Director, Marketing Strategy

Citadel Credit Union; Exton (PA); On-site; USD 140,000 - 210,000; Full time

Job summary

Citadel Credit Union seeks a Director of Marketing Strategy to lead audience, product, channel, and campaign strategy across consumer, business, workplace banking, and wealth growth priorities. Translate business goals into integrated plans that drive acquisition, activation, engagement, and retention.

Reporting to the VP of Marketing Strategy, you will shape quarterly and annual strategies and briefs guiding Campaign Managers, collaborating with Product, Business Banking, Wealth, Workplace

Qualifications

• 8‑12+ years of experience in marketing strategy, product marketing, performance marketing, lifecycle marketing, financial services marketing, or integrated campaign planning.
• Strong understanding of audience segmentation, campaign measurement, MarTech, AI‑enabled marketing workflows, and multi‑channel execution.
• Bachelor’s degree in Marketing, Business, Communications, Design, Finance, or related field, or equivalent experience where appropriate.
• Strong collaboration, communication, organization, and stakeholder management skills.

Responsibilities

• Develop quarterly and annual marketing strategies across consumer and business lines, including acquisition, onboarding, lifecycle, deepening, and retention.
• Build campaign briefs that define audience, insight, marketing job, message, channel mix, KPI architecture, and learning agenda.
• Partner with Product, Business Banking, Wealth, Workplace Banking, Digital, Retail, CIA, Channel Marketing, Brand Strategy, and Project Management.
• Identify practical opportunities and use cases to use AI across marketing strategy, campaign planning, audience targeting, intake, briefing, reporting, testing, and optimization while maintaining brand, compliance, and member‑experience standards.
• Partner with Digital, CIA/Analytics, Channel Marketing, Project Management, Compliance, and business stakeholders to integrate the new MarTech stack and related AI‑enabled capabilities into the operating model.
• Define how AI and MarTech improve personalization, segmentation, journey orchestration, content versioning, workflow efficiency, and post‑campaign learning without replacing strategic judgement or regulatory review.
• Establish governance, decision rights, and learning agendas so teams understand where AI accelerates work, where human review is required, and how results should be measured.
• Define KPI’s tied to business outcomes and member behaviors.
• Partner with CIA and channel owners to review performance and improve targeting, creative, channel mix, and member experience.
• Lead and coach campaign strategy talent in strategic planning, audience insight, AI‑enabled workflow development, and cross‑functional influence.

Skills

Audience segmentation

Campaign measurement

MarTech

AI-enabled workflows

Multi-channel execution

Stakeholder management

Education

Bachelor’s degree

Job description

Job Overview

The Director, Marketing Strategy leads audience, product, channel, and campaign strategy across Citadel’s consumer, business, workplace banking, and wealth growth priorities, translating business goals into integrated marketing plans that drive acquisition, activation, engagement, and retention.

Reporting to the VP, Marketing Strategy, this role builds the quarterly and annual strategies and campaign briefs that guide Citadel’s Campaign Managers, and works closely with Product, Business Banking, Wealth, Workplace Banking, Digital, and Retail to make sure marketing plans reflect real business priorities and member needs. The Director also partners with CIA/Analytics, Channel Marketing, Brand Strategy, and Project Management to define KPIs, review performance, and improve targeting, creative, and channel mix, while identifying practical ways AI and the new MarTech stack can improve personalization and workflow efficiency without replacing strategic judgement.

As a people leader, this Director coaches campaign strategy talent in strategic planning, audience insight, and cross‑functional influence across the organization.

Key Responsibilities

Marketing Strategy & Growth Planning

• Develop quarterly and annual marketing strategies across consumer and business lines, including acquisition, onboarding, lifecycle, deepening, and retention.
• Build campaign briefs that define audience, insight, marketing job, message, channel mix, KPI architecture, and learning agenda.
• Partner with Product, Business Banking, Wealth, Workplace Banking, Digital, Retail, CIA, Channel Marketing, Brand Strategy, and Project Management.

AI, MarTech & Workflow Innovation

• Identify practical opportunities and use cases to use AI across marketing strategy, campaign planning, audience targeting, intake, briefing, reporting, testing, and optimization while maintaining brand, compliance, and member‑experience standards.
• Partner with Digital, CIA/Analytics, Channel Marketing, Project Management, Compliance, and business stakeholders to integrate the new MarTech stack and related AI‑enabled capabilities into the operating model.
• Define how AI and MarTech improve personalization, segmentation, journey orchestration, content versioning, workflow efficiency, and post‑campaign learning without replacing strategic judgement or regulatory review.
• Establish governance, decision rights, and learning agendas so teams understand where AI accelerates work, where human review is required, and how results should be measured.

Measurement & Optimization

• Define KPI’s tied to business outcomes and member behaviors.
• Partner with CIA and channel owners to review performance and improve targeting, creative, channel mix, and member experience.

Leadership

• Lead and coach campaign strategy talent in strategic planning, audience insight, AI‑enabled workflow development, and cross‑functional influence.

Qualifications

• 8‑12+ years of experience in marketing strategy, product marketing, performance marketing, lifecycle marketing, financial services marketing, or integrated campaign planning.
• Strong understanding of audience segmentation, campaign measurement, MarTech, AI‑enabled marketing workflows, and multi‑channel execution.
• Bachelor’s degree in Marketing, Business, Communications, Design, Finance, or related field, or equivalent experience where appropriate.
• Strong collaboration, communication, organization, and stakeholder management skills.