Content Manager, Reverse Mortgage
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Job Summary
Join a Challenger
At EQ were 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.
Weve been at this since 1970 challenging the conventions of traditional banking with smarter faster and more connected financial experiences.
Whats 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 youre driven to help reshape how banking works for Canadians and the businesses that power our economy this could be your next big opportunity.
We cant 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 influencersprimarily adult childrenreflecting each audiences 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. Were equally committed to supporting your growth both professionally and personally.
We provide a barrierfree 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 countrys seventh-largest Schedule I bank by assets which operates EQ Bank Canadas Challenger Bank. EQB Inc. serves nearly 4 million Canadians and manages approximately $150 billion in combined assets under management and administration.
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Manager
About Company
At Equitable Bank, we specialize in providing branchless financial services that meet the unique needs of all Canadians. Our range of mortgages, savings accounts and investment options are designed to offer the right solutions to match any unique circumstance.
