Product Director, Customer Engagement & Primacy
About The Position
This strategic leadership role is responsible for expanding deposit share of wallet, primacy, relationship depth, and total deposit sales across established Mass and Mass Affluent customer relationships. The Product Director provides strategic oversight of the everyday deposit portfolio, using customer, balance, product, usage, and money-movement insights to identify high-value opportunities and set an integrated portfolio agenda for low-cost growth. The role translates portfolio insights into coordinated field, digital, product, marketing, and customer experience strategies, with focus on checking and savings penetration, direct deposit, recurring funding behaviors, account usage, digital engagement, and broader relationship depth. Success requires balancing current sales and balance performance with the longer-term development of a systematic, insight-led approach to managing and growing established customer relationships. The Director establishes portfolio strategy, identifies and sizes opportunities across segments, markets, channels, and relationship characteristics, and maintains a prioritized agenda balancing deposit sales, balance growth, relationship depth, and long-term customer value. The role develops strategies to deepen everyday banking relationships and increase deposit primacy, and coordinates field and digital engagement so that digital activity, customer response, and field follow-up reinforce one another. The position defines the customer behaviors and portfolio outcomes expected from marketing and experience investments, evaluates investment effectiveness, develops an executive performance scorecard, and presents trends, opportunities, risks, recommendations, and investment tradeoffs to senior leadership. Portfolio strategies must comply with regulatory, risk, customer-experience, and operational requirements.
Requirements
- Bachelor's degree in Business, Finance, Economics, Marketing, or a related field.
- 10 or more years of experience in product management, deposit strategy, consumer banking, customer strategy, portfolio management, digital engagement, or a related discipline.
- Demonstrated experience providing strategic oversight of an established consumer deposit or everyday banking portfolio.
- Prior experience in deposit engagement roles focused on everyday banking, savings penetration, direct deposit, customer activation, relationship deepening, or similar customer strategies.
- Experience developing strategies to increase deposit share of wallet, checking and savings penetration, primary banking relationships, or total deposit sales.
- Experience developing differentiated customer strategies across Mass and Mass Affluent segments.
- Experience creating and influencing coordinated field and digital engagement strategies.
- Strong strategic, analytical, and commercial judgment, with the ability to translate customer and portfolio insights into clear priorities.
- Executive communication and stakeholder-management skills.
- Ability to lead complex cross-functional initiatives and influence roadmaps and investment decisions without direct authority.
- Strong understanding of consumer deposits, customer behavior, and the drivers of primary banking relationships.
Nice To Haves
- Advanced degree.
Responsibilities
- Establish strategy for expanding deposit share of wallet and relationship value across established Mass and Mass Affluent customers.
- Develop a detailed view of customer balances, product penetration, account usage, money movement, engagement, primacy, and external wallet opportunity.
- Identify and size opportunities across customer segments, markets, channels, and relationship characteristics.
- Maintain a prioritized portfolio agenda balancing total deposit sales, balance growth, relationship depth, and long-term customer value.
- Translate enterprise segmentation and analytics into portfolio priorities, customer treatments, and channel actions.
- Develop strategies to increase everyday deposit share of wallet, primary banking relationships, and total deposit sales.
- Lead strategies for checking engagement, savings penetration, direct deposit, recurring transfers, account usage, and deposit consolidation.
- Identify underpenetrated relationships and define differentiated approaches based on customer value, relationship depth, behavior, and opportunity.
- Establish measures of household-level deposit penetration, primacy, relationship depth, and balance expansion.
- Define the strategic roles of field and digital channels in growing established everyday deposit relationships and achieving performance targets.
- Partner with Retail leaders to translate portfolio opportunities into market priorities, banker actions, customer conversations, and targeted sales strategies.
- Coordinate with the Relationship Strategy lead on opportunities requiring Relationship Manager or Business Banking RM engagement while retaining accountability for everyday portfolio strategy.
- Partner with Digital and Customer Experience Delivery teams to prioritize targeted placements, personalized treatments, funding experiences, savings capabilities, and high-intent customer moments aligned with business objectives.
- Develop coordinated approaches in which digital activity, customer response, and field follow-up reinforce one another.
- Define the customer behaviors, portfolio outcomes, and share-of-wallet opportunities that marketing and experience investments are expected to address.
- Evaluate investment effectiveness based on incremental sales, balances, primacy, share of wallet, and relationship outcomes.
- Develop an executive scorecard covering total deposit sales, balances, checking and savings penetration, direct deposit, primacy, engagement, and relationship depth.
- Present portfolio trends, opportunities, risks, recommendations, and investment tradeoffs to senior leadership.
- Ensure portfolio strategies comply with regulatory, risk, customer-experience, and operational requirements.
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 in every local and state jurisdiction in the United States
- Opportunity to earn an annual discretionary bonus
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What This Job Offers
Job Type
Full-time
Career Level
Director
