Senior Manager, Brand

2 months ago

Toronto, Canada President's Choice Financial Full time

Referred applicants should not apply directly to this role.

All referred applicants must first be submitted through Workday by a current Loblaw Colleague.

Location:

500 Lake Shore Boulevard West, Toronto, Ontario, M5V 2V9

When you hire great people, great things can happen.

PC Financial offers unprecedented value to Canadians through payment products. We're a different kind of bank with a different type of team—we’re collaborative and supportive and have the freedom and responsibility to thrive. Our purpose is to make the everyday simple and better for our customers, and we strive to make every dollar worth more.

Proudly serving over 3 million customers, PC Financial continues to grow by offering payment solutions and services that reward our customers every day. As a subsidiary of Loblaws Company Inc., we share the CORE values of Care, Ownership, Respect and Excellence. We are dedicated to helping Canadians Live Life Well. Join us on our journey.

True to our heritage, President’s Choice Financial (PCF) is on a mission to raise the bar for what Canadians expect from their money. In this exciting role, the Senior Manager, Brand & Content Marketing is responsible for driving programs that deliver a compelling experience across the customer journey in support of acquisition efforts and the broader bank. You will lead a team overseeing the strategy development and execution of all brand and content marketing related deliverables for both online and offline channels. Ensuring a customer first approach, consistent with our brand guidelines, you will work closely with Product, Marketing and Digital owners to tell the bank and product story to our customers. Responsible for furthering the PCF brand by driving awareness and consideration of our identity and purpose, you will lead the development of our associated annual plans. You will also be responsible for working with creative, content, media and XM agencies to set metrics and action optimizations to drive meaningful results. You value a brand-led, data driven approach to marketing and implement a test & learn mindset to all channel executions.

What you'll do

Craft the annual marketing plan for PCF’s brand and content marketing portfolio, including developing strategies, defining KPIs and overseeing budget to achieve measurable results. Coach and lead a team of direct reports, fostering a collaborative, engaging and high-performance environment. Oversee the end-to-end development of marketing programs, from briefing agencies and managing feedback/approvals through executive and legal reviews, to executional excellence and proactively reporting business results to leadership. Work closely with both our external and internal agency partners (creative, content, media and XM), as well as our Social Media Centre of Excellence, to oversee all aspects of creative development and execution, including scope of work, budgets, and invoicing. Build strong partnerships with key stakeholders (Product, Marketing, Digital teams) and work in lock step to drive affinity for our brand and intent for our products via online and offline channels. Champion PCF across the broader Loblaw enterprise (i.e. PC Optimum, retail banners, Loblaw Brands) to pursue acquisition opportunities and partner on enterprise-wide integrated campaigns. Act as the Brand SME for the bank to define PCF’s identity and help it evolve in a rapidly changing competitive landscape; staying current on competitor activity and customer trends, and capitalizing on white space opportunity for PCF to own its territory. Enforce brand guidelines, ensuring representation and implementation across all customer-facing materials is consistent and cohesive, while balancing how our brand needs to advance to meet business needs Lead efforts around consumer research, including the quarterly Brand Health survey, and proactively share out learnings with broader teams to bring new customer insights to life. Develop a robust content roadmap (across public site, blog, organic social) that effectively moves customers through the funnel (understanding customer pain points, information required to make a decision, when content needs to surface at each stage of the funnel). Work with the Data Analytics team to apply market data; ensuring content is SEO-optimized and working together with paid digital efforts Translate our brand through to the in-store network by developing impactful campaigns (front-end, grand openings) and providing partners thought-leadership on best practices for effective use of store space. Oversee in-store marketing materials that supports the face-to-face sales team, inclusive of printed and digital solutions.

What you'll need

University degree with a specialization in Marketing, Business or Commerce 7-10+ years of related experience (digital marketing or marketing communications experience within the financial services industry is an asset) Brand management experience with a strong understanding of brand evolution through the lens of customer segmentation Experience with full-funnel content management to create an SEO-optimized roadmap that bolsters public site presence Experience working with and briefing creative, content, media and XM agencies Strong storyteller who is energized by whitespace thinking Customer-centric view with experience mapping customer communication journeys Ability to identify and quickly mediate issues that arise in projects, teams, and activities Ability to prioritize and deliver multiple tasks and projects effectively within a defined timeline Demonstrated ability to have impact across all levels, balancing conflicting interests and managing multiple stakeholders

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