Senior Manager, Digital Content Strategy

Senior Manager, Digital Content Strategy at RBC

As Senior Manager, Digital Content Strategy, you'll be a driving force in helping prospects and clients discover and connect with RBC Wealth Management’s (RBC WM) content globally. This role will operate at the intersection of marketing strategy and execution, shaping regional content planning, delivery and providing SEO and AEO operational leadership. Collaborating across borders and teams, you'll connect the dots between analytics, content creation, discoverability and digital channels globally.

What will you do?

• Support the creation of a comprehensive global digital content strategy that aligns with business objectives, brand positioning, technical best practices, and client needs across multiple regions.
• Define content goals, themes, and messaging for key campaigns, ensuring that all content is on-brand, effective and tailored to different regional markets.
• Build and execute a unified global discoverability (SEO, AEO) strategy, acting as a centre of excellence to create best practices and help guide our global marketing partners’ goals and marketing initiatives.
• Lead the creation and optimization of high-quality content aligned with SEO and AEO best practices, targeting relevant keywords, search phrases and intent research.
• Translate performance results into guidelines for global content creators to enhance reach and engagement.
• Collaborate with key stakeholders to create and maintain a global content calendar to oversee the end-to-end content development process, from ideation and creation to distribution and performance measurement across all digital touchpoints.
• Proactively stay connected to partners across RBC, ensuring alignment between global Wealth Management and Enterprise marketing strategies.
• Leverage analytics tools to monitor content performance and implement continuous improvements in content strategy based on insights and KPIs (e.g., engagement, traffic, conversion rates).
• Report on content performance and effectiveness, providing actionable recommendations for ongoing content initiatives.
• Stay up to date on digital content trends, emerging technologies and best practices, sharing with our global marketing partners to ensure our content strategy remains relevant and competitive.
• Experiment with new content formats, platforms, and delivery mechanisms to engage audiences and drive business results.

What do you need to succeed?

Must-have:

• Minimum of seven years of work experience in content strategy, content marketing, SEO strategy, or related roles. Global experience is an asset.
• Proven track record of delivering exceptional and measurable results through content marketing efforts.
• Excellent verbal, written and organizational skills, with the ability to connect themes and opportunities across a diverse group of stakeholders and regional marketing teams.
• Strong organizational skills and an ability to juggle competing tasks.
• A resourceful and optimistic approach to problem-solving, diligence, proactivity, collaboration and managing relationships with key stakeholders.
• Strong presentation and project management skills and the ability to execute independently.
• Ability to evaluate and change priorities daily and to perform efficiently within a fast-paced team environment.
• Knowledge of analytics platforms and an analytical mindset with the ability to use data to inform and refine content strategies.
• Strong AI literacy and knowledge of applications to marketing and operations.
• Excellent self-directed research in areas such as AI use cases for marketing, global audience user behaviours and full-funnel marketing trends.
• Strong understanding and experience with SEO principles, keyword research, and content optimization to drive organic traffic.
• Ability to stay up to date on SEO, AEO and internet marketing trends, as well as algorithm updates that may impact search performance.

Nice-to-have:

• Familiarity with how high-net-worth prospects and clients search, evaluate, and navigate financial planning and wealth management solutions across physical and digital channels.
• Understanding of financial institutions and products as they relate to high-net-worth individuals.
• Extensive experience with SEMRush, Google Search Console, and AEO performance monitoring tools.
• Hands-on experience with project management tools (e.g. Wrike, Jira).
• Canadian Securities Course.

What’s in it for you?

• A comprehensive Total Rewards Program including bonuses and flexible benefits and competitive compensation.
• Leaders who support your development through coaching and managing opportunities.
• Work in a dynamic, collaborative, progressive, and high-performing team.
• Access to training, mentorship programs and development resources to support your career growth.
• Opportunities to work on meaningful projects that make a difference for clients and communities.
• Understanding of French an asset.

Key skills/competency

• Digital Content Strategy
• SEO & AEO Leadership
• Content Marketing
• Analytics & KPIs
• Project Management
• Stakeholder Collaboration
• AI Literacy
• Global Content Planning
• Brand Positioning
• Wealth Management Marketing