Director Retail Segmentation

Job Description

As a People Manager, this role leads Retail Banking's customer segmentation and customer strategy function, establishing the frameworks, priorities, and growth strategies that drive customer and economic value. The role translates customer, market, and economic insights into actionable segment strategies that guide business decisions, growth initiatives, and investment priorities. This position provides strategic leadership to ensure segment opportunities are effectively prioritized, executed, and aligned with enterprise objectives.

As a People Manager, this role leads Retail Banking's customer segmentation and customer strategy function, establishing the frameworks, priorities, and growth strategies that drive customer and economic value. The role translates customer, market, and economic insights into actionable segment strategies that guide business decisions, growth initiatives, and investment priorities. This position provides strategic leadership to ensure segment opportunities are effectively prioritized, executed, and aligned with enterprise objectives.

• Segment Strategy and Prioritization:
  Directs Retail Banking's customer segmentation strategy by defining, sizing, and prioritizing customer segments based on customer needs, market opportunities, economic value, strategic alignment, and competitive differentiation. Establishes segment frameworks, target customer profiles, prioritization criteria, business cases, and strategic roadmaps that guide resource allocation, investment decisions, and business execution.
• Customer Insights and Value Proposition Development:
  Leads the assessment of customer needs, behaviors, pain points, and unmet market opportunities across targeted segments. Translates customer and market insights into differentiated segment strategies and value propositions that strengthen customer relationships, enhance experiences, and support business growth objectives.
• Segment Growth Planning and Execution:
  Develops comprehensive segment growth plans that connect customer strategy to measurable business outcomes, including acquisition, engagement, conversion, deepening, retention, and customer lifetime value objectives. Partners closely with Sales, Marketing, Product, and Digital teams to align campaigns, customer journeys, personalization opportunities, CRM capabilities, test-and-learn initiatives, and execution strategies that accelerate growth within priority segments.
• Performance Management and Governance:
  Establishes segment-level performance metrics, customer value indicators, governance processes, and operating rhythms to monitor progress and drive accountability. Utilizes performance insights, customer feedback, and market intelligence to refine segment strategies, prioritize investments, guide decision‑making, and ensure compliance with applicable regulatory and risk management requirements.
• People Management:
  Provides strategic leadership on all aspects of people management while modeling our leadership principles. Cultivates an environment where people are empowered to grow, take initiative, and succeed through clear direction, continuous coaching, and shared celebration.
• Performs other responsibilities and duties as assigned.

• Bachelor's degree in business, finance, marketing, or a related field. Equivalent work experience or certification(s) may be considered in lieu of degree. Advanced degree preferred.
• Level is dependent on years of experience and size/complexity of prior positions held.
• Minimum 12 years of experience in banking or financial services, customer strategy, segmentation, business strategy, analytics, marketing strategy, sales enablement, digital growth, CRM enablement, or related disciplines. Minimum 5 years of leadership experience.
• Proficient with Microsoft Office applications.
• Demonstrated success developing and executing customer segmentation and growth strategies that drive customer acquisition, engagement, relationship deepening, retention, and measurable business outcomes, while leading complex enterprise initiatives and successfully executing strategic priorities across a highly matrixed…