Director, Brand Management

2 months ago

Toronto, Canada Tangerine Full time

**Requisition ID**: 208144

Tangerine is Canada’s leading direct bank. We offer flexible and accessible banking options, innovative products, and award-winning Client service. The reason why Tangerine employees come to work each day is to help Canadians live better lives. We focus on making a difference in our communities, and that includes our own internal community. It’s important to us that our employees feel empowered and enthusiastic about belonging to our Orange culture.

As Canada’s leading digital bank, Tangerine technology is at the heart of everything we do. We have redefined what digital banking is and we continue to evolve on what it can be, using technology to create innovative, forward thinking banking solutions with our clients’ needs in mind. We are made up of high performing, curious, energetic and collaborative individuals who thrive in our high trust agile environment to deliver best in class solutions for our customers. We believe in giving people hands-on challenges and the responsibilities that come with them, allowing them to grow, evolve and create opportunities to build their career. Are you ready to make the change and become part of an established disruptor with the backing of a highly engaged team? If so, come join us and help redefine the Canadian banking landscape

**Director, Brand Management**:
As the Director of Brand Management you will be driving the long-term demand for the Tangerine brand in Canada while enabling deeper customer/client relationships and efficient new customer/client acquisition. This includes direct accountability for Tangerine’s brand health in the Canadian marketplace, in full compliance with brand guidelines and Tangerine’s visual identity continuum.

**Is this role right for you? In this role, you will**:

- Lead and drive a customer focused culture throughout the team to deepen client relationships and leverage broader Bank relationships, systems and knowledge.
- Be accountable for driving and improving Tangerine’s brand health.
- Provide direction to measure efficacy of efforts designed to build mental availability for the Tangerine brand in Canada, in close collaboration with the Growth & Performance team to assess efficacy of mass media efforts and attribution to business outcomes.
- Be responsible for planning and development of Tangerine’s brand campaigns in Canada, including strategic direction and delivery of tent-pole campaigns including Basketball and Tangerine-branded sponsorship campaigns.
- Collaborate with Marketing Planning and the Business Lines to set annual budgets and ensure execution of marketing efforts drive a relevant and differentiated brand, capitalizing on short-term demand, and building long-term demand in coordination and at the same time.
- Be accountable for social media strategy and channel management, including social listening.
- Be accountable for Bike Sponsorships including relationship management with Toronto Bike Share and BIXI Montreal. Full sponsorship program management lead.
- Be responsible for collaborating with stakeholders across the broader marketing team to plan and provide oversight of all omni-channel merchandising efforts
- Champion proper usage of the Tangerine brand in full compliance with global brand guidelines and Tangerine’s visual identity continuum; and provide support to ensure brand alignment across benefit-led campaigns and other marketing efforts in Canada.
- Lead cross-functional agency teams to deliver integrated brand campaigns and act as key lead for creative agency relationships in Canada.
- Champion a high-performance environment and demonstrate a commitment to Tangerine’s values: accountability, passion, integrity and respect. Deliver results in accordance to Tangerine’s behavioural competencies. Create an inclusive team culture and an environment where team members hear, share, and appreciate diverse perspectives.
- Direct day-to-day activities in a manner consistent with the Bank’s risk culture and the relevant risk appetite statement and limits. Communicate and model the Bank’s risk culture and risk appetite statement throughout the teams.
- Create an environment in which your team pursues effective and efficient operations of your respective areas in accordance with Tangerine’s Values, its Code of Conduct, and the Global Sales Principles, while ensuring the adequacy, adherence to and effectiveness of day-to-day business controls to meet obligations with respect to operational, compliance, AML/ATF/sanctions and conduct risk.
- Build a high-performance environment and implements a people strategy that attracts, retains, develops, and motivates your team by fostering an inclusive work environment. You will use a coaching mindset and behaviors; communicating vison/values/business strategy; and managing succession and development planning for the team.

**Do you have the skills that will enable you to succeed in this role? We'd love to work with you if yo

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