What is the opportunity?
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.
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 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 architectureSupport large-scale website projects including CMS migration, page-template modernization, and site-structure optimization, working within our strategic directionPartner 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 workflowsServe as a CMS power user and subject-matter expertHands-on experience in Adobe Experience Manager (AEM) a significant plusWork 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 answersConduct content audits and gap analyses to identify opportunities where RBC Direct Investing can build authoritative, well-structured content that both ranks and gets citedStay 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 effectivenessUse web analytics (GA4), search console data,



and emerging AI-search tracking tools to identify opportunities and measure the impact of transformation initiativesCommunicate 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 prioritiesEnsure web content meets legal, regulatory, and accessibility standards across all pages and templatesCross-functional collaboration with Content, Digital, and Paid Media teams to ensure web content supports the full acquisition and engagement funnelSupport 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 experienceUnderstanding of content management systems: page templates, components, workflows, governance, and publishing at scaleStrong knowledge of SEO fundamentals: on-page optimization, technical SEO, structured data, and search content strategyExperience with or robust understanding of answer-engine optimization (AEO/GEO) for how AI search engines discover, cite, and rank contentStrong analytical

skills:
comfortable with web analytics (GA4/Adobe Analytics), search console, and reporting dashboardsExcellent collaboration and stakeholder management

skills:
ability to work across Product, Design, Legal & Compliance teamsWritten and verbal communication

skills:
ability to present web strategy and performance to stakeholders at all levelsNice-to-have
Experience with Adobe Experience Manager (AEM): page autho

📌 Manager, Digital Product Marketing (Winnipeg)
🏢 Royal Bank of Canada
📍 Winnipeg