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Deposit Growth Strategist

Marketing, Digital Experience, and Communications

Westwood, Massachusetts


We are seeking a strategic and passionate Marketer to drive customer engagement and deepen relationships within our Customer Growth Marketing team. This role is crucial in nurturing our existing customer base by developing strategies and campaigns focused on increasing customer lifetime value.

As a Customer Growth Strategist, you will focus on enhancing the Checking and Deposits post-account opening experience. You will work closely with the Customer Acquisition team to align strategies and leverage data for personalized content and messaging. You will collaborate across marketing, with the onboarding team, customer deepening team, and test and learn teams to ensure a cohesive customer journey. Your efforts will be measured by key performance indicators such as primacy, balance growth, and lifetime net present value (NPV) to analyze customer behavior and identify growth opportunities.

Key responsibilities:

Strategic Collaboration:

  • Act as the primary day-to-day strategist for: 
    • Onboarding team: Prioritize messaging for customers new to the bank or recently upgraded within 0-60 days. Focus on activating new customers with services that maximize their relationship.
    • Customer deepening team: Develop content and experiences for customers who have been with the bank for 60 days or more. Aim to deepen customer relationships by providing financial guidance and rewarding loyalty through the CitizensPlus loyalty program.
    • Partner with the test and learn pod to experiment and optimize marketing strategies and tactics.

Campaign Development:

  • Create personalized marketing campaigns for existing services and new features and benefits.
  • Oversee customer microjourneys, ensuring seamless and personalized experiences.
  • Prioritize and manage mobile app banner messaging to boost customer engagement.

Data Analysis and Measurement:

  • Analyze customer data and behavior to identify opportunities for engagement and upselling.
  • Conduct UX research to understand customer needs, preferences, and competitive experiences.
  • Utilize customer segmentation and targeting strategies to personalize marketing efforts.
  • Collaborate with the data team to measure and analyze the success of customer engagement initiatives and adjust strategies as needed. 
  • Provide thought leadership to the Head of Customer Growth Marketing with the messaging evolution of the Citizens Value prop, including the CitizensPlus loyalty program.

Qualifications & Requirements

  • Proven experience in customer engagement and marketing strategy, with financial services experience a plus.
  • Ability to analyze data and metrics to drive informed marketing decisions.
  • Strong understanding of value proposition marketing and customer loyalty programs.
  • Strategic thinking and problem-solving.
  • Strong interpersonal and collaborative abilities.
  • Data-driven decision-making.
  • Adaptability and willingness to engage in continuous learning and innovation.
  • Experience with digital marketing and customer journey mapping is a plus.
  • Minimum 10 years of marketing experience


Bachelor’s degree required

Hours & Work Schedule:

Hours per week:  40

Work schedule: 8:30am - 5:00pm, Monday – Friday, Hybrid in office 3 days a week in Westwood, MA office and 2 days remote 


Some job boards have started using jobseeker-reported data to estimate salary ranges for roles. If you apply and qualify for this role, a recruiter will discuss accurate pay guidance.

Equal Employment Opportunity

At Citizens we value diversity, equity and inclusion, and treat everyone with respect and professionalism. Employment decisions are based solely on experience, performance, and ability. Citizens, its parent, subsidiaries, and related companies (Citizens) provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to age, ancestry, color, citizenship, physical or mental disability, perceived disability or history or record of a disability, ethnicity, gender, gender identity or expression (including transgender individuals who are transitioning, have transitioned, or are perceived to be transitioning to the gender with which they identify), genetic information, genetic characteristic, marital or domestic partner status, victim of domestic violence, family status/parenthood, medical condition, military or veteran status, national origin, pregnancy/childbirth/lactation, colleague’s or a dependent’s reproductive health decision making, race, religion, sex, sexual orientation, or any other category protected by federal, state and/or local laws.

Equal Employment and Opportunity Employer

Citizens is a brand name of Citizens Bank, N.A. and each of its respective affiliates.

Background Check

Any offer of employment is conditioned upon the candidate successfully passing a background check, which may include initial credit, motor vehicle record, public record, prior employment verification, and criminal background checks. Results of the background check are individually reviewed based upon legal requirements imposed by our regulators and with consideration of the nature and gravity of the background history and the job offered. Any offer of employment will include further information.


We offer competitive pay, comprehensive medical, dental and vision coverage, retirement benefits, maternity/paternity leave, flexible work arrangements, education reimbursement, wellness programs and more.

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Awards We've Received


Disability Equality Index Best Places to Work for People with Disabilities


Fair360 Top Regional Company


FORTUNE’s World’s Most Admired Companies


Human Rights Campaign Corporate Equality Index 100 Award


Military Friendly® Employer


Age-Friendly Institute's Certified Age-Friendly Employer


Bloomberg Gender Equality Index, Standout


Dave Thomas Foundation’s Best Adoption-Friendly Workplace


Forbes America's Best Large Employers