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 stakeholders through implementation, deployment, monitoring, reporting, and optimization.

• Build an “always-on” testing and optimization culture, using disciplined experimentation to improve engagement and retention while taking calculated risks.

• Act as a senior cross-functional leader and connector – partnering with Product, Marketing and Field teams to improve customer experiences and key KPIs and serve as a change agent, driving marketing and product/marketing transformation, innovation, and new ways of working across the journey.

• Lead a high-performing team across segment product marketing, onboarding, and engagement strategy and campaign management; provide coaching, set priorities, and manage delivery in a matrixed environment with changing priorities.

• Communicate strategy and results to senior stakeholders, using executive storytelling to influence decisions and show measurable outcomes.

Required qualifications, capabilities and skills

• Senior marketing leadership experience with demonstrated ability to drive quantifiable business results and improve customer experience through customer journey management and lifecycle marketing.

• 10+ years of marketing experience with depth in strategy roles, innovation, customer experience, and direct-to-consumer/digital marketing.

• Proven ability to set strategy and operate as a hands-on leader through implementation, optimization, and performance management.

• Strong cross-functional leadership and influence in a highly matrixed organization; excellent relationship-building and collaboration.

• Highly customer-obsessed, curious, and continuously improving; balances big-picture thinking with rigorous attention to detail.

• Deep customer empathy and curiosity; consistently acts as voice of the customer and never settles for “good enough”.

• Data-driven and analytical while also an effective storyteller; able to present strategies and results to executive stakeholders.

• Deep understanding of multi-channel marketing and lifecycle communications (web, mobile, email, SMS, push, in-app, paid/display), including orchestration across owned/paid/earned.

• Constantly pushes on boundaries and roadblocks to drive innovation and a superior customer experience.

• Advanced proficiency in PowerPoint and Excel, and experience leveraging AI-tools to drive effectiveness and efficiencies.

• Bachelor’s degree in Marketing, Advertising, Communications, Digital/Technology, or Business (or equivalent experience).

Preferred qualifications, capabilities and skills

• Strong operating rhythm for KPI reviews and executive-ready performance narratives.

• Proven ability to take the initiative, influence others and achieve results.

• Excels at thinking holistically and managing multiple high priority initiatives on tight deadlines.

• Comfortable with continuously changing priorities and experienced leading teams through change.