Manager, Digital Product Marketing - RBC Direct Investing

Job Description

What is the opportunity?

RBC Direct Investing is building the next generation of self-directed investing products and experiences. RBC is giving Canadians the tools they need to take control of their financial futures. As we transform our digital presence, we need a web-focused product marketer who can drive modernization of our website, manage our content management platform, and ensure our web content is built for how people search today across organic search, answer engines, and AI-powered discovery.

As Manager, Digital Product Marketing, you will be a key product marketer on the Digital Marketing team, responsible for the web experience and content transformation of RBC Direct Investing’s core products. You will support the day-to-day operation of our CMS, execute website transformation initiatives, and execute our content strategy ensuring our pages are discoverable, authoritative, and optimized for both SEO and answer-engine optimization (AEO).

This role is best suited for someone who operates at the intersection of web technology and content strategy, has experience working within a CMS, and how to structure content so that it ranks with search engines and is cited by AI answer engines. You will be a trusted partner to Product, Design, and Marketing partners.

What will you do?

Drive our website transformation

• Execute web transformation initiatives for RBC Direct Investing from page redesigns and content migrations to platform upgrades and new site architecture
• Support large-scale website projects including CMS migration, page-template modernization, and site-structure optimization, working within our strategic direction
• Partner with Digital and external vendors to deliver website transformation projects on time, on scope, adhering to RBC standards of quality

Support our CMS and content platform

• Day-to-day operation of our content management system: page creation, template management, component configuration, and publishing workflows
• Serve as a CMS power user and subject-matter expert
• Hands-on experience in Adobe Experience Manager (AEM) a significant plus
• Work closely with partners to ensure the CMS supports our content, personalization, and transformation goals

Publish LLM-optimized web content

• Support development and execution of our web content strategy that optimizes for client engagement & retention, SEO, answer-engine optimization (AEO)
• Structure content for discoverability across search engines and AI-powered answer engines: schema markup, structured data, semantic HTML, and content patterns that earn citations in AI-generated answers
• Conduct content audits and gap analyses to identify opportunities where RBC Direct Investing can build authoritative, well-structured content that both ranks and gets cited
• Stay current on the evolving AEO/GEO landscape — how AI search engines surface and attribute content, and translate those insights into actionable content and structural recommendations

Measure and report on web performance

• Monitor and report on website performance: organic traffic, search visibility, AEO/GEO citation rates, page engagement, and content effectiveness
• Use web analytics (GA4), search console data, and emerging AI-search tracking tools to identify opportunities and measure the impact of transformation initiatives
• Communicate what’s working, what’s not, and what’s next to leadership and cross-functional partners with clarity and confidence

Collaborate across the organization

• Partner closely with Product, Marketing, Design, and Legal & Compliance teams to align web transformation initiatives with business priorities
• Ensure web content meets legal, regulatory, and accessibility standards across all pages and templates
• Cross-functional collaboration with Content, Digital, and Paid Media teams to ensure web content supports the full acquisition and engagement funnel
• Support customer retention & engagement initiatives by ensuring web content is integrated across the client journey

What do you need to succeed?

Must-have

• 3+ years of experience in web content management, digital marketing, or web experience roles, with hands-on CMS experience
• Understanding of content management systems: page templates, components, workflows, governance, and publishing at scale
• Strong knowledge of SEO fundamentals: on-page optimization, technical SEO, structured data, and search content strategy
• Experience with or strong understanding of answer-engine optimization (AEO/GEO) for how AI search engines discover, cite, and rank content
• Strong analytical skills: comfortable with web analytics (GA4/Adobe Analytics), search console, and reporting dashboards
• Excellent collaboration and stakeholder management skills: ability to work across Product, Design, Legal & Compliance teams
• Written and verbal communication skills: ability to present web strategy and performance to stakeholders at all levels

Nice-to-have

• Experience with Adobe Experience Manager (AEM): page authoring, component management, template configuration, or AEM migrations
• Experience with CMS migrations or platform transformations in a regulated industry (financial services, healthcare, etc.)
• Familiarity with schema markup, structured data, and semantic content modeling
• A passion for investments and/or self-directed investing
• Knowledge of content personalization, A/B testing, and conversion rate optimization on web platforms

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 the web transformation of RBC Direct Investing’s digital presence at a time of platform and content evolution

Direct reporting relationship to the Senior Manager, Product Marketing, with exposure to the Director and senior leadership

The chance to shape how RBC Direct Investing’s content is discovered in the era of AI-powered search

#LI-POST

#TechPJ

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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.