Director, Lifecycle and CRM, RBCx

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

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