Head of Portfolio Marketing

U.S. Bank National Association • Minneapolis, MN

1d • $170,255 - $200,300

About The Position

U.S. Bank is seeking a strategic, customer-obsessed marketing leader to serve as Head of Portfolio Marketing for our credit card business. This executive will lead the development and execution of the end-to-end customer lifecycle strategy, from the moment a new account is acquired through onboarding, engagement, usage growth, loyalty, retention, and long-term portfolio value creation.
The Head of Portfolio Marketing will be responsible for transforming portfolio marketing into a customer-first growth engine by establishing a clear strategic framework, driving measurable customer and business outcomes, and creating a disciplined operating model across multiple marketing and business stakeholders.
This leader will combine deep customer understanding, data-driven decision making, and strong organizational leadership to ensure every customer interaction delivers value, strengthens relationships, and accelerates customer lifetime value.
The ideal candidate is equally comfortable developing long-term strategic vision and driving operational excellence, while holding themselves and their teams accountable for delivering meaningful results.

Requirements

• 12+ years of progressive experience in marketing, portfolio management, customer lifecycle management, CRM, or related disciplines.
• Proven experience leading customer lifecycle marketing, portfolio marketing, or retention marketing functions at scale.
• Demonstrated success developing strategic frameworks that drive measurable customer and business outcomes.
• Strong experience leveraging customer analytics, segmentation, personalization, and marketing technology platforms.
• Track record of leading high-performing teams and managing senior-level stakeholders.
• Experience managing significant budgets and delivering measurable ROI.
• Financial services, credit card, payments, or consumer banking experience.
• Experience leading customer journey transformation initiatives.
• Strong understanding of lifecycle marketing, loyalty strategy, retention, and customer value management.
• Applicants must be able to comply with U.S. Bank policies and procedures including the Code of Ethics and Business Conduct and related workplace conduct and safety policies.

Nice To Haves

• MBA or advanced business degree preferred.

Responsibilities

• Develop and Lead Portfolio Marketing Strategy: Create and own the enterprise portfolio marketing strategy for consumer credit cards across the customer lifecycle. Establish a strategic framework that aligns onboarding, engagement, spend activation, relationship deepening, retention, and loyalty efforts around customer needs and business objectives. Develop a multi-year vision for portfolio marketing that supports growth, profitability, customer satisfaction, and franchise loyalty. Continuously evaluate customer behaviors, market trends, and competitive dynamics to identify new opportunities for growth.
• Own the Customer Journey: Lead the end-to-end customer experience following account acquisition. Develop personalized lifecycle journeys that create value at every stage of the customer relationship. Ensure customer communications and experiences are relevant, timely, and aligned to customer needs and preferences. Champion a customer-first mindset across all portfolio marketing initiatives and decision-making processes. Partner with Product, Analytics, Customer Experience, Digital, Operations, and Technology teams to remove friction points and improve customer outcomes.
• Drive Growth and Engagement: Increase customer activation, engagement, usage, and retention across the portfolio. Develop strategies that deepen customer relationships and increase overall product adoption. Leverage customer data, behavioral insights, and predictive analytics to optimize lifecycle marketing performance. Identify opportunities to improve customer lifetime value while balancing growth objectives with customer experience considerations.
• Establish KPI Accountability: Own and report on customer and business performance metrics across the portfolio. Build a KPI framework that clearly connects marketing activities to customer behavior and business outcomes. Establish measurable targets and accountability for: Customer activation, Early tenure engagement, Spend growth, Digital adoption, Product utilization, Retention, Attrition reduction, Customer lifetime value, Net Promoter Score (NPS) and satisfaction measures; Create a performance management culture grounded in outcomes, transparency, and continuous improvement.
• Lead Transformation and Innovation: Modernize portfolio marketing capabilities through automation, personalization, experimentation, and data-driven decisioning. Foster a test-and-learn environment that accelerates innovation while maintaining rigorous measurement standards. Ensure marketing technology, customer data, and campaign capabilities are leveraged effectively to maximize customer impact.

Benefits

• Healthcare (medical, dental, vision)
• Basic term and optional term life insurance
• Short-term and long-term disability
• Pregnancy disability and parental leave
• 401(k) and employer-funded retirement plan
• Paid vacation (from two to five weeks depending on salary grade and tenure)
• Up to 11 paid holiday opportunities
• Adoption assistance
• Sick and Safe Leave accruals of one hour for every 30 worked, up to 80 hours per calendar year unless otherwise provided by law

What This Job Offers

• Job Type: Full-time
• Career Level: Executive