Job Description

Manager, Digital Marketing & Sales (Insurance), RBC

Job Description

What is the opportunity?

As a member of the Digital Marketing & Sales (DM&S) - Insurance team, you will help deliver platform business strategies across public-facing digital channels and digital sales applications for the Insurance lines of business. This role has a particular focus on optimizing and A/B testing our public website, SEO, and optimizing digital sales funnels for conversion and User Experience (UX).

In addition to strategy, design, development and maintenance of the various public-facing digital properties, you will be responsible for working with key stakeholders to identify opportunities to increase retention, deepen relationships, and drive cross-selling. You will manage reporting and insight generation for public-facing digital initiatives, as well as strategic channel recommendations.

What will you do?

• Serve as a SME for line of business partners on the digital best practices
• Develop new capabilities to grow digital sales, drive leads, and increase traffic
• Manage and execute email campaigns, triggers, and channel optimization activity
• Optimize public webpages for conversion and to improve User Experience
• Optimize and help redesign digital sales funnels to increase throughput rates
• Develop workflow and process improvements for email channel initiatives
• Proactively analyze web data for opportunities to optimize the client experience and increase digital sales
• Consult with Product and Marketing stakeholders to ensure that initiatives align with business platform strategies and deliver corresponding solutions to achieve the overall goals and objectives
• Implement the integrated digital marketing strategy for Insurance in alignment with DM&S’ merchandising approach with focus on client experience and key measurable areas for engagement, acquisition, lead generation and retention
• Develop new strategies and collaborate with key stakeholders to further drive revenue growth and cost reduction, ultimately enhancing the online client experience
• Provide best practice expertise and leverage internal impact and influence, tracking capabilities and industry and channel research to determine and optimize effectiveness of digital marketing campaigns

What do you need to succeed?

Must have:

• Bachelor’s degree or College diploma in Business/Marketing/Technology/Analytics
• Typically, 4+ years of experience – or an equivalent combination of education and experience – in digital, related business functions, marketing or advertising
• Committed team player, who values building and nurturing relationships to drive shared success
• Ability to influence partners in cross-functional working teams
• Strong execution skills – ability to prioritize and manage multiple digital projects at a time
• Comfort providing strategic input and presenting to senior business leaders
• Bias to action and to proactively recommending and implementing public-facing digital initiatives to drive sales and leads
• Curiosity about consumer behaviour and learning new business models and technologies
• Desire for continuous improvement
• Experience with web analytics reporting tools
• Solid knowledge of internet technologies, usability, accessibility, privacy
• Comfort with ambiguous situations and willingness to challenge traditional assumptions to drive business impact and a better client experience

Nice to have:

• MBA/MMA/MsC
• Product Owner experience and/or certification
• Knowledge and understanding of digital sales funnels
• Search Engine Optimization experience and knowledge
• Google Analytics experience, or experience with other digital analytics platforms
• Working knowledge of Product Marketing principles, value proposition development and enhancement
• Insurance and/or Financial services experience with a solid portfolio of successful projects involving TSX / Fortune 500 Companies
• Working knowledge of design thinking and UX principles
• Basic understanding of programmatic marketing
• Technical skills, including: JavaScript, HTML 5 & CSS, design applications
• Web standards and guidelines experience

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