Senior Manager, Brand Strategy

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, sponsor ships, 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…