Director, Digital Deposits Growth & Sales

Citizens Financial Group•Westwood, MA

7d•Hybrid

About The Position

Citizens is seeking a dynamic, analytical and execution-oriented leader to serve as Director of Digital Deposits Growth & Sales within the Consumer Deposits team. This role owns the digital acquisition and sales engine across the prospect and customer journey, from traffic and engagement through application, approval, account opening, funding and early relationship development. The Director is accountable for growing deposit households through digital channels while balancing customer experience, customer quality, risk and financial outcomes. The role leads digital growth strategy and funnel optimization, establishes experimentation and personalization practices, manages performance and channel economics, and partners across Marketing, Product, Technology, Data & Analytics, Operations, Risk and Retail Distribution. It is primarily accountable for digital acquisition and sales performance and works closely with Retail Distribution on customer journeys that transition from self-service to assisted channels. The Director leads through influence across multiple functions, develops talent, and fosters a customer-centric, data-driven and execution-focused culture. The role requires sound judgment in a regulated environment, with risk, compliance and control considerations embedded in growth decisions.

Requirements

At least 10 years of progressive experience in digital growth, digital sales, consumer banking, deposits, product, marketing or a related field.
Demonstrated ownership of an end-to-end digital acquisition or sales funnel with measurable business outcomes.
Strong experience with experimentation, conversion optimization, performance analytics and channel economics.
Ability to translate strategy and complex analysis into priorities, roadmaps, executive decisions and sustained execution.
Proven success influencing senior stakeholders across Product, Marketing, Technology, Analytics, Operations, Risk and Distribution.
Strong written, verbal and executive communication skills.
Bachelor's degree or equivalent relevant experience.

Nice To Haves

Direct experience with consumer deposits, including checking, savings, onboarding, funding and relationship growth.
Experience integrating digital and assisted-channel customer journeys.
Experience with personalization, CRM, next-best-action, lead management or AI-enabled growth capabilities.
People leadership experience in a large, matrixed and regulated financial institution.
MBA or other relevant advanced degree.

Responsibilities

Develop and execute the digital deposits household acquisition and sales strategy across the consumer deposit portfolio.
Establish the vision, priorities and roadmap for digital growth, balancing sales volume, customer experience, customer quality, risk and financial outcomes.
Identify opportunities to increase qualified traffic, application conversion, approval, account opening, funding and early relationship engagement.
Translate customer insights, behavioral data, competitive intelligence and business priorities into growth strategies.
Partner with Product, Marketing, Technology, Data & Analytics, Operations and Risk to align investment and execution with high-value opportunities.
Own and influence digital sales performance across the full customer journey, including traffic, engagement, application start and completion, approval, account opening, funding and early engagement.
Establish funnel definitions, performance measures, diagnostic reporting and accountability across teams.
Identify friction, abandonment, policy, experience and capability barriers, and lead cross-functional plans to address them.
Prioritize journey and capability enhancements based on expected customer impact, incremental sales, economics, implementation complexity and risk.
Own digital-to-assisted handoff performance while Retail Distribution owns frontline execution within assisted interactions.
Establish an experimentation agenda across acquisition, proposition, experience, onboarding, funding and early engagement.
Develop hypotheses, test designs, success criteria and measurement approaches that isolate incremental impact.
Use segmentation, personalization and next-best-action capabilities to improve relevance, conversion and relationship value.
Create a repeatable test-and-learn operating rhythm and scale successful ideas.
Evaluate emerging technologies and AI-enabled capabilities where they improve customer or colleague outcomes within appropriate risk guardrails.
Define and manage a balanced scorecard spanning acquisition, conversion, funding, balances, customer quality, engagement, cost, risk and customer experience.
Build performance narratives explaining results, root causes, tradeoffs and recommended actions.
Partner with Finance and Analytics to assess channel economics, forecast performance and quantify proposed investment value.
Create transparent operating routines that accelerate decisions and maintain accountability across a matrixed environment.
Partner with Retail Distribution to create seamless self-service and assisted experiences for customers who need help or prefer human interaction.
Define shared measures for digital-to-assisted conversion, customer outcomes and handoff quality.
Align with Marketing, Product and Retail leaders on offers, campaigns, experiences and frontline readiness.
Communicate strategy, performance and decisions clearly to senior leaders and cross-functional partners.
Lead through influence by establishing clear outcomes, decision rights and accountability across functions.
Develop talent and foster a customer-centric, data-driven and execution-focused culture.
Embed risk, compliance and control considerations in growth decisions in a regulated environment.

Benefits

Competitive pay
Comprehensive medical coverage
Dental coverage
Vision coverage
Retirement benefits
Maternity/paternity leave
Flexible work arrangements
Education reimbursement
Wellness programs
Paid time off policy exceeding mandatory paid sick or paid time-away policies in every U.S. local and state jurisdiction
Opportunity to earn an annual discretionary bonus