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 inc