Senior Manager, Marketing Communications

North York, ON

Banking / Financial Services
Experience Required
Degree Required
Employment Type
Work Schedule
Job Description
Requisition ID: 51616

Tangerine is Canada’s leading direct bank. We offer flexible and accessible banking options, innovative products, and award-winning Client service. The reason why Tangerine employees come to work each day is to help Canadians live better lives. We focus on making a difference in our communities, and that includes our own internal community. It’s important to us that our employees feel empowered and enthusiastic about belonging to our Orange culture.


The Marketing department ensures that our brand image is what we want it to be with Canadians. The department is made up of the following teams:

Creative Services
Content & Writing Services
Marketing Insights
Marketing Projects & Operations
MARCOM Management
Marketing Strategy & Planning

Role Purpose:

The Senior Manager, Marketing Communications is responsible for working closely with counterparts in Client Insights and various Product teams, this person will develop forecasts and communication plans to achieve Retention & Growth key performance indicators. Leveraging data-driven decisions and sophisticated analytic insights (e.g. profiling and segmentation), the Senior Manager will drive a test and learn approach to grow and retain Clients at Tangerine with a client-centric lens. The successful candidate will possess strong strategic, financial and business acumen along with a proven track record for helping a Tier One organization grow and retain Clients through marketing communications efforts.

Role Accountabilities:

Owns and leads the strategic development and execution of a comprehensive marketing plan that supports the mandate for acquisition, growth and retention to achieve client and product level goals (eg. Cross-sell, revenue etc) and continuously identify, evaluate and test new channels, strategies and tactics
Develops media strategy and budget for all communications – leading the development, approval and execution of media plan including traditional, digital, and emerging reach mediums across the funnel (top to bottom) for brand and all product lines
Develops new client acquisition strategy for Tangerine – including all media components
Develops new client activation strategy for Tangerine – engaging new clients and encouraging loyalty
Ownership of forecasts and key performance indicators for all Client communications with ongoing performance monitoring/sharing and development of action plans to bridge any gaps
Leads, coaches and develops team responsible for building strategies to achieve growth targets for client cross-sell as well as individual product key performance indicators (ie. Revenue, profit, retention rates etc)
Oversees development of annual promotional roadmaps, offer strategies and incentive budgets while balancing needs a Client-centric lens; Collaborates with Senior Manager Brand & Acquisition as well as Product leaders aligning on annual plans
Recommend annual marketing budget for all marketing communications including external media, direct response communications and client incentives
Partner cross-functionally within Marketing, Client experience, Client insights, Product Management, Service & Sales, etc. to effectively execute growth and retention focused communications and analyze their success
Instilling a test & learn mindset internally with cross-functional partners and externally with agency partners
Lead communications of client communications roadmap and prioritization to all internal marketing and cross-functional partners to ensure strategic alignment and prioritization
Collaborate with media team to understand media opportunities to optimize client awareness, consideration and conversion testing new mediums (eg. Search retargeting, Social retargeting etc).
Drive movement to real-time, agile marketing organization for all execution working with other senior members of the Marketing team
Collaborate on marketing strategies to grow the business based on solid analysis, Client behavior, purchase propensity, channel optimization, profiling & segmentation to drive message relevance.
Provide ongoing leadership/direction during regular performance review sessions with internal taskforces; ongoing reviews of internal dashboards, agency dashboards and metrics on individual campaigns;
Provide developmental support to direct reports through coaching, experiential learning, educational opportunities, etc. (suggest moving this up)
Embraces and ensures execution of Tangerine’s promises and leadership competencies
Review/Approve retention campaign briefs, experiment with a wide array of ever-changing digital and traditional mediums and develop methods to understand and improve communication effectiveness
Ensure Tangerine remains in compliance, and is aware of all banking/regulatory requirements, amendments and responsibilities.
Partner cross-functionally within integrated marketing, Client experience, Client insights, product management, contact centers, etc. to effectively execute growth and retention focused communications and analyze their success
Provide thought leadership on media landscape taking advantage of new media innovations regularly
Communicate media plans and activities to relevant internal (e.g. marketing, contact centers) and external stakeholders (e.g. other agency partners) to ensure understanding and appropriate next steps
Ensure that media opportunities are aligned with the Tangerine brand
Accountable for media planning and buying with the external partner and monitors media spending/billings versus plans
Recommend opportunities to enhance Tangerine’s brand awareness/consideration and share of voice metrics versus competition
Job Requirements
Minimum Qualifications:

University Degree in Marketing/Advertising and/or equivalent combination of education and work experience.
Minimum 7-10 years in marketing with leadership experience in a demanding digital-oriented Tier-1 organization (e.g. Telco, Banking, Retail, Technology etc.)
Minimum 5-7 years of strategic marketing communications experience including direct response (traditional email/direct mail and digital)
A minimum of 5 years of leading high performing teams in traditional mass media (i.e. TV, Radio, Outdoor, Print, etc.)
In depth understanding of media principles, best practices, creative development, planning and buying functions
Strong knowledge of media research, trafficking, tracking and reporting processes, techniques, and emerging technologies
Specialized Knowledge
Relevant Investments/Wealth and/or credit card marketing experience would be an asset
Strong communication skills (presentation, verbal and written)

Working Conditions:

The Senior Manager, brand Communications and Acquisition will be working in a traditional office environment and may be subject to special working conditions as needed by the business. Special working conditions may cover a range of circumstances from regular evening and weekend work, overtime, shift work, working outdoors and/or working with challenging clients.

Direct Reports:


Disability Accommodation:

Tangerine will make reasonable accommodations for the known physical or mental disabilities of an otherwise qualified employee or applicant for employment, unless undue hardship to Tangerine would result. Any applicant or employee who requires accommodation in order to perform the essential functions of a job should contact Human Resources or his or her supervisor.

Managing Risk:

All members of the Tangerine Team are responsible for managing risk and compliance within their departments. As such, employees should maintain and demonstrate the highest standards of integrity and ethical conduct in accordance with Tangerine policies, guidelines and directions.

Management Compliance Accountabilities:

All managers and above at Tangerine are responsible for understanding and complying with the Regulatory Compliance Framework including the Anti-Money Laundering/Anti-Terrorist Financing and Sanctions Policy and all AML related policies, procedures and controls within the department.

Tangerine is an equal opportunity employer.

Location(s): Canada : Ontario : North York

At Tangerine we value the unique skills and experiences each individual brings to the team, and are committed to creating and maintaining an inclusive and accessible environment. If you require accommodation during the recruitment and selection process, please let our Recruitment team know.