Head of Brand Strategy – Governance

EQ Bank | Equitable Bank

. Lead EQ Bank’s enterprise brand strategy system, including positioning, purpose, promise, personality, voice, messaging principles, master brand role and long-term agenda .

Posted 9/23/2026full-timeToronto • CanadaLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates advanced expertise in brand strategy, architecture, and governance, with a strong ability to influence senior stakeholders and lead cross-functional teams. Proficient in translating customer insights and brand health data into actionable recommendations while ensuring compliance and alignment with business objectives.

Highest-signal resume keywords

Brand StrategyBrand ArchitectureStakeholder ManagementCross-Functional LeadershipCustomer Experience

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Brand ManagementNamingNomenclatureTaxonomyGovernanceIntegrated MarketingBrand MeasurementDesign SystemsStrategic RecommendationsDecision Processes

Soft Skills

Advanced CommunicationAnalytical ThinkingCollaborationAttention to DetailJudgment

Tools & Technologies

Brand Governance Operating SystemTraining MaterialsTemplatesReusable AssetsGovernance Communications

Industry Keywords

Financial ServicesDigital BankingRegulated CategoriesCustomer ExperienceComplex Product Portfolios

About the role

Key responsibilities & impact

Lead EQ Bank’s enterprise brand strategy system, including positioning, purpose, promise, personality, voice, messaging principles, master brand role and long-term agenda
Own brand architecture across products, propositions, partnerships, channels and future business areas
Lead naming, nomenclature and taxonomy decisions, including naming principles, decision trees, evaluation criteria, approval paths and documentation
Develop and maintain the brand governance operating system, including standards, decision rights, review forums, approval pathways, exception processes, training materials, templates and practical tools
Build adoption mechanisms for the brand system, including central guidance, reusable assets, stakeholder enablement, training, governance communications and measurement of compliance or drift
Guide claims, hierarchy, messaging, verbal identity, design-system principles and brand experience decisions
Partner with Product, Marketing, UX, Technology, Legal, Compliance, HR, Communications, Partnerships and business leaders to embed brand strategy into customer and employee experiences
Lead partner-brand governance for co-branded work
Translate customer insight, competitive context, brand health data, business priorities and regulatory considerations into recommendations for senior stakeholders
Review priority brand work and provide counsel to improve clarity, consistency, customer understanding, strategic fit, risk management and brand distinctiveness

Requirements

What you’ll need

University degree or college diploma in marketing, business, communications, design strategy or a related field is required
Minimum 5 years of progressive work experience in brand strategy, brand management, brand architecture, naming, governance, planning, consulting, or enterprise brand transformation
Minimum 3 years of experience influencing senior stakeholders and leading cross-functional work; people management experience is preferred
Advanced knowledge of brand strategy, brand architecture, naming, nomenclature, taxonomy, verbal identity, governance, customer experience, design systems, integrated marketing and brand measurement
Working knowledge of financial services, regulated categories, digital banking, partnerships, compliance review, customer experience or complex product portfolios is an asset
Strong ability to use customer, market, competitor and brand health evidence to create clear strategic recommendations
Strong ability to diagnose ambiguity, create structured decision processes, simplify complex issues, write clearly and translate strategy into usable tools
Advanced communication skills, including preparing executive materials, facilitating decision meetings, influencing cross-functional teams, providing strategic counsel and delivering clear guidance to senior stakeholders
Strong judgment, collaboration, stakeholder management, analytical thinking, attention to detail and comfort creating order without slowing the business down or diluting challenger-brand ambition
All candidates considered for hire must successfully complete a criminal background check and credit check

Benefits

Comp & perks

Competitive discretionary bonus
Market leading RRSP match program
Medical, dental, vision, life, and disability benefits
Employee Share Purchase Plan
Maternity/Parental top-up while you care for your little one
Generous vacation policy and personal days
Virtual events to connect with your fellow colleagues
Professional development and comprehensive Career Development program
Fulfilling opportunity to join one of the top FinTechs and help create a new kind of banking experience