Brand Manager

Posted/Last Revised: 9th May, 2017


Our brand is everything at CWB.

We’re looking for someone to engage all levels of our business to strategize, develop and implement innovative, industry leading brand power. The right candidate for this position understands the importance and significance of brand, while emanating a passion and respect for what this aspect of the business does and can do for CWB Financial Group. You’ll work closely with our Digital Marketing Specialist and Market Research and Insights Manager to build, promote and manage the brand. If you have the enthusiasm, drive, skills and knowledge to build and enhance our brand then we invite you to join our team.

What you will handle…

Productively speaking:

  • Develop scope and operational plans to build out and mature the CWB brand function
  • Stay up to date with all relevant data, metrics and client/market research and insights
  • Develop processes key performance indicators to monitor, measure and manage brand equity/strength and awareness
  • Develop short term and long term strategic plan for external launch of brand platform and positioning for CWB
  • Develop plans for ongoing brand level marketing to increase brand awareness
  • Build strong working relationships with key stakeholders across the organization, with a focus on value-added service
  • Manage project workflows, sign-offs, production requirements, media and channel planning
  • Ensure all initiatives are completed with accuracy and with a high attention to detail, and comply with applicable legal and regulatory requirements
  • Ensure all initiatives developed for CWB are aligned with brand
  • Ensure all communications and processes are documented and transparent
  • Develop and implement an annual brand plan for CWB
  • Lead the development and execution of external brand marketing initiatives that help build measurable brand awareness, increase brand equity and enhance CWB’s reputation in the market

As a member of a team:

  • Represent CWB on the brand development project committee throughout all stages (development, internal execution, external execution, evaluation and ongoing brand management governance)
  • Collaborate with Corporate Communications in developing ongoing brand governance
  • Collaborate with Market Research & Insights to gather intelligence on clients including motivators, behaviours, statistics and research
  • Collaborate with the Digital Marketing Specialist to develop digital strategies for brand level marketing

Financially speaking:

  • Establish brand metrics in order to measure objectives of the brand plan
  • Establish and manage an allotted budget
  • Clearly communicate objectives to vendors and other internal and external partners to ensure deliverables meet expectations, deadlines and budget requirements

What you will have…


  • A degree or diploma in Marketing


  • Minimum 5 years’ experience in marketing with a focus on brand in an agency environment or client-side marketing department, preferably in the financial services industry.
  • Experience working with and providing direction to creative agencies and other third-party suppliers


  • Strong organizational, interpersonal, project planning and management skills are along with a high level of knowledge of marketing disciplines and a good understanding of financial products and regulatory requirements that pertain to marketing.
  • Strong knowledge of brand develop and brand management principles and process
  • Strong project management skills, with experience leading and managing integrated marketing campaigns and projects
  • Strong conceptual and analytical abilities along with perseverance to solve complex problems and adapt solutions across a wide range of projects at one time
  • Self-directed and resourceful, with the ability to work in a fast-paced environment and adapt to changing deadlines and priorities
  • Solid understanding of traditional and digital media
  • In-depth knowledge of how brand permeates throughout all aspects of an organization and all client touch points and must be reflected in the client experience
  • Sound written and verbal communications skills to clearly communicate the complexities and components of any project to various internal and external stakeholders
  • Outgoing personality with excellent interpersonal and communication skills (including presentation, written and verbal)
  • A good balance of analytical and problem solving skills combined with creative thinking
  • Strong organizational and time management skills are essential along with a high level of attention to accuracy and details
  • Familiarity with banking products, industry, and regulatory requirements impacting advertising and promotions is an asset
  • Strong computer skills, proficient in MS Office

Working with CWB Financial Group means you will…

  • Inspire trust by being open, honest and direct in communication, meeting commitments and behaving ethically in all dealings
  • Treat all stakeholders with professionalism, dignity and respect and support an environment where people can contribute and excel
  • Demonstrate strong interpersonal skills that contribute to working effectively in a diverse working environment
  • Accept responsibility and accountability for actions and results
  • Make decisions guided by common sense and sound business judgement
  • Prepare and regularly review annual goals and career development plan with manager/supervisor