Branch Activation & Growth Enablement Lead

Citizens Financial Group•Pittsburgh, PA

3d•Hybrid

About The Position

The Branch Activation & Growth Enablement Lead serves as the enterprise owner and architect of Citizens’ standardized Branch Activation Program, encompassing DeNovo branches, branch relocations, and related network growth actions. This role is accountable for end‑to‑end strategy, execution, governance, and performance support—transforming individual launches into a repeatable, portfolio‑managed engine of growth. This leader ensures that every new or repositioned branch follows a unified and scalable activation model from early planning through activation, ramp, and stabilization. The role drives differentiated customer experiences, accelerates growth, and maximizes returns on branch investments.

Requirements

10-15+ years of experience in retail banking, network strategy, branch transformation, or enterprise program leadership, with accountability for large‑scale, cross‑functional initiatives.
Direct, hands‑on experience successfully leading branch openings and branch relocations, including end‑to‑end activation from planning and readiness.
Proven field experience, working closely with market leaders to drive readiness, execution consistency, and sustained performance.
Understanding of branch economics and performance drivers including ramp curves and time‑to‑break‑even.

Responsibilities

Serve as the enterprise owner for the Branch Activation Program (DeNovos & Relocations), setting vision, standards, and a multi‑year roadmap.
Lead development and continuous enhancement of the activation operating playbook and partner on the expected colleague/customer experience standards.
Align activation strategy with broader network optimization, growth priorities, and regional strategies.
Support changing management efforts to ensure consistent adoption of activation standards across markets and functions.
Orchestrate all end‑to‑end activation workstreams, including operational readiness, local activation, and community integration.
Act as the central integrator across all partners including Marketing, HR, Technology, Risk, Finance, Operations, Community Affairs, and Retail.
Proactively manage interdependencies, risks, and trade‑offs across simultaneous initiatives.
Establish and steward governance, including decision rights, escalation paths, and portfolio prioritization.
Maintain the enterprise “single source of truth” for activation strategy, playbooks, commitments, and scorecards.
Lead ongoing performance reviews across both new builds and relocations.
Own the full activation lifecycle—from planning and pre‑open readiness through activation, ramp, and stabilization.
Ensure markets and field leaders are equipped with clear activation plans, training, and tools.
Partner with market leaders to drive community presence and local partnerships.
Oversee KPI frameworks for ramp curves, deposit growth, retention, and time‑to‑break‑even.
Partner with Analytics and Finance to identify early‑warning indicators and remediation plans.
Lead post‑activation reviews and integrate learnings into continuous playbook evolution.