📌 Core Information
🔹 Job Title: Manager, Digital Marketing - Loyalty
🔹 Company: Royal Bank of Canada (RBC)
🔹 Location: Toronto, Ontario, Canada
🔹 Job Type: Full-Time
🔹 Category: Digital Marketing
🔹 Date Posted: June 23, 2025
🔹 Experience Level: Mid-Senior level (2-5 years)
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Strategizing and creating content for public-facing digital channels to enhance client growth and retention
- Supporting SEO and AI search optimization efforts
- Managing content performance metrics
- Collaborating with various stakeholders to drive engagement
- Working in a dynamic, collaborative, progressive, and high-performing team
- Contributing to exciting projects that challenge you and help you grow your skills and potential
- Being supported by leaders who invest in your professional development
- Benefiting from a comprehensive Total Rewards Program including bonuses, flexible benefits, and fair compensation
ASSUMPTION: This role requires a strong background in digital marketing, content strategy, and SEO. The ideal candidate will have a proven track record in driving measurable results in a competitive online environment.
📋 Key Responsibilities
✅ Strategize and create content for public-facing digital channels to enhance client growth and retention
✅ Support SEO and AI search optimization efforts
✅ Manage content performance metrics
✅ Collaborate with various stakeholders to drive engagement
✅ 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
✅ Work with the Senior Manager and SEO team to develop strategies to drive high-value users to further revenue growth through content audits, data sources, and industry best practices
✅ Monitor, analyze, and report on SEO performance metrics, including traffic, rankings, conversions, and revenue
✅ Optimize for AI: work with the Digital Marketing/SEO team to align Avion content strategies with broader marketing and business goals, including AI-driven search optimization to adapt to evolving search behaviors
✅ Implement and maintain efficient digital content processes and workflows
✅ Build relationships with Digital Marketing, Product, and Marketing partners to become a trusted advisor and a go-to digital SME
✅ Manage campaigns & projects through JIRA tickets for marketing partners
ASSUMPTION: This role requires strong project management skills, attention to detail, and the ability to work effectively in a fast-paced, dynamic environment.
🎯 Required Qualifications
Education: Bachelor’s degree or College diploma in Business/Marketing/Technology/Analytics
Experience: 3+ years of copywriting or content experience
Required Skills:
- Excellent written communication skills
- Working knowledge of design thinking and UX principles
- Knowledge of Google Analytics, SEO, Search Console, and SEO Tools such as SEMrush
- Basic level of HTML and WordPress experience
- Committed team player, who values building and nurturing relationships to drive shared success
- Curiosity about consumer behavior and learning new business models and technologies
- Desire for continuous improvement
- Experience with Agile project methodology
- Comfort with ambiguous situations and willingness to challenge traditional assumptions to drive business impact and a better client experience
Preferred Skills:
- Writing portfolio or samples
- Knowledge and understanding of digital sales funnels
- Experience and knowledge of SEO tools (SEMrush, Google Trends, Search Consoles)
- Experience with digital analytics and reporting platforms (Google Analytics, QuickSight)
- Working knowledge of Product Marketing principles and value proposition development
- Web standards and guidelines experience
- Experience in the financial services industry
ASSUMPTION: Candidates with relevant industry experience and a strong portfolio of work will be given priority.
💰 Compensation & Benefits
Salary Range: CAD 80,000 - 120,000 per year (based on experience level and industry standards for similar roles in Toronto)
Benefits:
- Bonuses
- Flexible benefits
- Fair compensation
Working Hours: 37.5 hours per week
ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in Toronto. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Banking
Company Size: 10,001+ employees (Large enterprise)
Founded: 1864 (158 years ago)
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 the 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: http://www.rbc.com
ASSUMPTION: RBC is a well-established and reputable financial institution with a strong brand and extensive resources to support employee growth and development.
📊 Role Analysis
Career Level: Mid-Senior level (2-5 years of experience)
Reporting Structure: This role reports directly to the Senior Manager/Lead Copywriter and works closely with the Avion Digital Marketing team, Digital Marketing/SEO team, and various stakeholders across the organization
Work Arrangement: On-site, full-time
Growth Opportunities:
- Potential to take on more responsibilities and advance to a senior role within the Avion Digital Marketing team or other departments
- Opportunities to work on high-impact projects and contribute to the company's overall success
- Access to professional development resources and training opportunities
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to expand their skills and take on more responsibilities over time.
🌍 Location & Work Environment
Office Type: Corporate headquarters
Office Location(s): 200 Bay Street, Toronto, Ontario M5J 2J5, CA
Geographic Context:
- Toronto is the capital city of the province of Ontario, with a population of approximately 2.9 million people
- The city is known for its diverse neighborhoods, vibrant cultural scene, and strong economy
- Toronto is home to a significant financial district, with many major banks and financial institutions headquartered in the city
Work Schedule: Monday to Friday, 9:00 AM to 5:00 PM, with a 30-minute lunch break
ASSUMPTION: The work environment is dynamic, collaborative, and fast-paced, with a strong focus on innovation and driving results.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening
- In-person or virtual interviews with hiring managers and team members
- Final round interviews with senior leadership
- Background and reference checks
Key Assessment Areas:
- Content strategy and creation skills
- SEO and AI search optimization knowledge
- Project management and organizational skills
- Cultural fit and alignment with RBC's values
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Showcase your portfolio or samples of your work, if available
- Prepare for behavioral interview questions that focus on your problem-solving skills, initiative, and ability to work collaboratively
- Research RBC's mission, values, and culture to demonstrate your fit with the organization
ATS Keywords: Digital Marketing, Content Strategy, SEO, AI, Project Management, Collaboration, Innovation, Financial Services, Banking
ASSUMPTION: The interview process for this role is likely to be competitive, with a strong focus on cultural fit and technical skills.
🛠️ Tools & Technologies
- Google Analytics
- SEO Tools (SEMrush, Google Trends, Search Consoles)
- WordPress
- HTML
- JIRA
- Agile project management methodologies
ASSUMPTION: The required tools and technologies for this role are industry-standard and widely used in digital marketing and project management.
👔 Cultural Fit Considerations
Company Values:
- Service
- Trust
- Performance
- Respect
- Inclusion
Work Style:
- Collaborative
- Innovative
- Results-driven
- Customer-focused
- Diverse and inclusive
Self-Assessment Questions:
- How do your personal values align with RBC's core values?
- Can you provide an example of a time when you had to adapt to a significant change in a project or work environment?
- How do you approach building and maintaining relationships with stakeholders to drive shared success?
ASSUMPTION: Candidates who demonstrate a strong fit with RBC's values and work style will be more likely to succeed in this role.
⚠️ Potential Challenges
- Working in a large, complex organization with multiple stakeholders and competing priorities
- Keeping up with the latest trends and best practices in digital marketing and SEO
- Managing multiple projects and deadlines simultaneously
- Navigating a hierarchical and bureaucratic work environment
ASSUMPTION: These challenges can be mitigated by strong project management skills, effective communication, and a proactive approach to problem-solving.
📈 Similar Roles Comparison
- This role is similar to a Digital Marketing Manager or Content Strategist role in a financial services or e-commerce company
- However, this role has a specific focus on loyalty programs and AI-driven search optimization
- Career paths for this role may include advancing to a senior role within the Avion Digital Marketing team or moving into a broader marketing or business leadership position
ASSUMPTION: Candidates with experience in similar roles or relevant transferable skills will be well-positioned for success in this role.
📝 Sample Projects
- Developing and implementing a content strategy for a new digital sales application to drive client engagement and revenue growth
- Conducting a comprehensive content audit and optimizing existing digital content for improved SEO performance and user experience
- Collaborating with the SEO team to create and execute an AI-driven search optimization strategy for Avion's public-facing digital channels
ASSUMPTION: These sample projects illustrate the types of initiatives the Manager, Digital Marketing - Loyalty would be expected to lead and contribute to.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the Avion Digital Marketing team?
- How does this role fit into the broader marketing and business strategy for Avion Rewards?
- What are the most significant challenges facing the Avion Rewards program, and how does this role address them?
- How does RBC support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) used to measure success in this role?
ASSUMPTION: Asking thoughtful, well-researched questions demonstrates your interest in the role and helps you make an informed decision about your fit with the organization.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant skills and experiences for this role
- Prepare a portfolio or samples of your work, if available, to showcase your content strategy, SEO, and project management skills
- Research RBC's mission, values, and culture to demonstrate your fit with the organization
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
