What is the opportunity?
RBC is seeking a visionary Associate Director, Digital Marketing to lead a transformative shift in our email marketing operating model and drive end‑to‑end digital strategy for our US Global Asset Management (GAM) business. This role will spearhead the adoption of Salesforce Marketing Cloud and emerging AI technologies to enhance client engagement, retention, and lead generation across email, web, and social channels.
What will you do?
Digital Strategy & Governance
- In conjunction with the Digital Marketing Director, develop and execute a unified digital strategy (email, web, social) with a strong focus on emerging AI technologies to ensure the firm is at the forefront of digital innovation.
- Leverage data‑driven insights to refine lead scoring models and customer lifecycle analysis, aligning with integrated marketing initiatives.
- Partner with the Integrated Marketing and GAM Digital teams to design and deploy targeted online campaigns that align with business objectives.
- Ensure consistent brand voice and messaging across all digital touchpoints.
- Work with the wider team to formulate and run digital campaigns in line with marketing and business objectives.
- Identify best campaign tactics to drive desired outcomes.
- Brief and oversee work of external agencies.
Email Marketing Transformation and operation
- Hands‑on experience with Salesforce Marketing Cloud to create, test, and deploy single and multi‑step email campaigns, landing pages, events, and webinars.
- Oversee the end‑to‑end transition of email marketing operations, including data segmentation, customer journey optimization, and performance analytics, ensuring compliance with data privacy regulations.
- Develop email strategies, inducing analysis and lead scoring, that drive customer retention and lead generation throughout the customer life cycle.
- Collaborate with vendors and teams to solve issues and ensure a seamless operation.
Optimization & Analytics
- Responsible for post‑campaign analysis of email campaigns with presentation of results for monthly and quarterly meetings.
- Utilize advanced analytics (Google Analytics 4, Salesforce Einstein) to identify trends, optimize user funnels, and improve conversion rates.
- Work with our enterprise analytics teams to update existing and build out new analytics tools and dashboards that provide regular insights and reporting focused on key performance indicators across website, social, email, organic & paid search domains.
Subject Matter Expert
- Share knowledge of digital marketing trends, particularly email marketing trends.
- Provide input into evaluating new technologies.
- Work closely with other parts of the business to provide digital support and advice.
What do you need to succeed?
Must‑have
- 7+ years of experience in digital marketing.
- Strong project management skills and ability to manage budgets, meet deadlines for multiple projects and ensure ROI on marketing campaigns.
- Hands‑on experience with marketing and email campaign systems.
- Experience in content management systems and HTML.
- Experience in Google Analytics.
- Knowledge of the LinkedIn ad platform.
- Ability to report data, recognize trends and analyze and communicate campaign successes and challenges.
Nice‑to‑have
- Experience with Salesforce Marketing Cloud.
- Prior financial services experience.
- An excellent eye for detail and good proofreading skills.
- A working understanding of marketing related regulatory and compliance frameworks.
What’s in it for you?
- A comprehensive Total Rewards Program, including competitive compensation and flexible benefits such as a 401(k) program with company‑matching contributions, health, dental, vision, life, disability insurance and paid‑time off.
- Leaders who support your development through coaching and managing opportunities.
- Ability to make a difference and lasting impact.
- Work in a dynamic, collaborative, progressive, and high‑performing team.
- Opportunities to do challenging work.
- Opportunities to build close relationships with clients.
Compensation
The expected salary range for this position is $99,000 – $176,000, depending on experience, skills and market conditions. In addition, RBC offers a discretionary variable compensation program that allows you to increase total compensation if business performance targets and individual goals are met.
Job Skills
- A/B Testing
- Communication
- Content Marketing
- Detail‑Oriented
- Digital Marketing
- Digital Marketing Platforms
- Effectiveness Measurement
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Website Analytics