Responsibilities\n- Own the strategy, design, and continuous improvement of next best action (NBA) and next best offer (NBO) frameworks for existing and former consumer and small business customers.\n- Build and manage decisioning logic and prioritization models that balance customer needs with business objectives across all product lines including deposits, lending, wealth, treasury management, and merchant services.\n- Identify and operationalize data-driven moments that matter — leveraging behavioral signals, life events, transactional triggers, and engagement patterns to ensure the right message is communicated to the right customer at the right time through the right channel, capitalizing on the highest-value opportunities to drive meaningful engagement and action.\n- Develop and maintain always-on audience segmentation strategies that identify the right customers for the right marketing or sales action at the right time.\n- Leverage existing and former customer data environments to surface high-value opportunities for cross-sell, reacquisition, engagement deepening, and retention.\n- Own the end-to-end process of building, managing, and delivering targeted customer audiences for activation across all marketing and sales channels including direct mail, email, targeted digital advertising, and outbound calling.\n- Manage data pipelines and workflows required to extract, transform, and deliver audience files and segments to channel execution partners and platforms in a timely and accurate manner.\n- Ensure audiences are refreshed and maintained on an always-on cadence to support continuous marketing and sales motions rather than solely episodic campaign activity.\n- Partner with channel owners and marketing operations to ensure seamless audience ingestion, suppression logic, and contact frequency governance.\n- Own and manage the technology stack and data infrastructure supporting decision intelligence and audience activation, including cloud data environments (preferably Snowflake), CRM platforms, and marketing activation tools.