Vice-President, Digital Discoverability and Shopping

We’re building a relationship-oriented bank for the modern world. We need talented, passionate professionals who are dedicated to doing what’s right for our clients.

At CIBC, we embrace your strengths and your ambitions, so you are empowered at work. Our team members have what they need to make a meaningful impact and are truly valued for who they are and what they contribute.

To learn more about CIBC, please visit CIBC.com

The Vice-President, Digital Discoverability and Shopping (Crew Lead) is a senior enterprise leadership role accountable for both the steady-state performance and the transformational agenda of CIBC’s pre-authorization public-facing digital presence across all business segments and across Canada and the United States.
This role sits at the intersection of strategy, technology, design, data, content, governance, and people leadership, requiring the ability to inspire and align a large, multi-disciplinary organization behind a single, ambitious vision.
The Crew Lead owns end-to-end business accountability for CIBC’s digital discoverability and digital storefront ecosystem. This includes ensuring CIBC is discoverable and compelling across search engines, AI-powered search experiences, organic social media, online communities, creator ecosystems, and other emerging discovery channels.
The role leads a materially scaled organization and is accountable for crew operating model decisions, prioritization, roadmap trade-offs, transformation delivery, and cross-domain alignment. The role also shapes standards and decisions beyond one team through significant enterprise influence across Marketing, Technology, PR/Communications, Legal, Compliance, and business segment leaders.

CIBC employee experience principles:

• Always professional… so our team members can excel and be their best professional self.
• Radically simple… so our team members can focus on what they need to do and make an impact.
• Genuinely caring… so our team members can feel valued for who they are and what they contribute.

CIBC leadership capabilities:

• Envisions the future…to innovate purposefully to create new value and harness new capabilities in order to meet the evolving needs of our diverse stakeholders.
• Inspires hearts and minds…to build an inclusive culture where we make bold choices, collaborate, and empower others to take chances and do what’s right for our stakeholders.
• Drives action and impact, together…to align with urgency around what matters, making decisions with speed and always making a real difference.

What You’ll be Doing

Strategy & Roadmap Leadership

• Define and maintain the enterprise digital discoverability and storefront strategy and multi-horizon roadmap aligned to enterprise marketing OKRs and business segment priorities across Canada and the U.S.
• Own strategic and operational accountability for both long-term modernization and day-to-day performance of the digital storefront, balancing business growth, client experience, governance, and risk.
• Represent the function in senior planning, prioritization, and investment discussions, with meaningful influence over enterprise roadmap and budget decisions.

People Leadership & Crew Development

• Lead, coach, and develop a large, multi-disciplinary crew, including senior product and delivery leaders.

• Set a clear vision, priorities, and ways of working while fostering a high-performance, inclusive culture.

• Drive cross-squad alignment, resolve prioritization conflicts, and build strong leadership capability across the organization.

• Model agile ways of working and lead through ambiguity, scale, and transformation.

Digital Discoverability, SEO & Generative Visibility

• Own SEO strategy and execution across all pre-authorization pages in Canada and the U.S., including technical SEO, keyword strategy, content optimization, metadata, tagging, and Core Web Vitals management.
• Develop content and authority-building strategies designed to increase CIBC citation frequency and brand presence within large language model outputs.
• Monitor the evolving AI search landscape and assess implications for financial product discovery across both markets.

Organic Social, Community & Influencer Discoverability

• Own and execute CIBC’s organic social media program for discoverability and generative visibility, with accountability for strategy, production, publishing, discoverability, and performance across relevant platforms.
• Lead the development of platform-specific content strategies and discoverability playbooks that optimize formats, cadence, keywords, hashtags, and recommendation performance.
• Develop CIBC’s strategy for authentic visibility in online communities and forums that increasingly shape search and AI-generated outcomes.
• Own creator marketing execution end-to-end to ensure CIBC is discoverable, credible, and compelling across AI-powered search and answer engines,, including talent identification, vetting, contracting, campaign execution, measurement, and long-term relationship management.
• Ensure all activity aligns with enterprise brand governance, compliance requirements, escalation protocols, and market-specific regulations.

Industry Awards, Digital PR & Brand Authority Building

• Partner with PR/Communications on the enterprise industry awards strategy  ensuring the program is a measurable driver of SEO authority and AI search visibility.
• Develop a digital PR strategy with Communications and PR teams to strengthen CIBC’s online authority through earned media, third-party citations, and high-domain-authority backlinks.
• Monitor competitor activity and industry trends to identify authority-building gaps and opportunities.
• Ensure award recognition and brand authority signals are reflected across relevant digital properties and knowledge platforms where appropriate.

Web Experience Design, Shared Capabilities & UX

• Lead UX design strategy and continuous optimization, including user research, usability testing, information architecture, journey mapping, and always-on analytics-driven improvement.
• Own discovery-to-application journey optimization and friction reduction across client journeys.
• Champion mobile-first and accessibility-first design principles across digital experiences.
• Provide business ownership for shared customer-facing capabilities such as site search, appointment booking, chatbot, and branch/location finder where applicable.

Content Strategy, Publishing Operations & Management

• Define and own the enterprise content strategy for the pre-authorization digital presence, ensuring content is on-brand, compliant, bilingual where required, and optimized for user experience, SEO, GEO, social discoverability, and influencer amplification.
• Oversee the content governance model, including publishing workflows, review and approval processes, and content standards across Canada and the U.S.
• Lead cross-domain prioritization and coordination across publishing squads to deliver stable, error-free, and timely digital releases.

Analytics, Performance Reporting & Conversion Rate Optimization (CRO)

• Own web analytics implementation and governance, including tagging, tracking, metadata standards, and data integrity across markets.
• Own the CRO strategy and testing roadmap, including A/B and multivariate testing to improve client experience and conversion performance.
• Analyze user behavior data such as heatmaps, session recordings, funnel analytics, and self-serve outcomes to identify and remove friction points.
• Develop clear performance dashboards and attribution approaches that connect discoverability signals to downstream business outcomes.

AI Integration & Operational Efficiency

• Maintain a crew-level AI adoption roadmap, identifying opportunities to embed AI across user-facing experiences and internal operations.
• Drive the use of AI to automate and streamline back-end processes including content publishing, QA, tagging, reporting, and workflow efficiency.
• Ensure AI adoption aligns with enterprise governance, privacy, compliance, and risk standards.

Technology & Platform Management

• Partner closely with Marketing Technology, Engineering, and related teams on CMS-related integrations, platform upgrades, infrastructure dependencies, security, and compliance requirements.
• Ensure site reliability, performance, and uptime standards are met through strong partnership with platform owners and technology teams.
• Evaluate and enable tools and platforms that support discoverability, content operations, analytics, and performance optimization.

Transition & Transformation

• Lead the formal transition of website and discoverability accountability from current teams, including knowledge transfer, documentation, and technical debt remediation.
• Define and execute the digital storefront transformation roadmap, including platform modernization, search and discovery modernization, journey optimization, publishing governance, and new ways of working.
• Build new-to-bank capabilities across social, online communities, influencers, awards, and emerging discovery channels to make CIBC the answer wherever prospects search.

Governance, Compliance & Risk

• Ensure all website content, experiences, social activity, influencer programs, community engagement, and marketing claims meet regulatory and legal requirements across Canada and the U.S.
• Maintain governance standards for content accuracy, accessibility, compliance, brand alignment, escalation protocols, and crisis response across all digital channels and markets.

What We’re Looking For

• 12–18 years of progressive experience in digital marketing, web strategy, digital product management, or integrated brand and discoverability strategy
• 7–10 years of people leadership experience, including success leading large, multi-disciplinary teams in complex, matrixed organizations
• Demonstrated experience leading leaders, owning high-traffic consumer-facing digital experiences, driving measurable performance outcomes across multiple markets, and leading large-scale digital transformation initiatives
• Strong experience in agile operating models, organic social at scale, influencer strategy and execution, community engagement, awards programs, and cross-border operations across Canada and the United States.
• Financial services or other highly regulated industry experience is strongly preferred.
• Deep expertise in SEO, technical SEO, content optimization, GEO, AI search, organic social strategy, influencer marketing, online communities, UX, information architecture, conversion optimization, analytics platforms, CMS and digital marketing tooling, and AI-enabled operational improvement.
• Strong stakeholder management, strategic thinking, storytelling, and the ability to translate complex insights into compelling narratives for senior leadership.
• Consumer-obsessed, externally oriented, inspiring, collaborative, systems-minded, and able to lead at scale through ambiguity while balancing action with sound judgment in a regulated, multi-market environment.

What CIBC Offers

At CIBC, your goals are a priority. We start with your strengths and ambitions as an employee and strive to create opportunities to tap into your potential.

• We work to recognize you in meaningful, personalized ways including a competitive compensation, a banking benefit*, wellbeing support and additional offers such as employee and family assistance programs and MomentMakers, our social, points-based recognition program.

• Our spaces and technological toolkit will make it simple to bring together great minds to create innovative solutions that make a difference for our clients.

*Subject to program terms and conditions

What you need to know

• CIBC is committed to creating an inclusive environment where all team members and clients feel like they belong. We seek applicants with a wide range of abilities and we provide an accessible candidate experience. If you need accommodation, please contact [email protected]

• CIBC is committed to clarity in our hiring process. All roles posted are opportunities we’re actively recruiting for, unless stated otherwise.

• You need to be legally eligible to work at the location(s) specified above and, where applicable, must have a valid work or study permit

• We may ask you to complete an attribute-based assessment and other skills test (such as simulation, coding, French proficiency).

• We use artificial intelligence tools during the recruitment process. Our goal for the application process is to get to know more about you, all that you have to offer, and give you the opportunity to learn more about us.

Expected End Date

Job Location

Employment Type

Weekly Hours

Skills