Consumer Product Marketing Strategy Leader
About The Position
The Consumer Product Marketing Strategy Leader is a senior marketing leader responsible for shaping and driving growth strategies for Citizens' Consumer Lending businesses: Credit Card, Mortgage, Home Equity, and Student Lending. The role is the primary marketing partner to lending business leadership, translating business objectives into customer-centric strategies that support acquisition, product adoption, balance growth, responsible borrowing, relationship deepening, and customer engagement. The leader works across business lines and with analytics, customer experience, product, risk, compliance, and marketing teams to identify growth opportunities, develop strategic plans, and align marketing investments with measurable business outcomes and customer needs. The role also leads go-to-market strategy, integrated customer journeys, and performance measurement across the lending portfolio.
Requirements
- 10+ years of experience in marketing, product marketing, growth strategy, or related disciplines.
- Strong experience in consumer lending, consumer banking, or other financial services businesses.
- Demonstrated success developing strategies that drive acquisition, activation, engagement, retention, balances, funded volume, 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, offer strategy, performance measurement, and regulated marketing environments.
- Bachelor's degree in Marketing or equivalent.
Responsibilities
- Partner with Consumer Lending leadership to define growth priorities and marketing strategies across Credit Card, Mortgage, Home Equity, and Student Lending.
- Advise business leaders using customer insights, market trends, performance data, credit dynamics, and competitive intelligence.
- Identify opportunities to accelerate customer acquisition, product adoption, balance growth, usage, engagement, and retention.
- Align marketing strategy with business objectives, customer needs, risk considerations, and long-term growth goals.
- Develop customer-centric growth plans that drive new account acquisition, application starts and completions, loan and line growth, card usage, responsible borrowing, and relationship deepening.
- Maintain an understanding of customer borrowing needs, purchase and lifecycle behaviors, product economics, market dynamics, and competitive offers.
- Partner with business leaders to prioritize investments, maximize growth opportunities, and support profitable portfolio expansion.
- Lead go-to-market strategy for new lending products, offers, partnerships, campaigns, and strategic initiatives.
- Drive segmentation, targeting, positioning, and messaging strategies for acquisition, activation, utilization, and customer lifecycle growth.
- Coordinate marketing across prospecting, application, onboarding, activation, usage, servicing, retention, and relationship-deepening programs.
- Partner with Acquisition, Deepening, Brand, Media, Digital, Customer Experience, Risk, Compliance, and Product teams to deliver integrated customer journeys.
- Establish business outcomes, KPIs, and measurement frameworks for acquisition, application quality, funded volume, usage, balances, engagement, and profitability.
- Partner with Analytics to forecast results, monitor performance, and identify optimization opportunities across channels and customer segments.
- Build partnerships across business, risk, compliance, product, and marketing teams to ensure alignment and accountability.
- Influence decision-making and drive progress across a highly matrixed organization.
Benefits
- Competitive pay
- Comprehensive medical coverage
- Dental coverage
- Vision coverage
- Retirement benefits
- Maternity and paternity leave
- Flexible work arrangements
- Education reimbursement
- Wellness programs
- Paid time off policy exceeding mandatory paid sick or paid time-away policies of U.S. local and state jurisdictions
- Opportunity to earn an annual discretionary bonus
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What This Job Offers
Job Type
Full-time
Career Level
Senior
