VP, Brand

Reporting to the Chief Innovation Officer, the VP, Brand and Communications is accountable for the leadership and development of Beem’s Communications and Brand strategies.

This entails building alignment and collaborating with business leaders across the organization to build Beem’s brand profile, and to ensure oversight and delivery of internal and external communications aligned to our values.

Beem aspires to be the best “digital first and people first” financial institution for all British Columbians while also authentically delivering on the financial wellness needs of each member. This role requires an individual with a strong passion and drive to create the best new brand to support our aspirations, and to think differently about how to bring this to life in how we communicate with innovation, new technologies and leading digital practices at the core.

Core Outcomes:

Leadership

Participates as an active member of the Leadership Team by contributing to the corporate strategy development, adding value from a communications and brand perspective while maintaining an enterprise-wide view. Executes long term business plans pertaining to business innovation and communications and brand management, taking into account complex external factors, emerging requirements and organizational interdependencies. Builds a high performing and collaborative team of communications and brand leaders with depth and experience, ensuring the team is prioritizing effectively, managing their stakeholders, and leading their cross-functional agile teams. Conducts ongoing training, coaching and feedback with employees through regular meetings and performance plans. Communicates department strategies and objectives, ensuring understanding and alignment with organizational strategic objectives.

Internal and External Communications Strategy

Creates and implements a vision for communication that leverages innovative new approaches and is always driven by curiosity. Builds and sustains alignment with organization’s strategic goals, embedding Beem’s values & focus areas into all facets of communications and branding. Leads internal and executive communications, including crisis and board communications, and develops and implements strategic communication plans for high impact initiatives and programs. Ensures Beem’s communication strategy consistently reflects the organization’s strategic vision and communication campaigns link to strategic focus areas. Oversees leadership briefings, townhalls and executive offsites. Oversees management of internal and external communication channels such as intranet, emails, social platforms and newsletters to keep members and employees informed, engaged and motivated. Oversees planning and implementation of Beem’s public relations activities, including media relationships, earned or paid engagement at industry conferences.

Brand Strategy

Launches the new Beem brand while leveraging innovation, technology and agility as the key drivers of how it will be experienced. Develops and implements a comprehensive brand strategy aligned with Beem’s strategic goals, values, and target audience. Oversees the development of brand guidelines to ensure consistency across all brand touchpoints, including design, marketing, communications, and digital platforms. Oversees the development and implementation of creative concepts, visual assets, and brand experiences that effectively convey Beem’s brand identity and resonate with target audiences. Leads brand messaging, including brand narratives, positioning, and tone of voice, to effectively communicate Beem’s brand story and value proposition. Leads the development and execution of integrated brand marketing campaigns to enhance brand awareness, drive member and employee engagement, and increase market share. Partners with Strategy and Research to identify key brand and consumer insights, market trends, and competitor activities, and translates these findings into actionable strategies that differentiate Beem’s brand and drive growth. Identifies and implements brand performance metrics, such as brand equity and member perception, and provides insights and recommendations for continuous improvement.

Collaboration & Strategic Direction

Contributes to the development and implementation of the credit union’s strategic plan as well as the policies, programs and strategies that ensure the success of the Business Innovation and brand and communications teams. Prepares the annual business plan and budget for communications and brand functions; ensures that activities are conducted within the budget when approved. Collaborates closely with cross-functional teams, across the organization to ensure brand consistency and alignment with business and strategic objectives Maintains current knowledge and insight into industry trends, emerging technologies, and best practices in branding and marketing, and leverage this knowledge to drive innovation and competitive advantage Maintains strong collaborative relationships with external partners, agencies, and vendors to ensure the successful execution of brand strategies and initiatives.

Education & Experience:

Bachelor's or Master's degree in Marketing, PR and/or Communications or a related field - years related experience at the executive level, preferably in Communications, Public Relations or Marketing, preferably within financial services or FinTech Experience with digital financial (or related) services is required Strong strategic thinking and analytical skills, with the ability to analyze data, draw insights, and make impactful decisions Strong executive communications experience: Write and tailor content for specific audiences that demonstrates a deep understanding of messaging, positioning and stakeholder needs Excellent creative and visual thinking abilities, with a deep understanding of brand identity, design principles, and storytelling Exceptional communication and interpersonal skills, with the ability to influence and collaborate effectively with stakeholders at all levels Strong project management skills, with the ability to prioritize multiple projects, meet deadlines, and deliver high-quality results An innovative mindset, with a passion for exploring opportunities and staying ahead of industry trends Experience in managing and developing a team, fostering a positive and creative work environment. Superior verbal and written communication skills Equivalent combination of the above may be appropriate.

What you’ll gain:

Competitive base salary; reviewed annually. The salary range for this position is $, to $,. Starting salary will be based on related education, accreditations, training and experience. An incentive bonus plan Flexible, top-notch benefits plan – choose what’s important to you, whether it’s a transit pass, gym membership, or additional vacation time Flexible, hybrid work environment LI-hybrid Annual time off to recharge – generous vacation and other paid time off Amazing RRSP program – we contribute at a great rate, whether you choose to contribute yourself or not Loans at preferred interest rates, discounted banking accounts and credit cards, unique banking instruments, professional financial advice – we are a credit union, after all Professional development – we’re truly committed to our team’s growth through in-house training, personal coaching, leadership development programs, mentorship, tuition reimbursement, professional dues coverage, and conference participation Connect and feel recognized through social events, Employee Recognition Night, and an employee recognition program that translates into real rewards

Ready to join?

Visit us at to learn more about what it’s like to work for Beem Credit Union If you like what you see, please submit your application online through We sincerely thank all applicants for their interest; however, only shortlisted candidates will be contacted for an interview.

We at Beem Credit Union are committed to ensuring inclusive employment practices and an accessible business environment to our employees. We do not discriminate on the basis of any protected attribute and encourage all qualified candidates to apply, regardless of race, religion, creed, color, national origin, gender, sexual orientation, gender identity, gender expression, age, marital or veteran status, or disability.

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