Marketing Data & Audiences Lead

Citizens Financial; United States; On-site; USD 197,000 - 295,000; Full time

Job summary

Citizens Financial is seeking a Marketing Data & Audiences Lead to define and execute the company’s marketing data and audience strategy, building a data foundation for acquisition, growth, retention, personalization, and measurement across segments and lines of business.

This senior product management role leads CDP strategy, audience management capabilities, and marketing data products, partnering across Marketing, Business, Engineering, and Enterprise Data teams to deliver scalable data

Qualifications

• Bachelor's Degree required.

Responsibilities

• Define the vision, strategy, and multi-year roadmap for Citizens' marketing data, audience, and Customer 360 capabilities.
• Lead the evaluation, selection, implementation, and adoption of a Customer Data Platform (CDP), ensuring the platform delivers measurable business value.
• Define Marketing's data architecture strategy to standardize, connect, and activate data across Customer 360 and CDP for scalable audience management, personalization, and measurement.
• Define reusable marketing data attributes, audience frameworks, and governance standards for scalable activation across channels.
• Partner with Marketing, Business, Engineering, and Enterprise Data teams to define audience requirements and capability roadmaps.
• Translate business strategy into scalable data, platform, and capability requirements with Engineering and Enterprise Data teams.
• Build and lead a high-performing team responsible for customer data strategy, audience management, CDP enablement, and marketing data products.
• Develop and manage the product roadmap, prioritize investments, establish operating model, and ensure initiatives deliver measurable business value.

Skills

Marketing Technology

Product Management

Customer Data

Audience Strategy

Analytics

Data Products

Investment Priorities

Education

Bachelor's Degree

Master's Degree preferred

Tools

CDP

Adobe Experience Platform

Identity Resolution

Data Governance

Job description

As the Marketing Data & Audiences Lead , you will define and execute Citizens' marketing data and audience strategy, building the data foundation that enables customer acquisition, growth, retention, personalization, and measurement across all customer segments and lines of business.

This role serves as the senior product management leader responsible for Customer Data Platform (CDP) strategy, audience management capabilities, and marketing data products. Working across Marketing, Business teams, Engineering, Enterprise Data, Analytics, Risk and Compliance teams, you will establish the vision, roadmap, and operating model required to transform how Citizens leverages customer, prospect, and audience data.

The successful candidate will lead the selection and implementation of a CDP, define Marketing's Customer 360 strategy and requirements, and establish a scalable approach for leveraging first-party, second-party, and third-party data to improve audience activation, personalization, and business performance.

This role will lead a team responsible for Marketing's customer data, audience strategy, Customer 360 requirements, and CDP enablement capabilities. The ideal candidate is a strategic leader who can translate marketing needs into scalable data products, technology investments, and measurable business outcomes.

Primary Responsibilities

• Define the vision, strategy, and multi-year roadmap for Citizens' marketing data, audience, and Customer 360 capabilities.
• Lead the evaluation, selection, implementation, and adoption of a Customer Data Platform (CDP), ensuring the platform delivers measurable business value.
• Define Marketing's data architecture strategy, including how first-party, second-party, and third-party data are standardized, connected, and activated across the Customer 360 and Customer Data Platform to support scalable audience management, personalization, and measurement.
• Define reusable marketing data attributes, audience frameworks, and governance standards that enable scalable audience activation across business lines, channels, and use cases.
• Partner with Marketing, Business teams, Engineering, and Enterprise Data teams to define audience requirements, data standards, activation strategies, and capability roadmaps that support enterprise business objectives.
• Translate business strategy into scalable data, platform, and capability requirements through close partnership with Engineering and Enterprise Data teams.
• Build, lead, and develop a high-performing team responsible for customer data strategy, audience management, CDP enablement, and marketing data products.
• Develop and manage the product roadmap, prioritize investments, establish the operating model, and ensure initiatives deliver measurable business value.

Required Qualifications

• Bachelor's Degree required.
• 10+ years of experience in Marketing Technology, Product Management, Customer Data, Audience Strategy, Analytics, Data Products, or related disciplines.
• 5+ years of experience building and leading high-performing teams.
• Demonstrated success leading large-scale customer data, Customer 360, CDP, or marketing transformation initiatives.
• Experience defining enterprise data strategies, operating models, product roadmaps, business cases, and investment priorities.
• Strong understanding of customer data, audience management, identity resolution, data governance, and the use of first-party, second-party, and third-party data to drive marketing outcomes.
• Proven ability to influence senior stakeholders and partner across business, technology, data analytics, risk, and compliance organizations to deliver measurable business value.
• Strong executive communication, stakeholder management, and organizational leadership skills.
• Experience developing business cases, investment strategies, and ROI frameworks.

Preferred Qualifications

• Experience leading Customer Data Platform (CDP) selection, implementation, optimization, or operating model transformation initiatives.
• Experience with Customer Data Platforms (CDPs), audience management, identity resolution, and related MarTech ecosystems, including Adobe Experience Platform or similar enterprise customer data solutions.
• Experience leading Customer 360, audience strategy, customer data, or marketing modernization programs.
• Experience managing teams responsible for analytics data, customer data, audience management, identity, data governance, or MarTech platforms.
• Experience within financial services or other highly regulated industries.
• Master's Degree preferred.

Hours & Work Schedule

Hours per Week: 40

Work Schedule: Monday - Friday 8-5 4 days in Westwood MA office and 1 day remote

Pay Transparency

The salary range for this position is $196,800 $295,000 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 pa