Responsibilities

• Own the bank’s customer lifecycle strategy across acquisition, onboarding, engagement, relationship deepening, retention, win-back and advocacy.
• Establish a roadmap for priority customer journeys and lifecycle moments, with measurable objectives, clear ownership and coordinated execution.
• Partner with business, product, sales, service and technology leaders to define journey outcomes, remove customer friction and coordinate cross-functional delivery.
• Use customer, behavioral, transactional and campaign data to shape journey strategies, identify opportunities and guide testing and optimization.
• Establish lifecycle governance, including journey prioritization, decision rights, audience and contact rules, channel coordination and performance reviews.
• Develop personalization and next-best-action capabilities that create customer value and are measurable, operationally feasible and appropriately governed.
• Lead the modernization of marketing operations and technology to improve efficiency, scalability, personalization and speed to market.
• Oversee annual and quarterly planning, prioritization, capacity management, resource allocation, workflows and integrated marketing calendars.
• Continuously improve marketing policies, procedures, service levels, quality controls and documentation.
• Oversee marketing budgets, forecasting, vendors, contracts and investment optimization.

Requirements

• Education: Bachelor’s degree in Marketing, Business, Analytics, Digital Strategy or a related field required; advanced degree preferred.
• Experience: Fifteen or more years of progressive experience in marketing, customer lifecycle management, CRM, digital marketing, marketing operations, customer experience or a related discipline, including significant leadership responsibility.
• Required Skills:
• Proven experience designing and improving customer journeys or lifecycle programs across multiple channels and customer segments.
• Demonstrated success leading integrated capabilities spanning marketing operations, digital marketing, websites, marketing technology, analytics and/or customer insights.
• Experience managing meaningful budgets, vendors and complex cross-functional portfolios with measurable business outcomes.
• Working knowledge of marketing, analytics and CRM platforms such as Adobe, Salesforce and Tableau, or comparable enterprise technologies.
• Proven ability to use data to frame opportunities, make decisions, prioritize investments and translate analysis into clear action plans.
• Experience leading organizational change, operating model evolution and agile or iterative ways of working.
• Preferred Skills:

Preferred

• Financial services or another highly regulated industry experience strongly preferred; demonstrated understanding of marketing and advertising compliance, privacy, data governance and operational risk.