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AVP, Brand and Channel Marketing At Mackenzie Investments

Location: Toronto, Ontario

Job Description

Job Description

IGM Financial Inc. is one of Canada's premier financial services companies, and one of the country's largest managers and distributors of investment funds and other managed asset products, with over $163 billion in total assets under management as of October 31, 2019. Its activities are carried out principally through Investors Group Inc., Mackenzie Financial Corporation and Investment Planning Counsel Inc.

We are focused on the long-term strength and stability of our companies and recognize these as core responsibilities to our clients and shareholders as we adapt and lead in an ever-changing world.

Why should you join the IGM family?

  • Be part of a winning culture!
  • Your opportunity to develop and work with smart, highly capable leaders who are passionate and innovative
  • A genuine commitment to diversity and inclusion, through public goals, a variety of external partnerships/employee groups and an inclusive environment
  • A fulfilling employee experience – we offer competitive terms, a collaborative/respectful way of working and connect strongly with our community
Company Overview:

Creativity. Strategy. Nimbleness. Team. It’s what powers us and sets us apart. With transformational leadership and the development of a truly innovative and integrated Marketing organization, it’s an exciting time to be in Marketing at Mackenzie! We’re building deeper client relationships, leveraging client insights, innovative media and engaging content via digital and social growth channels to build a fresh marketing approach that differentiates us from traditional investment companies. This role is an incredible opportunity to have significant, transformational impact on our organization and business. Mackenzie Investments was founded in 1967 and is a leading investment management firm providing investment advisory and related services to retail and institutional clients. The company has $138 billion in assets under management, and as part of IGM (a subsidiary of the Power Financial Group of Companies), is one of the largest independent asset managers in Canada.

The Opportunity:

As the Assistant Vice-President, Mackenzie Brand & Channel Marketing, you will be part of the Mackenzie Marketing leadership team owning the end-to-end Mackenzie brand and channel experience including strategy and delivery, from prospecting through to advocacy.

You’ll lead the Mackenzie brand into continued transformation having an opportunity to build the brand and Marketing channel strategy from strategy to activation, while working with highly collaborative business partners and our shared Marketing Services teams.


As the Mackenzie brand lead, your responsibility will include setting the brand vision and strategy, building brand guardrails and governance to ensure consistency and coordination across all stakeholders and activities, while leveraging industry and advisor/investor insights to drive activation across core platforms through omni channel integrated campaigns. You will also be responsible for leading our social and media strategy working collaboratively with our internal creative agency partners and our external media agency. With a focus on driving employee advocacy, you will also lead in partnership with our Internal Communications team, ‘branding from the inside out’ initiatives to drive employee engagement and create a customer centric culture. With a focus on data and digital Marketing you will lead and work collaboratively with digital and data Marketing teams to integrate analytics and ROI measurement into all end to end activations.


As the lead for our Mackenzie channel experience, you will own and lead, working with our key account business partners, the development of a key account Marketing vision and individual key account Marketing plans. You will have the opportunity to lead and build channel strategic plans across our key accounts and advisor segments, while being able to develop and deploy omni channel B2B tactics that effectively drive conversion of these audiences. You will work collaboratively with our Research & Insights team to use segmentation to build profiles, marketing programs, and marketing communications that speak directly to advisor needs, while driving revenue and channel engagement efforts. In addition, this role will be responsible for the marketing of Tax & Estate Planning and Practice Management to build out strategic marketing and content plans while integrating these value-add business solutions into key account plans.

Building a high performing engaged culture that makes impact and has fun together is at the heart of what we do. You will lead a team of 7 individuals with 3 direct reports empowering the team to drive change and inspiring them to do their best everyday. Strong coaching and development are a focus for this role. In addition, you will have the opportunity to work with key business partner teams across product, sales and marketing with a focus on building relationships and working collaboratively to understand their needs, while driving the business forward together.

Success in this role requires solid understanding of Brand Marketing with focus on strategic, omni-channel activation experience and strong business acumen. In addition, knowledge of all levels of a B2B asset management funnel from the Gatekeeper/dealer to the advisor to the investor is also valuable. Having breadth of knowledge on advisor segments (IROC, MFDA, Integrated), with strong FI and marketing acumen to ensure target approach across each audience will be key, while having a strong proficiency in delivering strategic marketing plans and working in a cross functional team environment.

The Ideal Candidate:


Proven track record of building brands, marketing strategy and the development and execution of successful marketing programs across key marketing disciplines. Deep understanding of brand positioning, creative development, omni-channel marketing, customer lifecycle management, and digital marketing are imperative.


Strategic thinker and visionary with demonstrated ability to set vision and build strategy by understanding fundamental business drivers and anticipating changes, while identifying competitive opportunities in an evolving marketplace. Strong ability to set direction and deliver follow-through, ownership, attention to detail, prioritization skills with self-motivation are essential.

Inspirational and influential leader who has a motivational and collaborative leadership style and has shown proficiency in leading and motivating large direct and cross functional teams. Exhibits exceptional influencing skills with the ability to collaborate with cross-functional teams, adept at driving organizational change through partnership, while maintaining focus and intensity. Ability to champion innovative ideas and new programs that position the organization for industry leadership driving tangible business results.


Results and impact oriented demonstrating a strong results orientation and ability to get work done through others with focus on impact over quantity. A Marketing leader who is a strong coach and mentor through their behaviours; positively impacting individuals and cross-functional teams to target business objectives. A leader who thrives on challenge and accountability, including leading significant change to drive sustainable growth that supports significant sales growth and a strong ROI.

Marketing and Financial Services experience with 10+ years of experience in Marketing and ideally 3+ years of experience within the Financial Services sector.

Internal Applicants:

If you are interested in applying for this position please direct applications on-line using the “apply for this job” icon located at the bottom or to the left of the posting. If you would like to refer someone for the position please email the posting using the “email this job” option and have your referral indicate that they were referred by you when completing the application. All resumes should be received by December 27, 2019. If you have any questions regarding this position, please contact Human Resources. Please record your extension number on your resume and cover letter.

External Applicants:

We thank all applicants for their interest in Mackenzie Investments; however only those candidates selected for an interview will be contacted.

Mackenzie Investments is an equal opportunity employer and is committed to providing employment accommodations in accordance with the Ontario Human Rights Code and the Accessibility of Ontarians with Disabilities Act. Please advise Human Resources if you require an accommodation.


File #19-271