Top Benefits
About the role
Job Description
What is the opportunity?
The Senior Manager, Brand Strategy supports the integration and activation of RBC’s global brand strategy for key lines of business and programs. This role will join a high-impact team that leads, builds, maintains, measures, and grows the strategy of the brand as it is applied to lines of business, products, services, programs, and key initiatives. This role is responsible for scaling the Masterbrand strategy as well as translating it to drive outsize business outcomes across all Marketing and Advertising investments. This role will establish key relationships with all brand and marketing partners within their portfolio, interfacing and influencing at the Director & Senior Director level to drive the outcomes of marketing portfolios across the bank. This role will act as a strategic advisor to marketing teams, co-creating effective brand building work that is best-in-class, insight-driven, and value creating for the business. The right individual will have a passion for unique and incisive customer insights that drive differentiated work, trends and cultural context that inspire and educate teams, and ultimately a more connective and cohesive interpretation of the RBC Brand Strategy across the organization.
What will you do?
- Maintain and grow the RBC Brand Strategy and all of its component parts, globally, with a primary focus on the RBC Brand Platform and it’s associated key levers: measurement model, brand identity, and annual brand plan.
- Lead the integration and activation of the RBC brand strategy through all priority marketing initiatives across the enterprise including campaign development, sponsorships, events, communications, digital and client experience, media, and social impact platforms
- Drive a portfolio of brand-building projects that build awareness, understanding and engagement in RBC’s Brand Platform and how it drives impact for the business
- Support the translation of core strategic practices into a well-defined suite of tools, playbooks, best practices, and on-boardings for marketers and agency partners
- Source opportunities to link brand equity across the enterprise via cross-functional channels such as client experience and the digital ecosystem
- Harness the power of the RBC Brand & Creative team and their individual expertise to achieve brand and business goals
- Establish reputation as a strategic, brand and creative consultant to brand, marketing, communications, and line of business partners
- Lead representative, consultant and governor of the RBC brand system including the RBC Brand Platform – Ideas Happen Here, brand pneumonics, logos, end-slates, lock ups, billboards, UX design and more
- Liaise with all marketing teams to impact the strategy and creative execution of key initiatives, in line with the RBC Brand Strategy
- Accountable to the Head of Brand Strategy and VP, Global Head of Brand & Creative and proven ability to represent the global RBC Brand Strategy integration
What do you need to succeed?
Must-have
- 5-7 years experience in developing and executing brand strategy
- A master brief writer, with a passion for incisive consumer insights and unique perspectives on product, program and service marketing
- Deep expertise in strategic planning, customer insights, connections planning applying Masterbrand strategy to marketing portfolios
- Passion for culture, the consumer, and the world in which we live, helping teams translated business objectives in to moments of resonance with target audiences
- A connector who can quickly build trusting, advisory relationships bringing together cross-functional teams to deliver
Nice-to-have
- Experience in an agency planning department or in a client-side brand or marketing strategy role
- Experience with dynamic marketing portfolios made up of multiple products
- Experience with rebranding or branding of top or emerging brands
What’s in it for you?
We thrive on the challenge to be our best. Our team is defined by 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, flexible benefits, and competitive compensation
- Approachable and caring leaders who support your development through coaching and managing opportunities
- Work in a dynamic, collaborative, progressive, and high-performing team that prioritizes employee well-being and work-life balance (“burnout” is not in our vocabulary)
- Opportunities to do challenging work
Job Skills
Brand Marketing, Channels Marketing, Creativity, Customer Service, Decision Making, Industry Knowledge, Knowledge Organization, Long Term Planning, Market Research, Product Services
Additional Job Details
Address:
BAY WELLINGTON TOWER, 181 BAY ST:TORONTO
City:
Toronto
Country:
Canada
Work hours/week:
37.5
Employment Type:
Full time
Platform:
HUMAN RESOURCES & BMCC
Job Type:
Regular
Pay Type:
Salaried
Posted Date:
2025-09-16
Application Deadline:
2025-09-30
Note**:** Applications will be accepted until 11:59 PM on the day prior to the application deadline date above
I****nclusion and Equal Opportunity Employment
At 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
Stay in-the-know about great career opportunities at RBC. Sign up and get customized info on our latest jobs, career tips and Recruitment events that matter to you.
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.
About RBC
Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. Our success comes from the 94,000+ employees who leverage their imaginations and insights to bring our vision, values and strategy to life so we can help our clients thrive and communities prosper. As Canada's biggest bank and one of the largest in the world, based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our more than 17 million clients in Canada, the U.S. and 27 other countries. Learn more at rbc.com. We are proud to support a broad range of community initiatives through donations, community investments and employee volunteer activities. See how at www.rbc.com/community-social-impact.
La Banque Royale du Canada est une institution financière mondiale définie par sa raison d'être, guidée par des principes et orientée vers l'excellence en matière de rendement. Notre succès est attribuable aux quelque 94 000+ employés qui mettent à profit leur créativité et leur savoir faire pour concrétiser notre vision, nos valeurs et notre stratégie afin que nous puissions contribuer à la prospérité de nos clients et au dynamisme des collectivités. Selon la capitalisation boursière, nous sommes la plus importante banque du Canada et l'une des plus grandes banques du monde. Nous avons adopté un modèle d'affaires diversifié axé sur l'innovation et l'offre d'expériences exceptionnelles à nos plus de 17 millions de clients au Canada, aux États Unis et dans 27 autres pays. Pour en savoir plus, visitez le site rbc.com/francais
Nous sommes fiers d'appuyer une grande diversité d'initiatives communautaires par des dons, des investissements dans la collectivité et le travail bénévole de nos employés. Pour de plus amples renseignements, visitez le site www.rbc.com/collectivite-impact-social.
Top Benefits
About the role
Job Description
What is the opportunity?
The Senior Manager, Brand Strategy supports the integration and activation of RBC’s global brand strategy for key lines of business and programs. This role will join a high-impact team that leads, builds, maintains, measures, and grows the strategy of the brand as it is applied to lines of business, products, services, programs, and key initiatives. This role is responsible for scaling the Masterbrand strategy as well as translating it to drive outsize business outcomes across all Marketing and Advertising investments. This role will establish key relationships with all brand and marketing partners within their portfolio, interfacing and influencing at the Director & Senior Director level to drive the outcomes of marketing portfolios across the bank. This role will act as a strategic advisor to marketing teams, co-creating effective brand building work that is best-in-class, insight-driven, and value creating for the business. The right individual will have a passion for unique and incisive customer insights that drive differentiated work, trends and cultural context that inspire and educate teams, and ultimately a more connective and cohesive interpretation of the RBC Brand Strategy across the organization.
What will you do?
- Maintain and grow the RBC Brand Strategy and all of its component parts, globally, with a primary focus on the RBC Brand Platform and it’s associated key levers: measurement model, brand identity, and annual brand plan.
- Lead the integration and activation of the RBC brand strategy through all priority marketing initiatives across the enterprise including campaign development, sponsorships, events, communications, digital and client experience, media, and social impact platforms
- Drive a portfolio of brand-building projects that build awareness, understanding and engagement in RBC’s Brand Platform and how it drives impact for the business
- Support the translation of core strategic practices into a well-defined suite of tools, playbooks, best practices, and on-boardings for marketers and agency partners
- Source opportunities to link brand equity across the enterprise via cross-functional channels such as client experience and the digital ecosystem
- Harness the power of the RBC Brand & Creative team and their individual expertise to achieve brand and business goals
- Establish reputation as a strategic, brand and creative consultant to brand, marketing, communications, and line of business partners
- Lead representative, consultant and governor of the RBC brand system including the RBC Brand Platform – Ideas Happen Here, brand pneumonics, logos, end-slates, lock ups, billboards, UX design and more
- Liaise with all marketing teams to impact the strategy and creative execution of key initiatives, in line with the RBC Brand Strategy
- Accountable to the Head of Brand Strategy and VP, Global Head of Brand & Creative and proven ability to represent the global RBC Brand Strategy integration
What do you need to succeed?
Must-have
- 5-7 years experience in developing and executing brand strategy
- A master brief writer, with a passion for incisive consumer insights and unique perspectives on product, program and service marketing
- Deep expertise in strategic planning, customer insights, connections planning applying Masterbrand strategy to marketing portfolios
- Passion for culture, the consumer, and the world in which we live, helping teams translated business objectives in to moments of resonance with target audiences
- A connector who can quickly build trusting, advisory relationships bringing together cross-functional teams to deliver
Nice-to-have
- Experience in an agency planning department or in a client-side brand or marketing strategy role
- Experience with dynamic marketing portfolios made up of multiple products
- Experience with rebranding or branding of top or emerging brands
What’s in it for you?
We thrive on the challenge to be our best. Our team is defined by 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, flexible benefits, and competitive compensation
- Approachable and caring leaders who support your development through coaching and managing opportunities
- Work in a dynamic, collaborative, progressive, and high-performing team that prioritizes employee well-being and work-life balance (“burnout” is not in our vocabulary)
- Opportunities to do challenging work
Job Skills
Brand Marketing, Channels Marketing, Creativity, Customer Service, Decision Making, Industry Knowledge, Knowledge Organization, Long Term Planning, Market Research, Product Services
Additional Job Details
Address:
BAY WELLINGTON TOWER, 181 BAY ST:TORONTO
City:
Toronto
Country:
Canada
Work hours/week:
37.5
Employment Type:
Full time
Platform:
HUMAN RESOURCES & BMCC
Job Type:
Regular
Pay Type:
Salaried
Posted Date:
2025-09-16
Application Deadline:
2025-09-30
Note**:** Applications will be accepted until 11:59 PM on the day prior to the application deadline date above
I****nclusion and Equal Opportunity Employment
At 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
Stay in-the-know about great career opportunities at RBC. Sign up and get customized info on our latest jobs, career tips and Recruitment events that matter to you.
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.
About RBC
Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. Our success comes from the 94,000+ employees who leverage their imaginations and insights to bring our vision, values and strategy to life so we can help our clients thrive and communities prosper. As Canada's biggest bank and one of the largest in the world, based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our more than 17 million clients in Canada, the U.S. and 27 other countries. Learn more at rbc.com. We are proud to support a broad range of community initiatives through donations, community investments and employee volunteer activities. See how at www.rbc.com/community-social-impact.
La Banque Royale du Canada est une institution financière mondiale définie par sa raison d'être, guidée par des principes et orientée vers l'excellence en matière de rendement. Notre succès est attribuable aux quelque 94 000+ employés qui mettent à profit leur créativité et leur savoir faire pour concrétiser notre vision, nos valeurs et notre stratégie afin que nous puissions contribuer à la prospérité de nos clients et au dynamisme des collectivités. Selon la capitalisation boursière, nous sommes la plus importante banque du Canada et l'une des plus grandes banques du monde. Nous avons adopté un modèle d'affaires diversifié axé sur l'innovation et l'offre d'expériences exceptionnelles à nos plus de 17 millions de clients au Canada, aux États Unis et dans 27 autres pays. Pour en savoir plus, visitez le site rbc.com/francais
Nous sommes fiers d'appuyer une grande diversité d'initiatives communautaires par des dons, des investissements dans la collectivité et le travail bénévole de nos employés. Pour de plus amples renseignements, visitez le site www.rbc.com/collectivite-impact-social.