Acquisition Marketing Leader

Citizens Financial; United States; On-site; USD 180,000 - 243,000; Full time

Job summary

Citizens Financial in the United States seeks an Acquisition Marketing Lead to own the acquisition engine across Consumer Checking, Deposits, Wealth, Lending, and Business Banking, leading a team to win new customers and accounts.

You will translate business priorities into targeted, measurable campaigns, manage cross-functional partners, optimize with test-and-learn, and drive growth through paid and owned channels.

Qualifications

• 10+ years in acquisition marketing or related disciplines.
• Experience with paid and owned channels campaigns.
• Proven ability to lead cross-functional teams in a matrixed environment.
• Familiarity with consumer banking products preferred.

Responsibilities

• Lead acquisition marketing campaign development and execution across Consumer Checking, Deposits, Wealth, Lending, and Business Banking.
• Partner with strategic leads to understand priorities, volume targets, customer opportunities, and market dynamics.
• Translate priorities into acquisition plans, campaigns, audience strategies, and channel approaches.
• Serve as the accountable marketing execution leader for prospect and new account growth, including cross sell, across lines of business.
• Lead the team responsible for building targeted, measurable acquisition campaigns that support new customer and new account growth.
• Oversee campaign planning, audience selection, offer strategy, messaging, channel mix, execution readiness, and performance optimization.
• Ensure acquisition campaigns are aligned to business volume goals and are built with clear measurement, accountability, and learning objectives.
• Coordinate across paid media, owned channels, digital, analytics, creative, compliance, and marketing operations teams to deliver integrated campaigns.
• Drive a continuous test-and-learn agenda to improve campaign performance, customer targeting, offer effectiveness, creative impact, and channel productivity.
• Use performance data, customer insights, and market signals to identify opportunities for optimization and scale.
• Balance use of paid and owned channels to maximize efficient acquisition, improve conversion, and support profitable growth.
• Establish clear learning plans, hypotheses, success measures, and feedback loops that improve future campaign decisions.
• Manage acquisition performance against business goals, including new households, new accounts, applications, funded volume, booked loans, balances, and other line-of-business acquisition metrics.
• Partner with Analytics to forecast performance, evaluate campaign results, and recommend course corrections.
• Lead, coach, and develop a high-performing acquisition marketing team with clear ownership, accountability, and execution discipline.
• Communicate performance, learnings, risks, and recommendations to strategic leads and business stakeholders.

Skills

Acquisition marketing leadership

Campaign management

Cross-functional leadership

Audience strategy

Education

Bachelor's Degree in Marketing or equivalent

Job description

Acquisition Marketing Lead

Enterprise Consumer & Business Banking Acquisition

Position Summary

The Acquisition Marketing Lead is responsible for winning new customers and new accounts across Citizens' Consumer Checking, Deposits, Wealth, Lending, and Business Banking lines of business. This leader owns the acquisition engine for the marketing organization, leading a team that develops targeted, measurable campaigns designed to deliver against the volume goals of the business.

Working in close partnership with the strategic leads for Consumer Checking, Deposits, Wealth, Lending, and Business Banking, this role translates business priorities into acquisition plans, channel strategies, audience approaches, and campaign roadmaps that drive measurable growth. The leader is accountable for continuously improving acquisition performance through disciplined test-and-learn agendas, optimization, and effective use of both paid and owned channels.

Key Responsibilities

Acquisition Strategy & Business Partnership

• Lead acquisition marketing campaign development and execution across Consumer Checking, Deposits, Wealth, Lending, and Business Banking.
• Partner closely with the three strategic leads to understand business priorities, volume targets, customer opportunities, and market dynamics.
• Translate strategic priorities into actionable acquisition plans, campaigns, audience strategies, and channel approaches.
• Serve as the accountable marketing execution leader for prospect and new account growth, including cross sell, across lines of business.

Campaign Development & Execution

• Lead the team responsible for building targeted, measurable acquisition campaigns that support new customer and new account growth.
• Oversee campaign planning, audience selection, offer strategy, messaging, channel mix, execution readiness, and performance optimization.
• Ensure acquisition campaigns are aligned to business volume goals and are built with clear measurement, accountability, and learning objectives.
• Coordinate across paid media, owned channels, digital, analytics, creative, compliance, and marketing operations teams to deliver integrated campaigns.

Optimization & Test-and-Learn Leadership

• Drive a continuous test-and-learn agenda to improve campaign performance, customer targeting, offer effectiveness, creative impact, and channel productivity.
• Use performance data, customer insights, and market signals to identify opportunities for optimization and scale.
• Balance use of paid and owned channels to maximize efficient acquisition, improve conversion, and support profitable growth.
• Establish clear learning plans, hypotheses, success measures, and feedback loops that improve future campaign decisions.

Performance Management & Team Leadership

• Manage acquisition performance against business goals, including new households, new accounts, applications, funded volume, booked loans, balances, and other line-of-business acquisition metrics.
• Partner with Analytics to forecast performance, evaluate campaign results, and recommend course corrections.
• Lead, coach, and develop a high-performing acquisition marketing team with clear ownership, accountability, and execution discipline.
• Communicate performance, learnings, risks, and recommendations to strategic leads and business stakeholders.

Qualifications

• 10+ years of experience in acquisition marketing, growth marketing, campaign management, product marketing, or related disciplines.
• Strong experience developing and executing measurable marketing campaigns across paid and owned channels.
• Demonstrated success driving new customer, account, application, balance, or funded volume growth.
• Strong understanding of audience strategy, segmentation, offer testing, campaign measurement, and performance optimization.
• Proven ability to lead teams, manage cross-functional execution, and influence stakeholders in a matrixed environment.
• Financial services experience preferred, with familiarity across consumer banking, lending, and business banking products.

Success Profile

The ideal candidate is a performance-minded marketing leader who can turn business growth goals into disciplined acquisition plans and high-impact campaigns. They bring strong execution leadership, analytical rigor, channel fluency, and a passion for continuous optimization. They are equally comfortable setting acquisition strategy, leading teams, working across stakeholders, and using test-and-learn insights to improve results over time.

Qualifications, Education, Certifications and/or Other Professional Credentials

Bachelors Degree in Marketing or equivalent

Hours & Work Schedule

• Hours per Week: 40
• Work Schedule: M-F 8-5 in office 4 days 1 day remote. This role can be performed in Westwood MA, Johnston RI and Charlotte NC

Pay Transparency

The range for this position is $180,000 - $243,000 per year, plus an opportunity to earn an annual discretionary bonus. Actual pay is based on various factors including but not limited to th