Head of Consumer Marketing

The Head of Consumer Marketing is responsible for developing and leading the Consumer Bank's integrated performance marketing strategy, growth agenda, and execution capabilities to drive customer acquisition, engagement, retention, product adoption, and revenue growth across Consumer Banking, Business Banking, Wealth Management, and Consumer Real Estate Lending. 

This executive serves as the leader for consumer marketing strategy, digital marketing, marketing execution, campaign operations, marketing analytics, and marketing risk management. The role partners closely with Consumer Bank Product Management, Digital, Analytics, Risk, Compliance, Legal, Finance, Technology, and Enterprise Brand Marketing leaders to ensure marketing investments generate measurable business outcomes while maintaining a strong control environment. 

The Head of Consumer Marketing leads a multi-level organization responsible for Retail Marketing Strategy, Specialty Marketing Strategy, Consumer Digital Marketing, and Consumer Marketing Execution. The organization includes marketing and analytics professionals supporting customer growth initiatives across multiple lines of business. 

The successful candidate will demonstrate a balance of strategic leadership, customer-centric thinking, digital marketing expertise, analytical rigor, business acumen, and organizational leadership. 

ESSENTIAL JOB FUNCTIONS 

Consumer Marketing Strategy Leadership 

• Develop and execute an integrated consumer performance marketing strategy aligned with Consumer Bank growth objectives. 

• Translate business, product, and customer strategies into comprehensive marketing plans that drive business performance. 

• Establish annual and multi-year marketing priorities, investment strategies, and performance objectives. 

• Drive innovation and continuous improvement across all consumer marketing functions. 

• Monitor consumer, competitive, industry, and market trends and identify opportunities to differentiate the organization. 

• Define and deliver measurable marketing outcomes, including acquisition efficiency, conversion performance, customer engagement, retention, product adoption, and marketing ROI. 

• Manage strategic third-party vendor relationships, ensuring strong performance, accountability, governance, and alignment with business outcomes. 

Retail Marketing Strategy 

• Lead marketing strategy supporting retail banking products and customer segments. 

• Develop customer acquisition, engagement, retention, and cross-sell marketing programs. 

• Partner with product leaders to position solutions that improve customer outcomes and support revenue growth. 

• Ensure marketing plans support business objectives through measurable performance outcomes. 

Specialty Marketing Strategy 

• Lead strategic marketing programs supporting Business Banking, Wealth Management, and Consumer Real Estate Lending. 

• Ensure consistent enterprise marketing practices while tailoring strategies for unique line-of-business needs. 

• Collaborate with business leaders to identify growth opportunities and optimize customer acquisition and engagement efforts. 

Digital Marketing Leadership 

• Lead all consumer digital marketing activities, including paid search, performance media, digital acquisition, website marketing, display advertising, retargeting, and emerging digital channels. 

• Optimize digital marketing investments through data-driven decision making and performance measurement. 

• Develop testing, attribution, and optimization strategies that improve marketing return on investment. 

• Advance personalization, lifecycle marketing, and journey orchestration capabilities to deepen customer relationships and improve customer lifetime value. 

• Identify emerging technologies and digital capabilities that improve customer acquisition efficiency. 

Marketing Execution & Operations 

• Lead campaign management and execution activities across all consumer business lines. 

• Establish clear processes, standards, and governance to enable efficient, scalable campaign delivery. 

• Manage intake, prioritization, workflow, and resource allocation processes. 

• Partner with enterprise shared service teams to deliver marketing programs effectively and efficiently. 

• Oversee vendor relationships, marketing technologies, and operational performance metrics. 

Marketing Analytics & Insights 

• Establish measurement frameworks and key performance indicators for all marketing activities. 

• Lead teams responsible for marketing analytics, reporting, customer insights, and performance optimization. 

• Utilize advanced analytics to improve targeting, campaign effectiveness, customer engagement, and acquisition performance. 

• Deliver executive-level insights and recommendations to support strategic decision making. 

Marketing Risk & Control Management 

• Lead the consumer marketing control environment and ensure adherence to enterprise policies and regulatory requirements. 

• Partner with Risk, Legal, Compliance, and Audit teams to maintain effective governance practices. 

• Ensure marketing activities comply with applicable regulations, disclosures, and privacy requirements. 

• Promote a culture of accountability and operational excellence across the organization. 

Financial & Resource Management 

• Develop and manage marketing budgets, forecasting processes, and investment decisions. 

• Evaluate marketing effectiveness and optimize resource allocation to maximize return on investment. 

• Ensure appropriate financial stewardship and compliance with budget objectives. 

Leadership & Talent Development 

• Lead, coach, and develop a multi-level organization consisting of approximately 50 employees. 

• Establish performance expectations and accountability measures aligned with organizational goals. 

• Drive succession planning, talent development, workforce planning, and employee engagement initiatives. 

• Foster a culture of collaboration, innovation, inclusion, and continuous learning. 

• Build leadership bench strength across multiple management levels. 

REQUIRED QUALIFICATIONS 

Education 

• Bachelor's Degree in Marketing, Business Administration, Finance, Economics, Communications, or equivalent work experience.  

Experience 

• Minimum of 10 years of progressive marketing leadership experience. 

• Minimum of 7 years leading managers and multi-level organizations. 

• Demonstrated success developing and executing performance marketing and customer acquisition strategies. 

• Experience leading large-scale digital marketing, campaign management, and marketing analytics functions. 

• Experience operating within highly regulated industries, preferably financial services. 

• Proven leadership of large cross-functional initiatives and enterprise-level change efforts. 

• Experience with marketing technology platforms, customer data platforms, and advanced attribution methodologies. 

PREFERRED QUALIFICATIONS 

• MBA or Master's Degree in a related field. 

• Financial services, banking, wealth management, or consumer lending experience. 

• Experience managing organizations of 30+ employees. 

• Experience leading marketing transformation and modernization initiatives. 

• Agile delivery experience and familiarity with Agile tools and methodologies. 

• Experience with Adobe Experience Manager and Adobe Journey Optimizer.