Lead Product Manager Customer Onboarding & Lifecycle Engagement

Wells Fargo•Wilmington, DE

1d•Hybrid

About The Position

The Lead Product Manager will sit within the Small Business Credit Card team, owning the onboarding and early lifecycle engagement strategy for new customers across the portfolio. The ideal candidate is a creative, customer-centric marketer with strong financial services and or marketing experience who can blend strategy, customer psychology, campaign optimization, and cross-functional leadership. We are seeking an experienced and innovative marketing leader to help shape the onboarding and early customer lifecycle experience for our Small Business Credit Card portfolio. This role sits at the intersection of customer experience, marketing strategy, creative development, and business growth. You will own the vision, strategy, and execution of customer onboarding programs that help new cardholders understand the value of their product, adopt key features, and build lasting engagement from day one. As a member of a high-performing marketing team, you will lead initiatives that influence customer behavior across multiple touchpoints, including email, card fulfillment experiences, digital channels, mobile experiences, alerts, direct communications, and emerging engagement platforms. This is an opportunity for a strategic marketer who understands how effective storytelling, personalization, and customer insights drive meaningful business outcomes. You will partner with creative teams, agencies, analytics professionals, technology teams, and business leaders to design programs that increase activation, digital adoption, engagement, and long-term customer loyalty.

Requirements

5+ years of Product Management, product development, strategic planning, process management, change delivery experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education

Nice To Haves

Experience developing customer onboarding, lifecycle, engagement, retention, or loyalty marketing programs
Curious, innovative thinker with a track record of developing new marketing strategies that improve customer engagement and business outcomes
Strong analytical skills with the ability to turn customer data, research, and performance insights into actionable recommendations
Background in designing multi-channel marketing journeys across email, digital, alerts, direct mail, or physical fulfillment
Proven ability to manage marketing agencies, creative development, campaign execution, and cross-functional delivery
Clear, structured communicator with confident leadership presence and executive-ready storytelling skills
Demonstrated ability to influence, partner, and drive alignment in a matrixed environment
Financial services, credit card, retail banking, or lifecycle marketing experience
Proven success leading cross-functional initiatives in complex, matrixed organizations.
Experience managing large-scale marketing campaigns from strategy through execution.
Strong communication and presentation skills with the ability to influence senior stakeholders.
Demonstrated ability to use customer insights and business performance data to make strategic recommendations.

Responsibilities

Lead Customer Onboarding & Early Lifecycle Strategy: Define and execute the onboarding and early lifecycle engagement strategy for Small Business Credit Card customers.
Create customer journeys that educate, activate, and deepen engagement during the critical first 90 days of the customer relationship.
Identify opportunities to improve customer activation, digital wallet enrollment, feature adoption, spending behaviors, and overall customer satisfaction.
Develop a forward-looking roadmap that aligns customer needs, business goals, emerging capabilities, and industry trends.
Continuously evaluate program performance and implement enhancements that improve customer outcomes and business results.
Lead Cross-Functional Delivery & Execution: Serve as the marketing lead for onboarding initiatives from concept through delivery.
Provide strategic and creative direction to internal stakeholders and agency partners.
Collaborate with product, analytics, digital, technology, servicing, operations, compliance, legal, and brand teams to deliver effective customer experiences.
Drive alignment across multiple stakeholders while balancing competing priorities and business objectives.
Ensure efficient execution through clear communication, project leadership, and strong operational discipline.
Influence Thought Leadership: Present recommendations, business cases, and performance insights to senior leadership.
Champion customer-centric thinking throughout the organization.
Foster innovation by bringing new ideas, best practices, and emerging marketing strategies into the onboarding experience.
Influence across a highly matrixed environment.