Director, Growth 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

The Director, Growth Marketing develops and executes HomeEquity Bank’s growth strategy to drive qualified demand, customer acquisition, conversion and sustainable funded mortgage growth across direct-to-consumer, digital, referral, partner and broker-supported channels.

The role leads digital customer experience, marketing technology and responsible AI capabilities, partnering across Marketing, Sales, Product, Customer Experience, Data, Technology, Legal, Compliance, Privacy and Risk to turn customer insights into scalable, measurable growth programs.

MAJOR ELEMENTS OF THE ROLE

Key Responsibilities

Growth Strategy and Performance

• •Develop growth strategies aligned with customer needs, business objectives and funded mortgage targets.
• •Lead acquisition across paid, owned, earned, referral, broker and partner channels.
• •Optimize budgets, channel performance, lead quality, conversion, acquisition costs and marketing ROI.
• •Use customer, market and competitive insights to identify growth opportunities and guide investment decisions.

Digital Experience and Customer Journey

• •Lead the evolution of websites, landing pages, online tools and end-to-end customer journeys.
• •Partner with Brand, Product and Customer Experience to deliver accessible, intuitive and trust-building experiences.
• •Use research, analytics and experimentation to remove friction and improve engagement, conversion and retention.

Customer Acquisition, Personalization and Lifecycle Marketing

• •Develop segmentation, lead management, personalization and nurture strategies that improve lead quality and conversion.
• •Partner with Sales and Product to strengthen funnel progression and deliver educational programs that build customer trust.
• •Lead test-and-learn programs across messaging, creative, offers, targeting and customer journeys.

Marketing Technology, AI and Innovation

• •Define the marketing technology roadmap and integrate CRM, automation, analytics and customer data capabilities.
• •Evaluate technologies, vendors and platform enhancements based on business value, customer impact and effectiveness.
• •Advance responsible AI use cases with Technology, Data, Risk, Legal and Compliance while protecting privacy, security and customers.

Measurement and Optimization

• •Set and monitor KPIs for lead generation, conversion, acquisition, funded mortgage growth and marketing ROI.
• •Partner with Data & Analytics to strengthen attribution, forecasting, reporting and performance measurement.
• •Translate insights into recommendations and provide clear executive reporting on results, opportunities and risks.

Leadership and Governance

• •Lead and develop a high-performing team and build capabilities across growth, digital experience, marketing technology and AI.
• •Manage agencies, media partners, technology vendors and service providers.
• •Ensure marketing complies with legal, regulatory, privacy and risk requirements while fostering customer focus, innovation and accountability.

SKILLS AND EXPERIENCE REQUIRED

• •Degree in Marketing, Business, Communications or a related field, or equivalent experience, plus 10+ years of progressive marketing experience with leadership in growth, digital marketing, acquisition or demand generation.
• •Proven success scaling measurable acquisition programs and improving complex digital customer journeys and conversion.
• •Experience in financial services, lending, mortgages, fintech, insurance or another regulated industry strongly preferred.
• •Strong knowledge of paid media, CRM, automation, SEO, content, experimentation, analytics, attribution, customer data and responsible AI-enabled marketing.
• •Experience managing budgets, agencies, partners and concurrent initiatives.
• •Strategic, commercial and results-oriented, with strong analytical judgment.
• •Able to balance growth, customer experience, brand integrity and regulatory requirements.
• •Excellent communicator and influencer with success leading cross-functional work in a matrixed environment.
• •Accountable, curious, adaptable and customer-focused.

WORKING CONDITIONS UNIQUE TO JOB

Hybrid environment with regular internal and external collaboration and occasional flexibility outside standard hours for key initiatives and launches.

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,