Senior Manager, Brand Identity

RBC; Toronto; On-site; CAD 80,000 - 110,000; Full time

Job summary

A leading Canadian bank in Toronto is seeking a Senior Manager, Brand Identity. You will support and execute the bank's visual identity while ensuring consistent messaging across channels. Ideal candidates will have expertise in brand management, digital experience, and strong communication skills. The role emphasizes cross-functional collaboration to maintain brand integrity and reputation. This position aligns with a dynamic work culture that values progress and employee well-being.

Benefits

Comprehensive Total Rewards Program

Flexible benefits

Competitive compensation

Supportive leadership

Focus on employee well-being

Qualifications

• Deep understanding of brand management principles, including brand positioning.
• Experience in managing sub-brands and product lines.
• Awareness of how brand identity translates to video and UX.
• Excellent communication skills for articulating brand vision.
• Data-driven approach to evaluate brand performance.
• Ability to lead and influence cross-functional teams.
• Attention to detail for brand consistency.
• Strong experience in visual and UX design.

Responsibilities

• Support the development and implementation of brand guidelines.
• Collaborate on brand initiatives with internal teams.
• Develop and maintain brand guidelines across marketing materials.
• Monitor brand usage and address inconsistencies.
• Review brand identity metrics to assess brand health.
• Work closely with various departments to align brand strategy.
• Manage brand perception through effective crisis communication.

Skills

Brand Marketing

Channels Marketing

Creativity

Customer Service

Decision Making

Industry Knowledge

Knowledge Organization

Long Term Planning

Market Research

Product Services

Tools

Adobe Creative Suite

Figma

Job description

Job Description

What is the opportunity?

As Senior Manager, Brand Identity you will support the development and execute RBC’s brand visual identity while actively ensuring consistent brand messaging and application across all company channels, including strict adherence to established brand guidelines and standards, effectively acting as a guardian of the brand's identity to maintain its integrity and reputation across internal and external communications. You will architect our identity, to ensure it’s a strategic driver of the value for the brand, constantly evolving in pace with the strategy and unlocking future opportunities to be the number one brand and brand identity in the marketplace.

What will you do?

Brand Visual Identity Development

• Support the development and implement comprehensive brand guidelines aligned with overall business goals, including brand positioning, messaging, and differentiation.

• Support brand initiatives, collaborating with internal teams and external agencies. Work may include brand and content activations, integrated and omni-channel advertising campaigns, sponsorships and events.
• Recommend, track and report on brand budgets.

Brand Guidelines Enforcement

• Develop and maintain detailed brand guidelines, ensuring all marketing materials, communications, and employee interactions adhere to established brand standards.
• Actively monitor brand assets and usage across all communication channels, identifying and addressing any inconsistencies or deviations from brand guidelines.
• Train internal teams on brand guidelines, values, and messaging to foster a deep understanding and commitment to the brand.

Brand Performance Analysis

• Review key brand identity metrics to assess brand health, identify opportunities for improvement. Socialize brand health findings and collaborate with key stakeholders to review and align on progress and action plans.

Cross-Functional Collaboration

• Work closely with marketing, design, product development, and other enterprise departments to ensure alignment with brand strategy and governance.
• Monitor competitor branding activities to identify opportunities for differentiation and brand positioning.
• Brand Reputation Management: Proactively manage brand perception through crisis communication, stakeholder engagement, and reputation monitoring.

What do you need to succeed?

• Strong Branding System Expertise: Deep understanding of brand management principles, including brand positioning, messaging and identity development
• Brand Architecture Knowledge: Managing sub-brands, co-branding or product lines
• Motion and Digital Experience: Awareness of how identity comes to life in video and UX.
• Excellent Communication Skills: Ability to clearly articulate brand vision and guidelines to internal and external stakeholders.
• Analytical Skills: Data-driven approach to evaluating brand performance and identifying areas for improvement.
• Leadership and Influence: Ability to champion the brand identity and gain buy-in from cross-functional teams. Partnering with CX leaders, UX design teams, product managers and marketers to ensure consistency and a strong brand experience across channels
• Attention to Detail: Meticulous focus on maintaining brand identity consistency across all touchpoints.
• Strong experience in Visual and UX design, including proficiency in Adobe Creative Suite, Figma or similar platforms.

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: RBC WATERPARK PLACE, 88 QUEENS QUAY W: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: 2025-03-31

Application Deadline: 2026-01-06

Note: Applications will be accepted until 11:59 PM on the day prior to the application deadline date above.

Inclusion 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.

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.