Associate Director, Direct-to-Consumer

<p><strong>Join a Challenger<br><br></strong>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.&nbsp;<br><br>We've been at this since 1970, challenging the conventions of traditional banking with smarter, faster, and more connected financial experiences.<br><br><strong>What's kept us moving?&nbsp; </strong>The people behind it all: challengers who ask better questions, push back on old assumptions, and look for a better way forward.<br><br>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.&nbsp;<br><br>We can’t wait to get to know you!&nbsp;</p><br><strong>The Work</strong>

<p>Reporting to the&nbsp;VP, Decumulation, the&nbsp;Associate Director,&nbsp;Direct-to-Consumer&nbsp;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.&nbsp;</p>

<p>The&nbsp;Associate Director&nbsp;will set strategy, build the capabilities, and lead the cross-functional teams (sales, marketing, operations, and technology) required to deliver&nbsp;an exceptional&nbsp;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.&nbsp;</p>

The Core Responsibilities

<p><strong>Strategic Leadership&nbsp;</strong></p>

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<p>Define and execute the&nbsp;Direct-to-Consumer growth strategy, including annual sales, marketing, and P&amp;L objectives&nbsp;working collaboratively with the leaders of each of these functions.&nbsp;</p>

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<p>Translate corporate goals into actionable plans for marketing, sales, and service execution.&nbsp;</p>

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<p>Partner with&nbsp;Strategy&nbsp;and Marketing to optimize the value proposition, pricing, and go-to-market strategies for D2C offerings.&nbsp;</p>

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<p><strong>Customer Acquisition &amp; Sales Performance&nbsp;</strong></p>

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<p>Oversee the lead generation strategy and execution between Marketing and Product optimizing for CAC, quality of customers and number of customers.&nbsp;&nbsp;&nbsp;</p>

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<p>Oversee the team managing all inbound leads, ensuring exceptional customer experience, rapid response times, and strong conversion metrics.&nbsp;</p>

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<p>Define the overall strategy to manage inbound leads and outbound communications for the channel.&nbsp;&nbsp;</p>

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<p>Continuously optimize the sales funnel from awareness through application to funding, identifying friction points and opportunities for improvement.&nbsp;</p>

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<p>Work with marketing to define the nurture strategy and oversee execution. Optimize the direct-to-consumer journey including marketing support.&nbsp;&nbsp;</p>

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<p>Implement and monitor KPIs that measure lead quality, conversion, cost per acquisition, and customer satisfaction.&nbsp;</p>

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<p><strong>Operational Excellence &amp; Enablement&nbsp;</strong></p>

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<p>Build and refine processes, tools, and training to enable efficient and consistent execution across the D2C funnel.&nbsp;</p>

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<p>Lead CRM&nbsp;and digital tool strategy and implementation to support scalability and performance.&nbsp;</p>

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<p>Ensure data quality, compliance, and regulatory adherence across all customer touchpoints.&nbsp;</p>

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<p><strong>Technology &amp; Innovation&nbsp;</strong></p>

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<p>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.&nbsp;</p>

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<p>Partner with Technology and Data teams to evolve the sales and marketing tech stack, enabling real-time insights and streamlined workflows.&nbsp;</p>

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<p><strong>People Leadership&nbsp;</strong></p>

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<p>Lead, coach, and develop a high-performing team across sales operations, customer engagement, and marketing enablement.&nbsp;</p>

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<p>Foster a culture of accountability, collaboration, and continuous improvement.&nbsp;</p>

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<p>Champion the voice of the customer and frontline teams across the organization.</p></li></ul>