Senior Manager, Digital Marketing & Strategy

Royal Bank of Canada•Toronto, ON

14h•Onsite

About The Position

Support the business through the ownership of the digital experience for RBC’s Cross-Border Banking and Home Financing website — treating it as a living, breathing product that serves our clients every single day. This isn’t just about running campaigns. You’re building the foundation for how we connect with clients online — from the information architecture and content that makes finding cross-border banking and mortgage options effortless, to the attribution models that prove every dollar we invest is working harder for our business. You’ll partner with product teams, data analysts, designers, developers, and marketing strategists to create a seamless digital journey that turns curious visitors into confident clients. You’ll also lead the strategic migration of our current site into a new scalable, component based new CMS and DAM. This is the person who defines what our digital presence becomes, not just what it does today. If you’ve been dreaming about a role where website strategy, platform transformation, conversion optimization, and data-driven decision-making come together to drive real business impact — you’re already thinking ahead. Let’s turn that into action.

Requirements

5–7 years of digital marketing experience, with demonstrated success managing website strategy, platform migration, and conversion optimization programs
Proven track record of developing and executing digital campaigns at a major financial institution or large, complex organization
Hands-on experience with a CMS including Sites architecture, content modeling, and DAM/Assets
Deep expertise in Google Analytics, tag management and attribution modeling
Experience leading or contributing to a CMS migration with knowledge of content audit methodology, redirect strategy, and SEO preservation
Strong understanding of SEO/AEO best practices and how information architecture and content strategy impact organic and AI-driven search performance
Background in UX/UI principles and user research methodologies
Fluency in CMS architecture: editable templates, component libraries, experience fragments, content fragments, and headless/hybrid delivery patterns
Intermediate knowledge of HTML/CSS to communicate effectively with developers and troubleshoot basic issues
Proficiency with data visualization tools and advanced Excel/spreadsheet capabilities
Comfort with A/B testing platforms and conversion rate optimization tools
Working knowledge of data layer design to define event schemas and govern tracking implementations across a complex site
Strategic thinker who can connect website tactics to broader business objectives and revenue goals
Exceptional analytical and problem-solving skills (you dive deep into data, surface insights, and recommend the path forward)
Business-case oriented: you understand how to build financial justifications for digital investments and measure their impact
Exceptional written and verbal communication skills with the ability to influence stakeholders at all levels
Proven ability to navigate a highly matrixed organization, building strong partnerships across product, technology, data, and marketing teams
Experienced program manager to run a migration of meaningful scale without losing sight of day-to-day marketing performance
Detail-oriented and organized

Nice To Haves

Experience managing websites for financial services products
Experience with personalization platforms and dynamic content management
Knowledge of accessibility standards (WCAG) and inclusive design practices applied at the component level
Understanding of the unique challenges of marketing to Canadians living in or moving to the United States

Responsibilities

Own the Digital Product Experience
Lead the information architecture strategy for our Cross-Border Banking and Home Financing website, ensuring intuitive navigation, clear content hierarchy, and friction-free user journeys
Transform the website from a static information hub into a dynamic digital product — continuously tested, optimized, and evolved based on user behavior and business performance
Develop and execute a comprehensive site strategy focused on page conversion, user engagement, and client acquisition across all digital touchpoints
Own and manage the digital marketing budget, optimizing spend allocation across channels to maximize ROI and client acquisition impact
Lead CMS Platform Strategy & Architecture
Define and own the CMS site architecture for Cross-Border Banking and Home Financing — including editable template design, component library governance, and experience fragment strategy
Lead the decision-making between headless, hybrid, and traditional delivery models, ensuring the architecture supports both current web experiences and future API-driven surfaces
Own content modeling for the CMS platform — defining what constitutes a component vs. a template vs. a content fragment, and establishing the rules that govern structured authoring across the site
Develop and maintain the content type taxonomy — mapping all existing and future content into the CMS’s object model to ensure consistency, reusability, and governance at scale
Lead the CMS Migration Program
Own the end-to-end migration program from the current page-by-page legacy site into the new CMS/DAM structure — from content audit through go-live and post-launch optimization
Conduct and lead a comprehensive content audit, scoring all existing pages for migration, retirement, or rewrite to ensure only purposeful, high-performing content moves forward
Define and manage the redirect strategy and SEO preservation plan, mapping legacy URL structures to new architecture to protect organic search equity throughout the cutover
Establish CMS author/publish staging governance and QA workflows, ensuring every release is tested, compliant, and rollback-ready
Design and lead author onboarding and change management — building training programs that turn marketing and content teams into confident, self-sufficient CMS authors
Manage partner and agency relationships throughout the migration, acting as the internal product owner who bridges business requirements and technical delivery

Benefits

bonuses
flexible benefits
competitive compensation
commissions
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