Director, Media & Analytics, RBCx
Royal Bank of Canada•Toronto, ON
•Hybrid
About The Position
As Director, Media and Analytics, you will own our measurement infrastructure and paid media strategy across the RBCx practice. You'll oversee a unified team of analysts and media specialists, driving data-driven decisions from campaign strategy through real-time optimization. This role demands hands-on technical expertise combined with strategic capital deployment accountability. This role works in the office 3 to 4 days a week.
Requirements
- 8–12 years in marketing analytics, performance media, or combined discipline
- Hands-on proficiency: SQL, Python, tag management systems, API integrations
- Proven experience managing multi-brand paid media at scale with budget accountability
- Strong expertise in attribution, incrementality testing, statistical significance, and experimental design
- Experience with AI/ML applications in marketing (predictive modeling, propensity scoring, automated bidding)
- Exceptional communication across technical and executive audiences
Nice To Haves
- Financial services or regulated industry experience is preferred
Responsibilities
- Own the strategic framework for how our brands measure and optimize marketing effectiveness across all digital channels (paid search, social, programmatic, video, affiliate)
- Develop measurement infrastructure strategy—tagging architecture, data pipelines, tracking solutions (GTM, server-side tagging), and platform health across our toolsets—that enables real-time, actionable insights
- Establish data-driven budget allocation frameworks that tie capital deployment to measurable outcomes and ROI
- Design the continuous testing and experimentation roadmap covering creative performance, audience targeting, bidding strategies, landing page effectiveness, and regional media mix
- Define rigorous evaluation methodologies (geo-lift, brand lift, holdout experiments, MMM) to quantify marketing impact and inform strategic investments
- Build strategic connectivity with RBC's advanced analytics and data engineering functions to leverage enterprise capabilities
- Lead the strategic approach to A/B testing, multivariate experiments, and audience segmentation that drives conversion improvement and customer lifetime value
- Partner with product, engineering, and marketing teams to embed optimization into product development and campaign execution
- Establish experimentation standards, statistical rigor, and best practices that ensure confidence in decision-making
- Translate experiment insights into business strategy and competitive advantage
- Streamline reporting workflows and adopt emerging tools (RBC Lumina, LLMs, modern data stack solutions) to accelerate time-to-insight
- Model a test-and-learn culture and translate complex analytics into business-ready narratives for relevant teams and stakeholders
- Lead, mentor, and develop a team of 5-7 managers and senior managers; set clear expectations, drive career growth, and build a high-performance culture
- Contribute to documentation, quality control, and enablement materials for BI assets and reporting
Benefits
- Ability to make a difference and lasting impact
- Work in a dynamic, collaborative, progressive, and high-performing team
- Opportunities to do challenging work
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
