Vice-President, Enterprise Media & Owned Channels

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Reporting to the Senior Vice-President, Marketing, Personal and Business Banking, the Vice-President, Enterprise Media & Owned Channels is accountable for leading CIBC’s enterprise media ecosystem across paid media, owned channels, and generative visibility. This role drives client acquisition, brand equity, digital adoption, and revenue growth across lines of business through enterprise media strategy, performance marketing, owned channel delivery, organic social leadership for Personal and Business Banking, and the development of modern agile marketing capabilities.

The Vice-President operates as Chapter Area Lead for Enterprise Media & Owned Channels within CIBC’s agile operating model, leading a chapter area of approximately 225 marketing professionals. The operating model reflects a deliberate two-speed structure: chapter members supporting Personal and Business Banking (PBB) are forward-deployed into PBB Crews and Squads, while non-PBB execution is delivered through dedicated Centres of Excellence (COEs) within the Chapter Area. This leader is accountable for chapter capability, craft excellence, career development, operating standards, and culture, while ensuring high-quality business delivery across both forward-deployed and centralized execution models.

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

• Serve as Chapter Area Lead for Enterprise Media & Owned Channels, accountable for the capability, craft, career development, and culture of approximately 225 media and owned channel professionals.

• Forward-deploy chapter members into PBB Crews and Squads while maintaining dedicated COEs for non-PBB execution, balancing delivery commitments with chapter-level standards, talent development, and operational excellence.

• Act as a change leader in CIBC’s agile operating model, guiding teams through agile ways of working and adapting media, owned channel, and discovery strategies into iterative, test-and-learn delivery models.

• Define and continuously evolve the chapter resourcing model, determining the optimal blend of internal talent, agency partnerships, freelance or contingent support, offshore or nearshore capabilities, and AI-enabled solutions to deliver a scalable and flexible enterprise capability.

• Develop and lead CIBC’s enterprise paid media strategy across digital and traditional channels, including paid search, paid social, programmatic display, video, audio, out-of-home, and broadcast.

• Champion performance marketing to drive acquisition, digital sales, and measurable ROI through optimization, personalization, retargeting, and disciplined media investment allocation.

• Oversee enterprise paid media investment allocation, agency relationships, platform partnerships, and trading partnerships to maximize reach, efficiency, and business outcomes, ensuring recommendations align with strategic priorities and are reviewed with business partners prior to execution.

• Serve as a thought partner on the ad tech 3-year roadmap and act as a principal executive ambassador for key paid media agency and platform partners.

• Own the enterprise strategy and delivery of marketing communications across CIBC’s owned digital properties, including CIBC.com, Online Banking, Mobile Banking, email, and SMS.

• Develop and optimize omni-channel owned channel strategy with a focus on in-market digital optimization, on-site personalization, and journey-based client engagement.

• Build and lead owned channel operations capabilities across Quality & Compliance, Data Operations, Audience Management, Journey Management, and Campaign Management, while maintaining central standards and enabling effective execution.

• Partner with Digital Platforms leaders to optimize and scale the CRTeX operating model and serve as a thought partner on the martech 3-year roadmap.

• Lead CIBC’s enterprise generative visibility strategy, establishing how the brand is discoverable, credible, and compelling across AI-powered search and answer environments, traditional and social search, online communities, creator-led ecosystems, and authoritative third-party sources.

• Define and evolve the enterprise generative visibility framework, including strategic principles, content standards, technical requirements, and governance protocols.

• Serve as CIBC’s internal subject matter authority on the evolving generative AI discovery landscape, translating market and platform developments into actionable enterprise strategy.

• Own PBB organic social strategy across Instagram, TikTok, YouTube, LinkedIn, Facebook, and X, driving brand awareness, community growth, audience engagement, and cultural relevance in close coordination with Corporate Social Media partners.

• Own and evolve PBB creator and influencer strategy, establishing strong frameworks for selection, governance, measurement, regulatory compliance, and brand alignment.

• Integrate organic social and creator strategies with paid and owned channel efforts to maximize total media impact.

• Partner closely with Data & Analytics to translate measurement outputs into real-time optimization decisions across paid, owned, and generative visibility channels.

• Embed a culture of continuous, data-driven optimization across squads, COEs, and chapter members, identifying opportunities to improve targeting, experience, messaging, content effectiveness, and business outcomes.

• Partner with the Communications team to drive earned media integration, ensuring a connected paid, earned, and owned approach that maximizes reach, credibility, and business impact.

• Develop and maintain productive relationships with senior bank leaders, strategic business units, lines of business, Digital, Technology, Data & Analytics, agencies, consultants, and external partners.

• Manage significant enterprise media and owned channel budgets with clear ROI accountability and transparent reporting to senior leadership.

• Contribute to the overall marketing strategy, annual planning process, and high-performance culture as a member of the Marketing Leadership Team.

• Hire and develop top talent, align individuals to squad and COE needs, manage performance fairly and effectively, and foster a culture of diversity, fairness, inclusion, and collaboration.

What We’re Looking For

• 12–15+ years of progressive leadership in media, performance marketing, or integrated marketing, with significant experience leading large, multi-disciplinary teams.

• 7–10+ years leading large teams in complex enterprise environments.

• Demonstrated enterprise-level expertise across the full media ecosystem, including paid media, owned digital channels, organic social, creator-led marketing, and generative visibility strategy.

• Deep fl