experience across customer and partner touchpoints.
Customer Acquisition & Growth
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Develop and execute integrated marketing strategies and content that drive product awareness, consideration, lead generation, acquisition, and retention across direct-to-consumer and business-to-business channels.
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Own marketing strategy, channel mix, and performance to maximize product awareness, lead quality, conversion, funded volume, and customer growth while increasing the volume and quality of qualified prospects and delivering efficient growth.
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Partner with Product, Sales, Operations, Enterprise Marketing teams, agencies, and external partners to deliver campaigns aligned to product positioning, target audiences, and business objectives.
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Own agency relationships, providing strategic direction on campaign briefs, creative development, media planning, and optimization while ensuring work is on-brand and delivers measurable business results.
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Establish a test-and-learn culture that leverages insights, experimentation, and data to continuously improve marketing effectiveness, customer, and business outcomes.
Broker, Advisor & Partner Marketing
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Develop marketing programs that support growth through mortgage brokers, financial advisors and referral partners.
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Create educational content, sales enablement materials and marketing campaigns that increase awareness and confidence in reverse mortgage solutions among brokers.
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Support channel growth through targeted partner marketing and engagement initiatives.
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Collaborate with Sales leadership to improve partner experiences and strengthen channel performance.
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Represent the Reverse Mortgage business with external partners and industry stakeholders as appropriate.
Market Insights & Thought Leadership
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Generate customer, market, and competitive insights to inform marketing strategy, product positioning, and go-to-market decisions.
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Identify emerging market opportunities, customer needs, and industry trends to strengthen EQ Bank's leadership in retirement financing and home equity solutions.
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Develop and execute thought leadership, educational content, and engagement programs that increase product understanding, build trust, and support demand generation among target audiences.
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Own and evolve the Reverse Mortgage education platform, including product positioning, content strategy, and thought leadership initiatives. Develop and optimize broker and direct-to-consumer educational content across digital and broker channels, measuring its impact on awareness, consideration, prospect quality, market penetration, and business growth.
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Represent the business through industry events, conferences, media opportunities, and strategic partner engagements to enhance brand visibility and market credibility.
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Lead customer research, voice-of-customer programs, and NPS measurement with Customer Insights team or external partner to track product awareness, consideration, customer sentiment, and the effectiveness of education initiatives, using insights to continuously refine strategy and content.
Team Leadership & Operational Excellence
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Lead, coach, and develop a high-performing team, fostering a culture of accountability, collaboration, innovation, and continuous learning.
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Establish clear goals, performance expectations, and development plans that align team priorities to business outcomes.
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Build a culture of accountability, innovation, collaboration and continuous learning.
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Own agency, vendor, and partner relationships, ensuring delivery against strategic objectives, service expectations, and return on investment.
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Manage marketing budgets, resource allocation, and annual marketing planning to maximize business impact and operational effectiveness.
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Develop performance measurement frameworks and executive reporting that provide actionable insights into marketing effectiveness and business results, with a focus on outcome-based metrics such as qualified leads, funded volume, and market share.
Let's Talk About You
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8+ years of progressive marketing experience, with a strong background in product marketing, go-to-market strategy, direct-to-consumer acquisition, business-to-business channel growth and integrated marketing.
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Experience in financial services, banking, wealth, lending, retirement planning or another regulated industry is strongly preferred. Direct experience with reverse mortgage lending is considered an asset.
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Proven ability to translate customer, market and competitive insights into clear positioning, messaging and marketing strategies.
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Strong experience leading integrated campaigns across paid, owned, earned and partner channels, including briefing and managing agency partners on creative, media and performance optimization.
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Demonstrated ability to partner cross-functionally with Product, Sales, Digital, Customer Experience, Operations, Legal, Compliance and external partners to deliver business outcomes.
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Experience leading, coaching and developing teams, with a focus on clarity, accountability, collaboration and continuous improvement.
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Strong analytical and business acumen, with the ability to use performance data, customer insights and market trends to guide decisions and optimize marketing effectiveness.
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Excellent communication and storytelling skills, with the ability to influence senior stakeholders and simplify complex products for customer and partner audiences.
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Highly organized, strategic and action-oriented, with the ability to manage multiple priorities in a fast-paced environment.
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.