Greg Oosterom

Having moved to Toronto from Vancouver, I began my time at RBC as a media relations intern in 2011 and spent several years in various senior social media roles with RBC Enterprise where I gained experience while collaborating with partners across the organization on everything from the brand team’s work on hockey, golf, the Olympics and the arts, to communications and the RBC Foundation’s work on current events and donations.

Transitioning to Wealth Management, I helped grow the size and scope of the Global Content & Digital Marketing team with a mandate grew to include everything from planning and executing campaigns, to launching new platforms and technologies and developing underlying policy and operational processes. In my most recent role as Director, Marketing Operations, I focused on advancing key strategic marketing initiatives and operational activities. My primary goal was to support and manage best-in-class practices across the team and for our partners through effective and efficient implementation, management and optimization of processes and technologies that helped to grow the business.

Director, Marketing Operations • RBC Wealth Management

October 2021 – October 2023

• Collaborated with team Directors, leadership and stakeholders across lines of business and functions to define and optimize processes across digital marketing, marketing technology, risk and compliance. 
• Introduced work management and business intelligence platform, combining data sources to build dashboards providing key insights into the budget, media performance, lead pipeline, and team workload.
• Developed training materials and provided coaching to facilitate learning and adoption of new platforms, processes and best practices.
• Oversaw budget operations including forecasting, reporting, billing and payments, evolving processes to meet changing requirements.
• Oversaw vendor relationships, platform maintenance and optimization of a wide range of digital marketing technologies and analytics tools.
• Developed, executed and maintained Wealth Management’s corporate marketing operations roadmap for technology, risk and compliance. 

Director, Digital Marketing & Amplification • RBC Wealth Management

January 2019 – October 2021

• Led a global digital marketing COE to develop and implement an integrated, test and learn data-driven strategy to reach niche audiences of HNW prospects throughout the buying cycle.
• Evolved marketing technology stack, including the introduction of new social media ad capabilities and channels, programmatic DSP, ad verification and brand safety, digital analytics and Salesforce integration.
• Oversaw in-house digital media budget in support of regional team marketing goals in Canada, the U.S., the UK and APAC.
• Assisted in campaign planning and execution as needed, from strategy and copywriting to campaign setup, optimization and reporting. 
• Successfully promoted the development of direct reports, and enabled knowledge sharing and digital marketing education of colleagues across my team and the wider organization. 

Senior Manager, Social Media • RBC Wealth Management

May 2017 – December 2018

• Developed a global corporate social media strategy, while advising on and helping optimize regional advisor social media programs. 
• Oversaw budget to increase content engagement, brand awareness and leads for Wealth Management globally.
• Planned and executed campaigns for regional marketing partners to increase brand awareness, drive engagement, and generate leads.
• Implemented reporting schedule and format and enhanced capabilities to provide actionable insights, and reduce turnaround time and human error.
• Created and presented educational materials to align teams on best practices, tone of voice and the latest in social media marketing.

Manager, Social Media • Royal Bank of Canada

December 2015 – April 2017

• Executed campaigns in an internal agency model in partnership with Canadian Olympic Committee, Hockey Canada, PGA Tour and more.
• Worked with professional athletes and agents, artists and third-party influencers to extend the reach and authenticity of RBC’s brand voice.
• Captured Canadian industry first in collaboration with Snap through the use of filters and geo-fencing for World Junior Hockey Championships.

Analyst, Social Media • Royal Bank of Canada

June 2014 – November 2015

• Enhanced campaign and issues reporting through implementation of industry best practices and social media analytics tools.
• Leveraged relationships with social media platforms to implement best practices from campaign development to execution and measurement.
• Led the first use of the Twitter Mirror on the PGA TOUR and first use of Facebook 360 Video by a North American financial institution.

Community Manager, Social Media • Royal Bank of Canada

May 2012 – May 2014

• Set strategic direction and increased budget allocation through analysis of community, channel, and campaign data to show social media’s ROI.
• Developed content calendar covering all lines of business globally.
• Embedded social media into brand marketing and communications.

Intern, Media Relations • Royal Bank of Canada

September 2011 – May 2012

• Compiled daily media reports for senior leaders, the GE and board.
• Wrote press releases and helped pitch stories to media. 

Account Manager, Western Canada • Rouge Media Group

August 2008 – January 2010

• Represented national media agency in a startup Vancouver office overseeing over 70 bars and 30 universities and colleges clients.
• Managed business development, client relations and quality assurance.
• Grew bar and nightclub client base 30%.
• Helped sales rep win new agency partners in onsite presentations.

Bishop’s University

BA Political Studies, Minor in Business Entrepreneurship

Humber College

Graduate Certificate (Hons), Public Relations