Head, Brand Strategy

What is the opportunity?

The Head, Brand Strategy is the senior leader of RBC's global brand strategy practice, a high-impact team that leads, builds, maintains, measures, and grows the strategy of the brand across lines of business, products, services, programs, and key initiatives. This role is responsible for maintaining and growing the Masterbrand strategy as well as translating it to drive outsize business outcomes across all Marketing and Advertising investments. This role also liaises with all key brand and marketing partners within lines of business, interfacing and influencing at the Vice-President and Senior Director level to drive the outcomes of all marketing portfolios across the bank. All practices of the global brand strategy team are built and owned by this leader as a suite of services that are offered RBC enterprise wide, at scale. These tools help to create brand building work that is best-in-category, insight-driven marketing plans and programs, unique and incisive customer insights that drive differentiated work, trends and cultural context that inspire and educate teams, and ultimately a more connective and cohesive interpretation and activation of the RBC Brand Strategy across the organization.

What will you do?

• Enhance and grow the RBC Brand Strategy and all of its component parts, globally, with a primary focus on the RBC Brand Platform and it's associated key levers: measurement model, brand identity, and annual brand plan
• Create, maintain, and action the Annual RBC Brand Plan, a coordinated brand planning exercise and output conducted across RBC globally. This includes partnering with senior leadership across the organization, media, creative partners internally and externally, and analytics/metrics, to produce a holistic brand plan
• Interfaces regularly with the EVP CMO, CBO, and SVP CMO, to harness the power of brand and marketing plans across the organization in to a coordinated planning exercise
• Liaise with all VP/Senior Director Marketing Heads to impact the strategy of all marketing portfolios, in line with the RBC Brand Strategy
• Lead planning efforts via the core team amongst all marketers within BMCC, year-round, through a well-defined strategy suite of services that includes: pre-brief strategy sessions, customer insights, brand architecture, value propositions, application of the marketing playbook to marketing campaign briefs, measurement, and unique brand identity solutions, all to drive better in market scale and impact for the brand and business
• Manage the relationships with all Tier 1 Creative Agencies, helping Presidents/Founders/CCOs to plan their respective creative mandates and calendars at RBC, taking the lead on scope and compensation models with agencies, projects aligned to appropriate agency partners, strategic review of the work, and 360 feedback for both agency and clients with an eye to constantly improving creative output and creative processes
• Establish a broader reputation for Brand Strategy as a key resource for marketing and brand planning across the organization as the broader Brand & Creative team takes shape
• Accountable to the VP, Global Head of Brand & Creative, with regularly interfacing with senior executives (CMO, CBO) and proven ability to represent the global RBC Brand Strategy at key executive forums like the BMCC Operating Committee.

What do you need to succeed?

Must-have

• 12-15 years experience in developing and executing brand strategy
• Deep expertise in applying Masterbrand strategy to a portfolio of marketing initiatives & programs
• People leadership and team culture building experience
• A connector who can quickly build trusting, advisory relationships and a strong and invigorating brand culture on the team
• Deep experience as a brand strategy consultant for complex clients or portfolios across an organization

Nice-to-have

• Experience leading a Brand Strategy or Planning team for an Advertising Agency, or Experience leading a large Account Team for an Advertising Agency, or Experience leading a rebranding effort for a large organization globally

What's in it for you?

We thrive on the challenge to be our best. Our team is defined by progressive thinking to keep growing and working together to deliver trusted advice to help our clients thrive and communities prosper. We care about each other, reaching our potential, making a difference to our communities, and achieving success that is mutual.

• A comprehensive Total Rewards Program, including bonuses, flexible benefits, and competitive compensation
• Approachable and caring leaders who support your development through coaching and managing opportunities
• Work in a dynamic, collaborative, progressive, and high-performing team that prioritizes employee well-being and work-life balance ("burnout" is not in our vocabulary)
• Opportunities to do challenging work

Job Skills

Additional Job Details

Note: Applications will be accepted until 11:59 PM on the day prior to the application deadline date above

Inclusion and Equal Opportunity Employment

At RBC, we believe an inclusive workplace that has diverse perspectives is core to our continued growth as one of the largest and most successful banks in the world. Maintaining a workplace where our employees feel supported to perform at their best, effectively collaborate, drive innovation, and grow professionally helps to bring our Purpose to life and create value for our clients and communities. RBC strives to deliver this through policies and programs intended to foster a workplace based on respect, belonging and opportunity for all.