French Content Strategy Lead
Etobicoke, ON, Canada
6d ago

Job Description

There When It Matters for 175 Years

This year, we are proud to celebrate our 175th anniversary. Since our founding in Quebec in 1846, we've been committed to improving the financial health of all of our clients.

We are driven by the opportunity to help families thrive, communities grow and businesses succeed. As our roots have grown stronger than ever before, we are ready to lead the way for the next 175 years.

Laurentian Bank Financial Group (LBCFG) is a diversified financial services provider whose mission is to help its customers improve their financial health.

The Laurentian Bank of Canada and its entities are collectively referred to as Laurentian Bank Financial Group (the "Group" or the "Bank").

With more than 2,900 employees guided by the values of proximity, simplicity and honesty, the Group provides a broad range of advice-based solutions and services to its personal, business and institutional customers.

With pan-Canadian activities and a presence in the U.S., the Group is an important player in numerous market segments.

This role sits within Laurentian Bank, a subsidiary of Laurentian Bank Financial Group.

The position is based in Toronto or Montreal.

Reporting to the AVP, Digital Experience, the French Content Strategy Lead is a senior role in our growing team of digital content writers who are passionate about driving impactful and memorable web and mobile experiences for Laurentian Bank's Personal and Commercial Banking customers.

Our leaders understand the importance of content design, what you do and why it has impact. In this role, you will be empowered to help drive the content design strategy for our public site and secure Online, Mobile and Commercial Banking platforms.

You will collaborate with a brilliant team of UX / UI designers, Product Owners, Marketing / Brand specialists, and Technology partners to identify website improvements, recommend strategic content placement and craft optimal content solutions, creating a cohesive and compelling digital experience for our customers.

Your goal is to attract an engaged audience and simplify complex problems with clear content design solutions. You will be valued for your impeccable technical copywriting skills, supporting us in developing meaningful content to help users complete their tasks on our banking platforms.


ºYou are a seasoned writer who is passionate about delivering impactful content that appeals to and resonates with key audiences.

ºYou have a SEO mindset and are great at converting keywords into engaging and readable content that creatively promotes financial products and services.

ºYou take an inclusive, global-first, and human-centred approach to creating content.

ºYou have a strong command of the French language and can create masterful pieces of marketing content.

ºYou are excited to build a best-in-class content design practice with us.

In this role you will :

ºPlay a pivotal role in shaping the LBC Content Design practice, including its vision, tools, standards, and guidelines.

ºPartner with English content writers to ensure alignment and localization (e.g., linguistic, stylistic, and terminology) are appropriately maintained.

ºUse usability testing and competitive research results to guide your content decisions.

ºManage the review, feedback, and approval processes with various stakeholder groups.

ºAdvance the practice of inclusive design and thought leadership, educating team members to develop their understanding and mastery so that they can advocate accessibility principles and standards alongside you.

What's expected of you :

ºDevelop, lead, and execute content strategy, editorial guidelines, and messaging models, while aligning with English content writers on localization needs, consistency, tone of voice and writing style.

ºResearch, write, edit and proofread online and offline materials (e.g., screen content, video scripts, storyboards, transcripts, error messages, user guides, client surveys etc.

ensuring adherence to LBC brand standards, accessibility guidelines and cross-site consistency.

ºWork closely with the web publishing team to maintain an editorial content calendar and manage the content intake process.

ºIntegrate results and findings from multiple data sources (e.g., customer feedback, competitive analysis, user interviews / surveys, focus group results etc.

into our content delivery lifecycle, enabling project teams to identify user needs, validate content design assumptions and make informed decisions.

ºDrive the ongoing identification of content experience enhancements to improve key metrics including digital Customer Satisfaction (CSAT), Net Promoter Score (NPS), Voice of the Customer (VoC), online conversion and self-serve adoption.

ºCollaborate with internal stakeholders such as product owners, marketing / product leads, technology partners, content writers, UX / UI designers, and Legal / Compliance to drive content design requirements, build backlog and develop copy decks for all assigned projects.

ºProvide project teams with content accessibility guidance and support according to WCAG compliance standards and guidelines.


The ideal candidate is able to :

ºConceptualize, iterate, present, and defend content design concepts clearly.

ºContribute to building a culture where innovation and experimentation are valued.

ºWork in an agile, iterative or waterfall development environment where timely delivery of design deliverables is critical.

ºChallenge old ways of thinking and put clients at the centre of everything they do.

ºSeek out innovative solutions and embrace evolving technologies, trends and tools.

ºElevate the importance of diversity and inclusion and advocate for all user types through appropriate research and design activities.

ºJuggle multiple competing deadlines without missing a beat.

What you'll need to apply

ºWhile this role will primarily focus on delivering French content, the incumbent must be bilingual in English and French.

ºYou have a degree / diploma in French, Journalism or Communications with 8+ years of experience in the digital marketing and technical writing space.

ºYou have impeccable writing skills including harnessing style, tone, and voice to appeal to your target audience.

ºYou have a strong command of the written Canadian French language and an eye for how details can make a big impact.

ºExperience in building digital financial products and using Content Management Systems would be an asset.

ºDeep knowledge in inclusive design and WCAG accessibility standards would be an asset.

ºFamiliarity with content strategy best practices, user experience and SEO.

ºExperience working with Microsoft Office, Slack, and Google Docs.

Additional Information

Equity, Diversity & Inclusion :

We are proud to be an equal opportunity employer and are committed to fostering an inclusive and accessible work environment that reflects the diversity of our customers and our communities.

We welcome and encourage applications from individuals from all groups, including Indigenous people, women, visible minorities, and persons with disabilities, regardless of race, national or ethnic origin, colour, religion, age, sex, sexual orientation, gender identity or expression, marital status, family status, genetic characteristics, disability or any other legally-protected ground.

Accessibility :

Accommodations for persons with disabilities are available upon request for job applicants taking part in all aspects of the recruitment process.


We may collect, use or disclose your personal information for the purpose of establishing an employment relationship with you.

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