Citizens Bank Marketing Strategy Manager (HELOC) in Dedham, Massachusetts


Dynamic, results-driven professional whose primary focus will be developing, leading and executing the strategic marketing agenda for the Home Equity Line of Credit (HELOC) business. The HELOC Marketing Strategy Manager will be a seasoned and accomplished marketing/product management professional with a broad background in banking and/or financial services (or related industries) and a demonstrated track record of successfully leading cross-functional teams to achieve desired business goals. This position is responsible for optimizing the marketing budget across programs and channels to deliver incremental volume in support of the overall HELOC business line targets while providing an outstanding customer experience at all times.

This role will need to lead and influence multiple areas both within the Marketing organization as well as within the HELOC Line of Business. This individual will be responsible for managing and executing various marketing activities, including campaigns, promotions and initiatives. Through partnership and strong communication skills, this individual will need to gain agreement on recommended tactics and programs with senior decision makers in support of growing our home equity business. Extensive experience with multiple marketing channels including mass media, direct mail, digital, lead generation and branch is key.

The position reports to the Head of Consumer Lending Marketing Strategy, and will require an individual who is comfortable operating in a highly matrixed organization to succeed. Through a breadth of marketing experience including product management, marketing channel management and knowledge of home lending, this individual will create end-to-end marketing strategies focused predominantly on acquisition.

Primary responsibilities include:

  • Influence and partner with a cross-functional team to design and deliver multi-channel marketing strategies to achieve overall business objectives and revenue goals

  • Build quarterly and annual marketing plans through partnership with a cross-functional team and the business line to achieve business line goals and objectives

  • Develop and manage budget/forecasts and monitor results

  • Ensure outstanding customer experience across all customer touch points

  • Serve as a primary liaison between business lines and marketing partners, ensuring the broader marketing team is fully versed on all aspects of business line products, pricing, value proposition and competitive differentiators

  • Understand customer analytics, segmentation and targeting strategy

  • Ensure all programs are implemented in full compliance with defined processes and regulatory guidelines


Required Skills/Experience:

  • Minimum 5-7 years marketing experience with strong preference given to candidates with financial services experience with lending products

  • Extensive channel experience including direct, digital, print/media, branch merchandising and non-traditional marketing; strong digital marketing experience preferred

  • Strong relationship management skills, including demonstrated capability of leading cross-functional teams to deliver business results

  • Excellent interpersonal and communication skills to develop and nurture relationships, influence key stakeholders, and resolve conflicts independently to mutually agreeable solutions

  • Strong analytical skills to review data, interpret results, and turn insights into actionable and measurable strategies

  • Firm understanding the HELOC business/products/industry

  • Demonstrated understanding of and devotion to customer service and experience

  • Creative thinker with strong problem-solving skills

  • Proficient in Microsoft Office Programs, specifically PowerPoint, Word and Excel

Education, Certification and/or Other Professional Credentials:

  • Bachelor degree required; advanced degree in Marketing preferred

Hours and Work Schedule

Hours per Week: 40

Work Schedule: 8:30- 5:00

Why Work for Us

At Citizens, you'll find a customer-centric culture built around helping our customers and giving back to our local communities. When you join our team, you are part of a supportive and collaborative workforce, with access to training and tools to accelerate your potential and maximize your career growth.

Equal Employment Opportunity

It is the policy of Citizens Bank to provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to race, color, ethnicity, religion, gender, pregnancy/childbirth, age, national origin, sexual orientation, gender identity or expression, disability or perceived disability, genetic information, citizenship, veteran or military status, marital or domestic partner status, or any other category protected by federal, state and/or local laws.

Equal Employment and Opportunity Employer/Disabled/Veteran

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