Head of Brand Experience

General Description

PWL Capital Inc. is a premier independent Canadian wealth management firm. Canadian high net worth families entrust PWL to manage their investment portfolios and provide them with comprehensive wealth management advice. PWL Capital Inc., with more than 90 employees, is a Broker Dealer and IIROC (Investment Industry Regulatory Organization of Canada) member firm.

Position Summary

PWL’s purpose is to help Canadians find and fund good lives. We are seeking an innovative, creative, and seasoned marketing and communications professional to bring our marketing ecosystem to the next level. PWL has built a strong brand and online presence through content marketing and thought leadership; our content channels and online communities are followed by hundreds of thousands of people in Canada and around the world. The next phase of our marketing integrates and leverages our digital properties and thought leadership into a comprehensive cross-platform marketing strategy.

The successful candidate for this role will lead the development and implementation of PWL’s internal and external traditional marketing, digital marketing, communications, social media, and public relations strategy while overseeing services and materials produced for multiple advisory teams within PWL.

They will also manage external relationships with suppliers and partners which includes but is not limited to advertisers, graphic designers, multimedia specialists, contractors, public relations and digital marketing agencies, web developers, print suppliers, copy writers and media.

The position reports directly to the CEO (Chief Executive Officer) and serves as a member of the leadership team.

Responsibilities & Activities
Digital Experience:

• Designs, implements, and manages the experience of everyone that interacts with PWL’s brand online and strengthens our marketing ecosystem.
• Integrates all PWL’s digital properties and ensures the messaging is consistent across platforms.
• Recommends innovative digital strategies and optimizes digital content such as blog posts, podcast episodes, YouTube videos etc.
• Tracks and manages website optimization and proactively strategizes to ensure website performance such as traffic, engagement, and prospect conversions are increasing.
• Manages and improves PWL’s digital user experience to increase traffic and conversions.

Social Media & Public Relations

• Develops, implements, and manages a social media strategy focused on increasing brand awareness, engaging with online communities, promoting financial literacy etc.
• Identifies PWL’s target market and strategizes how to reach audiences through social media channels such as Facebook, Instagram, Twitter, LinkedIn, Tik Toc, etc. with the goal of reaching as many Canadian investors as possible.
• Leads PWL’s public relations strategy with the goal of maintaining and boosting the reputation of our brand through events, community relations, media relations and social media marketing.

Communications:

• Develops, leads, and executes an integrated communications strategy to connect with Canadian investors with the goal of improving our service offering, optimizing our approach, increasing our reach, driving engagement, and increasing prospect conversion.

Traditional Marketing:

• Manages a team responsible for traditional marketing like print ads, radio, signage, etc.
• Is responsible for editorial direction, design, production, and distribution of all PWL publications.
• Coordinates media interest in PWL and ensures regular contact with target media outlets.
• Coordinates the appearance of all PWL print and electronic materials such as letterhead, logo, brochures etc.
• Ensures that PWL regularly conducts relevant market research and is responsible for monitoring trends.
• Leads projects as assigned, such as sponsorship or cause-related marketing and special events.
• Ensure all marketing, communications and public relations materials are compliant with the regulatory bodies that govern PWL Capital Inc. marketing agencies, web developers, print suppliers, copy writers and media.
• The position reports directly to the CEO (Chief Executive Officer) and serves as a member of the leadership team.

Lead Generation/Sales Enablement:

• Provides innovative and creative lead generation ideas and ensures our business development strategy is aligned across departments.
• Collaborates and forms a cohesive strategy with PWL’s client-facing teams to enable sales and generate a pipeline of prospective clients using digital/traditional marketing, social media, and communications methods.
• Works with PWL’s client-facing team to understand our ideal client and develops strategies to target those ideal clients.
• Integrates and optimizes all PWL’s digital properties to create a cohesive marketing ecosystem.
• Develops and coordinate means to seek regular input/feedback from PWL’s clients and advisors regarding PWL’s digital experience.

Branding:

• Can build a long-term, comprehensive brand strategy that separates PWL from its competitors.
• Acts as a strategic partner and advisor at all levels of the organization to enhance and protect PWLs brand and advance its growth objectives.
• Ensures that PWL’s philosophy, mission and vision are pertinent and obvious throughout the organization.

Qualifications and Skills

• Fully bilingual in English and French (written and oral)
• 5-10 years of experience in a senior marketing role preferably in the investment/wealth management industry
• Bachelor’s degree in marketing, communications, or related field
• MBA specializing in marketing is an asset.
• Successful record of accomplishment in digital and print marketing, content marketing, social media, and public relations
• Experience with marketing technology such as marketing automation systems, CRMs, etc.
• Experience researching, gathering, and using marketing data to produce valuable insights.
• Knowledge and proficiency in Google AdWords, SEO, and web analytics
• Knowledge and proficiency in Microsoft applications including Word, Excel, and Outlook
• Experience with WordPress
• Ability to plan and manage budgets.
• Experience managing a team of marketing professionals.
• Excellent leadership, communication, and decision-making skills
• Ability to collaborate professionally and respectfully with all team members.

Contact

This is an incredible opportunity to join an innovative, forward-thinking wealth management firm. We are thought leaders in the financial services industry and have been putting our clients first for over 25 years!

If you are interested in this opportunity, please fill out the form below.