Director, Product Marketing, 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 Director Product Marketing Reverse Mortgage (REM) leads product marketing supports go-to-market strategy and growth for EQ Banks 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.
Product Marketing Strategy & Positioning
Own the marketing strategy and positioning for EQ Banks Reverse Mortgage business.
Develop differentiated value propositions messaging frameworks and customer-centric positioning for consumers brokers financial advisors and referral partners.
Define audience strategies segmentation approaches and marketing priorities aligned to business objectives.
Maintain a deep understanding of customer needs competitive dynamics and market trends to inform business and marketing decisions.
Act as the marketing subject matter expert for the Reverse Mortgage business across the organization.
Go-to-Market & Product Launches
Lead go-to-market planning and execution for new products features offers and enhancements.
Develop launch strategies customer communications sales enablement tools and channel activation plans.
Partner with Product Sales and Enterprise Marketing teams to deliver successful product and campaign initiatives.
Measure launch performance and identify opportunities to improve adoption engagement and growth.
Ensure consistent messaging and customer experience across customer and partner touchpoints.
Customer Acquisition & Growth
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.
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.
Partner with Product Sales Operations Enterprise Marketing teams agencies and external partners to deliver campaigns aligned to product positioning target audiences and business objectives.
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.
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
Develop marketing programs that support growth through mortgage brokers financial advisors and referral partners.
Create educational content sales enablement materials and marketing campaigns that increase awareness and confidence in reverse mortgage solutions among brokers.
Support channel growth through targeted partner marketing and engagement initiatives.
Collaborate with Sales leadership to improve partner experiences and strengthen channel performance.
Represent the Reverse Mortgage business with external partners and industry stakeholders as appropriate.
Market Insights & Thought Leadership
Generate customer market and competitive insights to inform marketing strategy product positioning and go-to-market decisions.
Identify emerging market opportunities customer needs and industry trends to strengthen EQ Banks leadership in retirement financing and home equity solutions.
Develop and execute thought leadership educational content and engagement programs that increase product understanding build trust and support demand generation among target audiences.
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.
Represent the business through industry events conferences media opportunities and strategic partner engagements to enhance brand visibility and market credibility.
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
Lead coach and develop a high-performing team fostering a culture of accountability collaboration innovation and continuous learning.
Establish clear goals performance expectations and development plans that align team priorities to business outcomes.
Build a culture of accountability innovation collaboration and continuous learning.
Own agency vendor and partner relationships ensuring delivery against strategic objectives service expectations and return on investment.
Manage marketing budgets resource allocation and annual marketing planning to maximize business impact and operational effectiveness.
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.
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.
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.
Proven ability to translate customer market and competitive insights into clear positioning messaging and marketing strategies.
Strong experience leading integrated campaigns across paid owned earned and partner channels including briefing and managing agency partners on creative media and performance optimization.
Demonstrated ability to partner cross-functionally with Product Sales Digital Customer Experience Operations Legal Compliance and external partners to deliver business outcomes.
Experience leading coaching and developing teams with a focus on clarity accountability collaboration and continuous improvement.
Strong analytical and business acumen with the ability to use performance data customer insights and market trends to guide decisions and optimize marketing effectiveness.
Excellent communication and storytelling skills with the ability to influence senior stakeholders and simplify complex products for customer and partner audiences.
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. 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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Director
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.
