Consumer Product Marketing Strategy Leader

Citizens Bank; Westwood (MA); Hybrid; USD 180,000 - 243,000; Full time

Job summary

Citizens Bank is seeking a Senior Consumer Product Marketing Strategy Leader to shape growth across Credit Card, Mortgage, Home Equity, and Student Lending. Lead marketing strategy, partner with lending leadership, and translate objectives into customer-centric programs.

You will drive go-to-market, segmentation, and cross-functional initiatives, balancing growth with risk and compliance while delivering measurable results for customers and the bank.

Qualifications

• 10+ years of experience in marketing, product marketing, growth strategy, or related disciplines.
• Strong experience in consumer lending, consumer banking, or other financial services businesses.
• Demonstrated success developing strategies that drive acquisition, activation, engagement, retention, balances, funded volume, 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, offer strategy, performance measurement, and regulated marketing environments.

Responsibilities

• Partner with Consumer Lending leadership to define growth priorities and marketing strategies across Credit Card, Mortgage, Home Equity, and Student Lending.
• Serve as a strategic advisor, providing recommendations informed by customer insights, market trends, performance data, credit dynamics, and competitive intelligence.
• Identify opportunities to accelerate customer acquisition, product adoption, balance growth, usage, engagement, and retention.
• Align marketing strategy with business objectives, customer needs, risk considerations, and long-term growth goals.
• Lead marketing strategy for Credit Card, Mortgage, Home Equity, and Student Lending businesses.
• Develop customer-centric growth plans that drive new account acquisition, application starts and completions, loan and line growth, card usage, responsible borrowing, and relationship deepening.
• Maintain a deep understanding of customer borrowing needs, purchase and lifecycle behaviors, product economics, market dynamics, and competitive offers across the lending portfolio.
• Partner with business leaders to prioritize investments, maximize growth opportunities, and support profitable portfolio expansion.
• Lead go-to-market strategy for new lending products, offers, partnerships, campaigns, and strategic initiatives.
• Drive segmentation, targeting, positioning, and messaging strategies that support acquisition, activation, utilization, and customer lifecycle growth.
• Ensure coordinated marketing efforts across prospecting, application, onboarding, activation, usage, servicing, retention, and relationship-deepening programs.
• Partner across Acquisition, Deepening, Brand, Media, Digital, Customer Experience, Risk, Compliance, and Product teams to deliver integrated customer journeys.
• Establish clear business outcomes, KPIs, and measurement frameworks across lending acquisition, application quality, funded volume, usage, balances, engagement, and profitability.
• Partner with Analytics to forecast results, monitor performance, and identify optimization opportunities across channels and customer segments.
• Build strong partnerships across business, risk, compliance, product, and marketing teams, ensuring alignment and accountability.
• Influence decision-making and drive progress across a highly matrixed organization.

Skills

Growth strategy

Marketing strategy

Cross-functional collaboration

Stakeholder management

Regulated marketing

Data-driven

Education

Bachelor's Degree in Marketing or equivalent

Job description

Description

Consumer Product Marketing Strategy Leader

Consumer Lending: Credit Card, Mortgage, Home Equity & Student Lending

Position Summary

The Consumer Product Marketing Strategy Leader is a senior marketing leader responsible for shaping and driving growth strategies for Citizens' Consumer Lending businesses, including Credit Card, Mortgage, Home Equity, and Student Lending. This role serves as the primary marketing partner to lending business leadership, translating business objectives into customer-centric growth strategies that drive new customer acquisition, product adoption, balance growth, responsible borrowing, relationship deepening, and customer engagement across the lending portfolio.

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

Key Responsibilities

Strategic Business Leadership

• Partner with Consumer Lending leadership to define growth priorities and marketing strategies across Credit Card, Mortgage, Home Equity, and Student Lending.

• Serve as a strategic advisor, providing recommendations informed by customer insights, market trends, performance data, credit dynamics, and competitive intelligence.

• Identify opportunities to accelerate customer acquisition, product adoption, balance growth, usage, engagement, and retention.

• Align marketing strategy with business objectives, customer needs, risk considerations, and long-term growth goals.

Consumer Lending Strategy

• Lead marketing strategy for Credit Card, Mortgage, Home Equity, and Student Lending businesses.

• Develop customer-centric growth plans that drive new account acquisition, application starts and completions, loan and line growth, card usage, responsible borrowing, and relationship deepening.

• Maintain a deep understanding of customer borrowing needs, purchase and lifecycle behaviors, product economics, market dynamics, and competitive offers across the lending portfolio.

• Partner with business leaders to prioritize investments, maximize growth opportunities, and support profitable portfolio expansion.

Go-to-Market & Customer Growth

• Lead go-to-market strategy for new lending products, offers, partnerships, campaigns, and strategic initiatives.

• Drive segmentation, targeting, positioning, and messaging strategies that support acquisition, activation, utilization, and customer lifecycle growth.

• Ensure coordinated marketing efforts across prospecting, application, onboarding, activation, usage, servicing, retention, and relationship-deepening programs.

• Partner across Acquisition, Deepening, Brand, Media, Digital, Customer Experience, Risk, Compliance, and Product teams to deliver integrated customer journeys.

Performance & Cross-Functional Leadership

• Establish clear business outcomes, KPIs, and measurement frameworks across lending acquisition, application quality, funded volume, usage, balances, engagement, and profitability.

• Partner with Analytics to forecast results, monitor performance, and identify optimization opportunities across channels and customer segments.

• Build strong partnerships across business, risk, compliance, product, 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 lending, consumer banking, or other financial services businesses.

• Demonstrated success developing strategies that drive acquisition, activation, engagement, retention, balances, funded volume, 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, offer strategy, performance measurement, and regulated marketing environments.

Success Profile

The ideal candidate is a customer-focused, outcome-oriented leader who brings together lending business strategy, customer insights, risk and compliance awareness, and marketing expertise to drive responsible growth. They excel at influencing across functions, building alignment among stakeholders, and translating complex lending opportunities 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.