Job Description
What is the opportunity?As Director, Lifecycle & CRM, you will lead the strategy and execution of how we communicate with clients across email, SMS, and owned digital channels. You will own lifecycle strategy, campaign development, and optimization—establishing the technology configuration and operational model that will scale with RBCx's growth. You will lead a team of ~12 specialists, connecting their individual disciplines into a single, cohesive practice.This role works in the office 3 to 4 days a week.What will you do?Lifecycle Strategy and CRM TechnologyOwn the strategy, build, and continuous optimization of client communication journeys across email and SMS—from onboarding and activation through engagement, retention, and win-back
Develop audience segmentation and targeting frameworks that ensure the right message reaches the right client at the right moment across multiple brands
Build the strategic technology roadmap, evaluating and recommending solutions that anticipate organizational needs and emerging capabilities
Establish data governance, privacy compliance, and deliverability standards across all client communication channels
Establish a rigorous testing and learning cadence—journey branching, send-time optimization, personalization—and translate results into measurable improvements in conversion and retention
Lead the CRO program—hypothesis-driven A/B and multivariate testing across landing pages, forms, and CTAs—with statistical rigor and a clear prioritization framework
Lead organic search strategy across digital properties, overseeing technical SEO health, content optimization, and authority-building to drive qualified traffic
Build and scale the AEO practice—structuring content to perform in AI-powered search environments, featured snippets, and emerging generative search experiences
Align SEO and AEO efforts with lifecycle and content teams to ensure a consistent, authority-building presence across discovery and owned channels
Champion development standards that are consistent, accessible, and scalable—including responsive design, page load performance, and regulatory compliance
Partner with creative and product teams to translate lifecycle insights into high-converting digital experiences
Lead, mentor, and develop a team of specialists; set clear expectations and build a high-performance culture
Establish team operating model, workflows, and quality standards across strategy, execution, and measurement
Foster a data-driven, test-and-learn culture; translate analytical insights into actionable client communication strategies
Bridge technical, marketing, and business stakeholders through clear communication and executive-ready insights
Contribute to documentation, playbooks, and enablement materials that strengthen organizational capability
8-12+ years in lifecycle, CRM or digital marketing, with at least 3 years leading multidisciplinary teams
Hands-on experience with enterprise CRM and marketing automation platforms with a strong grasp of data architecture and journey orchestration
Genuine technical fluency—you can hold credible conversations with developers, data engineers, and martech vendors
Exceptional communication and stakeholder management skills across marketing, product, data, and executive audiences
Ability to make a difference and lasting impact
Work in a dynamic, collaborative, progressive, and high-performing team
Opportunities to do challenging work
Address:
20 KING ST W:TORONTOCity:
TorontoCountry:
CanadaWork hours/week:
37.5Employment Type:
Full timePlatform:
PERSONAL & COMMERCIAL BANKINGJob Type:
RegularPay Type:
SalariedPosted Date:
2026-07-09Application Deadline:
2026-07-25Note: Applications will be accepted until 11:59 PM on the day prior to the application deadline date aboveOur Employment OpportunitiesAt 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.Join our Talent Community
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Expand your limits and create a new future together at RBC. Find out how we use our passion and drive to enhance the well-being of our clients and communities at jobs.rbc.com.
Director, Lifecycle and CRM, RBCx • TORONTO, Ontario, Canada
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