Manager, Brand Marketing

WHO WE ARE

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. We live that commitment every day, with a range of reverse mortgage solutions that include our flagship CHIP Reverse Mortgage™ product.

OUR VALUES, OUR PASSION

At HomeEquity Bank, 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

POSITION SUMMARY:

As the Manager, Brand Marketing you’ll be responsible for the management and execution of brand marketing campaigns and programs to build awareness and consideration – to help strengthen and solidify HomeEquity Bank’s brand in Canada. The ideal candidate will combine strategic acumen with flawless attention to details and operational efficiency, ensuring our brand is communicated authentically with Canadians 55 and better, while maintaining a cohesive Masterbrand identity.

This role is responsible for building trust, credibility, and emotional connection with consumers, partners, and stakeholders in a highly regulated environment. The ideal candidate brings deep experience in brand-led programs, understands the nuances of financial decision-making, and can translate complex mortgage and financial concepts into clear, compelling, and compliant brand storytelling.

You’ll balance big-picture thinking with hands-on execution, supporting breakthrough brand initiatives and campaigns that capture national attention. As a key member of the Brand Team, you’ll work directly on our brand architecture – including brand strategy rollout, campaign development & execution, and reporting.

You’ll collaborate with multiple external partners (creative AOR, media, digital) and internal teams (growth marketing, product, sales, operations, etc.) to ensure brand consistency and relevance across all channels, while ensuring the HomeEquity Bank brand feels authentically Canadian. This role offers tremendous potential for impact and will help shape HEB’s brand trajectory in a key market.

You’re someone with a proven track-record of building strong brands and developing integrated brand programs that move the needle.

Are you ready to help grow and support the future of the HomeEquity Bank brand?

MAJOR ELEMENTS OF THE ROLE:

Brand Strategy

• Roll out our brand messaging and value proposition across our reverse mortgage solutions

• Serve as a key brand ambassador, ensuring consistency across consumer, partner, and B2B communications

Integrated Brand Campaigns

• Develop, edit, review, and deploy brand materials and collateral that emphasize trust, transparency, and customer insights

• Drive seamless delivery of integrated brand campaigns across TV, radio, digital, social, paid media, content, etc.

• Collaborate with Growth & Product Marketing, and Sales teams to support key brand priorities across our segments and align brand content

• Manage day-to-day brand budgets, and ongoing monthly planning support, in collaboration with the Director of Brand

Cross-Functional Collaboration

• Partner with marketing and product teams to develop high-quality creative assets that reflect and integrate our brand and product segmentation

• Work closely with Marketing, Legal, Compliance, Risk, and Communications teams to ensure brand integrity and alignment

Consumer Insights & Brand Measurement

• 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

Team & Agency Management

• Lead and mentor an associate marketing team member, taking on a player-coach role withing our brand marketing team

• Act as the day-to-day point of contact for agency partners, and key internal cross-functional teams to facilitate the review and approval of brand materials and collaterals

SKILLS AND EXPERIENCE REQUIRED:

• 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; you’re a team player and a bridge builder at your core

• Self-driven character, including innate curiosity, desire to learn, achievement orientation, and a strong desire to continuously improve the status quo

• Exceptional attention to detail, with a keen eye from a content perspective; key design eye is an asset

• Demonstrated oral and written communication skills, with an ability to create compelling brand materials (e.g. decks, guidelines, toolkits, playbooks, etc.)

• Proven experience planning and executing integrated brand campaigns – taking a campaign from brief all the way to execution, and finally to 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, with subject matter expertise in Canadian consumer mortgage industry is an asset

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

WORKING CONDITIONS UNIQUE TO JOB:

• Hybrid work environment with 3 days in downtown Toronto office for collaboration

• Occasional meetings at Brand agency, attendance at Brand-specific events

WHY WORK AT HOMEEQUITY BANK?

Great Environment

HomeEquity Bank offers a hybrid working environment supported with a culture of flexibility – an approach that is unique to each person, and that enables both business and individual needs to be met in a mutually beneficial way.

We pride ourselves in recognizing and celebrating performance, community service, teamwork, and diversity among our employees.

A Dynamic Culture – With People at the Centre

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 (third year since 2019), Canadian's Mortgage Professional (CMP) Top Mortgage Employer 2023 for the third year in a row and Achievers Top 50 Most Engaged Workplaces 2023.

Growth and Opportunities
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 also 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.

Celebrating Great Work and People

We believe in an environment that celebrates success, knowledge, leadership, and work that is inspired by our core values. For these reasons, we have created several programs that make it easy for our employees to say ‘great job’ to their colleagues and leaders.

From our Appreciate! Program to the High Five Award Program and President’s Award Program, we recognize professional achievement with a variety of rewards including points towards gift cards, merchandise, and travel experiences, as well as group RRSP/DPSP contributions and more.

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. Additionally, we provide employees with one paid day off each year to volunteer at their favourite local charity.

The Perks (for eligible employees)

• HomeEquity Bank offers a competitive total rewards package that includes:

• Extended health and dental benefits

• Employee & Family Assistance Program

• Employer-Matched Group Retirement Savings Plan

• Employee Share Investment Plan

• Well-being initiatives including: a wellness account; virtual self-care programs and extended mental health benefits

• Employee corporate discount for GoodLife Fitness
  

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. To request accommodation, please contact your recruiter.

Please note that our successful candidate is required to complete a background check.

Stay in the Know

Find out what we’re up to online, and learn more about what makes HomeEquity Bank a great place to work:

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Join Us! If you’re ready to build the future of reverse mortgages, we want to hear from you.