Vice President, Brand & Public Relations

at  HomeEquity Bank

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.

POSITION SUMMARY

The role is responsible for strategic direction of HomeEquity Bank’s Brand, Public Relations and Strategic partnerships to lead design and execution of innovative brand architecture aligned with the accelerated growth strategies of Consumer and Referred sales channels. This position will be the key driver of HomeEquity bank’s brand presence by launching brand campaigns that live and breathe the “purpose” of the bank of serving Canadians 55 and better. This position plays a crucial role in ensuring that the Brand and PR strategies are evolving constantly to support the existing, new products, sales & marketing initiatives by tracking the effectiveness of the programs on an ongoing basis and staying abreast of market trends/ technologies.

SKILLS AND EXPERIENCE REQUIRED

• Bachelor’s degree in Marketing, Communications, Business Administration, or a related field; MBA preferred.
• Minimum of 10 years of experience in brand management, public relations, and strategic partnerships, preferably in the financial services industry including mortgage, insurance etc.
• Proven track record of developing and executing successful brand, public relations and marketing campaigns.
• Strong leadership and team management skills, with the ability to inspire and motivate cross-functional teams.
• Excellent communication and interpersonal skills, with the ability to build and maintain relationships with diverse stakeholders.
• Strategic thinker with a deep understanding of the financial services industry and the unique needs of the ageing population.
• Membership / participation in professional organizations such as CMA, AMA, digital community, etc.
• Strong leadership qualities
• Demonstrated ability to derive key insights through deep research and interpret KPI’s and market data
• Demonstrated change management capabilities
• Proven ability to inspire, lead, develop and engage all direct and indirect reports

Working Conditions Unique to Job

• Hybrid working environment

Key accountabilities of this position include:Strategy Planning, Implementation & Performance Measurement:

• Lead the creation and implementation of comprehensive brand architecture that aligns with HomeEquity Bank’s purpose of serving Canadians 55 and better
• Overseeing the development and execution of brand marketing / public relations campaigns, ensuring consistent brand messaging and values of the bank
• Lead the assessment of Key Performance Indicators for the department, overall Return on Investment for brand and PR initiative

Key accountabilities of this position include:Strategy Planning, Implementation & Performance Measurement:

• Lead the creation and implementation of comprehensive brand architecture that aligns with HomeEquity Bank’s purpose of serving Canadians 55 and better
• Overseeing the development and execution of brand marketing / public relations campaigns, ensuring consistent brand messaging and values of the bank
• Lead the assessment of Key Performance Indicators for the department, overall Return on Investment for brand and PR initiatives