About this Associate Director, Direct-to-Consumer role at Eqbank
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!
Reporting to the VP, Decumulation, the Associate Director, Direct-to-Consumer is responsible for leading and growing EQ Bank’s D2C channel for reverse mortgages. This role owns the full end-to-end consumer journey — from marketing and acquisition to conversion, customer experience, and retention — with accountability for growth, profitability, and operational excellence.
The Associate Director will set strategy, build the capabilities, and lead the cross-functional teams (sales, marketing, operations, and technology) required to deliver an exceptional customer experience and accelerate the channel’s growth. Acting as the connective tissue between marketing, product, credit, and technology, this leader will ensure the D2C business runs as a cohesive, high-performing engine focused on lead quality, conversion, and lifetime customer value.
The Core Responsibilities
Strategic Leadership
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Define and execute the Direct-to-Consumer growth strategy, including annual sales, marketing, and P&L objectives working collaboratively with the leaders of each of these functions.
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Translate corporate goals into actionable plans for marketing, sales, and service execution.
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Partner with Strategy and Marketing to optimize the value proposition, pricing, and go-to-market strategies for D2C offerings.
Customer Acquisition & Sales Performance
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Oversee the lead generation strategy and execution between Marketing and Product optimizing for CAC, quality of customers and number of customers.
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Oversee the team managing all inbound leads, ensuring exceptional customer experience, rapid response times, and strong conversion metrics.
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Define the overall strategy to manage inbound leads and outbound communications for the channel.
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Continuously optimize the sales funnel from awareness through application to funding, identifying friction points and opportunities for improvement.
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Work with marketing to define the nurture strategy and oversee execution. Optimize the direct-to-consumer journey including marketing support.
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Implement and monitor KPIs that measure lead quality, conversion, cost per acquisition, and customer satisfaction.
Operational Excellence & Enablement
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Build and refine processes, tools, and training to enable efficient and consistent execution across the D2C funnel.
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Lead CRM and digital tool strategy and implementation to support scalability and performance.
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Ensure data quality, compliance, and regulatory adherence across all customer touchpoints.
Technology & Innovation
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Champion digital transformation within the D2C business — leveraging automation, analytics, and new technologies (e.g., chatbots, AI lead scoring) to enhance efficiency and customer experience.
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Partner with Technology and Data teams to evolve the sales and marketing tech stack, enabling real-time insights and streamlined workflows.
People Leadership
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Lead, coach, and develop a high-performing team across sales operations, customer engagement, and marketing enablement.
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Foster a culture of accountability, collaboration, and continuous improvement.
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Champion the voice of the customer and frontline teams across the organization.
Cross-Functional Collaboration
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Work closely with Legal & Compliance, Credit, Product, and Marketing to ensure alignment on programs, policies, and brand standards.
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Serve as the business owner for all D2C initiatives, driving alignment and decision-making across multiple stakeholders.
Let's Talk About You
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Bachelor’s degree in Business, Marketing, Economics, or related field.
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10+ years of experience in direct-to-consumer leadership roles spanning sales, marketing, or operations; experience in financial services or fintech an asset.
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Ideally experience as a General Manager with many indirect relationships being managed.
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Proven track record in building and scaling high-performing D2C sales and marketing organizations.
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Deep experience with CRM systems (Microsoft Dynamics preferred), performance dashboards, and marketing/sales automation tools.
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Strong analytical, strategic, and financial acumen, with the ability to interpret data and translate insights into action.
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Demonstrated success leading cross-functional teams and managing multiple priorities in a fast-paced, growth-oriented environment.
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Excellent communication and leadership skills with the ability to influence at all levels.
Key Areas of Focus
Job Complexities/Thinking Challenges:
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Requires a balance of strategic thinking and hands-on execution, driving both growth and operational discipline.
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Must quickly understand the product, market, and customer base to make informed decisions that drive revenue and customer satisfaction.
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Operates in a dynamic, high-growth environment requiring adaptability, creativity, and a test-and-learn mindset.
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Involves collaboration across multiple departments with competing priorities — requiring strong relationship-building and influence skills.
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Must maintain a start-up mentality within a larger organization, combining entrepreneurial drive with structure and accountability.
Accountability:
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The incumbent will directly manage the Customer Experience Sales Team (4 individuals today) and have dotted line accountability of marketing, technology, contact centre, underwriting and servicing responsibilities.
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The individual will be responsible for making decisions that drive the key metrics for this role – prospects, leads, applications and funding.
Internal/External Contacts:
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The individual will manage and interact with marketing and technology suppliers including our record agency, SEO provider, POS provider etc.
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This will involve helping set the strategy, managing execution and key metrics related to these external contacts. Additionally, this individual will help negotiate key contracts for approval by the VP, Decumulation.
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Internally, key contacts include: marketing, technology, contact centre, underwriting and servicing.
Physical Demands/Working Conditions:
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The job will require the individual to be in office 1-5 days a week with a few meetings a month with suppliers / vendors a quarter that will take place around Toronto. No travel is expected outside Ontario.
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This role is not physically demanding and will require the individual to spend most of the day at a desk.
Equity, Diversity & Inclusion
EQ is committed to building an inclusive, accessible environment where every employee feels valued, respected, and supported. We believe our organization is stronger — and our people thrive — when we honour and celebrate diverse experiences, identities, and perspectives. We’re equally committed to supporting your growth, both professionally and personally.
We provide a barrier‑free recruitment process and work environment. If you require accommodations at any stage, we will work with you to ensure you can bring your best self to the process and beyond.
As part of our recruitment process, EQ uses AI to help screen, assess, and/or select applicants for this position. All AI-enabled outputs are reviewed and validated by our talent team. All candidates considered for hire must successfully complete a criminal background check and credit check. While we appreciate every application, an EQ recruiter will contact only those whose skills and experience most closely match the requirements of the role.
EQB Inc. (TSX: EQB) is the parent company of Equitable Bank, the country's seventh-largest Schedule I bank by assets, which operates EQ Bank, Canada's Challenger Bank™. EQB Inc. serves nearly 4 million Canadians and manages approximately $150 billion in combined assets under management and administration.
To learn more, visit eqb.investorroom.com and eqbank.ca.
