Dir, Digital Distribution & Social Media Strategy

Role Summary

The Director, Digital Distribution & Social Media Strategy owns VanEck Canada's social media strategy and digital marketing programs, and partners closely with the Director, Digital Distribution & Product Strategy to execute a unified digital-first distribution approach across every channel. Together, the two roles build VanEck Canada's presence with Canadian advisors and investors and establish the firm as the recognized authority in macro-thematic investing.

The seat calls for a rare combination of commercial instinct, digital marketing fluency, deep ETF product knowledge, and the credibility to engage sophisticated advisors, finfluencers, dealers, and platforms directly. It is both strategic and executional: this person builds the social and content infrastructure while the Director, Digital Distribution & Product Strategy leads the distribution platform and product roadmap. This is a builder's seat inside a start-up entity, not a role that inherits an established team or platform.

Essential Duties and Responsibilities

Includes the following, other duties may be assigned as needed:

• Develop and manage VanEck Canada's owned digital presence: Canadian website, advisor portal, email marketing, and social channels (LinkedIn, X/Twitter, YouTube, Reddit), adapting global VanEck assets for the Canadian market.
• Co‑own the comprehensive digital distribution strategy spanning advisor outreach, finfluencer relationships, digital platforms, robo‑advisory, and self‑directed investor engagement; align social and email programs with the platform access and broker relationship strategy led by the Director, Digital Distribution.
• Lead advisor‑facing digital marketing programs (fund launch campaigns, thought‑leadership amplification, ETF education, market‑commentary distribution).
• Collaborate on campaign timing and messaging with ETF platform visibility initiatives and fund launch sequencing; share performance data so digital channels feed qualified leads to the sales and wholesaler outreach effort.
• Take a data‑driven approach to distribution (set KPIs, track campaign performance, measure advisor engagement, optimize the funnel) and manage agency relationships and marketing technology vendors (CRM, email automation, analytics) as required.
• Contribute to shared distribution dashboards and jointly present digital and platform metrics to the CEO.
• Manage day‑to‑day engagement across VanEck Canada's social platforms (LinkedIn, X/Twitter, YouTube, Reddit): content publishing, community management, responding to comments and messages, and growing reach and engagement.
• Build and maintain a social listening capability (brand mentions, industry conversations, competitor activity, advisor sentiment) to inform content and distribution priorities.
• Share social listening intelligence on competitor ETF launches, advisor sentiment, and product demand signals to directly inform the product roadmap and distribution targeting maintained by the Director, Digital Distribution.
• Support buildout and ongoing maintenance of the Canadian website, including new pages, content updates, SEO, and UX improvement.

Content Strategy & Thought Leadership

• Own VanEck Canada's content strategy and calendar of educational and market‑insight content, producing or overseeing content across formats (written commentary, video scripts, podcast appearances, webinar presentations, social content) aligned with VanEck's global themes (gold, EM, digital assets, thematic).
• Align the content calendar with the ETF product roadmap and fund launch timeline; ensure thought‑leadership content supports advisor adoption of new and planned products; collaborate on translating complex investment ideas into advisor‑ready materials (fact sheets, pitch books, comparison guides, FAQs) alongside the MD, Investments.
• Manage and grow the advisor‑facing newsletter and email programs (optimizing open, click‑through, and engagement rates).
• Ensure all content meets CIRO/CSA advertising and sales‑communication requirements, coordinating review and approval with compliance.
• Coordinate compliance review workflows so that product‑related content and distribution materials clear CIRO/CSA review on a shared cadence.

Advisor Education & Engagement

• Design and execute the advisor education program (webinars, virtual events, in‑person presentations, educational series on ETFs, alternative asset classes, and investment themes) and a digital‑first continuing education strategy that helps advisors meet accreditation requirements while building familiarity with VanEck's products and philosophy.
• Develop a segmented advisor engagement model that coordinates the digital education track (owned by this role) with the platform and brokerage access track (owned by the Director, Digital Distribution), so advisors receive a coherent, end‑to‑end VanEck Canada experience.
• Represent VanEck Canada at industry conferences, panels, media, and CETFA and industry policy forums as a spokesperson for the firm's product and investment views.
• Drive external representation so both roles amplify the same product and brand messages and avoid duplication at major industry events.
• Serve as the internal centre of excellence for social and content performance intelligence, updating the CEO and leadership team on digital engagement metrics, content effectiveness, advisor sentiment, and social reach.
• Jointly maintain the distribution intelligence function, combining digital engagement data (owned here) with competitive ETF flow data, product adoption metrics, and platform performance data (owned by the Director, Digital Distribution), to give leadership a single, integrated view of VanEck Canada's distribution momentum.
• Monitor Canadian fintech, digital advisory platforms, and wealth technology that may affect social and content strategy or create partnership opportunities.
• Contribute fintech and platform intelligence to the shared business planning process, informing product prioritization and distribution economics analysis led by the Director, Digital Distribution.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.

Required Qualifications

• Seven to ten years of progressive experience in the Canadian asset management or ETF industry, with direct exposure to product management, marketing, or distribution.
• Deep knowledge of the Canadian ETF landscape: major issuers, product categories, fee dynamics, and platform distribution mechanics.
• Demonstrated experience building and executing digital marketing strategies in financial services, including website management, social media, email, and advisor engagement platforms.
• Strong commercial instincts: connects product decisions to market opportunity and distribution realities.
• Excellent written and verbal communication; produces high‑quality content and presents credibly to advisor audiences.
• Working knowledge of CIRO/CSA advertising and sales‑communication requirements for investment funds.
• Registration as a Dealing Representative or Advising Representative under NI 31‑103, or eligibility to obtain it.

Preferred Qualifications

• Prior product management, product strategy, or ETF product development experience at a Canadian ETF issuer or asset manager.
• Experience with Canadian online brokerage relationships and ETF shelf‑access and discoverability mechanics.
• Familiarity with VanEck's core competency areas: gold, precious metals, commodities, emerging markets, digital assets, or thematic equity.
• Experience with CRM (Salesforce preferred), marketing automation (HubSpot, Marketo, or equivalent), and digital analytics (Google Analytics, SEMrush, or equivalent).
• Experience as a content creator or media spokesperson (podcast, webinar, conference) in financial services.
• French language skills for national advisor reach.

Core Competencies

• Builder's mindset: Energized by creating programs and processes from scratch; comfortable operating without established infrastructure.
• Market intuition: Reads Canadian advisor and investor behaviour with fluency; anticipates demand rather than reacting to it.
• Digital fluency: Deep native understanding of digital channels, content formats, and platform economics in financial services.
• Cross‑functional collaboration: Works seamlessly with the Director, Digital Distribution & Product Strategy, investments, compliance, sales, and global teams; aligns stakeholders around shared goals.
• Data orientation: Grounds distribution and product decisions in market data, flow analysis, and engagement metrics.
• Brand stewardship: Ensures Canadian execution reflects and reinforces VanEck's global brand.
• Adaptability: Thrives in a dynamic start‑up environment; adjusts priorities quickly as the business evolves.

VanEck Canada is committed to treating all applicants and employees fairly and to providing equal opportunity in compliance with applicable federal, state and local laws. VanEck Canada does not and will not discriminate against any employee or applicant for employment on the basis of race, religion, ancestry, color, gender, gender identity, pregnancy, age, physical or mental disability, national origin, marital status, sexual orientation, citizenship status, covered‑veteran or military status, genetic information, and/or any other factor protected by law.

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