Marketing Deposit Growth Strategist

Description

Are you driven by a passion for creating exceptional customer experiences?  Do you thrive as an innovative thought leader in the marketing space? We are seeking a dynamic and strategic Marketer to spearhead customer engagement and deepening initiatives for our Deposits business. This is a pivotal role within our newly established Customer Deepening team and is crucial for developing strategies and campaigns that foster a deeply engaged customer.

As the Marketing Strategist, your primary focus will be on enhancing the post-account opening experiences including onboarding new customers and deepening relationships with existing ones. You will collaborate with cross-functional teams within Marketing and across key business units to ensure a unified and seamless customer journey. By leveraging data-driven insights, you will create personalized content and messaging, and work closely with our test-and-learn teams to refine segmenting, messaging, and offers. Your efforts will be instrumental in delivering customer experiences that are both insightful and tailored to individual needs, with success measured by key performance indicators such as customer retention, engagement, and multi-deposit household growth.

Key responsibilities:

Strategic Collaboration:

• Onboarding: Develop and prioritize messaging for customers new to the bank or recently upgraded, specifically within the first 60 days. Focus on activating new customers by introducing services that maximize their relationship with the bank.
• Customer deepening: Design and implement content and experiences for customers who have been with the bank for 60 days or more. Aim to strengthen customer relationships by providing financial guidance through services like Savings Track and fostering loyalty via the CitizensPlus program.
• Partner with the test and learn pod to experiment and optimize marketing strategies and tactics, ensuring continuous improvement.

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:

• Leverage customer data and behavioral insights to identify opportunities for engagement and upselling.
• Conduct UX research to understand customer needs, preferences, and competitive experiences.
• Utilize advanced segmentation and targeting strategies to personalize marketing efforts and maximize impact.
• Collaborate with the data team to measure and analyze the effectiveness of customer engagement initiatives, adjusting strategies as needed to drive continuous improvement. 
• Provide thought leadership on the go to market strategy and messaging of the Citizens Value prop.

Qualifications & Requirements

• Proven experience in developing customer marketing strategies.
• Ability to leverage 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.
• Adaptability and willingness to engage in continuous learning and innovation.
• Financial services experience a plus.
• Minimum 10 years of marketing experience

Education

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 

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Equal Employment Opportunity

At Citizens, we are committed to fostering an inclusive culture that enables colleagues to bring their best selves to work every day. 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.