Director Commercial Banking Marketing at Citizens Financial Group

Job description

At Citizens, we’re so much more than a bank. Behind our products, services, branches, and technology, you’ll find a collaborative group of colleagues from diverse backgrounds and skills working together to help our clients and communities thrive. As the Director of Commercial Banking Marketing, you will be responsible for developing and delivering end-to-end marketing strategies and execution to drive growth across within the Commercial and Corporate Bank. This role blends strategic leadership, cross-functional influence, and hands-on execution, serving as a thought partner to the Commercial and Corporate Bank business leaders. You will lead integrated marketing strategies that support client acquisition, retention, product adoption, and usage—while building brand equity and trust with business and corporate clients. Most importantly, you’ll feel valued for who you are and supported to achieve what’s important to you personally and professionally. Key Responsibilities Strategy & Business Partnership • Develop and help lead marketing strategy and vision for Commercial Banking to achieve business objectives, revenue growth, and client engagement goals. • Serve as a strategic marketing thought partner to Commercial Banking business leaders, shaping end-to-end go-to-market strategies. • Translate complex Commercial Banking offerings and capabilities into compelling, client-focused value propositions and marketing campaigns. • Act as the primary liaison between Commercial Banking business partners and Marketing, ensuring alignment on priorities, messaging, and execution. Integrated Marketing Planning & Execution • Influence and partner with cross-functional teams to design and deliver quarterly and annual integrated marketing plans spanning: • Digital marketing (website, search, display, paid social, content) • Email and direct marketing • Account-based marketing (ABM) • Sales enablement tools and collateral • Events, sponsorships, and thought leadership • Paid, earned, and owned media • Lead execution for end-to-end Commercial & Corporate Bank marketing initiatives, ensuring on-brand, on-strategy, and on-time delivery. • Develop clear and actionable marketing and creative briefs grounded in data, insights, personas, and customer journeys. Client-Centricity & Experience • Keep the client at the center of everything we do by serving as the voice of the customer and optimizing experiences across channels and touchpoints. • Partner with Sales, Relationship Managers, and Digital teams to ensure marketing supports pipeline growth, onboarding, and long-term client success. Analytics, Optimization & Continuous Improvement • Ensure closed-loop analytics to measure marketing performance against forecasts and business outcomes. • Analyze performance data and lead test-and-learn initiatives, retrospectives, and optimization recommendations. • Partner with data and analytics teams to track web and campaign metrics and improve marketing efficiency and effectiveness. Budget, Risk & Governance • Manage a marketing budget within scope, providing accurate estimates, tracking spend, and recommending allocations across tactics. • Proactively manage risk and ensure all marketing activities comply with regulatory requirements, internal governance, and defined processes. Qualifications & Requirements • Strong strategic and creative thinker with the ability to translate business objectives into impactful marketing strategies. • Experience marketing complex B2B solutions; Commercial, Corporate or Investment Banking experience strongly preferred. • Deep experience across digital marketing channels, including search, display, social, content, and web optimization. • Proven ability to develop clear, insightful marketing, creative, and media briefs using research and data. • Strong project management skills with the ability to manage multiple initiatives simultaneously. • Metrics-driven mindset with the ability to interpret data and create actionable, measurable strategies. • Experience influencing cross-functional teams and senior stakeholders. • Excellent written, verbal, and interpersonal communication skills. • Detail-oriented self-starter with a strong sense of accountability and urgency. • Comfortable operating in a regulated environment. • Minimum 8–10+ years of progressive marketing experience, ideally in B2B financial services. Preferred Experience • Prior B2B financial services marketing experience • Familiarity with Salesforce, Pardot, Demandbase, and AI-enabled marketing tools • Experience tracking web metrics using Adobe Analytics • Experience working in Agile marketing environments • Strong proficiency in Microsoft tools (PowerPoint, Word, Excel, Copilot) Education • Bachelor’s degree required • MBA or equivalent experience preferred Hours & Work Schedule • Hours per Week: 40 • Work Schedule: Monday–Friday, 8:00 AM–5:00 PM • Work Arrangement: Hybrid – 4 days in office in Westwood, MA, Boston MA, San Francisco or New York City offices 1 day remote Pay Transparency The salary range for this position is $155,000 - $200,000 per year, plus an opportunity to earn an annual discretionary bonus. Actual pay is based on various factors including but not limited to the work location, and relevant skills and experience. We offer competitive pay, comprehensive medical, dental and vision coverage, retirement benefits, maternity/paternity leave, flexible work arrangements, education reimbursement, wellness programs and more. Note, Citizens’ paid time off policy exceeds the mandatory, paid sick or paid time-away policy of every local and state jurisdiction in the United States. For an overview of our benefits, visit jobs.citizensbank.com . #LI-Citizens2

Requirements

Must-haves

Strategy & Business Partnership
Develop and help lead marketing strategy and vision for Commercial Banking to achieve business objectives, revenue growth, and client engagement goals.
Serve as a strategic marketing thought partner to Commercial Banking business leaders, shaping end-to-end go-to-market strategies.
Translate complex Commercial Banking offerings and capabilities into compelling, client-focused value propositions and marketing campaigns.
Act as the primary liaison between Commercial Banking business partners and Marketing, ensuring alignment on priorities, messaging, and execution.
Integrated Marketing Planning & Execution
Influence and partner with cross-functional teams to design and deliver quarterly and annual integrated marketing plans spanning: • Digital marketing (website, search, display, paid social, content)
Email and direct marketing
Account-based marketing (ABM)
Sales enablement tools and collateral
Events, sponsorships, and thought leadership
Paid, earned, and owned media
Lead execution for end-to-end Commercial & Corporate Bank marketing initiatives, ensuring on-brand, on-strategy, and on-time delivery.

Nice-to-haves

Experience marketing complex B2B solutions; Commercial, Corporate or Investment Banking experience strongly preferred.
Prior B2B financial services marketing experience
Familiarity with Salesforce, Pardot, Demandbase, and AI-enabled marketing tools
Experience tracking web metrics using Adobe Analytics
Experience working in Agile marketing environments
Strong proficiency in Microsoft tools (PowerPoint, Word, Excel, Copilot)
MBA or equivalent experience preferred
Hours & Work Schedule
Hours per Week: 40
Work Schedule: Monday–Friday, 8:00 AM–5:00 PM
Work Arrangement: Hybrid – 4 days in office in Westwood, MA, Boston MA, San Francisco or New York City offices 1 day remote

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Effort: medium

Benefits

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Dental

Vision

Paid Time Off

Wellness