Director of Marketing Operations and Performance

The Director of Marketing Operations and Performance is a key member of the Marketing & Communications leadership team. This role combines customer lifecycle strategy with the operational, digital and technology capabilities required to deliver relevant, connected experiences across the customer journey. The Director will use data and insights to help attract, onboard, engage, deepen, retain and reactivate customers throughout their relationship with the bank. 

Working closely cross-functionally, the Director will translate enterprise priorities into customer journey strategies and scalable marketing programs. The Director will establish the governance, measurement and ways of working needed to improve marketing customer outcomes, demonstrate marketing value and operate within the bank’s risk appetite. 

• Own the bank’s customer lifecycle strategy across acquisition, onboarding, engagement, relationship deepening, retention, win-back and advocacy.
• Establish a roadmap for priority customer journeys and lifecycle moments, with measurable objectives, clear ownership and coordinated execution.
• Partner with business, product, sales, service and technology leaders to define journey outcomes, remove customer friction and coordinate cross-functional delivery.
• Use customer, behavioral, transactional and campaign data to shape journey strategies, identify opportunities and guide testing and optimization.
• Establish lifecycle governance, including journey prioritization, decision rights, audience and contact rules, channel coordination and performance reviews.
• Develop personalization and next-best-action capabilities that create customer value and are measurable, operationally feasible and appropriately governed.
• Lead the modernization of marketing operations and technology to improve efficiency, scalability, personalization and speed to market.
• Oversee annual and quarterly planning, prioritization, capacity management, resource allocation, workflows and integrated marketing calendars.
• Continuously improve marketing policies, procedures, service levels, quality controls and documentation.
• Oversee marketing budgets, forecasting, vendors, contracts and investment optimization.
• Partner with compliance, legal, privacy, information security and risk management to embed appropriate controls, review and recordkeeping into marketing programs and processes.
• Lead marketing’s participation in business continuity planning, audits, regulatory exams and risk assessments, including remediation and change management.
• Provide strategic oversight for digital marketing and owned channels, including the website, email and social media, to create coordinated experiences and improve acquisition and engagement.
• Own the marketing technology strategy and roadmap, including capabilities supporting campaigns, customer journeys, content, analytics, personalization, lead management and workflow.
• Partner with data, privacy and technology teams to improve data quality, audience availability, consent and preference management, taxonomy and measurement readiness.
• Build the customer insights capability, using quantitative and qualitative research, segmentation and customer analytics to inform lifecycle, channel and experience decisions.
• Establish a measurement framework that connects customer behaviors and marketing performance to business outcomes, including appropriate attribution and incrementality methods.
• Build and develop a high-performing team with strong capabilities across lifecycle marketing, operations, digital, web, marketing technology and customer insights.
• Influence senior leaders and cross-functional partners through sound judgment, clear recommendations and transparent tradeoffs.

• Education: Bachelor’s degree in Marketing, Business, Analytics, Digital Strategy or a related field required; advanced degree preferred.
• Experience: Fifteen or more years of progressive experience in marketing, customer lifecycle management, CRM, digital marketing, marketing operations, customer experience or a related discipline, including significant leadership responsibility.
• Required Skills:
  • Proven experience designing and improving customer journeys or lifecycle programs across multiple channels and customer segments. 
  • Demonstrated success leading integrated capabilities spanning marketing operations, digital marketing, websites, marketing technology, analytics and/or customer insights. 
  • Experience managing meaningful budgets, vendors and complex cross-functional portfolios with measurable business outcomes. 
  • Working knowledge of marketing, analytics and CRM platforms such as Adobe, Salesforce and Tableau, or comparable enterprise technologies. 
  • Proven ability to use data to frame opportunities, make decisions, prioritize investments and translate analysis into clear action plans. 
  • Experience leading organizational change, operating model evolution and agile or iterative ways of working.

Preferred Skills:

• Financial services or another highly regulated industry experience strongly preferred; demonstrated understanding of marketing and advertising compliance, privacy, data governance and operational risk.

Supervisory Responsibility

This position is expected to lead a multidisciplinary team and will exercise the usual authority of a senior leader, including hiring, onboarding, coaching, performance management, development planning, promotions, salary recommendations and terminations. The team structure may evolve as customer lifecycle and insights capabilities mature.

Position Type

This is a full-time position that requires schedule flexibility to work evenings and weekends as needed. This position requires up to 20% travel.

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.