What Is the Opportunity

RBC Home Equity Finance (HEF) is one of Canada’s most significant and strategically vital lending businesses — and we’re looking for a Director of Marketing to lead it into its next chapter of growth. This is a senior, high-impact leadership role with full accountability for the end-to-end marketing strategy, programs, and team behind Canada’s leading home equity financing portfolio.

What Will You Do

Marketing Strategy & Portfolio Leadership

- Own and lead the full marketing strategy for the Home Equity Finance portfolio
- Champion programmatic marketing, paid advertising, and 365-day marketing programs that deliver premium-over-market acquisition growth
- Translate business objectives and client insights into compelling campaign strategies, messaging frameworks, and go-to-market programs that drive measurable results
- Define the marketing investment strategy across paid, owned, and earned channels; set priorities, manage a significant budget, and track performance against clear KPIs
- Lead annual marketing planning in close partnership with Digital Marketing and the Home Equity Finance business teams

Data, Digital & Performance Marketing

- Champion a data-driven test-and-learn approach; establish performance benchmarks, measure outcomes rigorously, and continuously optimize campaigns to maximize ROI
- Partner with Digital Marketing, CRM, Analytics, and other SME teams to leverage data, personalization, and AI capabilities to improve targeting, relevance, and conversion across the funnel
- Build and evolve reporting frameworks that deliver clear performance insights to marketing, business, and executive audiences

Team Leadership & People Development

- Lead, mentor, and develop a high-performing team of marketers, setting clear direction, maintaining high standards, and creating conditions for sustained excellence
- Foster a team culture grounded in curiosity, innovation,



accountability, and continuous learning
- Provide strong people management, including coaching, performance development, career planning, and recognition
- Model inclusive leadership behaviours consistent with RBC’s values and Purpose

Stakeholder Collaboration & Influence

- Serve as the primary marketing partner to the Head of Home Equity Finance and senior business leaders, influencing strategy and investment decisions with data-driven recommendations
- Build and maintain strong relationships across the Enterprise Marketing, Brand, Digital, Legal, Compliance, and Finance teams to deliver integrated, compliant, and on-brand programs
- Collaborate with agency partners and external vendors to deliver high-quality creative and media executions on time and on budget
- Present marketing strategies, results, and recommendations to senior leaders and executives with confidence, clarity, and authority

What Do You Need to Succeed

Must-have:

- 12+ years of integrated marketing experience, ideally within Financial Services, including at least 3 years in a senior strategic marketing leadership role
- 5+ years of people management experience, with a demonstrated track record of building, leading, and advancing high-performing teams
- Proven experience developing and executing integrated, multi-channel marketing strategies at scale, with deep knowledge of creative and media best practices across mass, digital, and social media platforms, mobile, and performance marketing




- Strong analytical capabilities; comfort with data, performance metrics, and a fact-based approach to decision-making. Considers ‘why’ in addition to ‘what’.
- Demonstrated experience presenting marketing strategy and business results to senior executives and large cross-functional audiences
- Strong leadership profile, with exceptional communication, and interpersonal skills. Proven ability to work in a collaborative way with cross-functional teams and build trust and alignment across complex, matrixed organizations
- Proven ability to inspire, evaluate, and sell-in creative; uses instinct plus data to elevate the work keeping a laser focus on what resonates best with the target audience.
- Experience planning, managing, and optimizing multi-million dollar marketing budgets with rigorous measurement and accountability

Nice-to-have:

- Direct experience marketing mortgage, HELOC, or secured lending products
- Experience in a large financial institution or similarly regulated, complex matrix environment
- Master’s Degree in Marketing, Business, or a related field

What’s in It for You

- A comprehensive Total Rewards Program including bonuses and flexible benefits, competitive compensation, commissions, and stock where applicable
- Leaders who support your development through coaching and managing opportunities
- Ability to make a difference and lasting impact
- Work in a dynamic, collaborative, progressive, and high-performing team
- A world-class training program in financial services
- Adaptable work/life balance options
- Opportunities to do challenging work

Job Skills

- Brand Marketing
- Creativity
- Cross-Channel Marketing
- Cross Promotions
- Customer Behavior
- Industry Knowledge
- Marketing Activities
- Marketing Strategy Implementation
- Market Research
- Product Services

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📌 Director - Marketing, Home Equity Finance (HEF) (Toronto)
🏢 RBC
📍 Toronto