Head of Mass Affluent Segment Marketing

Position Overview

At PNC, our people are our greatest differentiator and competitive advantage in the markets we serve. We are all united in delivering the best experience for our customers. We work together each day to foster an inclusive workplace culture where all of our employees feel respected, valued and have an opportunity to contribute to the company’s success. As a Head of Mass Affluent Segment Marketing within PNC's Marketing organization, you will be based in a PNC Marketing Hub.

PNC’s Marketing organization is advancing its capabilities to deliver best-in-class customer experience and drive growth through data-driven, technology-enabled marketing. We are seeking an innovative Mass Affluent Segment Marketing leader to build and optimize integrated, omni-channel customer journeys for specific customer segments, ensuring every customer touchpoint is relevant, seamless, and impactful.

This individual will champion the understanding of core customer and audience needs, design elevated experiences that break down channel silos, and foster a culture of continuous measurement and optimization through test & learn. The role requires intense customer focus, strong analytical skills, strategic vision, and the ability to collaborate across a matrixed organization.

• Leverage data, insights, and research to deeply understand the motivations, behaviors, and needs of target segments, translating these into actionable marketing strategies.
• Build an understanding of the current customer experience as an outcome of the existing marketing campaigns, value proposition, and communications.
• Develop and implement integrated customer journeys leveraging all available channels and products, ensuring relevance for prospects and customers.
• Launch MVP test & learn roadmap with a focus on growing our Mass Affluent segment.
• Create seamless, high-impact experiences that eliminate channel silos.
• Lead a robust test & learn agenda, to measure marketing effectiveness, identify growth opportunities, and optimize marketing journeys in-flight.
• Serve as a thought leader for segment marketing, influencing senior stakeholders and collaborating with cross-functional teams to activate a common vision.

• Strategic problem solver with a passion for data-driven marketing and customer experience innovation.
• Proven ability to build consensus and influence at all levels of the organization.
• Proven track record in launching integrated marketing journeys with sustained lift
• Creative thinker who thrives in dynamic, fast-paced environments and is energized by driving change.
• Experience leading marketing strategy in a large, matrixed organization.

• Establishes the overall direction in connection with the vision. Leads development of the vision for a critical initiative and leads the development of the strategy that follows. Establishes vision and overall direction of strategic marketing plans to acquire, grow, and retain customers in support of business goals and objectives.
• Leads creation of integrated marketing strategies and aligns KPIs and measurement plans to drive business results. Serves as SME and thought leader to deliver recommendations and uses influence to build consensus and drive prioritization with senior and executive partners. Proactively adapts to and optimizes for a changing business environment.
• Creates strategies that deliver outcomes for products/initiatives in scope and aligns to the established vision. Removes barriers to deliver desired outcomes while establishing a relationship as a trusted advisor to business leaders on marketing strategies and business initiatives.
• Establishes the budget and has the capability to apply, policies and practices for planning, optimizing and administering a budget for programs/initiatives. Manages activities including coordination with legal, compliance, finance, risk and other key partners.
• Leverages data-driven insights to provide consultation to business leadership, influencing outcomes and decisions to best support the business strategy.
• Serves as a mentor to the teams, providing coaching, assisting in developing key competencies in team…