Experiential Marketing Partner for Business Banking

Citizens Financial Group, Inc.•Westwood, MA

47d•Hybrid

About The Position

Citizens is seeking a highly organized and strategic Go-To-Market (GTM) Marketing Partner to lead the planning and execution of regionalized Business Banking events. This role is pivotal in driving Center of Influence (COI) engagement, enhancing brand visibility, and supporting regional growth initiatives. The ideal candidate will possess a strong understanding of Business Banking and Commercial Lending, and be adept at collaborating across product marketing, sponsorships and experiential marketing, and sales teams to deliver impactful, data-driven event experiences. This role supports Citizens Business Banking footprint, focused on 5 key regions: MA/NH, CT/RI, NY/NJ/FL/CA, DE/NJ/Philadelphia, OH/MI/Pittsburgh. Examples of events include networking receptions, panel discussions, sponsored events and trade organization events.

Requirements

Proven experience in event planning and project management, preferably in financial services or B2B environments.
Strong understanding of Business Banking (BB) and Commercial Lending (CML) products and client segments.
Demonstrated ability to work with external vendors.
Skilled in data analysis, reporting, and translating insights into actionable strategies.
Excellent communication, collaboration, and stakeholder management skills.
Highly organized with the ability to manage multiple projects simultaneously under tight deadlines.
Proficiency in tools such as CRM platforms, project management software, and event tech solutions.
Bachelor's degree in Marketing, Business, Communications, or related field.
5+ years of experience in event marketing, GTM strategy, or business development.
Familiarity with regional market dynamics and COI ecosystems.

Responsibilities

Lead & Execute Experiences: Strategize, design and deliver regional Business Banking events aligned with go-to-market priorities and COI engagement strategies that align with business objectives.
Stakeholder Collaboration & Communication: Engage with regional Business Banking executives on an ongoing basis to understand their unique market nuances in order to develop event and COI engagement plans that meet their goals. Build and maintain relationships with trade organizations, COIs, internal sales teams, and regional leadership.
Vendor & Venue Management: Work closely with Marketing Event Operations when sourcing and onboarding vendors, speakers, and venues; manage contracts, review BEOs, risk assessments, and payments through internal systems.
Marketing & Brand Alignment: Collaborate with marketing growth strategist and content team to develop promotional materials and campaigns to ensure consistent messaging and brand representation across all event touchpoints. Ensure all experiences are consistent with Citizens brand standards and marketing guidelines.
Performance Measurement & Reporting: Establish feedback loops to capture attendee insights and stakeholder input. Analyze event effectiveness using KPIs such as attendance, engagement, lead generation, and ROI in alignment with our Experiential Marketing scorecard. Provide regular reporting to leadership on event performance and strategic recommendations.
Trend Monitoring: Stay ahead of industry and competitive trends in financial services and experiential marketing.