Director - Marketing, Home Equity Finance (HEF)

Royal Bank of Canada • Toronto, ON

30d • Onsite

About The Position

RBC Home Equity Finance (HEF) is seeking a Director of Marketing to lead its next chapter of growth. This senior leadership role has full accountability for the end-to-end marketing strategy, programs, and team for Canada’s leading home equity financing portfolio. The Director will own and drive integrated marketing strategies across CRM, digital, programmatic media, paid advertising, and owned channels, aiming for premium-over-market acquisition growth. This role requires sharp strategic thinking, flawless execution, and the ability to lead a team of high-performing marketers at the intersection of brand, data, and client experience. The position offers significant visibility and executive exposure, requiring influence at senior levels and broad partnership across a matrix organization. A best-in-class culture of curiosity, collaboration, and accountability is to be fostered within the team and beyond. This is an opportunity for a bold, results-oriented marketing leader with a passion for financial services and a proven track record of delivering integrated programs at scale.

Requirements

• 12+ years of integrated marketing experience, ideally within Financial Services, including at least 3 years in a senior strategic marketing leadership role.
• 5+ years of people management experience, with a demonstrated track record of building, leading, and advancing high-performing teams.
• Proven experience developing and executing integrated, multi-channel marketing strategies at scale, with deep knowledge of creative and media best practices across mass, digital, and social media platforms, mobile, and performance marketing.
• Strong analytical capabilities; comfort with data, performance metrics, and a fact-based approach to decision-making. Considers ‘why’ in addition to ‘what’.
• Demonstrated experience presenting marketing strategy and business results to senior executives and large cross-functional audiences.
• Strong leadership profile, with exceptional communication, and interpersonal skills. Proven ability to work in a collaborative way with cross-functional teams and build trust and alignment across complex, matrixed organizations.
• Proven ability to inspire, evaluate, and sell-in creative; uses instinct plus data to elevate the work keeping a laser focus on what resonates best with the target audience.
• Experience planning, managing, and optimizing multi-million dollar marketing budgets with rigorous measurement and accountability.

Nice To Haves

• Direct experience marketing mortgage, HELOC, or secured lending products.
• Experience in a large financial institution or similarly regulated, complex matrix environment.
• Master’s Degree in Marketing, Business, or a related field.

Responsibilities

• Own and lead the full marketing strategy for the Home Equity Finance portfolio.
• Champion programmatic marketing, paid advertising, and 365-day marketing programs that deliver premium-over-market acquisition growth.
• Translate business objectives and client insights into compelling campaign strategies, messaging frameworks, and go-to-market programs that drive measurable results.
• Define the marketing investment strategy across paid, owned, and earned channels; set priorities, manage a significant budget, and track performance against clear KPIs.
• Lead annual marketing planning in close partnership with Digital Marketing and the Home Equity Finance business teams.
• Champion a data-driven test-and-learn approach; establish performance benchmarks, measure outcomes rigorously, and continuously optimize campaigns to maximize ROI.
• Partner with Digital Marketing, CRM, Analytics, and other SME teams to leverage data, personalization, and AI capabilities to improve targeting, relevance, and conversion across the funnel.
• Build and evolve reporting frameworks that deliver clear performance insights to marketing, business, and executive audiences.
• Lead, mentor, and develop a high-performing team of marketers, setting clear direction, maintaining high standards, and creating conditions for sustained excellence.
• Foster a team culture grounded in curiosity, innovation, accountability, and continuous learning.
• Provide strong people management, including coaching, performance development, career planning, and recognition.
• Model inclusive leadership behaviours consistent with RBC’s values and Purpose.
• Serve as the primary marketing partner to the Head of Home Equity Finance and senior business leaders, influencing strategy and investment decisions with data-driven recommendations.
• Build and maintain strong relationships across the Enterprise Marketing, Brand, Digital, Legal, Compliance, and Finance teams to deliver integrated, compliant, and on-brand programs.
• Collaborate with agency partners and external vendors to deliver high-quality creative and media executions on time and on budget.
• Present marketing strategies, results, and recommendations to senior leaders and executives with confidence, clarity, and authority.

Benefits

• 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.

What This Job Offers

• Job Type: Full-time
• Career Level: Director