Senior Manager, Digital Marketing & Strategy

What is the Opportunity?

Support the business through the ownership of the digital experience for RBC’s Cross-Border Banking and Home Financing website — treating it as a living, breathing product that serves our clients every single day.

This isn’t just about running campaigns. You’re building the foundation for how we connect with clients online — from the information architecture and content that makes finding cross-border banking and mortgage options effortless, to the attribution models that prove every dollar we invest is working harder for our business. You’ll partner with product teams, data analysts, designers, developers, and marketing strategists to create a seamless digital journey that turns curious visitors into confident clients.

You’ll also lead the strategic migration of our current site into a new scalable, component based new CMS and DAM. This is the person who defines what our digital presence becomes, not just what it does today.

If you’ve been dreaming about a role where website strategy, platform transformation, conversion optimization, and data-driven decision-making come together to drive real business impact — you’re already thinking ahead. Let’s turn that into action.

What will you do?

Own the Digital Product Experience

• Lead the information architecture strategy for our Cross-Border Banking and Home Financing website, ensuring intuitive navigation, clear content hierarchy, and friction-free user journeys

• Transform the website from a static information hub into a dynamic digital product — continuously tested, optimized, and evolved based on user behavior and business performance

• Develop and execute a comprehensive site strategy focused on page conversion, user engagement, and client acquisition across all digital touchpoints

• Own and manage the digital marketing budget, optimizing spend allocation across channels to maximize ROI and client acquisition impact

Lead CMS Platform Strategy & Architecture

• Define and own the CMS site architecture for Cross-Border Banking and Home Financing — including editable template design, component library governance, and experience fragment strategy

• Lead the decision-making between headless, hybrid, and traditional delivery models, ensuring the architecture supports both current web experiences and future API-driven surfaces

• Own content modeling for the CMS platform — defining what constitutes a component vs. a template vs. a content fragment, and establishing the rules that govern structured authoring across the site

• Develop and maintain the content type taxonomy — mapping all existing and future content into the CMS’s object model to ensure consistency, reusability, and governance at scale

Lead the CMS Migration Program

• Own the end-to-end migration program from the current page-by-page legacy site into the new CMS/DAM structure — from content audit through go-live and post-launch optimization

• Conduct and lead a comprehensive content audit, scoring all existing pages for migration, retirement, or rewrite to ensure only purposeful, high-performing content moves forward

• Define and manage the redirect strategy and SEO preservation plan, mapping legacy URL structures to new architecture to protect organic search equity throughout the cutover

• Establish CMS author/publish staging governance and QA workflows, ensuring every release is tested, compliant, and rollback-ready

• Design and lead author onboarding and change management — building training programs that turn marketing and content teams into confident, self-sufficient CMS authors

• Manage partner and agency relationships throughout the migration, acting as the internal product owner who bridges business requirements and technical delivery

What do you need to succeed?

Experience & Expertise

• 5–7 years of digital marketing experience, with demonstrated success managing website strategy, platform migration, and conversion optimization programs

• Proven track record of developing and executing digital campaigns at a major financial institution or large, complex organization

• Hands-on experience with a CMS including Sites architecture, content modeling, and DAM/Assets

• Deep expertise in Google Analytics, tag management and attribution modeling

• Experience leading or contributing to a CMS migration with knowledge of content audit methodology, redirect strategy, and SEO preservation

• Strong understanding of SEO/AEO best practices and how information architecture and content strategy impact organic and AI-driven search performance

• Background in UX/UI principles and user research methodologies

Technical Skills

• Fluency in CMS architecture: editable templates, component libraries, experience fragments, content fragments, and headless/hybrid delivery patterns

• Intermediate knowledge of HTML/CSS to communicate effectively with developers and troubleshoot basic issues

• Proficiency with data visualization tools and advanced Excel/spreadsheet capabilities

• Comfort with A/B testing platforms and conversion rate optimization tools

• Working knowledge of data layer design to define event schemas and govern tracking implementations across a complex site

Strategic & Analytical Mindset

• Strategic thinker who can connect website tactics to broader business objectives and revenue goals

• Exceptional analytical and problem-solving skills (you dive deep into data, surface insights, and recommend the path forward)

• Business-case oriented: you understand how to build financial justifications for digital investments and measure their impact

Communication & Collaboration

• Exceptional written and verbal communication skills with the ability to influence stakeholders at all levels

• Proven ability to navigate a highly matrixed organization, building strong partnerships across product, technology, data, and marketing teams

• Experienced program manager to run a migration of meaningful scale without losing sight of day-to-day marketing performance

• Detail-oriented and organized

Nice to have:

• Experience managing websites for financial services products

• Experience with personalization platforms and dynamic content management

• Knowledge of accessibility standards (WCAG) and inclusive design practices applied at the component level

• Understanding of the unique challenges of marketing to Canadians living in or moving to the United States

What’s in it for you?

We thrive on the challenge to be our best, progressive thinking to keep growing, and working together to deliver trusted advice to help our clients thrive and communities prosper. We care about each other, reaching our potential, making a difference to our communities, and achieving success that is mutual.

• A comprehensive Total Rewards Program including bonuses and flexible benefits, competitive compensation, commissions, and stock where applicable

• Leaders who support your development through coaching and managing opportunities

• Ability to make a difference and lasting impact

• Work in a dynamic, collaborative, progressive, and high-performing team

• A world-class training program in financial services

• Flexible work/life balance options

• Opportunities to do challenging work

#LI-Post

#TECHPJ

Job Skills

Brand Marketing, Communication, Creativity, Cross Promotions, Customer Behavior, Industry Knowledge, Long Term Planning, Marketing, Marketing Activities, Product Services

Additional Job Details

RBC WATERPARK PLACE, 88 QUEENS QUAY W:TORONTOTorontoCanada37.5Full timePERSONAL & COMMERCIAL BANKINGRegularSalaried2026-06-162026-07-20

Note: Applications will be accepted until 11:59 PM on the day prior to the application deadline date above

Our Employment Opportunities

At RBC, we are guided by living shared values of Client First, Integrity, Collaboration, Respect and Excellence and winning together as One RBC. We believe an inclusive workplace that has diverse perspectives is core to our continued growth as one of the largest and most successful banks in the world. Maintaining a workplace where our employees feel supported to perform at their best, effectively collaborate, drive innovation, and grow professionally helps to bring our Purpose to life and create value for our clients and communities. RBC strives to deliver this through policies and programs intended to foster a workplace based on respect, belonging and opportunity for all.

RBC is presently inviting candidates to apply for this existing vacancy. Applying to this posting allows you to express your interest in this current career opportunity at RBC. Qualified applicants may be contacted to review their resume in more detail.