Senior Manager, Brand Strategy

Overview Requisition ID : 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 to tackle any opportunity and face every challenge through progressive technology and the power of collaboration. Do you like new challenges? Are you ready to reach new heights in your career and become part of an established disruptor? If so, come join us and help redefine the Canadian banking landscape Responsibilities The Senior Manager, Brand Strategy is responsible for shaping Tangerine’s upper-funnel marketing efforts and driving long-term brand growth through developing the brand platform, positioning and visual identity, and high-impact sponsorships, including Raptors and Bike Share programs. The leader will develop end-to-end enterprise-level campaigns, and act as a strategic brand consultant to our go-to-market teams. This role is pivotal in shaping how the brand shows up across Canada—building emotional connection, driving awareness and consideration, and priming audiences for conversion. Collaborating cross-functionally, this leader will ensure a consistent and compelling brand experience across all touchpoints, aligning brand strategy with business goals to accelerate growth and market share. The successful candidate will be a strategic thinker and collaborative leader with deep experience in brand building and integrated marketing. Responsibilities (continued) Oversee development and execution of upper funnel campaigns that build brand health and affinity, support business objectives, and drive customer engagement. Lead the creation of brand messaging, visual identity, and tone of voice, ensuring consistency across the enterprise. Collaborate with product teams to define brand architecture and positioning for new and existing products or services. Oversee agency, sponsorship and vendor partnerships to deliver best-in-class creative that drives meaningful and measurable impact for the business. Collaborate with market research and leverage competitive analysis to identify emerging trends, consumer insights, and opportunities for brand differentiation. Collaborate with internal teams and external agencies to deliver integrated campaigns across paid, owned, and earned channels; measuring impact and optimizing for performance. Monitor brand health and reputation through regular reporting and analytics, recommending adjustments as necessary. Champion brand education within the organization, providing training and resources to ensure alignment and understanding across teams. Manage and mentor a team of brand strategists, fostering a client-centric culture of innovation, collaboration, and performance excellence. Support annual budget planning and ensure brand initiatives contribute to both short-term business outcomes and long-term brand equity. Support day-to-day operational activities in compliance with the Bank’s risk culture, risk appetite statement, and relevant limits. Communicate risk expectations within the team. Qualifications Bachelor’s degree in Marketing, Business, or a related field; MBA or advanced degree preferred. Minimum 7–10 years of progressive experience in brand strategy, integrated marketing, or communications; ideally within financial services or Consumer Packaged Goods. Proven track record of developing and implementing successful brand strategies that drive measurable business impact, including managing large-scale budgets and timelines. Experience managing sponsorships and partnerships with a focus on ROI and deepening brand alignment through activations. Ability to leverage market research, competitive analysis, and performance data to inform strategy and optimize campaigns. Experience setting KPIs and using analytics to monitor brand health and campaign effectiveness. Experience managing direct reports, cross-functional teams and agency partners to deliver high-impact marketing programs. Strong stakeholder management skills, with experience aligning brand strategy across diverse internal teams and external partners. Exceptional communication, presentation, and interpersonal skills. Creative problem-solver with a results-oriented, strategic mindset. Ability to thrive in a dynamic, matrixed environment. Benefits Work in a mission-driven culture that prioritizes empowerment, diversity, and continuous learning. Join a modern banking environment where design plays a central role in shaping client value. Be part of a high-visibility team that is reimagining the future of personal finance in Canada. You will get our help to save for your future and to invest in your total wellbeing through our Tangerine benefits. You belong here, we are equal and un-complicated. Bring your true self to work, dress codes don’t apply here. You will enjoy workspace flexibility and all the excitement that comes from working at the official Bank of the Toronto Raptors. Tangerine employees participate in Scotiabank’s pension & benefits programs (available to permanent employees). Location(s): Canada : Ontario : Toronto At Tangerine we value the unique skills and experiences each individual brings to the team, and are committed to creating and maintaining an inclusive and accessible environment. If you require accommodation during the recruitment and selection process, please let our Recruitment team know. #J-18808-Ljbffr