Acquisition Marketing Leader
About The Position
The Acquisition Marketing Lead is responsible for winning new customers and new accounts across Citizens’ Consumer Checking, Deposits, Wealth, Lending, and Business Banking lines of business. This leader owns the marketing organization’s acquisition engine and leads a team that develops targeted, measurable campaigns to meet business volume goals. Working closely with strategic leads for Consumer Checking, Deposits, Wealth, Lending, and Business Banking, the role translates business priorities into acquisition plans, channel strategies, audience approaches, and campaign roadmaps that drive measurable growth. The leader is accountable for improving acquisition performance through disciplined testing and learning, optimization, and effective use of paid and owned channels. The role leads campaign planning and execution, including audience selection, offer strategy, messaging, channel mix, execution readiness, and performance optimization. It coordinates work across paid media, owned channels, digital, analytics, creative, compliance, and marketing operations teams. The leader also manages performance against acquisition metrics, partners with Analytics on forecasting and results, communicates insights and recommendations to stakeholders, and coaches and develops a high-performing team. The position is based in the office four days per week, with one remote day. It may be performed in Westwood, Massachusetts; Johnston, Rhode Island; or Charlotte, North Carolina. The schedule is Monday through Friday, 8 a.m. to 5 p.m., for 40 hours per week.
Requirements
- 10 or more years of experience in acquisition marketing, growth marketing, campaign management, product marketing, or related disciplines.
- Strong experience developing and executing measurable marketing campaigns across paid and owned channels.
- Demonstrated success driving growth in new customers, accounts, applications, balances, or funded volume.
- Strong understanding of audience strategy, segmentation, offer testing, campaign measurement, and performance optimization.
- Proven ability to lead teams, manage cross-functional execution, and influence stakeholders in a matrixed environment.
- Bachelor’s degree in Marketing or equivalent.
Nice To Haves
- Financial services experience, with familiarity across consumer banking, lending, and business banking products.
Responsibilities
- Lead acquisition marketing campaign development and execution across Consumer Checking, Deposits, Wealth, Lending, and Business Banking.
- Partner with strategic leads to understand business priorities, volume targets, customer opportunities, and market dynamics.
- Translate priorities into acquisition plans, campaigns, audience strategies, and channel approaches.
- Own marketing execution for prospect and new account growth, including cross-sell, across lines of business.
- Lead the team building targeted, measurable campaigns for new customer and new account growth.
- Oversee campaign planning, audience selection, offer strategy, messaging, channel mix, execution readiness, and performance optimization.
- Ensure campaigns align with business volume goals and have clear measurement, accountability, and learning objectives.
- Coordinate integrated campaign delivery across paid media, owned channels, digital, analytics, creative, compliance, and marketing operations.
- Drive a continuous test-and-learn agenda to improve campaign performance, targeting, offer effectiveness, creative impact, and channel productivity.
- Use performance data, customer insights, and market signals to identify optimization and scaling opportunities.
- Balance paid and owned channels to improve efficient acquisition, conversion, and profitable growth.
- Establish learning plans, hypotheses, success measures, and feedback loops for future campaign decisions.
- Manage performance against acquisition goals, including new households, new accounts, applications, funded volume, booked loans, balances, and other line-of-business metrics.
- Partner with Analytics to forecast performance, evaluate campaign results, and recommend course corrections.
- Lead, coach, and develop a high-performing acquisition marketing team with clear ownership, accountability, and execution discipline.
- Communicate performance, learnings, risks, and recommendations to strategic leads and business stakeholders.
Benefits
- Competitive pay
- Comprehensive medical coverage
- Dental coverage
- Vision coverage
- Retirement benefits
- Maternity leave
- Paternity leave
- Flexible work arrangements
- Education reimbursement
- Wellness programs
- Paid time off policy that exceeds mandatory paid sick or paid time-away policies in every U.S. local and state jurisdiction
- Opportunity to earn an annual discretionary bonus
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What This Job Offers
Job Type
Full-time
Career Level
Senior
