Acquisition Marketing Leader

Citizens; Westwood (MA); On-site; USD 180,000 - 243,000; Full time

Job summary

Citizens is seeking an Acquisition Marketing Lead to steer the marketing engine across Consumer Checking, Deposits, Wealth, Lending, and Business Banking. You will lead a team delivering targeted, measurable campaigns designed to hit volume goals through paid and owned channels.

In partnership with strategic leads, you will translate priorities into acquisition plans, audience approaches, and channel strategies, driving continuous optimization and accountable performance across all business

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.

Responsibilities

• Lead acquisition marketing campaign development and execution across Consumer Checking, Deposits, Wealth, Lending, and Business Banking.
• Partner closely with 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.
• 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 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.

Skills

Acquisition marketing

Growth marketing

Campaign management

Product marketing

Audience strategy

Segmentation

Offer testing

Campaign measurement

Performance optimization

Leadership

Education

Bachelor's degree in Marketing or equivalent

Job description

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 the budget, work location, and relevant skills and experience.

We offer competitive pay, comprehensive medical, dental and vision coverage, retirement benefits, maternity/paternity leave, flexible work

arrangements, education reimbursement, wellness programs and more. Note, Citizens’ paid time off policy exceeds the mandatory, paid sick or paid

time-away policy of every local and state jurisdiction in the United States. For an overview of our benefits, visit

https://jobs.citizensbank.com/benefits

Equal Employment Opportunity

Citizens, its parent, subsidiaries, and related companies (Citizens) provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to age, ancestry, color, citizenship, physical or mental disability, perceived disability or history or record of a disability, ethnicity, gender, gender identity or expression, genetic information, genetic characteristic, marital or domestic partner status, victim of domestic violence, family status/parenthood, medical condition, military or veteran status, national origin, pregnancy/childbirth/lactation, colleague’s or a dependent’s reproductive health decision making, race, religion, sex, sexual orientation, or any other category protected by federal, state and/or local laws. At Citizens, we are committed to fostering an inclusive culture that enables all colleagues to bring their best selves to work every day and everyone is expected to be treated with respect and professionalism. Employment decisions are based solely on merit, qualifications, performance and capability.

Why Work for Us

At Citizens, you'll find a customer-centric culture built around helping our customers and giving back to our local communities. When you join our team, you are part of a supportive and collaborative workforce, with access to training and tools to accelerate your potential and maximize your career growth

Background Check

Any offer of employment is conditioned upon the candidate successfully passing a background check, which may include initial credit, motor vehicle record, public record, prior employment verification, and criminal background checks. Results of the background check are individually reviewed based upon legal requirements imposed by our regulators and with consideration of the nature and gravity of the background history and the job offered. Any offer of employment will include further information.