What is the chance? RBC Direct Investing is building the next generation of self-directed investing products and experiences. RBC is giving Canadians the tools they need to take control of their financial futures. As we transform our digital presence, we need a web-focused product marketer who can drive modernization of our website, manage our content management platform, and ensure our web content is built for how people search today across organic search, answer engines, and AI-powered discovery.
Job Description As Manager, Digital Product Marketing, you will be a key product marketer on the Digital Marketing team, responsible for the web experience and content transformation of RBC Direct Investing’s core products. You will support the day‑to‑day operation of our CMS, execute website transformation initiatives, and execute our content strategy ensuring our pages are discoverable, authoritative, and optimized for both SEO and answer‑engine optimization (AEO). This role is best suited for someone who operates at the intersection of web technology and content strategy, has experience working within a CMS, and knows how to structure content so that it ranks with search engines and is cited by AI answer engines. You will be a trusted partner to Product, Design, and Marketing partners.
What will you do? Drive our website transformation Execute web transformation initiatives for RBC Direct Investing from page redesigns and content migrations to platform upgrades and new site architecture
Support large‑scale website projects including CMS migration, page‑template modernization, and site‑structure optimization, working within our strategic direction
Partner with Digital and external vendors to deliver website transformation projects on time, on scope, adhering to RBC standards of quality




Support our CMS and content platform Day‑to‑day operation of our content management system: page creation, template management, component configuration, and publishing workflows
Serve as a CMS power user and subject‑matter expert
Hands‑on experience in Adobe Experience Manager (AEM) a significant plus
Work closely with partners to ensure the CMS supports our content, personalization, and transformation goals
Publish LLM‑optimized web content Support development and execution of our web content strategy that optimizes for client engagement & retention, SEO, answer‑engine optimization (AEO)
Structure content for discoverability across search engines and AI‑powered answer engines: schema markup, structured data, semantic HTML, and content patterns that earn citations in AI‑generated answers
Conduct content audits and gap analyses to identify opportunities where RBC Direct Investing can build authoritative, well‑structured content that both ranks and gets cited
Stay current on the evolving AEO/GEO landscape — how AI search engines surface and attribute content, and translate those insights into actionable content and structural recommendations
Measure and report on web performance Monitor and report on website performance: organic traffic, search visibility, AEO/GEO citation rates, page engagement, and content effectiveness
Use web analytics (GA4), search console data,



and emerging AI‑search tracking tools to identify opportunities and measure the impact of transformation initiatives
Communicate what’s working, what’s not, and what’s next to leadership and cross‑functional partners with clarity and confidence
Collaborate across the organization Partner closely with Product, Marketing, Design, and Legal & Compliance teams to align web transformation initiatives with business priorities
Ensure web content meets legal, regulatory, and accessibility standards across all pages and templates
Cross‑functional collaboration with Content, Digital, and Paid Media teams to ensure web content supports the full acquisition and engagement funnel
Support customer retention & engagement initiatives by ensuring web content is integrated across the client journey
What do you need to succeed? Must‑have 3+ years of experience in web content management, digital marketing, or web experience roles, with hands‑on CMS experience
Understanding of content management systems: page templates, components, workflows, governance, and publishing at scale
Strong knowledge of SEO fundamentals: on‑page optimization, technical SEO, structured data, and search content strategy
Experience with or strong understanding of answer‑engine optimization (AEO/GEO) for how AI search engines discover, cite, and rank content
Strong analytical skills: comfortable with web analytics (GA4/Adobe Analytics), search console, and reporting dashboards
Excellent collaboration and stakeholder management skills: ability to work across Product, Design, Legal & Compliance teams
Written and verbal communication skills: ability to present web strategy and performance to stakeholders at all levels
Nice‑to‑have Exp

📌 Manager, Digital Product Marketing (Toronto)
🏢 RBC
📍 Toronto