Director, Digital Marketing, Cross-Border Banking

RBC • Toronto, ON

5d • Hybrid

About The Position

As Director, Digital Marketing for RBC Bank US, you will own the end-to-end digital marketing strategy and execution across two high-growth business units: U.S. Digital Banking and Cross-Border Banking & Home Financing. You will serve as the primary digital authority for the U.S. bank, setting the vision for how RBC attracts, acquires, and deepens relationships with cross-border clients through world-class digital experiences.
This is a high-impact, high-visibility leadership role that sits at the intersection of marketing strategy, platform technology, and enterprise transformation. You will partner closely with Line-of-Business Marketing leaders, Product, Technology, Data, and Compliance teams to unify website strategy, platform architecture, and campaign execution into a coherent, insight-led digital marketing engine. You will lead and develop a team of Senior Managers, and serve as a trusted executive advisor who translates complex digital initiatives into clear business outcomes for senior stakeholders across the organization.
If you are a strategic, data-driven digital marketing leader who thrives in a matrixed environment, can navigate regulatory complexity with confidence, and knows how to inspire teams to deliver exceptional results, this is your opportunity to shape the future of digital banking for one of North America's most trusted financial institutions.

Requirements

• 10+ years of progressive digital marketing experience, with at least 3 years in a senior leadership role managing teams and influencing executive stakeholders
• Demonstrated experience leading enterprise-scale digital marketing programs across multiple business units or product lines in a regulated industry (financial services, fintech, insurance, or similar strongly preferred)
• Deep hands-on expertise with enterprise content management platforms, preferably Adobe Experience Manager (AEM), including platform governance, content strategy, and migration programs
• Proven track record of driving measurable client acquisition and engagement outcomes through integrated digital marketing — including SEO/SEM, email, and web channels
• Strong command of digital analytics platforms (Google Analytics is a must) and performance marketing measurement frameworks; ability to synthesize data into executive-ready insights and business recommendations
• Exemplary verbal and written communication skills — you write clearly, speak persuasively, and calibrate your message for every audience from technical teams to C-suite executives
• Experience operating in a matrixed, cross-functional environment and managing stakeholders at multiple levels of seniority
• Best-in-class relationship-building skills
• Strong grasp of compliance, regulatory, and risk frameworks relevant to digital marketing in financial services (CFPB, UDAP/UDAAP, accessibility standards, data privacy regulations)
• Familiarity with Salesforce Sales Cloud & Salesforce Marketing Cloud

Nice To Haves

• Experience in cross-border financial products, U.S. retail banking, or mortgage/home financing marketing
• Experience with agile/scrum delivery methodologies and serving as a product owner in a technology-forward marketing organization
• Exposure to AI-driven personalization, dynamic content optimization, or marketing data platforms
• Experience using other reporting platforms like Tableau, Power BI, and Semrush

Responsibilities

• Define and execute the overarching digital marketing strategy across U.S. Digital Banking and Cross-Border Banking & Home Financing, aligning website strategy, platform architecture, and campaign execution to drive enterprise-wide client acquisition, retention, and engagement
• Partner with LOB Marketing leaders and business executives to ensure digital strategies directly support revenue growth, client experience priorities, and broader enterprise goals
• Identify and champion emerging digital marketing trends, technologies, and best practices that position RBC Bank US competitively in the U.S. market
• Lead the development of annual digital marketing plans, including goal setting, OKR alignment, and strategic roadmaps
• Actively monitor compliance, regulatory requirements, and control standards across all digital marketing initiatives, ensuring all campaigns, platforms, and communications meet applicable U.S. banking regulations
• Own the AEO and SEO strategy for RBC Bank US, optimizing content, technical site health, and structured data to grow qualified organic traffic and answer-engine visibility
• Lead conversion rate optimization (CRO) across key acquisition pages and application flows, using funnel diagnostics, user testing, and data-driven UX improvements to lift visit-to-application and application-to-funding conversion rates
• Build and scale a disciplined A/B testing and personalization program, leveraging testing platforms and audience segmentation to deliver tailored digital experiences that increase engagement and conversion for priority client segments
• Champion end-to-end site journey redesigns that streamline the path from awareness to acquisition, partnering with Product, UX, and Technology teams to remove friction and deliver intuitive, high-converting digital experiences across web and mobile
• Lead, mentor, and develop two Senior Managers with clear performance expectations, structured development plans, and regular coaching conversations that support career growth
• Foster a collaborative, high-performing team culture grounded in innovation, accountability, psychological safety, and continuous improvement
• Build team capability in emerging areas including AI-driven personalization, marketing automation, and analytics
• Contribute to the Adobe Experience Manager (AEM) platform strategy, architecture, and migration programs, ensuring the platform reflects the needs of the US market
• Drive platform scalability and ROI by evaluating and optimizing the full marketing technology stack, identifying opportunities to modernize, integrate, and automate
• Ensure all digital properties meet accessibility, security, and regulatory standards, working in lockstep with Compliance, Legal, and Technology stakeholders
• Serve as a key executive interface for digital marketing, preparing crisp, insight-rich dashboards, business cases, and quarterly business reviews that translate digital initiatives into clear business impact and ROI
• Develop and maintain a robust performance measurement framework spanning acquisition, engagement, conversion, and retention metrics across all digital channels and campaigns
• Present findings, strategies, and recommendations with clarity and confidence to senior and executive leadership, demonstrating strong command of both the narrative and the data

Benefits

• Competitive compensation including a comprehensive base salary, performance-based bonus, and long-term incentive program
• Comprehensive benefits package covering health, dental, vision, life, and disability insurance from day one
• Flexible work arrangements with a hybrid model that supports productivity and work-life integration
• Generous paid time off including vacation, personal days, and volunteer time
• Professional development funding for certifications, conferences, and continuing education
• Leadership exposure with regular visibility to senior and executive stakeholders across RBC's North American operations
• Purpose-driven work at the forefront of digital banking transformation for one of North America's most respected financial institutions
• A strong commitment to your financial future through RBC's employee banking benefits, retirement savings programs, and stock purchase plans

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed