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Title:  Vice President, Marketing - Tangerine


Requisition ID: 62458


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 Vice President (VP), Marketing reports directly to the Chief Executive Officer (CEO) and is a member of the Executive Team. The VP, Marketing plays a critical role in increasing profitability, driving customer value and growing brand equity. This role will lead the strategic direction of the Marketing department, focused on increasing brand awareness, understanding the client experience, driving new customer acquisition, and deepening relationships with existing Clients.




  • Lead and drive a customer focused culture throughout their team to deepen client relationships and leverage broader Bank relationships, systems and knowledge.
  • Provide vision and leadership in all aspects of Marketing, and its extension throughout the organization
  • Create and deploy a multi-year Marketing Strategy (and oversee creation of corresponding in-year Action Plans), ensuring it supports Tangerine’s strategic plan and meets the organizations financial and non-financial objectives
  • Further establish and evolve the Tangerine brand, supporting the brand positioning and value proposition through all marketing initiatives and touch-points with internal and external stakeholders
  • Deliver the strategic approach, roadmap, and implementations for digital marketing innovations and technology
  • Create actionable insights and segmentation frameworks related to both our Client base and the marketplace as a whole, while also delivering useful competitive insight and indicated actions
  • Deploy an impactful, integrated go-to-market approach across all channels, products and touch-points, thereby building the brand, accelerating customer acquisition and improving Client cross-sell/up-sell rates. In doing so, leverage a strategic, coordinated approach to customer funnel management, media planning/buying, campaign management, and CRM/Client communications
  • Drive transformation strategy for Marketing by enabling an agile structure resulting in the highest value growth
  • Focus on the digital customer experience and conversion across multiple customer segments nationally
  • Use research and analytics insights from across the organization to identify high-impact opportunities for technology and innovation alignment, and influence by identifying future digital strategies that drive extraordinary customer experiences and conversion
  • Direct day-to-day activities in a manner consistent with the Bank’s risk culture and the relevant risk appetite statement and limits. Communicate the Bank’s risk culture and risk appetite statement throughout their teams.
  • Create an environment in which his/her team pursues effective and efficient operations of his/her respective areas in accordance with Scotiabank’s Values, its Code of Conduct and the Global Sales Principles, while ensuring the adequacy, adherence to and effectiveness of day-to-day business controls to meet obligations with respect to operational, compliance, AML/ATF/sanctions and conduct risk.
  • Build a high performance environment and implements a people strategy that attracts, retains, develops and motivates their team by fostering an inclusive work environment and using a coaching mindset and behaviours; communicating vison/values/business strategy; and, managing succession and development planning for the team.


Education / Experience


  • Education/Experience
    • A University degree with a minimum of 12+ years senior marketing experience, a significant proportion of which is in a fast-paced, technology-driven, and recurring revenue-based B-to-C context (some retail financial services experience is an asset)
    • A blend of Marketing-related experience, ideally incorporating a mixture of customer insights and analytics, direct and digital marketing, branding and marketing  strategy & communications
  • Specialized Knowledge
    • Strong knowledge of CRM and customer analytics
    • Strong digital marketing acumen
  • Technical Skills
    • SAS analytic skills
    • Knowledge of database marketing technology



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.

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