Marketing Segment Executive Director

Shape the future of banking for Youth & Family customers-leading end-to-end segment marketing that turns customer insight into bold experiences, smarter journeys, and measurable growth.

This role has end-to-end accountability for segment strategy and performance across the full customer lifecycle -delivering measurable business results against segment OKRs.

The Executive Director will set the vision and operating model for how the Youth & Family segment shows up across channels and touchpoints, ensuring customer needs drive decisions, experiences are measurably improved, and outcomes deliver against business goals.

Additionally, there will be a need to lead teams spanning segment product marketing (voice of the customer), new customer onboarding and lifecycle engagement strategy and campaign management.

As a Marketing Segment Executive Director in Consumer Bank, you are responsible for end-to-end ownership of all experiences for the Youth and Family customer segment.

You will lead a team of marketing professionals focused on the Youth and Family customer segment and driving lifelong relationships from the first banking relationship through adulthood.

Your team will include Product Marketing - acting as voice of the customer across the customer journey, plus Onboarding and Engagement Marketing Strategy and Campaign Management - developing marketing strategies and delivering experiences through compelling outreach to parents and youth.

As the Marketing Segment General Manager, you'll drive customer outcomes by orchestrating cross-functional teams and delivering results that move the business.

Job responsibilities


* Own Youth & Family segment strategy end-to-end, including target customer definition, positioning and messaging architecture aligned to business goals and be accountable for the full customer journey -- setting journey-stage KPIs and ensuring experiences and marketing programs measurably improve customer outcomes and business performance.


* Lead the segment "voice of the customer" function to translate customer behaviors, wants, and needs into winning positioning, product launches, and test-and-learn agendas that improve customer experience and hit goals.


* Influence product roadmap prioritization by translating segment insights into product marketing opportunities and advocating for customer-led decisions.


* Oversee go-to-market for new products and features, including positioning, narrative, launch plans, and channel strategies across owned, paid, and earned.


* Lead onboarding and lifecycle engagement strategy to increase retention, deepen relationships, improve financial health, and drive digital tool adoption for Youth & Family customers.


* Drive strategic growth initiatives and campaigns, including recurring seasonal and life-event programs to engage current customers and reactivate lapsed customers.


* Ensure rigorous campaign management operations and optimization -- partnering with stakehold...