Content Manager, Reverse Mortgage

Content Strategy, Planning and Calendar Management

• Develop and maintain an integrated reverse mortgage content strategy across broker and direct-to-consumer channels, aligned with business priorities, brand positioning, product strategy and the customer journey.

• Own the annual and rolling content calendar, mapping themes, audiences, funnel stages, formats, channels, business milestones and approval timelines to ensure a consistent and sustainable publishing cadence.

• Build distinct but connected content plans for homeowners, brokers and influencers—primarily adult children—reflecting each audience’s information needs, trust barriers and role in the decision process.

• Translate product positioning into practical editorial priorities that help audiences understand home equity as value already earned, address product misconceptions and build trust through clarity, transparency and proof.

• Balance content breadth and depth by maintaining always-on foundational education while developing timely campaign, product, promotional, thought-leadership and conversion content.

• Partner with Marketing, Sales, Direct-to-Consumer, Product, Digital, Creative, Media, Public Relations, Legal and Compliance teams to prioritize requirements and deliver content on time.

• Maintain a content inventory and governance process that identifies gaps, duplication, outdated assets, refresh requirements, translation needs and opportunities to repurpose high-performing content.

Content Development and Editorial Leadership

• Act as lead writer, editor and content producer for reverse mortgage communications, creating high-quality content in a clear, human and trustworthy voice.

• Create and manage content across a broad mix of formats, including website and landing-page copy, articles, search content, email and nurture sequences, newsletters, social media posts, short- and long-form video scripts, webinars, presentations, FAQs, guides, infographics and interactive tools.

• Develop traditional marketing and sales-enablement materials such as brochures, feature sheets, one-pagers, product and process guides, case studies, comparison tools, conversation guides, objection-handling resources, event materials and broker-ready content packages.

• Create scenario-based and proof-led content that explains ownership, rates, interest accumulation, repayment, safeguards, qualification, fees, remaining equity and alternatives in plain language.

• Develop family-ready content that helps adult children research, compare, validate and discuss the product with confidence, including conversation guides, estate and inheritance explainers, family FAQs and meeting follow-up materials.

• Equip brokers with practical, compliant tools that make reverse mortgages easier to identify, explain, compare and recommend, and ensure the message travels accurately from the broker conversation to the broader family decision circle.

• Interview customers, brokers, sales leaders and subject-matter experts to create authentic stories, testimonials, expert perspectives and case studies that transfer trust.

• Apply strong editorial, accessibility, search optimization and content-design practices; commission and manage freelancers, agencies, designers, videographers and other production partners as required.

• Manage content through review, translation, Legal and Compliance approval, publishing and ongoing maintenance, preserving accuracy and consistency across English and French deliverables.

Direct-to-Consumer Funnel and Lifecycle Content

• Own the content strategy for the direct-to-consumer funnel, ensuring prospects receive the right treatment from awareness and trigger through research, consideration, nurture, application, funding and advocacy.

• Map content to audience questions, behaviours, objections and decision points at each funnel stage, with particular focus on education, trust-building and sustained engagement during longer consideration cycles.

• Develop segmented and behaviour-based nurture journeys, including welcome, education, myth-busting, proof, family involvement, application-readiness and reactivation content.

• Partner with Growth Marketing, Digital, Customer Experience and Sales to connect paid, owned, CRM and advisor-assisted content into a coherent end-to-end journey.

• Use testing and performance data to improve subject lines, creative hooks, calls to action, content sequencing, landing-page experiences and conversion paths.

Measurement, Optimization and Competitive Intelligence

• Define content objectives, key performance indicators and reporting requirements by audience, channel, format and funnel stage.

• Measure and report on reach, engagement, search visibility, video completion, webinar participation, email performance, downloads, broker usage, lead generation, funnel progression and application conversion.

• Develop regular content performance dashboards and quarterly recommendations that identify what to scale, optimize, refresh, repurpose or retire.

• Monitor the Canadian reverse mortgage category, including competitor websites, broker resources, advertising, social media, search content, webinars, tools, thought leadership and product messaging.

• Maintain a recurring competitive content audit and use findings to identify white-space opportunities, improve differentiation and inform the editorial calendar.

• Stay current on content marketing, search, social, video, webinar, accessibility, generative AI and financial-services communications practices, and responsibly apply new approaches to improve quality and speed.