Director, US Marketing

About the Role

A well-established financial services organization with a strong North American presence is seeking a strategic and results-driven Director of U.S. Marketing. This role is responsible for shaping and executing a comprehensive marketing strategy tailored to the U.S. market, supporting a network of over 400 retail locations. The ideal candidate will lead initiatives focused on customer acquisition, retention, and brand visibility across digital, in-store, and traditional media channels.

This position plays a key role in aligning U.S. marketing efforts with broader corporate goals while adapting to regional market dynamics. The Director will collaborate closely with cross-border teams and external partners to drive performance and growth.

Key Responsibilities

U.S. Market Strategy & Execution

• Design and implement a localized marketing strategy that aligns with corporate objectives and resonates with U.S. consumers.
• Strengthen brand presence through tailored messaging and multi-channel campaigns, including digital, retail, and traditional advertising.
• Identify and act on opportunities to enhance campaign performance and customer engagement.
• Leverage analytics to refine strategies, test new approaches, and improve ROI.
• Manage and optimize marketing channels such as OOH, email, SMS, and affiliate programs.
• Define and monitor KPIs to evaluate campaign success and guide decision-making.

Market Insights & Positioning

• Conduct market research to stay ahead of consumer trends, competitor activity, and regional preferences.
• Provide actionable insights to internal teams to refine messaging, pricing, and promotional strategies.
• Collaborate with senior leadership to set measurable goals and track progress.

Collaboration & Partnerships

• Work closely with Canadian marketing counterparts to ensure brand consistency while allowing for regional customization.
• Partner with internal departments such as retail operations, compliance, and product development to support integrated marketing efforts.
• Establish and manage affiliate and third-party marketing relationships to broaden reach and impact.
• Present marketing plans and performance updates to executive stakeholders.

Budget & Financial Oversight

• Oversee the U.S. marketing budget, ensuring efficient allocation of resources.
• Coordinate with finance teams to align spending with strategic priorities.
• Adjust investments based on performance metrics and market shifts.

Qualifications

Education

• Bachelor's degree in Marketing, Business, or a related field (Master's preferred).

Experience

• 8-10 years of marketing experience, ideally within financial services or consumer lending.
• At least 5 years in a leadership role with a focus on omni-channel marketing.
• Proven success in launching and scaling marketing initiatives in the U.S. market.
• Familiarity with regulatory and compliance considerations in financial marketing.

Skills

• Strong leadership and stakeholder management capabilities.
• Strategic thinker with a track record of driving business growth.
• Data-driven mindset with the ability to translate insights into action.
• Excellent communication and presentation skills.
• Proficient in marketing platforms, CRM systems, and analytics tools.
• Solid understanding of budgeting, forecasting, and P&L management.