Vice President, Owned Channel Marketing

What is the opportunity?

We are seeking an experienced Owned Channel Marketing expert. This role will be primarily responsible for developing and executing a website strategy for rbccm.com that aligns with the company's business objectives. The strategy will need to also be optimized for UX design and key site performance metrics such as content engagement, lead capture, and SEO/SEM. In addition, this role will be responsible for the execution of the company's organic social media strategy and day-to-day management of RBCCM's social media channels, LinkedIn, X and YouTube, including but not limited to compliance approvals, management of global content calendar and adherence to content and brand standards.

This role is pivotal in ensuring our digital presence is engaging, effective, and aligned with our business and brand strategy. The ideal candidate will have a strong background in website management and analytics, organic social media strategy, and digital tools, with proven experience in leading cross-functional teams and coordinating with agency partners.

Website Management:

• Oversight of Web Content and Experience: Lead and manage all aspects of web content execution, ensuring consistency, relevance, and alignment with brand guidelines. Transform the digital experience for customers, prospects, partners, and future employees to research, consider and manage their relationship with RBCCM by providing digital experiences and tools in partnership with the Global Content Strategy and Insights Team that allow for frictionless management of their needs.
• Page Build Execution: Oversee the execution of web page builds, including layout design, content placement, geofiltering, and user experience (UX) considerations.
• Quality Assurance: Implement and maintain rigorous quality assurance processes to ensure the website is functioning optimally, with no broken links, errors, or performance issues.
• Measurement and Optimization: Monitor website performance using analytics tools, identify areas for improvement, and implement strategies to optimize the user experience and conversion rates. Optimize the site and overall digital experience to increase lead flow through downloads and gated content. Develop testing/optimization strategy to continually enhance the user experience and improve site performance
• Measurement Dashboard: Develop and maintain digital dashboards that provide real-time insights into website performance and user behavior in partnership with the RBCCM inhouse digital team.
• Coordination Across Marketing, Agency Partners and Web Team: Serve as the primary point of contact between internal teams and external agency partners, ensuring seamless collaboration and project execution.
• Coordination with Media Strategy: Play an important role in coordinating with other marketing channels (paid media, email marketing, etc.) to ensure a cohesive marketing strategy.

Organic Social Media Management:

• Editorial Calendar Oversight: Develop and manage the social media editorial calendar, ensuring timely and relevant content that aligns with overall marketing and brand strategies.
• Organic Social Media Execution: Lead the creation and execution of organic social media content across platforms, focusing on engagement and audience growth. Platforms include LinkedIn, YouTube, and X.
• Management of Hearsay and Sprinklr Platforms: Oversee the use of the Hearsay and Sprinklr platforms for social media management, ensuring efficient content distribution, monitoring, approvals, and reporting.
• Measurement: Track and analyze the performance of social media campaigns, providing actionable insights and recommendations for continuous improvement.
• Social Listening: Utilize social listening tools to monitor brand mentions, sentiment, and industry trends, and adjust strategies as necessary.

What do you need to succeed?

• 7-10 years of experience in website strategy, with strong knowledge of web content management systems (CMS), and digital analytics tools.
• Ga4 certified
• Proven experience in developing and executing digital content strategies
• 5 years of experience in organic social media and executing organic social strategy, especially LinkedIn, X and YouTube platforms
• Bachelor's degree is required. A concentration in Marketing or Communications is preferred
• Strong communication and copywriting skills is required
• Highly organized and entrepreneurial, with a strong drive for client service.
• Ability to thrive in a fast-paced, independent, corporate environment interacting with senior leadership and clients while managing multiple projects simultaneously
• Excellent relationships management and partnership development capabilities and skills.
• Experience managing multiple, high-visibility projects
• Strong analytical skills with a focus on optimization
• Experience across Microsoft Office, especially PowerPoint and Excel
• Experience with persona creation and journey mapping is preferred
• Experience in Tableau, Sprinklr, and Hearsay preferred

About RBC
Royal Bank of Canada is Canada's largest bank, and one of the largest banks in the world, based on market capitalization. We are one of North America's leading diversified financial services companies, and provide personal and commercial banking, wealth management, insurance, investor services and capital markets products and services on a global basis. We have over 80,000 full- and part-time employees who serve more than 16 million personal, business, public sector and institutional clients through offices in Canada, the U.S. and 37 other countries. For more information, please visit rbc.com.

Inclusion and Equal Opportunity Employment
RBC is an equal opportunity employer committed to diversity and inclusion. We are pleased to consider all qualified applicants for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, protected veteran's status, Aboriginal/Native American status or any other legally-protected factors. Disability-related accommodations during the application process are available upon request.

The good-faith expected salary range for the above position is $125,000- $150,000 depending on factors including but not limited to the candidate's experience, skills, registration status; market conditions; and business needs.This salary range does not include other elements of total compensation, including a discretionary bonus and benefits such as a 401(k) program with company-matching contributions; health, dental, vision, life and disability insurance; and paid time-off plan.

RBC's compensation philosophy and principles recognize the importance of a highly qualified global workforce and plays a critical role in attracting, engaging and retaining talent that:

* Drives RBC's high-performance culture

* Enables collective achievement of our strategic goals

* Generates sustainable shareholder returns and above market shareholder value

Job Skills

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