Consumer Product Marketing Strategy Leader

Citizens; Johnston (RI); Hybrid; USD 180,000 - 243,000; Full time

Job summary

Citizens is seeking a Consumer Product Marketing Strategy Leader to shape growth for Consumer Checking, Deposits, and Wealth Management. You will partner with senior leaders to translate business objectives into customer-centric growth strategies that drive household acquisition, deposit growth, and wealth relationship expansion.

Working across analytics, customer experience, product, and marketing teams, you will identify opportunities, develop strategic plans, and ensure marketing investments

Qualifications

• 10+ years of experience in marketing, product marketing, growth strategy, or related disciplines.
• Strong experience in consumer banking or other financial services businesses.
• Demonstrated success developing strategies that drive acquisition, engagement, retention, and profitable growth.
• Proven ability to influence senior stakeholders and lead cross-functional initiatives.
• Strong strategic thinking, analytical, communication, and relationship management skills.
• Expertise in customer-centric marketing, segmentation, lifecycle management, and performance measurement.

Responsibilities

• Partner with Consumer Banking and Wealth leadership to define growth priorities and marketing strategies.
• Serve as a strategic advisor, providing recommendations informed by customer insights, market trends, performance data, and competitive intelligence.
• Identify opportunities to accelerate customer acquisition, engagement, relationship deepening, and retention.
• Align marketing strategy with business objectives, customer needs, and long-term growth goals.

Skills

Strategic thinking

Analytical skills

Communication

Relationship management

Customer-centric marketing

Lifecycle management

Education

Bachelor's degree in Marketing

Job description

Description

Consumer Product Marketing Strategy Leader

Consumer Checking, Deposits & Wealth Management

Position Summary

The Consumer Product Marketing Strategy Leader is a senior marketing leader responsible for shaping and driving growth strategies for Citizens' Consumer Checking, Deposits, and Wealth Management businesses. This role serves as the primary marketing partner to business leadership, translating business objectives into customer-centric growth strategies that drive household acquisition, deposit growth, primary banking relationships, customer engagement, and wealth relationship expansion.

Working across business lines, analytics, customer experience, product, and marketing teams, this leader identifies growth opportunities, develops strategic plans, and ensures marketing investments and initiatives are aligned to deliver measurable business outcomes.

Key Responsibilities

Strategic Business Leadership

• Partner with Consumer Banking and Wealth leadership to define growth priorities and marketing strategies.
• Serve as a strategic advisor, providing recommendations informed by customer insights, market trends, performance data, and competitive intelligence.
• Identify opportunities to accelerate customer acquisition, engagement, relationship deepening, and retention.
• Align marketing strategy with business objectives, customer needs, and long-term growth goals.

Consumer Checking, Deposits & Wealth Strategy

• Lead marketing strategy for Consumer Checking, Deposits, and Wealth Management businesses.
• Develop customer-centric growth plans that drive new household acquisition, deposit balance growth, wealth engagement, and customer deepening in general.
• Maintain a deep understanding of customer behaviors, business drivers, and market dynamics across the portfolio.
• Partner with business leaders to prioritize investments and maximize growth opportunities.

Go-to-Market & Customer Growth

• Lead go-to-market strategy for new products, offers, and strategic initiatives.
• Drive segmentation, targeting, positioning, and messaging strategies that support business growth.
• Ensure coordinated marketing efforts across acquisition, onboarding, engagement, retention, and relationship-deepening programs.
• Partner across Acquisition, Deepening, Brand, Media, Digital, and Customer Experience teams to deliver integrated customer journeys.

Performance & Cross-Functional Leadership

• Establish clear business outcomes, KPIs, and measurement frameworks.
• Partner with Analytics to forecast results, monitor performance, and identify optimization opportunities.
• Build strong partnerships across business and marketing teams, ensuring alignment and accountability.
• Influence decision-making and drive progress across a highly matrixed organization.

Qualifications

• 10+ years of experience in marketing, product marketing, growth strategy, or related disciplines.
• Strong experience in consumer banking or other financial services businesses.
• Demonstrated success developing strategies that drive acquisition, engagement, retention, and profitable growth.
• Proven ability to influence senior stakeholders and lead cross-functional initiatives.
• Strong strategic thinking, analytical, communication, and relationship management skills.
• Expertise in customer-centric marketing, segmentation, lifecycle management, and performance measurement.

Success Profile

The ideal candidate is a customer-focused, outcome-oriented leader who brings together business strategy, customer insights, and marketing expertise to drive growth. They excel at influencing across functions, building alignment among stakeholders, and translating complex business challenges into actionable strategies that deliver measurable results for customers and the business.

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

#LI-Citizens2

Some job boards have started using jobseeker-reported data to estimate salary ranges for roles. If you apply and qualify for this role, a recruiter will discuss accurate pay guidance.

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.

01/29/2027