Manager, Digital Product Marketing - RBC Direct Investing

Royal Bank of Canada; Toronto; On-site; CAD 90,000 - 130,000; Full time

Job summary

Royal Bank of Canada is seeking a web-focused Product Marketing Manager to drive modernization of RBC Direct Investing’s website and manage our content management platform. The role emphasizes SEO and AI-powered discovery to enhance content visibility and engagement.

You will collaborate with Product, Design, and Marketing partners, oversee CMS operations (Adobe Experience Manager) and ensure content supports personalization and transformation goals.

Qualifications

• 3+ years in web content management, digital marketing, or web experience roles.
• Strong understanding of page templates, components, workflows, governance and publishing at scale.
• Solid knowledge of SEO fundamentals and content strategy for discoverability.

Responsibilities

• Lead website transformation, including page redesigns, migrations, and site-architecture planning.
• Operate and optimize the CMS daily: page creation, templates, components, publishing workflows.
• Collaborate with Product, Marketing, Design, and Legal to align web initiatives with business goals.
• Develop and implement content structures for SEO and AI-based discovery, including schema and structured data.
• Monitor web performance using GA4 and other analytics, and report insights to leadership.

Skills

CMS experience

SEO fundamentals

AEO knowledge

Analytics GA4

Stakeholder mgmt

Content strategy

Tools

Adobe Experience Manager

Job description

What is the opportunity?

RBC Direct Investing is building the next generation of self-directed investing products and experiences. RBC is giving Canadians the tools they need to take control of their financial futures. As we transform our digital presence, we need a web-focused product marketer who can drive modernization of our website, manage our content management platform, and ensure our web content is built for how people search today across organic search, answer engines, and AI-powered discovery.

As Manager, Digital Product Marketing, you will be a key product marketer on the Digital Marketing team, responsible for the web experience and content transformation of RBC Direct Investing's core products. You will support the day-to-day operation of our CMS, execute website transformation initiatives, and execute our content strategy ensuring our pages are discoverable, authoritative, and optimized for both SEO and answer-engine optimization (AEO).

This role is best suited for someone who operates at the intersection of web technology and content strategy, has experience working within a CMS, and how to structure content so that it ranks with search engines and is cited by AI answer engines. You will be a trusted partner to Product, Design, and Marketing partners.

What will you do?

• Drive our website transformation
  • Execute web transformation initiatives for RBC Direct Investing from page redesigns and content migrations to platform upgrades and new site architecture
  • Support large-scale website projects including CMS migration, page-template modernization, and site-structure optimization, working within our strategic direction
  • Partner with Digital and external vendors to deliver website transformation projects on time, on scope, adhering to RBC standards of quality
• Support our CMS and content platform
  • Day-to-day operation of our content management system: page creation, template management, component configuration, and publishing workflows
  • Serve as a CMS power user and subject-matter expert
  • Hands-on experience in Adobe Experience Manager (AEM) a significant plus
  • Work closely with partners to ensure the CMS supports our content, personalization, and transformation goals
• Publish LLM-optimized web content
  • Support development and execution of our web content strategy that optimizes for client engagement & retention, SEO, answer-engine optimization (AEO)
  • Structure content for discoverability across search engines and AI-powered answer engines: schema markup, structured data, semantic HTML, and content patterns that earn citations in AI-generated answers
  • Conduct content audits and gap analyses to identify opportunities where RBC Direct Investing can build authoritative, well-structured content that both ranks and gets cited
  • Stay current on the evolving AEO/GEO landscape - how AI search engines surface and attribute content, and translate those insights into actionable content and structural recommendations
• Measure and report on web performance
  • Monitor and report on website performance: organic traffic, search visibility, AEO/GEO citation rates, page engagement, and content effectiveness
  • Use web analytics (GA4), search console data, and emerging AI-search tracking tools to identify opportunities and measure the impact of transformation initiatives
  • Communicate what's working, what's not, and what's next to leadership and cross-functional partners with clarity and confidence
• Collaborate across the organization
  • Partner closely with Product, Marketing, Design, and Legal & Compliance teams to align web transformation initiatives with business priorities
  • Ensure web content meets legal, regulatory, and accessibility standards across all pages and templates
  • Cross-functional collaboration with Content, Digital, and Paid Media teams to ensure web content supports the full acquisition and engagement funnel
  • Support customer retention & engagement initiatives by ensuring web content is integrated across the client journey

What do you need to succeed?

Must-have

• 3+ years of experience in web content management, digital marketing, or web experience roles, with hands-on CMS experience
• Understanding of content management systems: page templates, components, workflows, governance, and publishing at scale
• Strong knowledge of SEO fundamentals: on-page optimization, technical SEO, structured data, and search content strategy
• Experience with or strong understanding of answer-engine optimization (AEO/GEO) for how AI search engines discover, cite, and rank content
• Strong analytical skills: comfortable with web analytics (GA4/Adobe Analytics), search console, and reporting dashboards
• Excellent collaboration and stakeholder management skills: ability to work across Product, Design, Legal & Compliance teams
• Written and verbal communication skills: ability to present web strategy and performance to stakeholders at all levels

Nice-to-have

• Experience with Adobe Experience Manager (AEM): page authoring, component manage