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Vice President, Brand & Public Relations

Vice President, Brand & Public Relations

HomeEquity BankToronto, ON, Canada
13 days ago
Job type
  • Full-time
Job description

Vice President, Brand & Public Relations

Monday, February 3, 2025

WHO WE ARE

HomeEquity Bank is a Schedule 1 Canadian chartered bank and the leading national provider of reverse mortgages, with a growing portfolio. As the only bank solely dedicated to serving homeowners 55 and up, we’re passionate about helping Canadian homeowners live retirement on their terms. We live that commitment every day, with a range of reverse mortgage solutions that include our flagship CHIP Reverse Mortgage product.

OUR VALUES, OUR PASSION

At HomeEquity Bank, our values drive and inspire our actions with our customers, our partners and each other.

  • Courage to Act. Do the Right Thing
  • One Team. One Vision
  • Think Long-Term. Ever-Evolving

POSITION SUMMARY

The role is responsible for strategic direction of HomeEquity Bank’s Brand, Public Relations and Strategic partnerships to lead design and execution of innovative brand architecture aligned with the accelerated growth strategies of Consumer and Referred sales channels. This position will be the key driver of HomeEquity Bank’s brand presence by launching brand campaigns that live and breathe the “purpose” of the bank of serving Canadians 55 and better. This position plays a crucial role in ensuring that the Brand and PR strategies are evolving constantly to support the existing, new products, sales & marketing initiatives by tracking the effectiveness of the programs on an ongoing basis and staying abreast of market trends / technologies.

MAJOR ELEMENTS OF THE ROLE

Key accountabilities of this position include :

Strategy Planning, Implementation & Performance Measurement :

  • Lead the creation and implementation of comprehensive brand architecture that aligns with HomeEquity Bank’s purpose of serving Canadians 55 and better
  • Overseeing the development and execution of brand marketing / public relations campaigns, ensuring consistent brand messaging and values of the bank
  • Lead the assessment of Key Performance Indicators for the department, overall Return on Investment for brand and PR initiatives

    • Public Relations & Reputation Management :

  • As an ambassador of HomeEquity Bank, act as the primary spokesperson for the bank cultivating key relationships with various media outlets / channels, agencies, journalists and influencers
  • Develop and lead the bank’s public relations strategy to enhance the brand presence, reputation and create awareness of various product offerings in the market.

    • Strategic Partnerships & Stakeholder Engagement :

  • Identify, negotiate and manage strategic partnerships that align with the bank's strategic purpose and growth objectives.
  • Collaborate with internal and external stakeholders to leverage partnerships leading to mutual growth and success.
  • Advice and partner with Executive Leadership team to ensure brand and public relations strategies align with the bank’s overall purpose and growth objectives.

    • Communications :

  • Lead and oversee crisis communication plans and organization’s response during reputational crises or emergencies by guiding the team

    • Thought Leadership and Industry Engagement :

  • Develop and promote a thought leadership strategy, including white papers, research articles and speaking engagements at industry conferences and other relevant forums.
  • Position HomeEquity Bank as a pioneer and thought leader in the financial services industry focusing on innovating solutions for Canadians 55 and better.
  • Stay abreast of industry trends and insights to constantly evolve and adapt the brand and public relations strategies
  • Represent HomeEquity Bank at key industry conferences, forums and events to build the bank’s profile and network
  • Build, develop and maintain a dynamic high performing team through inspiring leadership, effective recruiting, coaching, and identification of ongoing professional development opportunities.

    • Budget Management :

    Manage the brand marketing and public relations budget, ensuring efficient allocation of resources to maximize ROI.

    SKILLS AND EXPERIENCE REQUIRED

  • Bachelor’s degree in Marketing, Communications, Business Administration, or a related field; MBA preferred.
  • Minimum of 10 years of experience in brand management, public relations, and strategic partnerships, preferably in the financial services industry including mortgage, insurance etc.
  • Proven track record of developing and executing successful brand, public relations and marketing campaigns.
  • Strong leadership and team management skills, with the ability to inspire and motivate cross-functional teams.
  • Excellent communication and interpersonal skills, with the ability to build and maintain relationships with diverse stakeholders.
  • Strategic thinker with a deep understanding of the financial services industry and the unique needs of the ageing population.
  • Membership / participation in professional organizations such as CMA, AMA, digital community, etc.
  • Strong leadership qualities
  • Demonstrated ability to derive key insights through deep research and interpret KPI’s and market data
  • Demonstrated change management capabilities
  • Proven ability to inspire, lead, develop and engage all direct and indirect reports

    • WHY WORK AT HOMEEQUITY BANK?

    HomeEquity Bank offers a hybrid working environment supported with a culture of flexibility – an approach that is unique to each person, and that enables both business and individual needs to be met in a mutually beneficial way.

    We pride ourselves in recognizing and celebrating performance, community service, teamwork, and diversity among our employees.

    A Dynamic Culture – With People at the Centre

    We believe our people make all the difference; our tireless commitment to inclusivity, professional development, and employee experience has been recognized through awards including the Greater Toronto’s Top Employers 2024, Waterstone Canada's Most Admired Corporate Cultures 2022-2023, the Globe and Mail's Report on Business : Canada's Top Growing Companies 2022, Canadian's Mortgage Professional (CMP) Top Mortgage Employer 2023 for the third year in a row and Achievers Top 50 Most Engaged Workplaces 2023.

    Growth and Opportunities

    We provide challenging and rewarding careers in a wide variety of fields. We continuously develop and train our employees through professional growth opportunities and on-the-job training. We also encourage our employees to develop professionally and personally through a series of career developing programs including our Educational Assistance Program, designed to reimburse costs related to professional learning and development.

    Celebrating Great Work and People

    We believe in an environment that celebrates success, knowledge, leadership, and work that is inspired by our core values. For these reasons, we have created several programs that make it easy for our employees to say ‘great job’ to their colleagues and leaders.

    From our Appreciate! Program to the High Five Award Program and President’s Award Program, we recognize professional achievement with a variety of rewards including points towards gift cards, merchandise, and travel experiences, as well as group RRSP / DPSP contributions and more.

    Our Community Leadership Program recognizes employees who make a positive impact in their communities through volunteer work with a grant for their charity of choice. Additionally, we provide employees with one paid day off each year to volunteer at their favourite local charity.

    The Perks

    HomeEquity Bank offers a competitive total rewards package that includes :

  • Extended health and dental benefits
  • Employee & Family Assistance Program
  • Employer-Matched Group Retirement Savings Plan
  • Employee Share Investment Plan
  • Well-being initiatives including : a wellness account; virtual self-care programs and extended mental health benefits
  • Employee corporate discount for GoodLife Fitness

    • HomeEquity Bank is committed to an inclusive, equitable and accessible workplace. Accommodations are available on request for candidates taking part in all aspects of the selection process. To request accommodation, please contact your recruiter.

    Please note that our successful candidate is required to complete a background check.

    Stay in the Know

    Find out what we’re up to online, and learn more about what makes HomeEquity Bank a great place to work :

    Join Us! If you’re ready to build the future of reverse mortgages, we want to hear from you.

  • 200 Bay St., Toronto, ON M5J 2J1, Canada

    • J-18808-Ljbffr