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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in leading integrated brand campaigns, managing creative and media agency relationships, and optimizing campaign performance through data-driven insights. Proficient in project management and bilingual communication to effectively engage diverse stakeholders.
Highest-signal resume keywords
Integrated Brand Campaign LeadershipCreative Direction and Content OversightMedia Campaign Delivery and OptimizationStakeholder Influence and Cross-Functional NavigationBilingual Communication (English and French)
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
Brand ManagementCampaign PlanningPerformance OptimizationProject ManagementAnalytical SkillsPresentation SkillsStorytelling SkillsPaid Media StrategyChannel PlanningBudget Management
Soft Skills
Team LeadershipCoaching and DevelopmentInclusive LeadershipCollaborationCommunication
Tools & Technologies
AI-Powered Marketing ToolsGenerative Engine Optimization (GEO)
Certifications & Qualifications
Undergraduate DegreeMBA or Master's Degree (Preferred)
Industry Keywords
Financial Services ExperienceLocalizationBrand StandardsGovernance FrameworksKPI Tracking
About the role
Key responsibilities & impact- Lead end-to-end execution of integrated, segment-wide brand campaigns
- Translate brand and business strategy into audience-led, channel-connected campaign plans
- Collaborate with Digital, Communications, Customer Care and business lines to deliver campaigns on-strategy, on-time and on-budget
- Oversee campaign planning, production, delivery and in-market optimization
- Lead the creative and content process from briefing and concept development through production and final delivery
- Provide creative direction and uphold storytelling quality across consumer and intermediary channels
- Partner with Digital, SEO and content teams on emerging discovery behaviours, including GEO
- Lead integrated media campaign development and execution
- Oversee campaign trafficking, launch readiness, performance and optimization
- Manage creative, production and media agency, vendor and contractor relationships
- Coordinate agency scope and budget management and evaluate partner performance
- Own brand standards, governance frameworks, tools and education across Canada Segment touchpoints
- Manage and protect brand intellectual property, trademarks, assets and usage rights
- Track and report brand, media and campaign performance against KPIs and scorecards
- Translate performance data into insights and recommendations for senior stakeholders
- Champion experimentation, continuous improvement and innovative ways of working
- Inspire, coach and develop direct reports and provide performance feedback
- Model inclusive leadership and support team growth and engagement
Requirements
What you’ll need- Undergraduate degree required; MBA or Master's degree preferred
- Minimum 7 years of progressive experience in marketing and/or business management
- Demonstrated experience leading integrated brand campaigns from planning through execution and optimization
- Strong experience in brand management, creative and content oversight, and media campaign delivery
- Proven track record of leading and developing teams in a fast-paced, matrixed environment
- Experience managing creative, production and media agency partners, vendors, scopes and budgets
- Ability to influence senior stakeholders and navigate complex cross-functional environments
- Familiarity with localization or translation functions is an asset
- Financial services experience is an asset
- Bilingualism (English and French) is an asset; if the successful candidate is in Québec, proficiency in both languages will be required to support clients from various provinces outside of Quebec
- Strong understanding of paid media strategy, channel planning, campaign delivery and optimization
- Strong project management, analytical, presentation and storytelling skills
- Familiarity with AI-powered marketing tools and generative engine optimization (GEO)
Benefits
Comp & perks- Incentive programs and incentive compensation tied to business and individual performance
- Health insurance
- Dental insurance
- Mental health benefits
- Vision coverage
- Short- and long-term disability coverage
- Life and AD&D insurance coverage
- Adoption/surrogacy benefits
- Wellness benefits
- Employee/family assistance plans
- Retirement savings plans, including pension
- Global share ownership plan with employer matching contributions
- Financial education and counseling resources
- Paid holidays, vacation, personal, and sick days
- Statutory leaves of absence
- Flexible environment supporting well-being and inclusion
- Learning and career growth support