Erin Wilson

Growth and marketing executive with 20+ years of experience driving customer acquisition, revenue growth and marketing transformation across insurance, banking, fintech and financial services. Proven track record leading DTC, B2B and B2B2C growth strategies across paid media, SEO, digital, CRM and offline acquisition, with accountability for multimillion-dollar budgets, funnel performance and conversion. Deep experience in the Canadian market and regulated industries, building multidisciplinary teams and partnering across Product, Sales, UX, Analytics, Creative and Compliance to deliver profitable growth.

VP, Growth Marketing; VP, Marketing, Brand & Growth; Director, Consumer Marketing - HomeEquity Bank - Toronto, Canada

(2020 - 2026)

Schedule 1 Canadian bank specializing in reverse mortgage solutions, including the flagship CHIP Reverse Mortgage.

• Led enterprise marketing strategy across growth, brand, consumer and B2B acquisition, product marketing and customer engagement, advising executive leadership and leading a multifunctional team of 20+ professionals.
• Owned acquisition strategy and performance across paid search, paid social, SEO, DRTV, direct mail, CRM/nurture and referral channels, balancing growth, conversion and efficiency.
• Led forecasting, scenario planning and budget allocation across acquisition channels, partnering with Finance and Sales to align marketing investment with origination and growth targets.
• Established performance cadences and reporting across acquisition volume, conversion, channel efficiency and downstream business outcomes, using insights to optimize spend and channel performance.
• Led strategic agency selection and optimization for $10M in marketing spend, reducing ongoing costs by 10% and projecting a 35% improvement in digital marketing performance.
• Partnered across Product, Digital, Analytics, Technology and Compliance to improve website performance, customer journeys and conversion.
• Led Salesforce marketing technology modernization and introduced AI-enabled content and customer insight workflows to strengthen personalization and marketing effectiveness.

Director of Marketing, Brand & Customer Experience - Propel Holdings - Toronto, Canada

(2018 - 2020)

A Fintech Company that offers unsecured financial products to underserved customers.

• Led digital acquisition and customer experience across website, application, SEO and email, optimizing the end-to-end journey from acquisition through account management.
• Led go-to-market strategy for CreditFresh, including positioning, website, customer messaging and digital experience.
• Established continuous website release and optimization processes across two digital properties.

Director of Marketing, Digital, Advertising, Media & Sponsorships - Intact Insurance - Toronto, Canada

(2013 - 2017)

• Led integrated brand and customer acquisition marketing for a major Canadian P&C insurer, managing approximately $30M in annual marketing investment.
• Directed acquisition across SEM, paid social, display, DRTV and direct mail, optimizing performance across digital and offline channels.
• Led media, agency, creative and measurement strategy, partnering across business teams to align marketing investment with growth priorities.
• Launched a multimedia campaign across TV, digital and offline channels that increased unaided advertising awareness from 16% to 28%.

Group Marketing Manager - Capital One Canada - Toronto, Canada

(2008 - 2013)

• Held progressive leadership roles across customer acquisition, partnership/B2B2C marketing, brand and marketing operations.
• Managed approximately $30M in annual marketing investment across acquisition and brand channels.
• Led vendor and agency performance across 20 key partners, improving cost efficiency by 50% through RFP and vendor optimization.

Senior Marketing Manager - American Express - Toronto, Canada & London, UK

(2003 - 2007)

• Held progressive leadership roles across Credit Card, International Lending and Loans & Line of Credit, with P&L responsibility across multiple markets.
• Managed lending portfolio P&L across Asia, Europe and North America, developing marketing, product, pricing and account-management strategies to drive profitable growth.
• Led acquisition across digital applications, SEO, affiliate marketing, direct mail and telemarketing.
• Developed and implemented a risk-based pricing strategy to improve profitability and competitiveness.

Account Manager - DoubleClick (acquired by Google) - Toronto, Canada

(2000 - 2003)

• Managed strategic relationships with US marketing organizations using email marketing technology, supporting retention, cross-sell and revenue growth.
• Improved customer satisfaction scores by 10% by resolving client business challenges and supporting email marketing services for US marketing organizations.

Honours in Business Administration - Marketing Concentration - Richard Ivey School of Business, University of Western Ontario (1996 - 2000)

Leadership Effectiveness Program - Scala Network (2017 - 2023)

Consumer Marketing Strategy - Kellogg School of Management (2012 - 2012)