VP Marketing

4 days ago

Edmonton, Alberta, Canada Lineura Canada Inc Full time $120,000 - $200,000 per year

Company Description

Lineura Canada Inc. is a new entrant in the Canadian subprime lending space, specializing in Payday Loans. Based in Calgary, AB, they are backed by an international organization, and have ambitious growth plans.

Role Summary:

The VP of Marketing (Brand) is responsible for designing and executing the company's customer acquisition, retention, and brand strategies. This role requires a deep understanding of consumer financial products, high-risk lending environments, compliance regulations, and data-driven marketing. The ideal candidate will scale profitable acquisition while maintaining regulatory compliance and brand trust. They will work collaboratively with both the management team in Canada, and with an international team of marketing specialists.

Outcomes / Success Metrics (Key Responsibilities):

Customer Acquisition Growth

Increase new loan originations month over month.

CAC Efficiency

Maintain Customer Acquisition Cost at a level inline with budget.

Retention & Repeat Borrowing

Maintain repeat customer rate above 80% including recaptured customers.

Regulatory Compliance

Achieve 100% compliance with all marketing-related regulations.

Channel Management

Ensure simplicity and consistency between automated and staff assisted channels.

Brand Perception

Build and maintain strong online reviews and testimonials.

Attribution & Analytics

Implement unified marketing attribution model across all channels.

Competencies (Behavioral & Functional):

Performance Marketing

Proven expertise in paid search, paid social, affiliate, email, programmatic.

Financial Services Experience

Deep understanding of subprime or high-risk financial products.

Regulatory Understanding

Knowledge of Provincial and Federal legislations and regulations.

Strategic Thinking

Ability to align marketing with company-wide objectives.

Data-Driven Decision Making

Proficient in Google Analytics, SQL, or similar tools.

Brand Messaging

Ability to communicate value with clarity and emotional intelligence, even in sensitive industries.

Testing & Optimization

CRO, A/B testing, funnel optimization skills

Budget Management

Can project, communicate, measure, and track spending to budget to meet company objectives.

Communications

Must be able to communicate company objectives, messages, and targets to multiple stakeholders.

Leadership

Demonstrates leadership skills, and can provide leadership to direct reports, peers, and senior management.

Key Performance Indicators:

· Cost Per Funded Loan (CPFL)

· Customer Acquisition Cost (CAC)

· Customer Lifetime Value (LTV)

· Conversion Rate

· Repeat Borrower Rate

· Net Promoter Score (NPS)

· Email Engagement

Experience & Qualifications:

· years of marketing experience in financial services, preferably lending.

· Proven track record of managing compliance-heavy environments.

· Familiarity with online lending platforms and regulatory requirements.

· Bachelor's degree in business, marketing, or related field preferred (MBA is a plus).

Cultural Fit:

· High integrity and accountability.

· Bias for action and ownership.

· Thrives in a fast-paced, scale-up environment.

· Collaborative and cross-functional communicator.

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