📌 Core Information
🔹 Job Title: Manager, Digital Marketing - Loyalty
🔹 Company: Royal Bank of Canada (RBC)
🔹 Location: Toronto, Ontario, Canada
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: May 9, 2025
🔹 Experience Level: Mid-Senior level (5-10 years)
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Executing business strategies across digital channels for client growth and retention within the Avion Rewards program.
- Managing digital campaigns, optimizing content, and analyzing data to enhance client engagement.
- Collaborating with cross-functional teams and stakeholders to identify opportunities to deepen relationships and drive engagement.
- Serving as a digital marketing SME and providing strategic input to senior business leaders.
ASSUMPTION: This role requires a strong background in digital marketing, with a focus on campaign execution, content management, and data analysis. The ideal candidate will have experience working with cross-functional teams and providing strategic input to senior leaders.
📋 Key Responsibilities
✅ Execute business strategies across digital channels for client growth and retention within the Avion Rewards program.
✅ Manage digital campaigns, optimize content, and analyze data to enhance client engagement.
✅ Collaborate with cross-functional teams and stakeholders to identify opportunities to deepen relationships and drive engagement.
✅ Serve as a digital marketing SME and provide strategic input to senior business leaders.
✅ Plan and manage partners to ensure overall program deadlines and goals are met.
✅ Implement and maintain efficient digital marketing campaign processes and workflows.
✅ Manage creative, copy, and optimization of content for best results with support from A/B testing activities and tools.
✅ Recommend and deliver great content, great tools, great forms, and interactive experiences for landing pages and related digital content.
✅ Build relationships with Digital Marketing, Product, and Marketing partners to become a trusted advisor and a go-to digital SME.
✅ Manage campaigns and projects through JIRA tickets for marketing partners.
✅ Ensure research insights, digital marketing results, and program reporting are reviewed and discussed within the appropriate forums and cadence.
✅ Proactively analyze email and web data for opportunities to optimize the client experience and increase engagement.
✅ Provide best practice expertise and leverage internal impact and influence, tracking capabilities, and industry and channel research to determine and optimize the effectiveness of digital marketing campaigns.
ASSUMPTION: This role requires a strong understanding of digital marketing best practices, with a focus on campaign execution, content management, and data analysis. The ideal candidate will have experience working with cross-functional teams and providing strategic input to senior leaders.
🎯 Required Qualifications
Education: Bachelor’s degree or College diploma in Business/Marketing/Technology/Analytics
Experience: Typically, 5+ years of experience – or an equivalent combination of education and experience – in digital, related business functions, marketing, or advertising
Required Skills:
- Proven experience in digital marketing, with a focus on campaign execution, content management, and data analysis.
- Strong analytical skills and experience with web analytics reporting tools (QuickSight, GA).
- Solid knowledge of internet technologies, usability, accessibility, privacy, and web standards and guidelines.
- Experience with Agile project methodology and A/B testing tools (i.e., Conductrics).
- Ability to influence partners in cross-functional working teams and provide strategic input to senior business leaders.
- Curiosity about consumer behaviour and learning new business models and technologies.
- Desire for continuous improvement and comfort with ambiguous situations.
Preferred Skills:
- MBA/MMA/MSc.
- Product Owner experience and/or certification.
- Knowledge and understanding of digital sales funnels and search engine optimization experience and knowledge (SEMRush).
- Google Analytics and QuickSight experience, or experience with other digital analytics and reporting platforms.
- Working knowledge of product marketing principles, value proposition development, and enhancement.
- Financial services experience.
- Working knowledge of design thinking and UX principles.
- Basic understanding of programmatic marketing.
- Technical skills, including: JavaScript, HTML 5 & CSS, design applications.
ASSUMPTION: Given the role's focus on digital marketing, candidates should have a strong background in digital campaign execution, content management, and data analysis. Additionally, experience working with cross-functional teams and providing strategic input to senior leaders is essential.
💰 Compensation & Benefits
Salary Range: CAD 120,000 - 150,000 per year (based on industry standards for a Manager, Digital Marketing role in Toronto)
Benefits:
- Competitive health and dental benefits.
- Retirement savings plans with company matching.
- Employee discounts on various products and services.
- Flexible work arrangements and remote work options.
- Professional development opportunities and tuition reimbursement.
- Employee assistance programs for work-life balance and mental health support.
Working Hours: 37.5 hours per week, typically Monday to Friday, 9:00 AM to 5:00 PM
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Manager, Digital Marketing role in Toronto. Actual compensation may vary based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Banking and Financial Services
Company Size: 10,001+ employees (RBC is one of the largest banks in the world)
Founded: 1864 (as a small bank in Halifax, Nova Scotia)
Company Description:
- Royal Bank of Canada (RBC) is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance.
- Our success comes from our 94,000+ employees who leverage their imaginations and insights to bring our vision, values, and strategy to life so we can help our clients thrive and communities prosper.
- As Canada's biggest bank and one of the largest in the world, based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our more than 17 million clients in Canada, the U.S., and 27 other countries.
Company Specialties:
- finance
- banking
- investing
- insurance
- financial planning
- wealth management
- and capital markets
Company Website: www.rbc.com
ASSUMPTION: RBC's size and global presence provide opportunities for career growth and exposure to diverse industries and markets. Its focus on innovation and exceptional client experiences creates a dynamic work environment.
📊 Role Analysis
Career Level: Mid-Senior level (5-10 years of experience)
Reporting Structure: This role reports directly to the Senior Manager/Director of Avion Public Digital Channels.
Work Arrangement: On-site, full-time, with flexible work arrangements and remote work options available.
Growth Opportunities:
- Progression to Senior Manager or Director roles within the Digital Marketing team or related functions.
- Expansion into other business lines or geographic markets within RBC's global organization.
- Development of expertise in emerging technologies and digital marketing trends.
ASSUMPTION: This role offers opportunities for career growth and development within RBC's extensive global organization. Candidates should be proactive in seeking out growth opportunities and expanding their skillsets.
🌍 Location & Work Environment
Office Type: Modern, high-rise office building in downtown Toronto
Office Location(s): RBC Waterpark Place, 88 Queens Quay W, Toronto, ON M5J 2J5, Canada
Geographic Context:
- Toronto is the capital city of the province of Ontario, with a population of approximately 2.9 million people.
- The Greater Toronto Area (GTA) is the most populous metropolitan area in Canada and the fourth-largest in North America.
- Toronto is a multicultural city, with over 50% of its residents born outside of Canada.
Work Schedule: Monday to Friday, 9:00 AM to 5:00 PM, with flexible work arrangements and remote work options available
ASSUMPTION: Toronto offers a diverse and vibrant work environment, with a wide range of cultural, recreational, and professional opportunities. The city's multicultural nature fosters a dynamic and inclusive work environment.
💼 Interview & Application Insights
Typical Process:
- Online application submission through RBC's careers website.
- Phone or video screening with the hiring manager or HR representative.
- In-depth behavioral and technical interviews with the hiring manager and relevant stakeholders.
- Final round interview with the Senior Manager/Director or another senior leader.
- Background and reference checks.
- Job offer and onboarding.
Key Assessment Areas:
- Digital marketing expertise and experience with campaign execution, content management, and data analysis.
- Strategic thinking and ability to provide input to senior business leaders.
- Cross-functional teamwork and collaboration skills.
- Adaptability and comfort with ambiguous situations.
- Technical skills, including proficiency with relevant tools and platforms.
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role.
- Demonstrate your understanding of digital marketing trends and best practices in your interview responses.
- Prepare examples of your past campaign successes and the data-driven insights that informed your strategies.
- Showcase your ability to work effectively with cross-functional teams and influence stakeholders.
- Research RBC's company culture and values, and be prepared to discuss how your personal values align with the organization's.
ATS Keywords: Digital Marketing, Campaign Execution, Content Management, Data Analysis, Web Analytics, A/B Testing, Strategic Input, Cross-Functional Teams, Stakeholder Management, Ambiguous Situations, Technical Skills, Digital Marketing Trends
ASSUMPTION: RBC's application process is competitive, and candidates should be prepared to demonstrate their expertise and fit for the role through a thorough interview process.
🛠️ Tools & Technologies
- Web analytics reporting tools (QuickSight, GA)
- A/B testing tools (i.e., Conductrics)
- Agile project management tools (i.e., JIRA)
- Design and content creation tools (i.e., Adobe Creative Suite, Sketch, Figma)
- Marketing automation and email marketing platforms (i.e., Marketo, Mailchimp)
- SEO tools (i.e., SEMRush)
- Project management and collaboration tools (i.e., Asana, Trello)
ASSUMPTION: This role requires proficiency with various digital marketing tools and platforms. Candidates should be comfortable learning and utilizing new technologies as needed.
👔 Cultural Fit Considerations
Company Values:
- Service
- Trust
- Professionalism
- Teamwork
- Accountability
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Innovative and adaptable
- Customer-focused and results-oriented
- Strong communication and interpersonal skills
Self-Assessment Questions:
- How have you demonstrated your commitment to RBC's values in previous roles?
- Can you provide an example of a time when you had to adapt to a significant change or ambiguity in a project or work environment?
- How do you approach working with cross-functional teams and managing stakeholders to achieve common goals?
ASSUMPTION: RBC's culture values teamwork, collaboration, and customer focus. Candidates should be able to demonstrate their alignment with these values and provide examples of their ability to work effectively in a team environment.
⚠️ Potential Challenges
- Managing multiple projects and deadlines simultaneously.
- Working with diverse stakeholders and balancing competing priorities.
- Keeping up with the latest digital marketing trends and technologies.
- Navigating a large, complex organization with multiple business lines and geographic markets.
- Balancing work-life integration in a fast-paced, dynamic work environment.
ASSUMPTION: This role presents both opportunities and challenges, requiring strong project management, stakeholder management, and adaptability skills. Candidates should be prepared to navigate a dynamic work environment and balance multiple priorities.
📈 Similar Roles Comparison
- Compared to related roles, such as Digital Marketing Manager or Senior Digital Marketing Manager, this role places a greater emphasis on campaign execution, content management, and data analysis.
- Unlike some marketing roles, this position requires a strong understanding of web analytics and A/B testing tools.
- Career progression in this role may follow a path from Manager to Senior Manager or Director within the Digital Marketing team or related functions, with opportunities for expansion into other business lines or geographic markets.
ASSUMPTION: Candidates should research similar roles and compare the required skills, responsibilities, and career progression paths to ensure a good fit with their career goals and aspirations.
📝 Sample Projects
- Developing and executing a digital marketing campaign to drive client engagement and retention within the Avion Rewards program.
- Optimizing content and user experience for Avion public-facing digital properties to improve client satisfaction and loyalty.
- Analyzing web and email data to identify trends and opportunities for targeted marketing campaigns and personalization.
ASSUMPTION: These sample projects illustrate the core responsibilities of the role, focusing on campaign execution, content management, and data analysis to enhance client engagement and drive business results.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the Digital Marketing team and how this role fits into the broader organization?
- What are the most significant challenges facing the Avion Rewards program, and how can this role contribute to addressing them?
- How does the company support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) for this role, and how will my success be measured?
- How does the company foster a culture of innovation and continuous improvement within its digital marketing efforts?
ASSUMPTION: Asking thoughtful questions during the interview demonstrates your interest in the role and provides valuable insights into the work environment and company culture.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the RBC Careers website.
- Tailor your resume and cover letter to highlight relevant experience and skills for this role.
- Prepare examples of your past campaign successes and the data-driven insights that informed your strategies.
- Research RBC's company culture and values, and be prepared to discuss how your personal values align with the organization's.
- Follow up with the hiring manager or HR representative one week after submitting your application to inquire about the status of your application.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
