Head of Brand Strategy and Governance

Lead EQ Bank’s enterprise brand strategy system, including positioning, purpose, promise, personality, voice, messaging principles, master brand role and long-term agenda to build one of Canada’s most distinctive challenger banking brands. 

Own brand architecture across products, propositions, partnerships, channels and future business areas so customers and internal teams can understand the portfolio clearly. 

Lead naming, nomenclature and taxonomy decisions, including naming principles, decision trees, evaluation criteria, approval paths and documentation of final decisions. 

Develop and maintain the brand governance operating system, including standards, decision rights, review forums, approval pathways, exception processes, training materials, templates and practical tools. 

Build adoption mechanisms for the brand system, including central guidance, reusable assets, stakeholder enablement, training, governance communications and measurement of compliance or drift. 

Guide claims, hierarchy, messaging, verbal identity, design-system principles and brand experience decisions so the organization can move quickly without creating confusion or inconsistency. 

Partner with Product, Marketing, UX, Technology, Legal, Compliance, HR, Communications, Partnerships and business leaders to embed brand strategy into customer and employee experiences. 

Lead partner-brand governance for co-branded work, ensuring EQ Bank builds its own equity while respecting partner requirements and standards. 

Translate customer insight, competitive context, brand health data, business priorities and regulatory considerations into clear recommendations for senior stakeholders. 

Review priority brand work and provide counsel that improves clarity, consistency, customer understanding, strategic fit, risk management and the ambition to make banking feel more useful, human and distinctive.