Director, Media & Analytics, RBCx

RBC•Toronto, ON

5d•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