Marketing Data & CDP Strategy 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

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.