Director, Media & Analytics, RBCx
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Key skills for this role
About the Role
RBC is seeking a Director of Media and Analytics to own measurement infrastructure and paid media strategy across the RBCx practice. You will lead a unified team of analysts and media specialists, driving data-driven decisions from campaign strategy through real-time optimization.
Key Skills for This Role
Responsibilities
- Own the strategic framework for measuring and optimizing marketing effectiveness across all digital channels.
- Develop measurement infrastructure strategy including tagging architecture, data pipelines, and tracking solutions.
- Establish data driven budget allocation frameworks tying capital deployment to measurable outcomes and ROI.
- Design continuous testing and experimentation roadmap covering creative, audience, bidding, landing page, and media mix.
- Define rigorous evaluation methodologies (geo lift, brand lift, holdout experiments, MMM) to quantify marketing impact.
- Lead, mentor, and develop a team of 5 7 managers and senior managers.
Requirements
- 8–12 years in marketing analytics, performance media, or combined discipline
- Hands on proficiency: SQL, Python, tag management systems, API integrations
- Proven experience managing multi brand paid media at scale with budget accountability
- Strong expertise in attribution, incrementality testing, statistical significance, and experimental design
- Experience with AI/ML applications in marketing (predictive modeling, propensity scoring, automated bidding)
- Exceptional communication across technical and executive audiences
- Financial services or regulated industry experience preferred
Full Job Posting
What is the opportunity?
- As Director, Media and Analytics, you will own our measurement infrastructure and paid media strategy across the RBCx practice.
- You'll oversee a unified team of analysts and media specialists, driving data driven decisions from campaign strategy through real time optimization.
- This role demands hands on technical expertise combined with strategic capital deployment accountability.
Marketing Performance & Capital Deployment
- Own the strategic framework for how our brands measure and optimize marketing effectiveness across all digital channels.
- Develop measurement infrastructure strategy—tagging architecture, data pipelines, tracking solutions (GTM, server side tagging), and platform health.
- Establish data driven budget allocation frameworks that tie capital deployment to measurable outcomes and ROI.
- Design the continuous testing and experimentation roadmap covering creative performance, audience targeting, bidding strategies, landing page effectiveness, and regional media mix.
- Define rigorous evaluation methodologies (geo lift, brand lift, holdout experiments, MMM) to quantify marketing impact.
- Build strategic connectivity with RBC's advanced analytics and data engineering functions.
Optimization & Experimentation
- Lead the strategic approach to A/B testing, multivariate experiments, and audience segmentation.
- Partner with product, engineering, and marketing teams to embed optimization into product development and campaign execution.
- Establish experimentation standards, statistical rigor, and best practices.
- Translate experiment insights into business strategy and competitive advantage.
- Streamline reporting workflows and adopt emerging tools (RBC Lumina, LLMs, modern data stack solutions).
- Model a test and learn culture and translate complex analytics into business ready narratives.
Team Leadership
- Lead, mentor, and develop a team of 5 7 managers and senior managers; set clear expectations, drive career growth, and build a high performance culture.
- Contribute to documentation, quality control, and enablement materials for BI assets and reporting.
What do you need to succeed?
- 8–12 years in marketing analytics, performance media, or combined discipline.
- Hands on proficiency: SQL, Python, tag management systems, API integrations.
- Proven experience managing multi brand paid media at scale with budget accountability.
- Strong expertise in attribution, incrementality testing, statistical significance, and experimental design.
- Experience with AI/ML applications in marketing (predictive modeling, propensity scoring, automated bidding).
- Exceptional communication across technical and executive audiences.
- Financial services or regulated industry experience is preferred.
Work Location
- This role works in the office 3 to 4 days a week.
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