Director Segment Marketing

First Citizens Bank; Raleigh (NC); Hybrid; USD 150,000 - 180,000; Full time

Job summary

First Citizens Bank is seeking a Director of Consumer Segment Marketing in a hybrid role located in Charlotte or Raleigh, NC. The leader will craft marketing strategy and sponsorship across consumer and wealth client segments, guiding initiatives from acquisition to retention with data-driven decisions.

Responsibilities include guiding strategy, collaborating with senior leaders, and driving measurable growth.

Qualifications

• Bachelor's Degree and 8 years of experience in Segment Marketing.
• OR
• High School Diploma or GED and 12 years of experience in Segment Marketing.

Responsibilities

• Develops, implements, and manages the overall marketing strategy and channel strategy across business units.
• Partners with senior leaders and COEs to deepen client relationships across lines of business.
• Sets and owns goals and KPIs, updates leaders on performance, and guides improvement.
• Leads a team, sets expectations, and manages staff performance and development.

Skills

Segment Marketing

Marketing Strategy

Client Engagement

Stakeholder Management

Education

Bachelor's Degree

High School Diploma or GED

Job description

Overview

This is a hybrid role, with the expectation that time working will regularly take place inside and outside of a company office. This role will be located in Charlotte or Raleigh, NC.

At First Citizens Bank, we believe great marketing creates meaningful relationships. We are seeking a Director of Consumer Segment Marketing to lead the strategy, growth, and client engagement agenda across our consumer and wealth client segments.

This is a highly visible leadership role responsible for defining and accelerating marketing strategies that attract, deepen, and retain relationships across the client lifecycle—from mass affluent consumers to high-net-worth and private banking clients. The role leads a team of marketers and serves as a key partner to business, wealth, sales, product, analytics, regional, and enterprise marketing leaders.

The successful candidate will combine strategic vision, client-centric thinking, data-driven decision making, and strong people leadership to drive measurable business growth. This leader will help shape how First Citizens serves clients at every stage of their financial journey while building integrated marketing programs that increase acquisition, engagement, share of wallet, and lifetime value.

Responsibilities & Qualifications

Duties & Responsibilities:

• Marketing Strategy - Develops, implements, and manages the overall marketing strategy, business unit sponsorship strategy, channel strategy, customer engagement strategy, and content strategy across business units. Ensures all strategies are aligned with the Bank, business units, and regulatory requirements.
• Collaboration - Partner with senior leaders and COE’s across business units to develop opportunities to deepen client relationships across lines of business, highlighting the benefits of a broader First Citizens relationship.
• Reporting & Analytics - Set and own goals/ key performance metrics to ensure business objectives are being met. Continually updating business leaders and stakeholders on performance and providing guidance for areas of improvement.
• Managerial Functions - Leads a team. Establishes and monitors expectations to achieve company and department goals. Makes appropriate changes to team policies, procedures, and efficiencies in order to meet objectives. Manages the performance, training, and evaluation of assigned staff.

Qualifications

Bachelor's Degree and 8 years of experience in Segment Marketing

OR

High School Diploma or GED and 12 years of experience in Segment Marketing

Preferred Qualifications

• Advance degree in Marketing, Business, or Communications.
• Minimum of 8 years of progressive experience in marketing, customer growth, segment marketing, lifecycle marketing, or related disciplines in consumer or wealth banking.
• Minimum of 3 years of people leadership experience with responsibility for team development and performance.
• Experience developing growth strategies and integrated marketing programs tied to measurable business outcomes.
• Strong analytical and strategic planning capabilities.
• Exceptional communication, presentation, and stakeholder management skills.

Additional Information

Benefits are an integral part of total rewards and First Citizens Bank is committed to providing a competitive, thoughtfully designed and quality benefits program to meet the needs of our associates. More information can be found at https://jobs.firstcitizens.com/benefits.