Director of Marketing

Director of Marketing - 12 Month Contract

Location: Remote
Employment Type: Full Time
Level: Executive

Overall Accountabilities

• Marketing Strategy & Growth: Own Ratehub's integrated marketing strategy and translate company and business unit targets and priorities into measurable growth.
• Lead Generation & Revenue: Own marketing's contribution to qualified lead generation across Mortgages, Insurance, and Everyday Banking, with clear targets for volume, quality, conversion, and commercial impact.
• Paid Marketing & Profitability: Own the strategic direction and commercial performance of Paid Marketing, with accountability for delivering qualified leads at a target ROAS that supports profitable growth.
• Content, Social & GEO: Lead an innovative content and social strategy that strengthens Ratehub's authority and keeps the brand ahead of the rapidly evolving search and discovery landscape, including Generative Engine Optimization (GEO) and AI-powered search.
• Brand & PR: Build Ratehub's brand, reputation, and authority as a trusted source of financial information, leading PR, communications, thought leadership, and brand initiatives.
• Customer Engagement & Cross-sell: Lead the strategy for Email/CRM, customer engagement, and cross-sell, including initiatives that support Ratehub's membership mandate and connect customers with relevant products throughout their journeys.
• Partnerships & Distribution: Support business unit leaders in developing BU-specific affiliate and strategic partnerships, while directly owning firmwide partnerships and mortgage affiliate partnerships.
• Budget & Resource Allocation: Own the overall marketing budget and allocate investment across paid media, content, agencies, freelancers, partnerships, and other marketing initiatives based on business impact and strategic priorities.
• Team Leadership & Performance: Lead, coach, and develop a high-performing marketing team; set clear expectations, foster accountability, and ensure the organization is focused on its highest-impact opportunities.

Key Responsibilities

Lead Marketing Strategy & Growth

• Own and execute Ratehub's overall marketing strategy across brand, acquisition, engagement, retention, and cross-sell.
• Translate company and business unit objectives into clear marketing priorities, strategies, and measurable goals.
• Develop an integrated roadmap across owned, earned, and paid channels.
• Partner with business unit leaders to understand growth priorities, target audiences, and lead requirements, and translate these into effective marketing strategies.
• Establish and monitor KPIs for lead volume, quality, conversion, customer acquisition, and revenue.
• Identify opportunities to grow qualified traffic, leads, customers, and revenue across Ratehub's core verticals.
• Foster a culture of testing, experimentation, and continuous optimization.
• Balance short-term performance with longer-term brand building and customer growth.
• Stay ahead of consumer, market, competitive, and industry trends, and translate them into actionable opportunities.
• Communicate marketing performance, opportunities, and challenges to senior leadership.

Brand & Communications

• Own Ratehub's brand strategy, positioning, voice, and marketing narrative across channels and sub-brands.
• Set the PR and communications strategy, including proactive media relations, reactive commentary, thought leadership, and corporate storytelling.
• Build Ratehub's profile and credibility as a trusted authority in Canadian personal finance and a one-stop shop for financial needs.
• Oversee major brand campaigns, launches, and integrated marketing initiatives.
• Ensure brand-building activity supports broader business and lead-generation objectives.
• Leverage Ratehub's data, insights, and expertise to generate compelling stories and media coverage.

Lead Content Marketing, Innovation & GEO

• Provide strategic leadership and direction to the Content Marketing team, ensuring content supports both brand authority and business growth.
• Establish a forward-looking content strategy that positions Ratehub at the forefront of Generative Engine Optimization (GEO) and emerging AI-powered search and discovery.
• Ensure Ratehub's content is optimized not only to rank in traditional search, but to be discovered, surfaced, and cited by generative AI platforms and answer engines.
• Encourage experimentation with new content formats, data, tools, expert-led content, and other approaches that strengthen Ratehub's authority and visibility.
• Ensure the team leverages Ratehub's proprietary expertise, data, and subject-matter experts to create original, authoritative, and genuinely useful content.
• Establish clear measurement frameworks for content performance, including organic visibility, AI visibility, qualified traffic, lead generation, and contribution to business growth.
• Build strong collaboration between Content and the broader marketing organization so content supports PR, brand, social, email, partnerships, and paid acquisition.

Email, CRM & Cross-sell

• Own the strategy for Email/CRM as a key channel for customer engagement, conversion, retention, lead generation, and revenue.
• Develop lifecycle marketing strategies that move prospects and customers through the funnel and increase engagement over time.
• Lead cross-sell strategies that connect customers with relevant products across Mortgages, Insurance, Everyday Banking, and other Ratehub offerings.
• Develop segmentation and personalization strategies to improve customer experience, conversion, and customer lifetime value.
• Identify opportunities to generate incremental leads and revenue by connecting audiences across Ratehub's business units.
• Partner with Product and business unit leaders to embed cross-sell opportunities throughout key customer journeys, both online and offline.
• Establish clear KPIs and reporting for CRM, cross-sell, lead generation, and retention initiatives.

Paid & Performance Marketing

• Set the strategy for paid acquisition across search, social, display, retargeting, and other performance channels.
• Own performance marketing against lead-generation targets across Ratehub's three main business units, ensuring media investment delivers qualified leads at sustainable acquisition costs.
• Hold the function accountable to a target ROAS and optimize investment based on lead quality, conversion, revenue, and channel economics.
• Evaluate attribution, customer acquisition costs, and lead quality to inform investment decisions.
• Identify opportunities to diversify acquisition and test new channels, platforms, and approaches.
• Ensure paid marketing works cohesively with content, partnerships, and brand initiatives.
• Work closely with internal teams and external agency partners to ensure strong execution and performance.

Affiliate & Strategic Partnerships

• Own the strategy for affiliate marketing and strategic distribution partnerships.
• Support business unit leaders in identifying and developing BU-specific affiliate and strategic partnerships.
• Directly identify and develop firmwide partnerships and mortgage affiliate partnerships that expand Ratehub's reach and generate qualified leads and revenue.
• Develop mutually beneficial campaigns, integrations, and distribution opportunities across Ratehub's business units.
• Evaluate partnership performance based on lead volume, lead quality, conversion, and revenue.
• Allocate resources toward the highest-impact partnership opportunities.

Leadership & Team Development

• Directly manage, coach, and develop a multidisciplinary marketing team.
• Set clear goals, priorities, and accountability across marketing functions.
• Build a high-performance culture where teams are empowered to execute and accountable for business outcomes.
• Ensure the team is focused on the highest-impact initiatives and has the capabilities and resources needed to succeed.
• Step into complex, high-priority initiatives when needed to solve problems, unblock teams, and drive execution.
• Foster a culture of creativity, collaboration, experimentation, accountability, and continuous improvement.
• Build strong relationships across the organization and effectively influence cross-functional teams.
• Manage external agencies, contractors, and partners to ensure high-quality execution and delivery.

Required Qualifications

• 10+ years of marketing experience, with significant experience leading multiple marketing functions.
• Previous experience in a senior marketing leadership role, ideally in a high-growth, digital-first, technology, financial services, or consumer business.
• A proven track record of developing and executing integrated marketing strategies that drive measurable customer acquisition and revenue growth.
• Demonstrated experience owning lead-generation targets and delivering qualified leads across multiple products, audiences, or business lines.
• Strong understanding of the full customer journey, from awareness and acquisition through conversion, retention, and cross-sell.
• Experience directly managing and developing high-performing marketing teams.
• Strong analytical and commercial mindset, with the ability to connect marketing activity to business outcomes.
• Experience managing significant marketing budgets and making data-driven investment decisions.
• Excellent written and verbal communication skills, with the ability to communicate effectively with executives, media, partners, and internal teams.
• Strong prioritization skills, with the ability to make decisions and focus resources on the highest-impact opportunities.
• Comfortable operating in a fast-paced environment where priorities can shift quickly.
• Highly collaborative and able to influence cross-functional teams without relying solely on direct authority.
• Strong understanding of digital marketing, emerging platforms, and changing consumer behaviour.

Preferred Qualifications

• Experience in financial services, fintech, marketplaces, comparison businesses, or other highly regulated industries.

Compensation & Benefits

• Salary Range: $160,000 – $185,000
• Work Arrangement: Remote-first environment with flexibility to work from anywhere in Canada; occasional in-person team gatherings
• Flexible Hours: Autonomy to manage your schedule to support work-life balance
• Professional Development: Individual training allowance to help you grow your skills and career
• Team Socials: Regular events, both remote and in-person, to build connections across the organization

What Success Looks Like

• A clear, integrated marketing strategy tied directly to Ratehub's company and business-unit growth objectives.
• A consistent, measurable pipeline of qualified leads across Mortgages, Insurance, and Everyday Banking.
• Marketing investment becomes increasingly efficient and data-driven, with clear visibility into ROI, channel performance, and commercial impact.
• CRM, cross-sell, and customer engagement initiatives drive stronger customer lifetime value, lead generation, and revenue.
• Ratehub continues to strengthen its brand, authority, and visibility, with Content, PR, Social, and GEO working together to expand reach and influence discovery.
• Marketing operates as one cohesive, high-performing organization, with clear priorities, strong accountability, and effective collaboration across business units and functions.
• New ideas, channels, and opportunities are tested quickly and scaled based on performance, keeping Ratehub ahead of changes in consumer behaviour, technology, and the competitive landscape.