HomeEquity Bank is the leading national provider of reverse mortgages to homeowners aged 55 and over, Canada’s fastest growing demographic segment. HomeEquity Bank originates and administers Canada’s largest portfolio of reverse mortgages under the CHIP Home Income Plan™ brand. New mortgages are originated on a direct to consumer basis as well as through referral arrangements with the six largest banks, leading mortgage brokers and financial planning firms. HomeEquity Bank has been the main underwriter of reverse mortgages in Canada since its predecessor; Canadian Home Income Plan Corporation pioneered the concept in 1986. HomeEquity Bank has a highly effective direct-to-consumer distribution model (B2C), as well as an established referral network (B2B), including Canada’s major banks, credit unions, financial planners and mortgage brokers.

HomeEquity Bank is exceptionally well positioned for further growth for a number of very important reasons: 1) positive demographic trends in the 55 years old and over segment, 2) wider awareness and growing demand of reverse mortgages in the market, 3) significant barriers to entry for competitors, and 4) HomeEquity Bank’s firm position as market leader.

POSITION SUMMARY

The Manager, B2B Marketing is responsible for the planning, development, and implementation of B2B marketing strategies and communications activities related to HomeEquity Bank’s referral partner network. The ideal candidate has 5+ years of experience in marketing communications and/or digital marketing and is highly skilled in managing a team of third-party designers, copywriters, media partners and suppliers to execute programs and campaigns. The Manager, B2B Marketing is in-charge of overseeing the planning and development of all written and visual content for the Referral partner business. The Manager also has a track record of demonstrating strong analytical skills and a willingness to continuously improve the efficiency and effectiveness of all businessactivities.

MAJOR ELEMENTS OF THE ROLE

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Marketing Campaigns & Content Creation

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Build, own and manage HEB’s marketing and communications strategy for the referred channel

• Work closely with business partners to define key objectives and develop strategic marketing solutions to meet these objectives
• Responsible for deepening the relationship with partners through increased communication touchpoints that can be tied back to sales results
• Execute and report on campaign results
• Coordinate marketing campaigns with sales activities
• Execute on daily marketing and communications efforts, including content creation, writing and editing of webinars, social media posts, blogs and email marketing
• Build a marketing calendar to detail out the marketing efforts on a monthly and weekly basis to communicate across the organization

Business Development Manager (BDM Sales) – Support

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Identify new opportunities for growth and exposure through industry events, conferences, trade, shows, associations, partnerships, etc. – build a cost vs. benefit analysis to show the size of the opportunity

• Responsible for leading the Marketing Task Force; this includes soliciting feedback and identifying opportunities to drive the business forward while supporting the needs of our team of BDMs
• Analytics and Reporting

Monitor and report on the effectiveness of marketing communications

• Launch successful marketing campaigns from idea to execution and measurement, including creating key performance indicators and analyzing and reporting on the effectiveness of each campaign
• Responsible for the day-to-day management of the marketing communications budget

Compliance and Regulatory Oversight

• Work with Risk & Compliance Teams to ensure Marketing Teams have the appropriate level of oversight as it pertains to all regulatory requirements
• Ensure the implementation of Regulatory Requirements, including, working closely with cross-functional team members including Risk, Compliance, Legal, and IT to assess business impact and development and implement findings

CANDIDATE SPECFICIATION: KEY SELECTION CRITERIA

Ideal Experience

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5+ years’ experience in a marketing communications role ideally within the financial services sector

• Experience with Salesforce and Pardot ideal experience
• Marketing automation and content management system experience ideal
• Proven ability to manage multiple competing priorities
• Confidence in reporting key performance indicators and experience in reporting and analytics
• University degree in marketing, communication or business
• A passionate, data-oriented marketing and communications expert with experience in content creation, marketing strategy and social media
• Outstanding copywriting and editing skills; the ability to create engaging content that resonates with target audiences
• Experience writing for multiple platforms – email marketing, web, social media
• A creative and enthusiastic self-starter who works well independently as well as on a team
• Strong attention to detail, project management and organizational skills
• Graphic design skills are considered a plus.

Individuals must comply with the Bank’s AML, Fraud and Privacy Policies and procedures and be vigilant in the detection and prevention of money laundering, terrorist financing, fraud and the safeguard of all client information.

HomeEquity Bank complies with the Employment Equity Act. Our Employment Equity program is intended to help ensure that all Canadians have the same access to the labour market and to ensure the full representation of members of the four designated groups which include: women, visible minorities, Aboriginal People and Persons with Disabilities.

If you would like more information on the HomeEquity Bank please visit: www.homeequitybank.ca. If you’d like to find out more about the CHIP Home Income Plan solution, please visit www.chip.ca.