Director, Product Marketing, Reverse Mortgage

Product Marketing Strategy & Positioning 

• Own the marketing strategy and positioning for EQ Bank’s Reverse Mortgage business. 

• Develop differentiated value propositions, messaging frameworks and customer-centric positioning for consumers, brokers, financial advisors and referral partners. 

• Define audience strategies, segmentation approaches and marketing priorities aligned to business objectives. 

• Maintain a deep understanding of customer needs, competitive dynamics and market trends to inform business and marketing decisions. 

• Act as the marketing subject matter expert for the Reverse Mortgage business across the organization. 

Go-to-Market & Product Launches 

• Lead go-to-market planning and execution for new products, features, offers and enhancements. 

• Develop launch strategies, customer communications, sales enablement tools and channel activation plans. 

• Partner with Product, Sales and Enterprise Marketing teams to deliver successful product and campaign initiatives. 

• Measure launch performance and identify opportunities to improve adoption, engagement and growth. 

• Ensure consistent messaging and customer experience across customer and partner touchpoints.

Customer Acquisition & Growth 

• Develop and execute integrated marketing strategies and content that drive product awareness, consideration, lead generation, acquisition, and retention across direct-to-consumer and business-to-business channels.  

• Own marketing strategy, channel mix, and performance to maximize product awareness, lead quality, conversion, funded volume, and customer growth while increasing the volume and quality of qualified prospects and delivering efficient growth. 

• Partner with Product, Sales, Operations, Enterprise Marketing teams, agencies, and external partners to deliver campaigns aligned to product positioning, target audiences, and business objectives.  

• Own agency relationships, providing strategic direction on campaign briefs, creative development, media planning, and optimization while ensuring work is on-brand and delivers measurable business results.  

• Establish a test-and-learn culture that leverages insights, experimentation, and data to continuously improve marketing effectiveness, customer, and business outcomes. 

Broker, Advisor & Partner Marketing 

• Develop marketing programs that support growth through mortgage brokers, financial advisors and referral partners. 

• Create educational content, sales enablement materials and marketing campaigns that increase awareness and confidence in reverse mortgage solutions among brokers. 

• Support channel growth through targeted partner marketing and engagement initiatives. 

• Collaborate with Sales leadership to improve partner experiences and strengthen channel performance. 

• Represent the Reverse Mortgage business with external partners and industry stakeholders as appropriate. 

Market Insights & Thought Leadership 

• Generate customer, market, and competitive insights to inform marketing strategy, product positioning, and go-to-market decisions.  

• Identify emerging market opportunities, customer needs, and industry trends to strengthen EQ Bank's leadership in retirement financing and home equity solutions.  

• Develop and execute thought leadership, educational content, and engagement programs that increase product understanding, build trust, and support demand generation among target audiences.  

• Own and evolve the Reverse Mortgage education platform, including product positioning, content strategy, and thought leadership initiatives. Develop and optimize broker and direct-to-consumer educational content across digital and broker channels, measuring its impact on awareness, consideration, prospect quality, market penetration, and business growth. 

• Represent the business through industry events, conferences, media opportunities, and strategic partner engagements to enhance brand visibility and market credibility.  

• Lead customer research, voice-of-customer programs, and NPS measurement with Customer Insights team or external partner to track product awareness, consideration, customer sentiment, and the effectiveness of education initiatives, using insights to continuously refine strategy and content.

Team Leadership & Operational Excellence 

• Lead, coach, and develop a high-performing team, fostering a culture of accountability, collaboration, innovation, and continuous learning.  

• Establish clear goals, performance expectations, and development plans that align team priorities to business outcomes.  

• Build a culture of accountability, innovation, collaboration and continuous learning. 

• Own agency, vendor, and partner relationships, ensuring delivery against strategic objectives, service expectations, and return on investment.  

• Manage marketing budgets, resource allocation, and annual marketing planning to maximize business impact and operational effectiveness.  

• Develop performance measurement frameworks and executive reporting that provide actionable insights into marketing effectiveness and business results, with a focus on outcome-based metrics such as qualified leads, funded volume, and market share.