Lead – Business Brand & Social Media Content

BMO•Toronto, ON

4d•CA$69,000 - CA$129,000

About The Position

This role is responsible for shaping, governing, and owning BMO Insurance’s brand presence across social and external digital channels, ensuring the business shows up with clarity, consistency, and impact. As the subject matter expert for social media and brand amplification, you will connect business strategy to content execution. Translating priorities into compelling external narratives that strengthen how BMO Insurance is perceived in market. Owns end-to-end accountability for how the brand is represented externally, including social channels, content execution, and the stewardship of brand standards. This role ensures all external content reflects a cohesive voice, clear positioning, and a high standard of quality aligned to enterprise guidelines while distinctly representing the BMO Insurance business.

Requirements

5–8+ years of experience in social media, brand, or content roles.
Demonstrated experience managing corporate social channels and overseeing brand presence.
Strong expertise in brand stewardship, content strategy, and storytelling.
Experience supporting executive communications and building leadership presence.
Strong understanding of audience behaviour, platform dynamics, and digital trends.
Ability to connect business strategy to content execution and influence cross-functional stakeholders.
Experience operating within brand governance frameworks and regulated environments.
Strong communication, collaboration, and stakeholder management skills.

Responsibilities

Business Brand Ownership & Stewardship: Own the day-to-day application and evolution of BMO Insurance’s brand within the business, ensuring consistency, clarity, and quality across all external content. Act as the primary point of accountability for how the brand is expressed across social and digital channels. Bridge enterprise brand standards with business-specific needs, ensuring alignment while preserving distinct Insurance positioning. Provide strategic guidance and governance to internal teams on brand usage, tone, and positioning. Protect and strengthen brand integrity across all external-facing content and communications.
Social Strategy & Platform Ownership: Lead the development and execution of an integrated social media strategy aligned to enterprise priorities, product initiatives, and business objectives. Own BMO Insurance’s social channels, defining how the brand shows up across each platform (e.g., LinkedIn, Instagram, emerging channels). Establish clear strategies for audience growth, engagement, and platform expansion. Ensure consistency of messaging, tone, and positioning across all social touchpoints.
Organic Content Strategy & Business Amplification: Translate business priorities into clear, compelling, and differentiated social storytelling that strengthens brand perception. Lead the development of a proactive, forward-looking organic content roadmap aligned to key initiatives and market opportunities. Act as a strategic advisor to business teams on how to leverage social content to amplify priorities and outcomes working alongside Lead, Campaign Strategies for all paid amplification. Ensure all content reflects a cohesive voice, strong narrative, and high standard of quality. Drive integration of social into broader marketing campaigns and enterprise initiatives.
Executive & Thought Leadership Presence: Partner with senior leaders to build and elevate their external presence through thoughtful, strategic social content. Develop content strategies that position leadership and the business credibly in market. Identify opportunities to amplify key messages, business wins, and thought leadership moments.
Content Development, Governance & Delivery: Oversee the development and execution of high-quality social content across formats (copy, visuals, video). Create assets and leverage creative platforms where needed to create new content. Own the editorial calendar, ensuring consistent, timely, and coordinated delivery of content. Establish and enforce content governance, standards, and processes across teams. Review and approve content to ensure alignment to brand, tone, and regulatory requirements.
Performance, Insights & Optimization: Define and track key performance metrics across social and brand presence (engagement, reach, growth, content effectiveness). Use data and insights to continuously refine strategy, content, and platform approach. Provide actionable recommendations to strengthen brand presence and improve performance. Monitor external trends and adjust strategies to maintain a relevant and differentiated market position.