Senior Manager, Brand Identity
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Key skills for this role
About the Role
RBC seeks a Senior Manager, Brand Identity to lead the development and execution of RBC's visual identity and ensure consistent brand messaging across all channels. The role involves brand guideline stewardship, AI-enabled brand governance, and collaboration with cross-functional teams.
Key Skills for This Role
Responsibilities
- Support the development and implementation of comprehensive brand guidelines aligned with overall business goals
- Support brand initiatives, collaborating with internal teams and external agencies
- Recommend, track and report on brand budgets
- Develop and maintain detailed brand guidelines, ensuring all marketing materials adhere to established brand standards
- Actively monitor brand assets and usage across all communication channels, identifying and addressing inconsistencies
- Train internal teams on brand guidelines, values, and messaging
- Serve as the strategic and operational backbone of brand integrity at scale, especially with AI powered tools
Requirements
- Deep understanding of brand management principles, including brand positioning, messaging and identity development
- Knowledge of brand architecture, managing sub brands, co branding or product lines
- Awareness of how identity comes to life in video and UX (motion and digital experience)
- Excellent communication skills to articulate brand vision and guidelines
- Data driven approach to evaluating brand performance
- Ability to champion the brand identity and gain buy in from cross functional teams
- Meticulous focus on maintaining brand identity consistency across all touchpoints
Full Job Posting
What is the opportunity?
- This role leads the development and execution of RBC's visual identity while ensuring consistent brand messaging and application across every company channel.
- More than a steward of standards, this is a creative and strategic leader who brings cross functional teams together to deliver brand experiences that connect with clients, inspire loyalty, and set RBC apart.
- Architect RBC's brand identity as a strategic driver of long term value — constantly evolving in step with the business strategy and unlocking new opportunities to make RBC the most recognized, trusted, and resonant brand in the marketplace.
Brand Visual Identity Development
- Support the development and implementation of comprehensive brand guidelines aligned with overall business goals, including brand positioning, messaging, and differentiation.
- Support brand initiatives, collaborating with internal teams and external agencies. Work may include brand and content activations, integrated and omni channel advertising campaigns, sponsorships and events.
- Recommend, track and report on brand budgets.
Brand Guidelines Stewardship
- Develop and maintain detailed brand guidelines, ensuring all marketing materials, communications, and employee interactions adhere to established brand standards.
- Actively monitor brand assets and usage across all communication channels, identifying and addressing any inconsistencies or deviations from brand guidelines.
- Train internal teams on brand guidelines, values, and messaging to foster a deep understanding and commitment to the brand.
AI Enabled Brand Governance
- As content volume and velocity accelerate — driven by AI powered tools across RBC — this role serves as the strategic and operational backbone of brand integrity at scale.
Must have
- Strong Branding System Expertise: Deep understanding of brand management principles, including brand positioning, messaging and identity development.
- Brand Architecture Knowledge: Managing sub brands, co branding or product lines.
- Motion and Digital Experience: Awareness of how identity comes to life in video and UX.
- Excellent Communication Skills: Ability to clearly articulate brand vision and guidelines to internal and external stakeholders.
- Analytical Skills: Data driven approach to evaluating brand performance and identifying areas for improvement.
- Leadership and Influence: Ability to champion the brand identity and gain buy in from cross functional teams. Partnering with CX leaders, UX teams, product managers and marketers to ensure consistency and a strong brand experience across channels.
- Attention to Detail: Meticulous focus on maintaining brand identity consistency across all touchpoints.
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