📌 Core Information
🔹 Job Title: Head, Marketing - AIR MILES (14-month contract)
🔹 Company: Bank of Montreal (BMO)
🔹 Location: Toronto, Ontario, Canada
🔹 Job Type: Full-time, Contract
🔹 Category: Marketing
🔹 Date Posted: May 28, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading the marketing function across partner, program, and brand for AIR MILES
- Developing and implementing marketing strategies to achieve business objectives
- Overseeing marketing teams and driving brand strategies
- Collaborating with senior leadership and stakeholders to ensure alignment with business goals
- Managing budgets and resources to support business objectives
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of marketing communications and consumer insights.
📋 Key Responsibilities
✅ Sets the overall vision and approach to marketing across all touchpoints of AIR MILES for Collectors
✅ Leads the team in development of marketing strategies and the implementation of these plans to support achieving the one-to-three-year respective business objectives.
✅ Lead the team to develop a brand strategy designed to create awareness and consideration with non-Collectors and reinforce engagement with positive social proof to existing Collectors.
✅ Lead strategy and marketing relationships for Partners across the program inclusive of all Tiers of partners
✅ Lead strategy and marketing relationships for Travel across the program including acquisition and booking
✅ Ownership of Collector Metrics across organizational scorecard including reporting back to President with action plans based on performance against KPIs
✅ Voice of the Collector at the Executive table to aid in supporting growth and driving the strategy of the Air Miles program longer term
✅ Acts as the organizational spokesperson for marketing within the Loyalty space and PR communications
✅ Oversite and leadership of a high performing SLT team with the ability to grow and develop talent
✅ Leads and supports integration of marketing in an evolving way of working with critical integration points with Data, Strategic Partnerships and Marketing Operations
✅ Leads the team in Improving the health and growth of the Collector base through targeted acquisition and onboarding to maximize program value.
✅ Integrates AMRP within the Sponsor’s physical and digital environment (in-store merchandising, digital assets, front-line engagement.
✅ Creates the vision for and executes the delivery of a seamless digital experience within AMRP and across partner (Sponsors, Rewards) channels.
✅ Uses research, user experience and customer journey mapping insights and tools to influence and inform the design of the program experience, including offers, rewards, and digital experience.
✅ Recommends, oversees, and monitors budget and resources to ensure alignment to business objectives, strategies and plans as required.
✅ Works with other members of the senior leadership team to ensure that consumer intelligence is incorporated and leveraged in strategy and plans, and in the marketing strategies and plans developed to support these business goals.
✅ Provides strategic leadership and requirements for marketing analytics and insights to drive evaluation and execution of campaigns.
✅ Acts as a point of escalation and Strategic owner for creative PR and other marketing agencies as required
ASSUMPTION: This role involves a mix of strategic planning, team leadership, and hands-on execution. It requires a strong understanding of marketing communications, consumer insights, and digital marketing.
🎯 Required Qualifications
Education: Undergraduate degree (Marketing or Communications preferred)
Experience: Minimum 15 years of related work experience
Required Skills:
- Digital experience, either in agency or client-side roles
- Ability to leverage a deep understanding of branding, positioning, marketing communications, segmentation, consumer insights and research methodologies
- Excellent interpersonal and diplomacy skills with ability to communicate effectively with senior management and peers
- Strong leadership and coaching skills in leading and developing senior-level employees
- Exceptional strategic thinker and project leadership skills with demonstrated success in developing and implementing sound marketing strategies with clearly defined goals and objectives.
- Exceptional leadership and management skills; ability to drive a "service excellence" culture through an organization and motivate an effective marketing team within a respected and entrepreneurial environment.
- Ability to influence and gain credibility with very senior stakeholders
Preferred Skills:
- Experience in the loyalty or financial services industry
- Bilingual (English/French) skills
ASSUMPTION: Candidates should have a strong background in marketing, with a focus on digital marketing and consumer insights. Experience in the loyalty or financial services industry would be an asset.
💰 Compensation & Benefits
Salary Range: $175,000 - $195,000 CAD per year (target for the first year in this position)
Benefits:
- Health Insurance
- Tuition Reimbursement
- Accident Insurance
- Life Insurance
- Retirement Savings Plans
Working Hours: Full-time, typically 40 hours per week. May require occasional overtime or flexible hours to meet business needs.
ASSUMPTION: The salary range provided is a target for the first year in this position. Actual compensation may vary based on factors such as experience, skills, and performance. Benefits are subject to change and may vary based on the company's policies.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services, specifically Loyalty Programs
Company Size: 10,001+ employees (Large Enterprise)
Founded: 1817 (as Bank of Montreal), AIR MILES Reward Program was launched in 1992
Company Description:
- Bank of Montreal (BMO) is Canada's oldest bank and the 8th largest in North America, with over 12 million customers globally.
- AIR MILES is a wholly-owned subsidiary of BMO, offering one of Canada's most recognized loyalty programs with over 10 million active collector accounts.
- AIR MILES collectors earn Reward Miles at more than 300 leading Canadian, global, and online brands and at thousands of retail and service locations across the country.
Company Specialties:
- Personal Banking
- Commercial Banking
- Wealth Management
- Capital Markets
- Asset Management
Company Website: http://www.bmo.com
ASSUMPTION: As a large enterprise, BMO offers a wide range of products and services, with a strong focus on customer-centric banking and wealth management. AIR MILES is a key component of BMO's loyalty and rewards strategy.
📊 Role Analysis
Career Level: Executive Leadership
Reporting Structure: Reports directly to the President of AIR MILES, with matrixed reporting to other senior leaders within the marketing function
Work Arrangement: On-site, full-time, with occasional flexible hours as needed
Growth Opportunities:
- Potential progression to a permanent role or other senior leadership positions within AIR MILES or BMO
- Opportunities to lead and develop high-performing marketing teams
- Chance to work on high-impact projects and drive strategic change within a well-established organization
ASSUMPTION: This role offers significant growth potential for the right candidate, with the opportunity to make a meaningful impact on a high-profile loyalty program.
🌍 Location & Work Environment
Office Type: Corporate headquarters with a modern, collaborative work environment
Office Location(s): 250 Yonge Street, Toronto, Ontario, Canada
Geographic Context:
- Toronto is the capital city of the province of Ontario and the most populous city in Canada, with a diverse and multicultural population
- The Greater Toronto Area (GTA) is home to a thriving business ecosystem, with a strong focus on financial services, technology, and other industries
- Toronto is known for its vibrant arts and culture scene, world-class attractions, and a wide range of dining and entertainment options
Work Schedule: Monday to Friday, 9:00 AM to 5:00 PM, with a one-hour lunch break. Flexible hours may be required to meet business needs.
ASSUMPTION: The Toronto office offers a dynamic and engaging work environment, with easy access to public transportation, dining, and entertainment options.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with a member of the HR team
- In-depth behavioral and situational interview with the hiring manager and other senior leaders
- Final interview with the President of AIR MILES
- Background check and reference check
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Leadership and team development abilities
- Marketing communications and consumer insights expertise
- Digital marketing and analytics skills
- Cultural fit and alignment with AIR MILES' values and BMO's corporate culture
Application Tips:
- Tailor your resume and cover letter to highlight your relevant marketing experience, leadership skills, and digital marketing expertise
- Prepare for behavioral and situational interview questions that focus on your strategic thinking, leadership, and marketing communications skills
- Research AIR MILES and BMO to demonstrate your understanding of the company and its products and services
- Be prepared to discuss your long-term career goals and how this role fits into your overall career strategy
ATS Keywords: Marketing Strategy, Brand Management, Digital Marketing, Leadership, Consumer Insights, Project Management, Analytics, Stakeholder Engagement, Creative Thinking, Problem Solving, Customer Experience, Research Methodologies, Service Excellence
ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, leadership, and marketing communications skills, as well as their cultural fit with AIR MILES and BMO.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., Marketo, HubSpot)
- Customer relationship management (CRM) software (e.g., Salesforce, Microsoft Dynamics)
- Data analytics and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello, JIRA)
- Marketing analytics tools (e.g., Google Analytics, Adobe Analytics)
ASSUMPTION: The specific tools and technologies used may vary based on the candidate's role and responsibilities within the marketing function.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric
- Respect and integrity
- Inclusion and diversity
- Collaboration and teamwork
- Accountability
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Innovative and adaptable
- Results-focused and action-oriented
- Strong communication and interpersonal skills
Self-Assessment Questions:
- How do your leadership and team development skills align with AIR MILES' commitment to growing and developing talent?
- How do your marketing communications and consumer insights expertise contribute to AIR MILES' focus on creating awareness and engagement with collectors?
- How do your digital marketing and analytics skills support AIR MILES' goal of delivering a seamless digital experience across its channels?
ASSUMPTION: A strong cultural fit with AIR MILES and BMO is essential for success in this role. Candidates should be able to demonstrate their alignment with the company's values and work style, as well as their ability to thrive in a collaborative and dynamic work environment.
⚠️ Potential Challenges
- Managing a large and diverse marketing team with varying levels of experience and expertise
- Balancing multiple priorities and stakeholders in a fast-paced and dynamic business environment
- Navigating a complex and evolving organizational structure, with matrixed reporting relationships
- Adapting to changes in the marketing landscape, consumer behavior, and technology trends
- Ensuring alignment with business objectives and strategies in a rapidly evolving and competitive market
ASSUMPTION: This role presents a unique set of challenges and opportunities, requiring a strong and adaptable leader who can thrive in a dynamic and complex business environment.
📈 Similar Roles Comparison
- Compared to other marketing leadership roles, this position offers a unique opportunity to lead the marketing function for a high-profile loyalty program within a large financial services organization
- Industry-specific context: The loyalty and rewards industry is highly competitive, with a strong focus on customer acquisition, retention, and engagement
- Career path comparison: This role offers significant growth potential, with the opportunity to progress to a permanent role or other senior leadership positions within AIR MILES or BMO
ASSUMPTION: This role is unique in its focus on leading the marketing function for a well-established loyalty program within a large financial services organization. It offers significant growth potential and the opportunity to make a meaningful impact on a high-profile brand.
📝 Sample Projects
- Developing and executing a comprehensive brand strategy to create awareness and consideration with non-Collectors and reinforce engagement with existing Collectors
- Leading a team to improve the health and growth of the Collector base through targeted acquisition and onboarding, maximizing program value
- Integrating AIR MILES within the Sponsor’s physical and digital environment, creating a seamless and engaging customer experience
ASSUMPTION: These sample projects illustrate the strategic and hands-on nature of the role, requiring a strong understanding of marketing communications, consumer insights, and digital marketing.
❓ Key Questions to Ask During Interview
- How does this role fit into the overall marketing strategy for AIR MILES and BMO?
- What are the key priorities for the first 90 days in this role?
- How does the marketing team collaborate with other functions, such as data, strategic partnerships, and marketing operations?
- What are the key challenges facing the marketing team, and how can this role help address them?
- How does AIR MILES support the growth and development of its marketing team members?
ASSUMPTION: These interview questions are designed to help candidates better understand the role, the team, and the broader organizational context, as well as to assess their fit with the company's values and work style.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link: https://bmo.wd3.myworkdayjobs.com/External-AIR-MILES/job/Toronto-ON-CAN/Head--Marketing---AIR-MILES--14-month-contract-_R250013930
- Tailor your resume and cover letter to highlight your relevant marketing experience, leadership skills, and digital marketing expertise
- Prepare for behavioral and situational interview questions that focus on your strategic thinking, leadership, and marketing communications skills
- Research AIR MILES and BMO to demonstrate your understanding of the company and its products and services
- Be prepared to discuss your long-term career goals and how this role fits into your overall career strategy
- Follow up with the hiring manager one week after your interview to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
