Job Description

Job Description - Brand Strategist (Digital Creative and Media Strategist)

This is a hybrid role with a mix of remote and in-office working.

Job Description:
The Creative Digital Strategist has a solid background in brand building, advertising, social media, and/or digital design. Working with a progressive Marketing team, the Creative Digital Strategist develops and leads creative projects related to building and promoting the Fidelity brand, such as advertising and brand activation campaigns, in digital and social media channels. This individual provides creative direction and vision is an expert in creative tactics for engaging audiences on emerging digital and social platforms.

Who We Are:
Established in 1987, Fidelity Investments Canada Inc. (FIC), provides Canadian investors with a full range of mutual funds, ETFs and alternative funds. Fidelity funds are available through a number of advice-based distribution channels, including financial planners, investment dealers, banks and insurance companies.

FIC manages over $168 billion (CAD) in mutual fund and institutional assets, as at December 15, 2020. This includes $41 billion in assets for institutional clients, including public and corporate-defined benefit pension plans, endowments, foundations and corporate assets on behalf of clients across Canada.

The Investment Management team focuses on research analysis and delivering strong returns, and is comprised of portfolio managers, research analysts, traders and more.

FIC has more than 1000 full time employees and is headquartered in Toronto, with regional offices in Montreal, Calgary and Vancouver.

Role Overview:
Reporting to the Director, Advertising and Brand, the Creative Digital Strategist is responsible for leading the development of the Fidelity brand and executing campaigns that drive sales, increase customer acquisition and enhance loyalty. You will collaborate with partners across Fidelity Canada to lead a digital-first approach to a defined and holistic brand strategy, considering all aspects of design, content, and the digital experience.

Understanding marketing initiatives, strategic positioning and the target audience is critical for this role, as much as being able to take a creative concept and bring it to life across different digital and offline media platforms. Working with the internal agency and external creative and media partners, while championing creative strategy as well as seamless execution in a collaborative environment to meet important business goals.

What You Will Do:
Develop innovative concepts to support the brand and campaign objectives through to creative executions:

• Maintain and execute creative voice for the brand, engage audiences with brilliant content, creative ideas and innovation, including regional plans across Canada (e.g. Western Canada, Quebec, Atlantic Canada).

• Define and establish a consistent brand voice across different platforms and products, set the creative direction across various projects and translate brand strategy into powerful creative concepts.

• Provide leadership and direction to in-house and agency creative teams and copywriters for content delivery across campaigns and digital marketing channels, enabling high performing results and optimization for digital ads, referrals, onboarding, and cross-sell.

• Provide expertise and leadership on creative approaches to engaging audiences on emerging social media platforms such as Facebook, Instagram, Reddit, etc.   

• Work with internal and external creative resources, content and product partners, media agency to develop creative briefs, including CTAs and visual designs.

• Collaborate with the Director, Advertising to identify new opportunities to reach Fidelity’s target markets using new strategies, and/or creative approaches, particularly in emerging social media channels and leveraging the latest Gen AI tools and features to deliver Fidelity’s message at scale.

Execution of brand activations:

• Translate market research and discussions with internal stakeholders into actionable campaigns that deliver results.

• Identify and onboard creative vendors to execute on campaign objectives, including agency partners, social media influencers, digital media partners or any other creative partners as required.

• Project manage initiatives and successfully collaborate with internal and external partners to ensure campaign delivery against objectives.

• Follow Fidelity Canada marketing processes to engage internal and external partners in communicating, schedules, and all requisite approvals.

• Work with internal content and digital partners to help ensure positive user experience and drive key conversions.

• Evolve and maintain brand guidelines.

• Ensure quality control of creative as part of production process.

• Maintain cohesion and continuity throughout campaigns to ensure high customer conversion and retention.

Act as a thought-leader for the Fidelity brand:

• Be a thought leader — always advocating and experimenting on the latest best practices within industry to constantly improve performance results.

• Collaborate and communicate with all departments across Fidelity Canada on updates to branding guidelines and brand voice.

• Provide innovative solutions to creative problems and thought leadership to internal partners across FIC’s paid and owned digital channels leveraging the latest AI tools and products.

• Embrace existing or new technologies for digital execution.

• Create a regularly updated roadmap for brand development drawing on new channels and techniques.

What We’re Looking For:

• University degree or equivalent experience or equivalent experience.

• A minimum of 7 years of relevant experience.

• Demonstrated understanding and experience in creative applications on social media and digital advertising channels, including emerging social channels (such as TikTok, etc.).

• Experience in digital advertising creative development.

• Experience in brand strategy development.

• Experience in financial services and/or understanding of investing would be considered an asset.

• Experience of various Generative AI tools and products.

• Adobe Creative Cloud, or other relevant design technology experience.

• Microsoft Office Suite (PowerPoint, Word, Excel).

The Expertise you Bring:

• Thorough understanding of digital creative executions in digital and social media channels.

• An ability to write clear creative briefs and manage projects end-to-end.

• An understanding of creative approaches and platforms to target various audience demographics to achieve campaign results.

• Demonstrate an innovative, collaborative, and forward-thinking approach.

• Experience producing digital-first campaigns that deliver results.

• Understanding of how to build integrated marketing communications programs.

Current work authorization for Canada is required for all openings.
 

Fidelity Canada is an equal opportunity employer

Fidelity Canada is committed to fostering a diverse and inclusive workplace. We will consider all qualified applicants for employment regardless of race, color, religion, sex, sexual orientation, gender identity or expression, national or ethnic origin, age, disability, family status, protected veterans’ status, Aboriginal/Native American status or any other legally-protected ground.

Accommodation during the application process

Fidelity Canada welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in the selection process. If you require an accommodation, please email us at [email protected].

No telephone inquiries or agencies please. We thank all applicants for their interest, please be advised that only those selected for an interview will be contacted.

Why Work at Fidelity?

We are proud to be recipients of the following:

Awards

•    Canada's Top 100 Employers 
o    Greater Toronto's Top Employers 
o    Canada's Top Family-Friendly Employers 
o    Canada's Top Employers for Young People 
  
•    Great Place To Work® Certified 
o    Best Workplaces for Inclusion 
o    Best Workplaces for Mental Wellness 
o    Best Workplaces for Today's Youth 
o    Best Workplaces for Women 
o    Best Workplaces in Financial Services & Insurance 
o    Best Workplaces in Ontario 
o    Best Workplaces with Most Trusted Executive Teams 

•    LinkedIn Top Companies in Canada
  
•    Human Resource Director (HRD) - Best Place To Work 
o    HRD - 5-Star Benefit Program 
o    HRD - 5-Star Diversity & Inclusion Employer 

Designations
•    Canadian Compassionate Companies – Certified 
•    Benefits Canada's Workplace Benefits Award - Future of Work Strategy 
•    TalentEgg National Recruitment Excellence Award - Special Award for Diversity & Inclusion in Recruiting 
•    Canadian HR Reporter's Most Innovative HR Team