Lead – Business Brand & Social Media Content

Address:

#bmoinsurance

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.

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.

Qualifications:

• 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.

The above represents BMO Financial Group’s pay range and type.

Salaries will vary based on factors such as location, skills, experience, education, and qualifications for the role, and may include a commission structure. Salaries for part-time roles will be pro-rated based on number of hours regularly worked. For commission roles, the salary listed above represents BMO Financial Group’s expected target for the first year in this position.

BMO Financial Group’s total compensation package will vary based on the pay type of the position and may include performance-based incentives, discretionary bonuses, as well as other perks and rewards. BMO also offers health insurance, tuition reimbursement, accident and life insurance, and retirement savings plans. To view more details of our benefits, please visit: https://jobs.bmo.com/global/en/Total-Rewards

About Us

At BMO we are driven by a shared Purpose: Boldly Grow the Good in business and life. It calls on us to create lasting, positive change for our customers, our communities and our people. By working together, innovating and pushing boundaries, we transform lives and businesses, and power economic growth around the world.

As a member of the BMO team you are valued, respected and heard, and you have more ways to grow and make an impact. We strive to help you make an impact from day one – for yourself and our customers. We’ll support you with the tools and resources you need to reach new milestones, as you help our customers reach theirs. From in-depth training and coaching, to manager support and network-building opportunities, we’ll help you gain valuable experience, and broaden your skillset.

To find out more visit us at https://jobs.bmo.com/ca/en.

BMO is committed to an inclusive, equitable and accessible workplace. By learning from each other’s differences, we gain strength through our people and our perspectives. Accommodations are available on request for candidates taking part in all aspects of the selection process. To request accommodation, please contact your recruiter.

Note to Recruiters: BMO does not accept unsolicited resumes from any source other than directly from a candidate. Any unsolicited resumes sent to BMO, directly or indirectly, will be considered BMO property. BMO will not pay a fee for any placement resulting from the receipt of an unsolicited resume. A recruiting agency must first have a valid, written and fully executed agency agreement contract for service to submit resumes.