Senior Growth Marketing Manager, Reverse Mortgage

The Work

Reporting to the Director, Marketing Growth Businesses, the Senior Growth Marketing Manager, Reverse Mortgage will lead and manage growth marketing initiatives from ideation to implementation for Equitable Bank’s reverse mortgage business. Collaborating with a wide-range of stakeholders, the Senior Growth Marketing Manager, Reverse Mortgage will build, own, and manage tactics to improve top-of-funnel lead generation, while establishing and managing lead nurture capabilities to drive customer acquisition. The Manager will also be responsible for helping to develop referral sources and partnership opportunities. The role is focused on direct-to-consumer marketing initiatives but may also support Reverse Mortgage broker marketing from time to time.

The Core Responsibilities!

• Work with marketing, sales, and credit leadership to define the overall growth marketing strategy with an emphasis on both paid and non-paid channels, partnerships and referral strategies.
• Operate with a growth experimentation mindset grounded in data to identify opportunities to improve key conversion funnel metrics (e.g., site traffic, lead conversion, application volume) through a range of strategies and implement tactics
• Lead website design and development resources to identify, build, and launch improvements to websites and landing pages and calculators, driving improved conversion, developing a deep understanding of our target consumer and their path to purchase.
• Strategize, design and establish lead nurture campaigns, leveraging both online and offline tactics i.e. CRM, direct mail.
• Through ongoing testing and experimentation, identify areas of opportunity and implement improvements to enhance website effectiveness including content and design.
• Develop educational content strategies tailored to 55+ consumers and their families.
• Help to establish new referral sources and partners, identifying opportunities, building relationships, and implementing mechanisms to capture referrals.
• Translate performance data into strategic growth recommendations, including identifying root causes of funnel drop-off and lead quality issues.
• Work in constant communication with key stakeholders across product, marketing, and sales.
• Monitor target metrics related to acquisition and conversion, consistently reporting on project performance.
• Partner with performance marketing team & analytics in the creation and maintenance of dashboards and tracking tools to monitor performance including overall effectiveness of new tactics, make recommendations and share insights with key stakeholders.
• Identify industry trends, competitive activity and innovation opportunities to continuously improve our customer acquisition and adapt marketing strategy accordingly.

Let's Talk About You!

• 5-7 years in a similar role
• Post-secondary education in Marketing, Communications, or related experience
• Substantial project management experience to launch digital marketing programs involving multiple teams, stakeholders, and multiple service providers/vendors '
• Appropriate technical knowledge to understand various platforms such as web reporting and measurement, analytics; as well as the ability to translate digital analytics into business insights and data-informed recommendations
• Ability to think critically and challenge status quo while delivering solutions that fit within an organization’s culture
• Have an ability to translate data into business insights through campaigns and A/B testing.
• Expertise developing content strategies and working with creative teams
• Experience working in a fast-paced environment using agile methodologies to continuously launch and iterate on programs.
• Excellent time management skills - ability to effectively manage, prioritize and execute multiple projects simultaneously
• while ensuring their manager has an appropriate level of awareness/detail on projects to support.
• Self-starter - capable of managing projects independently and building relationships with internal/external stakeholders.
• Strong verbal, written and communication skills
• Track record of delivering key business results
• Financial Services marketing experience would be an asset