Director, Lifecycle and CRM, RBCx

Royal Bank of Canada • Toronto, ON

5d • Hybrid

About The Position

As Director, Lifecycle & CRM, you will lead the strategy and execution of how we communicate with clients across email, SMS, and owned digital channels. You will own lifecycle strategy, campaign development, and optimization—establishing the technology configuration and operational model that will scale with RBCx's growth. You will lead a team of 12 specialists, connecting their individual disciplines into a single, cohesive practice. This role works in the office 3 to 4 days a week.

Requirements

• 8-12+ years in lifecycle, CRM or digital marketing, with at least 3 years leading multidisciplinary teams
• Hands-on experience with enterprise CRM and marketing automation platforms with a strong grasp of data architecture and journey orchestration
• Genuine technical fluency—you can hold credible conversations with developers, data engineers, and martech vendors
• Exceptional communication and stakeholder management skills across marketing, product, data, and executive audiences

Nice To Haves

• A/B Testing
• Client Communication
• Client Segmentation
• Cross-Functional Collaboration
• Database Architecture
• Executive Presenting
• Governance Management
• Journey Management Plan
• Marketing Automation Platforms
• People Leadership
• Requirement Prioritization
• Stakeholder Management
• Strategy Development
• Technology Roadmap

Responsibilities

• Own the strategy, build, and continuous optimization of client communication journeys across email and SMS—from onboarding and activation through engagement, retention, and win-back
• Develop audience segmentation and targeting frameworks that ensure the right message reaches the right client at the right moment across multiple brands
• Build the strategic technology roadmap, evaluating and recommending solutions that anticipate organizational needs and emerging capabilities
• Establish data governance, privacy compliance, and deliverability standards across all client communication channels
• Establish a rigorous testing and learning cadence—journey branching, send-time optimization, personalization—and translate results into measurable improvements in conversion and retention
• Lead the CRO program—hypothesis-driven A/B and multivariate testing across landing pages, forms, and CTAs—with statistical rigor and a clear prioritization framework
• Lead organic search strategy across digital properties, overseeing technical SEO health, content optimization, and authority-building to drive qualified traffic
• Build and scale the AEO practice—structuring content to perform in AI-powered search environments, featured snippets, and emerging generative search experiences
• Align SEO and AEO efforts with lifecycle and content teams to ensure a consistent, authority-building presence across discovery and owned channels
• Champion development standards that are consistent, accessible, and scalable—including responsive design, page load performance, and regulatory compliance
• Partner with creative and product teams to translate lifecycle insights into high-converting digital experiences
• Lead, mentor, and develop a team of specialists; set clear expectations and build a high-performance culture
• Establish team operating model, workflows, and quality standards across strategy, execution, and measurement
• Foster a data-driven, test-and-learn culture; translate analytical insights into actionable client communication strategies
• Bridge technical, marketing, and business stakeholders through clear communication and executive-ready insights
• Contribute to documentation, playbooks, and enablement materials that strengthen organizational capability

Benefits

• Ability to make a difference and lasting impact
• Work in a dynamic, collaborative, progressive, and high-performing team
• Opportunities to do challenging work

What This Job Offers

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