Lead Channel Marketing Specialist

Job Description Summary  Leads channel marketing and communications strategies to drive growth, engagement, and trust across the Canadian market, developing integrated, culturally relevant campaigns for both English- and French-speaking audiences with appropriate regulatory awareness. Partners closely with Digital Experience and Reputation Management teams to deliver cohesive, localized materials that strengthen the brand and support the WFG field. Serves as a key link between strategy and execution, ensuring communications are effective, market-appropriate, and aligned to the unique needs of Canadian audiences.
Responsibilities   Lead the development and execution of channel marketing strategies for Canada that support business growth, agent engagement, customer experience, and brand trust.
Build integrated annual and campaign-based marketing plans with key performance indicators tailored to Canadian markets.
Assist in marketing program budget management.
Lead communications planning for Canadian audiences across email, newsletters, portal content, field communications, campaigns, and launch messaging.
Create communications strategies that support business initiatives, product launches, field enablement, and digital changes.
Plan and manage marketing campaigns that drive awareness, engagement, adoption, and trust in Canada.
Work with creative, compliance, translation, operations, and business stakeholders to ensure timely and effective execution.
Collaborate closely with Digital Experience teams to ensure Canadian needs are reflected in digital journeys, platform content, user experience, and online communications.
Partner with Reputation Management teams to align proactive brand‑building and trust‑based messaging for the Canadian market.
Ensure all marketing and communication materials are culturally appropriate for Canada and not simply translated.
Ensure adherence to established processes and workflows related to end‑to‑end campaign strategy, creative execution, optimizing for performance, and troubleshooting; identify and recommend new processes and workflows as needed.
Support bilingual execution for English and Canadian French speaking audiences, ensuring quality, consistency, and sensitivity to local language norms.
Serve as a marketing lead for the Canadian market, bringing forward insights, opportunities, and risks to meet organizational goals and drive team success.
Serve as an internal escalation point for campaign related issues.
Track and report on channel, campaign, and communication performance in Canadian markets, share insights, issues, and opportunities to refine strategy based on data and feedback.
Qualifications   University degree in Marketing, Communications, Business or equivalent experience.
Seven years of experience in channel marketing, integrated marketing, communications, or regional market leadership.
Thorough understanding of traditional and digital platforms.
Experience developing and executing marketing strategies for Canadian audiences.
Strong understanding of localization, cultural adaptation, and bilingual content development.
Excellent communication (oral and written) skills and relationship building skills to collaborate and influence cross‑functionally with digital, brand, communications, compliance, and reputation‑related teams to develop and execute digital campaigns and complex projects.
Sound judgment in balancing brand, market needs, compliance, and speed to market.
Creative thinker with technical acumen to design campaigns that optimize the use of marketing platforms.
Organizational skills to effectively lead multiple complex initiatives across matrixed teams and priorities in a fast‑paced environment.
Adaptability to change.
High attention to detail and commitment to quality.

Preferred Qualifications   Familiarity with content management, workflow and other marketing tools such as email engagement, marketing operations, CMD, CRM, DAM, and Workflow.
Experience working across English and Canadian French communications environments.
Bilingual proficiency. Fluent (oral and written) in Canadian French and English to complete required job duties and communicate with a diverse…