Product Marketing Director, Acquisition Marketing, Online Brokerage & Digital Wealth

Aviso Wealth - Toronto, ON (30+ days ago)

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Aviso Wealth:
A career with Aviso Wealth means being part of an organization dedicated to your success and career development. It means belonging to a group of talented, energetic professionals who live their values every day. Our amazing people and dynamic culture set Aviso Wealth apart. If you’re looking for interesting and challenging work, at a company committed to its people, find out more about what Aviso Wealth has to offer.

The Opportunity:
We’re looking for a Product Marketing Director, Acquisition Marketing to join our Online Brokerage & Digital Wealth Team

Reporting to the Vice President, Product Marketing, Online Brokerage & Digital Wealth, the Product Marketing Director, Acquisition Marketing, Online Brokerage & Digital Wealth is responsible for leading the strategy, execution and evaluation of our customer acquisition marketing to the online brokerage and digital advice businesses (Qtrade Investor and VirtualWealth) to drive client acquisition growth through all distribution channels.

Working in partnership with the Vice President, this role is accountable for new account sales for the D2C channel and therefore responsible for developing customer acquisition strategies in the D2C channel as well as sales support and acquisition strategies within credit union and third party B2B channels.

In terms of personal characteristics, the ideal candidate is a self-starter and business builder personality who takes initiative and who thrives in a growing/evolving environment. Someone who is a strong strategic thinker but who equally has proven expertise and passion for quality execution. As an evolving and growing business, there is an expectation that the Product Marketing Director, Acquisition Marketing, Online Brokerage & Digital Wealth will be hands on in the business and therefore equally involved with strategy as they are execution.

Who you are:
You take initiative, seeking out and owning opportunities to improve yourself, your team, and our business
You’re comfortable in a fast-paced environment, maintaining a keen attention to detail even when under pressure
You thrive in a collaborative environment, sharing your knowledge with your colleagues, and celebrating success as a team
You’re a life-long learner, staying current on market events, industry news, and innovative trends and technologies
You believe in sustainable financial strength, and you’re committed to long-term wealth solutions.
You consider the impact of your actions on your team members, our partners, our clients, and the places where we live and work

What your day looks like:
Responsible for understanding the business drivers, challenges, and plans of the digital businesses in order to conceive plans that are aligned and drive value
Works with the business unit to conceive and innovative customer offerings and incentives to drive growth
Develops new reporting/dashboards framework. Works with analytics team to define reporting requirements and develops cadence for the distribution and review process
Recommends media plans and manages media agencies to ensure programs are meeting expectations
Prepares creative and media briefs for sign off and manages creative agencies to ensure creative/agency work meets expectations
Marketing budget management: Recommends acquisition budget, actively manages the budget and provides frequent reporting on budget status
Accountable for new accounts for direct to consumer channel
Conceives and implements integrated marketing communications programs for both D2C and B2B target audiences
Develops, executes and optimizes direct to consumer acquisition strategies and tactics to grow the customer base, including referral program affiliate partners
Leads organic and paid direct response and prospecting campaigns from planning to measurement and optimization
Runs A/B tests to optimize all campaign components: creative, targeting, conversion funnels, etc.
Responsible for campaign measurement and analysis; communicates marketing performance to internal stakeholders
Partners with partner marketing teams (Credit Union, national partners, affiliates, etc.) to drive the growth of Digital Wealth customer acquisition
Creates and maintains pitch decks, sales aids and other materials to arm the sales team with consistent messaging in the field
Regional event/sponsorship support and activation, including trade show booth, zip banners, promotional items, collateral; enables the Sales team with self-service options where possible.
Ad hoc marketing support for all partners, including Credit Union, national partners and white label partners
Works closely with Sales Enablement/Operations role(s) based in the LOB
Develops the strategy and plans to evolve campaigns and programs into “always-on’, marketing programs through a data-driven approach involving testing and ongoing optimization
Leads research and customer insights to refine messaging and communications
Supports the Vice President in brand strategy, development and management including narrative, brand DNA, visual identity, etc.
Ensures client experience from prospects to onboarding is mapped and achieves desired results.
Supports the Vice President in brand marketing programs, tactics and measurement, including awareness campaigns, public relations, social media strategy, events, etc.
Stays current with competitive intelligence (positioning, personalized offers, communications, etc.) from direct and indirect competitors; shares key information with relevant internal stakeholders
Works closely with the Vice President, Content Marketing and Communications and other line of business product marketing directors to share plans and identify cross department/business opportunities

The Product Marketing Director, Acquisition Marketing, Online Brokerage & Digital Wealth will have access to, and work closely with, their colleagues in the Marketing, Communications and Digital Experience department to execute on the above responsibilities. The MCDX team brings skills and executional excellence in graphic design, communications, digital marketing, research, social media, etc., and will be the “go to” resource to help execute brand, marketing and communications initiatives for the digital wealth businesses.


Your experience and skills:
A passion for direct investing and digital wealth and the financial well-being of Canadians
University degree with a specialization in Marketing, Business or Commerce
5-7+ years relevant work experience working in financial services
Fintech experience – online brokerage and/or robo-advice
Strong customer focus; excited and passionate about creating great customer experiences.
Results-oriented, highly analytical and data-driven. Knows what questions to ask, knows how to synthesize data from disparate sources to guide thinking and have meaningful dialogue with our partners about key metrics
Collaborative and enjoy working with others
Strong interpersonal skills and can build relationships amongst diverse partners and stakeholders within a matrixed organization
Strong written and verbal communication skills; presents ideas to colleagues in a clear and compelling way
Very strong attention to detail to ensure operational excellence in a highly regulated environment.
Work with a sense of urgency
Have a track record of successfully executing marketing programs on time
Superior project management and organizational skills and can manage multiple priorities at once.
Experience using leading digital platforms (e.g. Google, Facebook) to drive customer growth and retention strategies
Knowledge of marketing automation and personalization technology including Adobe Experience Manager, Salesforce Marketing Cloud
Excellent communications skills to report on program performance and strategic plans, and influence key stakeholders
Ability to work well with C-level executives
Strong ability to establish and nurture relationships with partners and collaborate for the best customer and business outcomes

Location: Role is based in Toronto with some/frequent travel required to Vancouver.


At Aviso, you’ll find a dynamic, entrepreneurial culture that rewards innovation and celebrates success. We offer a competitive compensation package, career enrichment, and regular social events to foster teamwork. Aviso Wealth welcomes and encourages applications from all qualified individuals including persons with disabilities. If you require an accommodation, we will work with you to meet your needs in all stages of the hiring process.

We thank all applicants for their interest, however only those selected for further consideration will be contacted.

No recruiters or agencies, please.

Company Overview:
Aviso Wealth is a national, integrated financial services company, with approximately $65 billion in assets under administration and management. Aviso is owned by Credit Union Centrals, CUMIS and Desjardins. Our MFDA-regulated dealer, full-service IIROC-regulated brokerage, and insurance dealer support thousands of financial advisors at hundreds of credit unions across Canada. Our award-winning online brokerage, Qtrade Investor, and our digital advice platform, VirtualWealth, give Canadians flexible choices for building their wealth. Our asset manager, NEI Investments, is a Canadian leader in Responsible Investment funds and portfolios, which are available through a national network of advisors. Aviso also provides custodial services and introducing broker services to independent financial organizations, including banks, trust companies, insurance companies, investment dealers, portfolio managers and financial planning firms. Aviso has major operations in Vancouver and Toronto, along with regional offices across Canada. More information about Aviso Wealth is available at