Director, Product Marketing, Reverse Mortgage

Join a Challenger At EQ, we're remaking banking so every Canadian gets ahead, every day. Serving nearly 4 million Canadians from coast to coast, we offer a wide variety of financial services from banking and lending, to trust and credit union solutions. We've been at this since 1970, challenging the conventions of traditional banking with smarter, faster, and more connected financial experiences.

What's kept us moving? The people behind it all: challengers who ask better questions, push back on old assumptions, and look for a better way forward. If you're driven to help reshape how banking works for Canadians and the businesses that power our economy, this could be your next big opportunity. We can’t wait to get to know you!

The Director, Product Marketing, Reverse Mortgage (REM) leads product marketing, supports go-to-market strategy and growth for EQ Bank’s Reverse Mortgage business. This role defines market positioning, customer value propositions and go-to-market strategies that build awareness, drive acquisition, deepen engagement and support portfolio growth across direct-to-consumer channels and business-to-business channels, including mortgage brokers, financial advisors and referral partners.

As the primary marketing partner to the Reverse Mortgage business, the Director works closely with Product, Sales, Customer Experience, Digital, Operations, Enterprise Marketing and external partners to bring products and capabilities to market, sharpen competitive differentiation and deliver strong customer and partner experiences.

This role combines strategic leadership with hands‑on execution. The successful candidate will translate customer, market and competitive insights into effective marketing strategies, lead a high‑performing team and foster a culture of innovation, experimentation, collaboration and continuous improvement.

Product Marketing Strategy & Positioning

• Own the marketing strategy and positioning for EQ Bank’s Reverse Mortgage business.

• Develop differentiated value propositions, messaging frameworks and customer‑centric positioning for consumers, brokers, financial advisors and referral partners.

• Define audience strategies, segmentation approaches and marketing priorities aligned to business objectives.

• Maintain a deep understanding of customer needs, competitive dynamics and market trends to inform business and marketing decisions.

• Act as the marketing subject matter expert for the Reverse Mortgage business across the organization.

Go-to-Market & Product Launches

• Lead go-to-market planning and execution for new products, features, offers and enhancements.

• Develop launch strategies, customer communications, sales enablement tools and channel activation plans.

• Partner with Product, Sales and Enterprise Marketing teams to deliver successful product and campaign initiatives.

• Measure launch performance and identify opportunities to improve adoption, engagement and growth.

• Ensure consistent messaging and customer experience across customer and partner touchpoints.

Customer Acquisition & Growth

• Develop and execute integrated marketing strategies and content that drive product awareness, consideration, lead generation, acquisition, and retention across direct-to-consumer and business‑to‑business channels.

• Own marketing strategy, channel mix, and performance to maximize product awareness, lead quality, conversion, funded volume, and customer growth while increasing the volume and quality of qualified prospects and delivering efficient growth.

• Partner with Product, Sales, Operations, Enterprise Marketing teams, agencies, and external partners to deliver campaigns aligned to product positioning, target audiences, and business objectives.

• Own agency…