Director, Growth Marketing

WHO WE ARE  Home Equity Bank is a Schedule 1 Canadian chartered bank and the leading national provider of reverse mortgages, with a growing portfolio. As the only bank solely dedicated to serving homeowners 55 and up, we’re passionate about helping Canadian homeowners live retirement on their terms. We live that commitment every day, with a range of reverse mortgage solutions that include our flagship CHIP Reverse Mortgage™ product.
OUR VALUES, OUR PASSION  At Home Equity Bank, our values drive and inspire our actions with our customers, our partners and each other. Customer-Focused. Passionate Advocates:

- Courage to Act. Do the Right Thing
- One Team. One Vision
- Think Long-Term. Ever-Evolving
- Be Exceptional. Inspire Greatness
POSITION SUMMARY  The Director, Growth Marketing develops and executes Home Equity Bank’s growth strategy to drive qualified demand, customer acquisition, conversion and sustainable funded mortgage growth across direct-to-consumer, digital, referral, partner and broker-supported channels. The role leads digital customer experience, marketing technology and responsible AI capabilities, partnering across Marketing, Sales, Product, Customer Experience, Data, Technology, Legal, Compliance, Privacy and Risk to turn customer insights into scalable, measurable growth programs.
MAJOR ELEMENTS OF

THE ROLE   Growth Strategy and Performance:
Develop growth strategies aligned with customer needs, business objectives and funded mortgage targets. Lead acquisition across paid, owned, earned, referral, broker and partner channels. Optimize budgets, channel performance, lead quality, conversion, acquisition costs and marketing ROI. Use customer, market and competitive insights to identify growth opportunities and guide investment decisions.
Digital Experience and Customer Journey:
Lead the evolution of websites, landing pages, online tools and end-to-end customer journeys. Partner with Brand, Product and Customer Experience to deliver accessible, intuitive and trust-building experiences. Use research, analytics and experimentation to remove friction and improve engagement, conversion and retention.
Customer Acquisition, Personalization and Lifecycle Marketing:
Develop segmentation, lead management, personalization and nurture strategies that improve lead quality and conversion. Partner with Sales and Product to strengthen funnel progression and deliver educational programs that build customer trust. Lead test-and-learn programs across messaging, creative, offers, targeting and customer journeys.
Marketing Technology, AI and

Innovation: Define the marketing technology roadmap and integrate CRM, automation, analytics and customer data capabilities. Evaluate technologies, vendors and platform enhancements based on business value, customer impact and effectiveness. Advance responsible AI use cases with Technology, Data, Risk, Legal and Compliance while protecting privacy, security and customers.
Measurement and Optimization:
Set and monitor KPIs for lead generation, conversion, acquisition, funded mortgage growth and marketing ROI. Partner with Data & Analytics to strengthen attribution, forecasting, reporting and performance measurement. Translate insights into recommendations and provide clear executive reporting on results, opportunities and risks.
Leadership and Governance:
Lead and develop a high-performing team and build capabilities across growth, digital experience, marketing technology and AI. Manage agencies, media partners, technology vendors and service providers. Ensure marketing complies with legal, regulatory, privacy and risk requirements while fostering customer focus, innovation and accountability.
SKILLS AND EXPERIENCE REQUIRED  Degree in Marketing, Business,…