Marketing Data & Audiences Lead

Citizens Bank; United States; Hybrid; USD 197,000 - 295,000; Full time

Benefits offered by this job

Medical, dental, and vision coverage

Retirement benefits

Education reimbursement

Job summary

Citizens Bank is seeking a Marketing Data & Audiences Lead to define and execute the bank's marketing data and audience strategy, building a data foundation for customer acquisition, growth, retention, personalization, and measurement across segments.

The role leads CDP strategy, audience management capabilities, and marketing data products, partnering across Marketing, Engineering, and Enterprise Data to transform how customer data is leveraged for business value.

Qualifications

• Bachelor's degree required.
• 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.

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).
• Define Marketing's data architecture strategy to standardize, connect, and activate first-party, second-party, and third-party data.
• Define reusable marketing data attributes, audience frameworks, and governance standards for scalable activation.
• Partner with Marketing, Business, Engineering, and Enterprise Data teams to define audience requirements and roadmaps.
• Translate business strategy into scalable data, platform, and capability requirements with Engineering and Enterprise Data teams.
• Build, lead, and develop a high-performing team responsible for customer data strategy and marketing data products.
• Develop and manage the product roadmap, prioritize investments, and ensure measurable business value.

Skills

Marketing technology

Product management

Customer data

Audience strategy

Analytics

Leadership

Stakeholder management

ROI frameworks

Education

Bachelor's degree

Master's degree

Tools

CDP (Customer Data Platform)

Adobe Experience Platform

Identity resolution

MarTech ecosystems

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 Include

• 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

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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 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 .

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.

Equal Employment and Opportunity Employer

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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.