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 Technology Own 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 CRO, SEO and AEO 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 Team Leadership 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 What do you need to succeed? Required Qualifications 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 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. Ability to make a difference and lasting impact Work in a dynamic, collaborative, progressive, and high-performing team Opportunities to do challenging work Job Skills A/B Testing, Client Communication, Client Segmentation, Cross-Functional Collaboration, Database Architecture, Executive Presenting, Governance Management, Journey Management Plan, Marketing Automation Platforms, People Leadership, Requirement Prioritization, Stakeholder Management, Strategy Development, Technology Roadmap Additional Job Details Address: 20 KING ST W:TORONTO City: Toronto Country: Canada Work hours/week: 37.5 Employment Type: Full time Platform: PERSONAL & COMMERCIAL BANKING Job Type: Regular Pay Type: Salaried Posted Date: 2026-07-09 Application Deadline: 2026-07-25 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. 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. 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. 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 84,000+ employees who 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 more than 16 million clients in Canada, the U.S. and 34 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 rbc.com/community-social-impact.