Consumer Product Marketing Strategy Leader

Description Consumer Product Marketing Strategy Leader Consumer Checking, Deposits & Wealth Management Position Summary

The Consumer Product Marketing Strategy Leader is a senior marketing leader responsible for shaping and driving growth strategies for Citizens' Consumer Checking, Deposits, and Wealth Management businesses. This role serves as the primary marketing partner to business leadership, translating business objectives into customer-centric growth strategies that drive household acquisition, deposit growth, primary banking relationships, customer engagement, and wealth relationship expansion.

Working across business lines, analytics, customer experience, product, and marketing teams, this leader identifies growth opportunities, develops strategic plans, and ensures marketing investments and initiatives are aligned to deliver measurable business outcomes.

Key Responsibilities Strategic Business Leadership

• Partner with Consumer Banking and Wealth leadership to define growth priorities and marketing strategies.
• Serve as a strategic advisor, providing recommendations informed by customer insights, market trends, performance data, and competitive intelligence.
• Identify opportunities to accelerate customer acquisition, engagement, relationship deepening, and retention.
• Align marketing strategy with business objectives, customer needs, and long-term growth goals.

Consumer Checking, Deposits & Wealth Strategy

• Lead marketing strategy for Consumer Checking, Deposits, and Wealth Management businesses.
• Develop customer-centric growth plans that drive new household acquisition, deposit balance growth, wealth engagement, and customer deepening in general.
• Maintain a deep understanding of customer behaviors, business drivers, and market dynamics across the portfolio.
• Partner with business leaders to prioritize investments and maximize growth opportunities.

Go-to-Market & Customer Growth

• Lead go-to-market strategy for new products, offers, and strategic initiatives.
• Drive segmentation, targeting, positioning, and messaging strategies that support business growth.
• Ensure coordinated marketing efforts across acquisition, onboarding, engagement, retention, and relationship-deepening programs.
• Partner across Acquisition, Deepening, Brand, Media, Digital, and Customer Experience teams to deliver integrated customer journeys.

Performance & Cross-Functional Leadership

• Establish clear business outcomes, KPIs, and measurement frameworks.
• Partner with Analytics to forecast results, monitor performance, and identify optimization opportunities.
• Build strong partnerships across business and marketing teams, ensuring alignment and accountability.
• Influence decision-making and drive progress across a highly matrixed organization.

Qualifications

• 10+ years of experience in marketing, product marketing, growth strategy, or related disciplines.
• Strong experience in consumer banking or other financial services businesses.
• Demonstrated success developing strategies that drive acquisition, engagement, retention, and profitable growth.
• Proven ability to influence senior stakeholders and lead cross-functional initiatives.
• Strong strategic thinking, analytical, communication, and relationship management skills.
• Expertise in customer-centric marketing, segmentation, lifecycle management, and performance measurement.

Success Profile

The ideal candidate is a customer-focused, outcome-oriented leader who brings together business strategy, customer insights, and marketing expertise to drive growth. They excel at influencing across functions, building alignment among stakeholders, and translating complex business challenges into actionable strategies that deliver measurable results for customers and the business.

Qualifications, Education,…