Wealth Management Brand Strategy Program Director

Citadel Federal Credit Union; West Goshen (PA); On-site; USD 140,000 - 220,000; Full time

Job summary

Citadel Federal Credit Union seeks a Wealth Management Brand Strategy Program Director to drive commercialization, market adoption, and growth initiatives for Wealth Management products and services.

Reporting to the Chief Wealth Management Officer, this role coordinates market insights, GTM plans, and cross‑functional execution with marketing, technology, operations, and compliance to accelerate client engagement.

Qualifications

• 8+ years of experience in Wealth Management, Financial Services, Product Marketing, Commercialization, Client Experience, Strategy, or Business Transformation.
• Proven success developing marketing, commercialization, or go‑to‑market strategies that drive growth and client adoption.
• Strong experience in market research, competitive analysis, and translating insights into actions.
• Ability to influence senior leaders and lead cross‑functional initiatives in a complex, regulated environment.
• Experience evaluating client journeys, workflows, and service models for scalable adoption.

Responsibilities

• Lead go‑to‑market planning, advisor enablement, and adoption for strategic initiatives (e.g., Digital Advice, CAT).
• Develop commercialization strategies and launch plans that drive measurable results.
• Partner with leaders to assess market opportunities and define launch plans.
• Establish adoption metrics and dashboards to monitor progress and impact.
• Oversee social media governance with Compliance, Cetera, and Citadel Marketing.
• Translate executive vision into actionable plans and accountable execution across functions.

Job description

Wealth Management Brand Strategy Program Director

Job Category: Business Development

Requisition Number: WEALT004110

• Full-Time

Locations

Showing 1 location

Description

Job Overview

The Wealth Management Brand Strategy Program Director is a strategic leader responsible for driving the successful commercialization, market adoption, and execution of Wealth Management products, services, and growth initiatives. Reporting to the Chief Wealth Management Officer, this role serves as a key partner in translating strategic priorities into actionable client, advisor, and business programs that accelerate growth and enhance the client experience.

This individual leads market research, competitive analysis, client insights, go-to-market planning, and commercialization efforts that support the evolution of the Wealth Management offerings and client engagement approaches. Working across internal and external partners, including internal marketing teams, BD marketing resources, technology, operations, compliance, analytics, and third-party vendors, the Director develops and executes strategies that ensure products, services, and key initiatives are effectively positioned, launched, adopted, and optimized.

The Director is both a strategist and a hands‑on leader, comfortable developing recommendations and actively driving implementation. This role leverages data, market intelligence, and business insights to make informed decisions, measure success, and continuously improve outcomes. As the Wealth Management EOS Integrator, the Director also drives alignment, accountability, and execution across the business, helping transform strategic vision into measurable results.

Success in this role requires a blend of strategic thinking, commercialization expertise, business transformation leadership, analytical rigor, and cross‑functional influence, with the ability to convert ideas into scalable growth and client outcomes.

Key Responsibilities

Marketing Strategy Commercialization & Standardizing Client Engagement

• Lead the strategic marketing and commercialization roadmap for Wealth Management products, services, and business initiatives.
• Partner with internal and external marketing resources to develop and execute programs that drive awareness, client engagement, advisor business growth, client retention, and deepening of client relationships.
• Serve as the business lead responsible for coordinating marketing resources and ensuring campaigns align with strategic objectives and desired outcomes.
• Define target audiences, value propositions, positioning strategies, and client engagement approaches for Wealth Management offerings to ensure relevant and personalized client experiences.
• Establish metrics and performance measures that evaluate campaign effectiveness, client engagement, and business impact.
• Maintain a willingness to operate as both a strategic leader and hands‑on contributor when business needs require direct involvement in planning, execution, or implementation activities.

Product Commercialization & Go‑to‑Market Leadership

• Lead commercialization strategies for new and existing Wealth Management offerings, from concept development through market launch and adoption.
• Partner with business leaders to assess market opportunities, define commercialization strategies, and establish launch plans that drive successful adoption.
• Develop go‑to‑market plans, positioning strategies, messaging frameworks, advisor enablement programs, and launch approaches that drive measurable results.
• Assess new products, services, and programs to ensure supporting processes, workflows, and service models are scalable, effective, and aligned with the desired client experience.
• Serve as the product lead responsible for ensuring successful advisor and client adoption of new capabilities and services.
• Continuously assess market response, adoption trends, and competitive dynamics to recommend enhancements and growth opportunities.
• Establish adoption, engagement, and performance metrics and recommend enhancements based on results and market feedback.

Data Analytics, Market Research & Strategic Insights

• Leverage business intelligence, Tableau reporting, client data, market research, and competitive analysis to identify growth opportunities and support strategic decision‑making.
• Develop data‑driven recommendations related to client engagement, product adoption, marketing effectiveness, advisor productivity, and business performance.
• Establish key performance indicators and dashboards that measure progress against strategic objectives.
• Analyze market trends, client behaviors, advisor feedback, and business results to continuously refine commercialization and engagement strategies.
• Translate data and insights into actionable recommendations and executive‑level reporting for Wealth Management leadership.

Social Media Strategy and Governance

• Develop and oversee Wealth Management's social media strategy to strengthen brand awareness, advisor engagement, client education, and business development opportunities.
• Partner with Compliance, Cetera, and Citadel Marketing to establish compliant social media practices that align with regulatory and supervisory requirements.
• Develop social media frameworks, content guidelines, advisor templates, and best practices that support consistent and effective engagement.
• Evaluate emerging social media and digital marketing trends and recommend opportunities that support business objectives.
• Monitor adoption and effectiveness of social media initiatives and recommend enhancements to improve advisor participation and client engagement.

Strategic Initiatives & Adoption

• Lead go‑to‑market planning, advisor enablement, and adoption strategies for strategic initiatives, including Digital Advice and Centralized Advice Team (CAT) capabilities.
• Contribute to the design and evolution of Wealth Management operating models by incorporating client engagement strategies, advisor needs, and business objectives.
• Serve as the EOS Integrator for Wealth Management, providing structure, accountability, and coordination across strategic initiatives and business priorities.
• Partner with the Chief Wealth Management Officer to translate strategic objectives into executable plans, measurable outcomes, and organizational priorities.
• Facilitate quarterly Rocks, annual planning processes, scorecard reviews, Level 10 meetings, and strategic execution disciplines.
• Coordinate cross‑functional stakeholders to ensure key initiatives remain on track and aligned with business objectives.
• Identify execution risks, process gaps, and organizational obstacles and lead efforts to resolve them.
• Establish governance and reporting frameworks that provide transparency into progress, priorities, dependencies, and results.

Cross‑Functional Leadership & Influence

• Influence across business functions to build alignment, secure stakeholder buy‑in, and drive execution of strategic initiatives.
• Guide complex programs from concept through implementation, balancing strategic objectives, client needs, advisor requirements, and organizational priorities.
• Translate executive vision into actionable plans, measurable outcomes, and sustainable business results.
• Provide thought leadership and strategic recommendations to senior leadership regarding growth opportunities, market dynamics, and client engagement strategies.

Ideal Candidate Profile

• 8+ years of experience in Wealth Management, Financial Services, Product Marketing, Commercialization, Client Experience, Strategy, or Business Transformation.
• Proven success developing and executing marketing, commercialization, or go‑to‑market strategies that drive business growth and client adoption.
• Strong experience conducting market research, competitive analysis, and translating insights into actionable business recommendations.
• Demonstrated ability to influence senior leaders and lead cross‑functional initiatives in a complex, highly regulated environment.
• Experience evaluating client journeys, operational workflows, and service models to support scalable implementation and adoption.
• FINRA Series 6 and Series 66 preferred.
• Go-to-Market Leadership
• Client Engagement & Experience
• Business Transformation
• Strategic Planning
• Executive Influence
• Cross‑Functional Collaboration

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
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