Associate Creative Director Consumer Products

Citizens Financial Group; Westwood (MA); Hybrid; USD 125,000 - 158,000; Full time

Benefits offered by this job

Comprehensive medical, dental and view

Retirement benefits

Maternity/paternity leave

Flexible work arrangements

Education reimbursement

Wellness programs

Annual discretionary bonus opportunity

Note: Citizens’ paid time off policy

Job summary

Citizens Financial Group in Westwood, MA seeks a Creative Squad Lead for Consumer Banking to translate checking and deposit propositions into customer-centered stories that drive brand and direct-response performance. You will lead a squad of designers and copywriters, mentor 4–6 direct reports, and partner across strategy, compliance, and channels to deliver consistent, compliant, high-quality campaigns.

This role emphasizes clear communication, product storytelling, and scalable creative

Qualifications

• 7+ years of experience in creative leadership in financial services or related fields.
• 5+ years leading creative teams and managing senior stakeholders.
• Strong ability to translate complex products into simple, human messaging.
• Experience with cross-channel marketing and direct-response strategies.

Responsibilities

• Lead creative development for integrated acquisition campaigns, product launches.
• Direct teams to turn propositions into clear, differentiated messaging.
• Balance brand-building with direct-response discipline to deliver performance.
• Mentor talent in product storytelling and regulated communications.

Skills

Copywriting

Concepting

Content creation

Leadership

Job description

The Creative Squad Lead for Consumer Banking will translate checking and deposit propositions into customer-centered stories that support both brand building and direct-response performance.

Responsibilities

• Participate in the development, review, and approval of creative briefs aligned to business objectives, product strategies, audience insights, channel roles, and measurable outcomes
• Lead creative development for integrated acquisition campaigns, product launches, promotional offers, customer onboarding, lifecycle communications, cross-sell initiatives, and always-on marketing
• Direct teams to turn checking and deposit propositions into simple, differentiated, customer-centered messaging that makes value clear and the next step compelling
• Balance brand-building ambition with direct-response discipline to deliver distinctive work designed to perform
• Champion connected customer experiences across paid, owned, branch, digital, social, email, direct mail, landing pages, video, and in-app or authenticated channels
• Use customer insights, competitive context, testing, and performance signals to continuously improve creative quality and effectiveness
• Lead a squad of designers and copywriters supporting Consumer Banking priorities across acquisition, engagement, and retention
• Manage and mentor 4-6 direct reports
• Balance resources across strategic campaigns, high-velocity offers, product updates, testing roadmaps, and ongoing business needs
• Provide clear creative direction, constructive feedback, and decisive approvals to raise quality and keep delivery on track
• Mentor creative talent in product storytelling, performance creative, integrated campaign development, and regulated communications
• Partner with Account Management and Operations to anticipate demand, manage capacity, clarify priorities, and ensure work is delivered on time
• Foster a culture of craftsmanship, accountability, curiosity, creative excellence, and continuous improvement
• Serve as the primary creative partner for Consumer Banking marketing and product stakeholders
• Collaborate with strategy, media, analytics, UX, channel, compliance, legal, production, and external partners to develop creative solutions that are effective and compliant
• Bring a strong customer perspective by advocating for clarity, relevance, accessibility, and a frictionless journey
• Create alignment early by defining the core customer problem, single-minded proposition, proof points, offer hierarchy, and desired action
• Support modular creative systems, templates, and toolkits to increase speed and scale while preserving brand quality
• Drive consistency across channels while adapting ideas and messages to each touchpoint role
• Maintain high standards for concept, copy, design, information hierarchy, accessibility, production quality, and customer experience
• Review work across paid media, social, email, direct mail, web and landing pages, branch materials, digital signage, video, presentations, and sales enablement materials
• Ensure rates, offers, rewards, disclosures, and product details are communicated clearly, accurately, and in line with brand, legal, regulatory, and compliance requirements
• Protect the strength of the creative idea through versioning, localization, channel adaptation, and production
• Anticipate and resolve challenges related to shifting priorities, offer complexity, approval cycles, testing needs, production timelines, stakeholder expectations, and capacity planning
• Identify opportunities to improve performance and customer understanding through sharper messaging, stronger design systems, and more purposeful experimentation

Requirements

• 7+ years of experience in creative leadership, advertising, brand marketing, performance marketing, financial services marketing, consumer products, retail, or a related field
• Emphasis on copy writing, concepting, and content creation over visual communication
• Strong portfolio showing integrated campaign thinking, product storytelling, brand stewardship, and measurable marketing creativity across digital and physical channels
• Experience creating customer acquisition, lifecycle, promotional, or product marketing communications; experience in banking or another regulated category is preferred
• 5+ years leading creative teams, managing senior stakeholders, and balancing multiple concurrent, high-priority initiatives
• Ability to make complex products and offers feel simple, relevant, differentiated, and human
• Strong understanding of channel strategy, customer journeys, direct-response principles, testing, optimization, and modular content systems
• Excellent concepting, copy, design judgment, presentation, and communication skills
• Collaborative and strategic leader with sound judgment, high standards, and attention to detail

Benefits

• Comprehensive medical, dental and vision coverage
• Retirement benefits
• Maternity/paternity leave
• Flexible work arrangements
• Education reimbursement
• Wellness programs
• Annual discretionary bonus opportunity
• 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

Hours & Schedule

• Hours: 40
• Schedule: M-F 8-5
• Work pattern: 4 days in Westwood, MA office; 1 day remote

Pay Transparency

• Salary range: $125,000 - $158,000 per year
• Opportunity to earn an annual discretionary bonus
• Actual pay depends on factors including budget, work location, and relevant skills and experience

Background Check

• Employment offer conditioned on successful completion of a background check
• Background check may include initial credit, motor vehicle record, public record, prior employment verification, and criminal background checks
• Results reviewed based on legal requirements and the nature and gravity of the background history and the job offered

Awards

• Dave Thomas Foundation’s Best Adoption-Friendly Workplace
• Disability:IN World’s Top Disability Inclusive Business
• Glassdoor Best Place to Work in Consulting, Finance & Insurance
• Human Rights Campaign Corporate Equality Index 100 Award
• Newsweek America’s Most Charitable Company
• The Banker’s US Bank of the Year