Executive Director Financial Management Tools & Payments

Shape the future of how customers manage their money and build financial well-being. As Executive Director, Financial Management Tools & Payments, you’ll lead end-to-end marketing for the tools people rely on every day—making payments, budgeting, saving, and setting goals—turning smart money choices into simple, seamless experiences. This work matters because the right tools, delivered at the right time, can change customers’ day-to-day financial confidence—helping them pay, plan, save, and progress. Your leadership will directly shape adoption of capabilities that improve customer outcomes while driving sustainable business growth.

As Executive Director, Financial Management Tools & Payments, you’ll own end-to-end marketing strategy and performance across the full customer lifecycle and all segments, delivering measurable results against OKRs. You will set the vision and operating model for how our financial management tools and payment options show up across channels and touchpoints—ensuring customer needs drive decisions, experiences continuously improve through data and testing, and outcomes deliver on business goals. Partnering closely with Product and cross-functional Marketing teams, you’ll bring customer-led solutions to market and lead a high-performing team across product marketing, engagement strategy, and campaign management to drive adoption, retention, and deeper customer value.

Job Responsibilities

• Set the end-to-end marketing strategy across segments, including target customer definitions, positioning, and messaging architecture aligned to business goals.

• Define the operating model for how financial management tools and payment options appear across channels and touchpoints, grounded in customer needs and feedback.

• Own marketing performance across the lifecycle, translating objectives into measurable plans across awareness, acquisition, onboarding, engagement, retention, and reactivation.

• Establish journey-stage KPIs (e.g., awareness, enrollment, setup, first use, repeat use, feature depth, retention) and improve results through ongoing optimization.

• Lead customer insight (“voice of the customer”) efforts to inform product narratives, launch plans, and test-and-learn roadmaps.

• Partner with Product to inform roadmap prioritization using segment insights, with emphasis on adoption, trust, and safety experiences across identity monitoring and payments.

• Oversee go-to-market plans for new products and features, including messaging, launch readiness, and channel strategy across owned, paid, and earned.

• Build lifecycle engagement programs that help customers discover, set up, and use key capabilities (e.g., budgeting, saving, alerts, and payments features).

• Plan strategic growth campaigns (including seasonal and life-event moments) to expand adoption and re-engage lapsed users.

• Run campaign management operations end-to-end, including implementation partnership, monitoring, reporting, and optimization.

• Communicate strategy, learnings, and results to senior stakeholders using clear, executive-ready narratives and performance reporting.

Required Qualifications, Capabilities, and Skills

• 10 years of experience in marketing within financial services or related industries (e.g., payments, financial health tools, identity monitoring).

• Experience leading lifecycle and multi-channel marketing across digital touchpoints (web, mobile, email, SMS, push, in-app, and paid media).

• Experience setting positioning and messaging for digital products and features, including launches and ongoing adoption programs.

• Experience using data, experimentation, and measurement to improve customer journeys and marketing performance.

• Experience leading teams and developing talent across product marketing, engagement strategy, and campaign execution.

• Ability to influence cross-functional partners in a matrixed organization and align stakeholders around shared priorities and metrics.

• Ability to translate complex topics into clear guidance and communications for varied audiences, including senior leaders.

Preferred Qualifications, Capabilities, and Skills

• Bachelor’s degree in marketing, advertising, communications, digital/technology, or business.

• Experience building a structured performance cadence (e.g., KPI reviews) and producing executive-ready narratives.

• Experience managing multiple concurrent initiatives and adjusting priorities in a changing environment.

• Practical fluency with AI-enabled productivity tools to accelerate research, writing, analysis, and stakeholder communications.

• Strong judgment in applying AI—knowing when to use AI vs. manual analysis, and validating outputs for accuracy, completeness, tone, and audience fit.