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PRODUCT - Director, Marketing

2 months ago

Montreal, Quebec, Canada Haventree Bank Full time

Haventree Bank is a private Canadian Schedule 1 bank specializing in alternative mortgage programs and insured GIC deposits. We help hardworking Canadians from coast-to-coast achieve homeownership by offering flexible mortgage solutions. Our insured GIC deposits offer competitive rates and are available through a variety of wealth management platforms.

About Haventree Bank

Headquartered in Toronto, Ontario, Haventree Bank (Haventree) is a mission driven alternative mortgage lender. The name Haventree is representative of the bank's mission to help its customers find a place of refuge and to lay down new roots for the future. Haventree exists to be a catalyst of financial security and upward mobility for Canadians who are underserved by the traditional financial system.

Position Summary:

Reporting to the Chief Product & Innovation Officer, the Director of Marketingwill play a critical role in shaping our go-to-market strategy new direct-to-consumer product portfolio as well as leading all marketing activities for our broker channel. You will lead the development, execution and measurement of revenue-generating marketing programs. You will use your passion, experience, and vision to build and lead the Marketing team and support our aspiration to launch.

The ideal candidate must have proven success in building performance marketing strategies across the customer lifecycle, driving ROI-based programs, and leading and developing a growth-oriented team. You will play a key role in growing our brand awareness and driving growth by leveraging the partnership model to promote our value proposition. It requires a dynamic and experienced marketing leader who can develop and execute a comprehensive marketing strategy, drive brand awareness, and foster strong relationships with brokers.

Major Duties & Responsibilities:

Direct to Client Marketing

  • Develop and implement a comprehensive marketing strategy for the new digital bank, focusing on brand building, customer acquisition, and retention.
  • Create and manage integrated marketing campaigns across various channels, including digital, social media, content marketing, SEO/SEM, email marketing, and PR.
  • Collaborate with product, design, sales, operations and technology teams to ensure a cohesive and effective go-to-market strategy.
  • Analyze market trends, customer insights, and competitive landscape to inform marketing strategies and identify growth opportunities.
  • Oversee the creation of marketing materials and content that resonate with target audiences. Develop personalized and integrated marketing campaigns to foster engagement and drive sales. Create custom content for target accounts including landing pages, emails, social content, and more.
  • Measure and report on the effectiveness of marketing campaigns, using data-driven insights to optimize performance.
  • Strategic business mindset and ability to translate technical product offerings into business value and customer-facing marketing campaigns.
  • Ability to understand client needs, competitive offerings, and industry trends and translate them to customer-facing narratives and messaging.
  • Collaborate with cross-functional teams, including product, operations and design teams, to align messaging and ensure consistent brand representation.
  • Recommend / Build / and use digital channels and tools such as programmatic advertising, LinkedIn ads, personalized micro-sites, and remarketing campaigns as part of an overall ABM strategy to engage and re-engage target audiences.
  • Plan and execute A/B testing to optimize ad creative, targeting, and landing pages using data and analysis for improved campaign performance.
  • Work closely with external partners, such as advertising agencies or media vendors, to coordinate campaigns and ensure deliverables are met.
  • Create a consistent measurement and reporting framework/s to monitor and analyze campaign performance metrics, including click-through rates (CTR), conversion rates, and return on ad spend (ROAS), and provide actionable insights and recommendations to achieve maximum ROI (Return on Investment).
  • Prepare regular reports to communicate campaign performance, key findings, and recommendations to stakeholders.
  • Stay up to date with industry trends and emerging paid media platforms and techniques to maximize campaign effectiveness and identify new opportunities.

Broker Network Marketing

  • Develop and execute marketing plans to support and enhance broker relationships, ensuring alignment with overall business objectives.
  • Create marketing collateral and campaigns tailored to the broker channel, including presentations, brochures, newsletters, and digital assets.
  • Coordinate with the sales team to provide marketing support and resources to brokers.
  • Organize events, webinars, and training sessions to engage and educate brokers about our products and services.
  • Monitor and assess broker feedback and market conditions to adjust marketing strategies as needed.

Leadership and Management

  • Lead and mentor a team of 4-5 marketing professionals, fostering a collaborative and high-performance culture.
  • Manage the marketing budget, ensuring efficient allocation of resources to maximize ROI.
  • Build and maintain relationships with external partners, agencies, and vendors.
  • Stay abreast of industry trends and innovations to ensure our marketing strategies remain cutting-edge.

Skills, Experience & Qualifications

  • Five (5) + years of proven experience in Marketing strategy development and execution
  • Strong organization and time management skills with a high level of attention to accuracy and details.
  • Expertise on prioritization techniques based on advanced knowledge of strategic priorities of the bank and data-driven insights.
  • Be able to articulate and apply a methodical framework to solve problems.
  • Client-first obsession and dedication.
  • Excellent written and verbal communication and presentation skills. Ability to communicate sophisticated business and technical concepts to a broad range of technical and non-technical staff, tailoring messages and stories to the appropriate audience.
  • Able to think laterally and find innovative solutions to support strategy.
  • Able to influence and collaborate with partners with diverse points of view and build consensus as well as to establish credibility and rapport with a broad set of partners quickly.
  • Strong interpersonal abilities, excellent teammate, self-directed and resourceful, with the ability to work in a fast-paced environment.

While we thank everyone for their interest in Haventree Bank, please note that only candidates selected for an interview will be contacted. Haventree Bank is committed to providing accommodation when needed. If you require an accommodation, we will work with you to meet your needs.

  • As a job candidate, our recruitment process includes collecting personal information. Please click the link here to review our Privacy Policy. Privacy Statement Haventree Bank
  • Haventree Bank embraces equal opportunity, diversity, and inclusion. Please let us know if you require any accommodations during the recruitment and selection process.