Senior Manager, Digital Marketing Growth & Acquisition - RBC Direct Investing

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Senior Manager, Digital Marketing Growth & Acquisition - RBC Direct Investing

senior · Marketing

Job Description

What is the opportunity?

RBC Direct Investing is building the next generation of self-directed investing products and experiences. We are transforming our digital acquisition engine, modernizing the end-to-end prospect experience, and redefining how Canadians discover, evaluate, and choose self-directed investing products. We need a relentless driver to lead this charge.

As Senior Manager, Growth & Acquisition, you will own the organic acquisition funnel for RBC Direct Investing. Your primary KPI is acquisition volume, bringing qualified investors into our ecosystem through acquisition campaigns, organic channels, answer-engine optimization (AEO), content strategy, and conversion rate optimization. You will be a key driver on our team, obsessed with incremental wins, constant experimentation, unwilling to let obstacles become barriers to progress.

What will you do?

Own the acquisition funnel end-to-end

• Lead the strategy and execution for organic prospect acquisition across all RBC Direct Investing products, with prospect acquisition volume as your primary KPI

• Develop and own the full-funnel acquisition model – from how prospects discover our products through organic search and AI-powered answer engines, to how they evaluate, choose self-directed investing products

• Own content strategy as a core pillar of acquisition – create content as a critical driver of answer-engine optimization (AEO), defining what we create, how it feeds the acquisition funnel

• Run offers and campaigns across the DI product suite – work with Paid Media partners to develop integrated campaign experiences that drive acquisition and engagement

Be a relentless experimenter

• Design and run a continuous testing program – A/B testing, conversion rate optimization (CRO), landing page optimization

• Develop a practice of incremental wins – small, measurable improvements that compound into transformation over time

Drive answer-engine optimization (AEO) and SEO

• Own AEO strategy – understand how users discover financial products through AI-powered search engines, and optimize our content and digital presence to make RBC Direct Investing the answer to their prompt

• Maintain and grow SEO performance – technical site health, content optimization, and organic traffic growth

• Deeply understand the user journey: how people find, evaluate, and choose investment products, and where we can intervene to improve conversion

Build credibility through reporting

• Own full-funnel reporting and attribution – dashboarding, funnel analysis, and actionable insights for the business

• Communicate results clearly to senior leadership, translating data into recommendations and next steps

What do you need to succeed?

Must-have

• 7+ years of digital marketing experience with a focus on acquisition, growth, or customer journey marketing

• Proven track record of driving customer acquisition growth, with direct accountability for acquisition volume as a KPI

• Expertise in SEO and answer-engine optimization (AEO) including content strategy, technical SEO, and understanding of how AI-powered search is changing discovery

• Strong understanding of the end-to-end digital user journey – how users discover, evaluate, and convert on financial or complex consideration products

• Experience with conversion rate optimization (CRO), A/B testing, experimentation, and funnel optimization

• Demonstrated ability to lead transformation – someone who has rebuilt processes, challenged the status quo, and driven measurable change

• Experience owning content strategy as a driver of acquisition

• Strong analytical skills – comfortable with GA4, dashboarding tools, and funnel attribution

• Proven ability to work collaboratively across cross-functional teams (Product, Marketing, Legal & Compliance) in a highly regulated environment

• Exceptional communication and stakeholder management skills – ability to influence at all levels and build consensus

Nice-to-have

• Experience in financial services, particularly in investing or self-directed investing

• Active self-directed investor with a genuine passion for investing

What’s in it for you?

We thrive on the challenge to be our best, progressive thinking to keep growing, and working together to deliver trusted advice to help our clients thrive and communities prosper. We care about each other, reaching our potential, making a difference to our communities, and achieving success that is mutual.

• A comprehensive Total Rewards Program including bonuses and flexible benefits, competitive compensation

• Leaders who support your development through coaching and managing opportunities

• Work in a dynamic, collaborative, progressive, and high-performing team

• The opportunity to own a transformation mandate at a critical inflection point for RBC Direct Investing

• Direct reporting relationship to the Director, Digital Product Marketing with visibility to senior leadership

Job Skills

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Note: Applications will be accepted until 11:59 PM on the day prior to the application deadline date above

Our Employment Opportunities

At RBC, we are guided by living shared values of Client First, Integrity, Collaboration, Respect and Excellence and winning together as One RBC. We believe an inclusive workplace that has diverse perspectives is core to our continued growth as one of the largest and most successful banks in the world. Maintaining a workplace where our employees feel supported to perform at their best, effectively collaborate, drive innovation, and grow professionally helps to bring our Purpose to life and create value for our clients and communities. RBC strives to deliver this through policies and programs intended to foster a workplace based on respect, belonging and opportunity for all.

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RBC is presently inviting candidates to apply for this existing vacancy. Applying to this posting allows you to express your interest in this current career opportunity at RBC. Qualified applicants may be contacted to review their resume in more detail.