Marketing Transformation & Strategic Initiatives Leader

Marketing Transformation & Initiatives Leader
The Head of Marketing Transformation and Strategic Initiatives leads strategic planning and drives transformation initiatives for the Marketing organization and key stakeholders. This leadership role is responsible for accelerating the shift toward a data- and artificial intelligence-driven, performance-oriented marketing model. This position owns the transformation roadmap to build a best-in-class direct bank marketing capability—drawing inspiration from leading digital-first banks while leveraging our Financial Center footprint. The role will architect a modern MarTech stack powered by artificial intelligence (AI) to target the right audiences, deliver personalized offers at scale, and execute high-efficiency, closed-loop campaigns. The Head of Marketing Transformation will oversee end-to-end funnel health: defining the Direct Bank funnel, implementing performance measurement, diagnosing leakage points, and driving corrective actions in partnership with Information Technology (IT), Product, Digital, Sales Operations, and Analytics. This role blends strategic vision, operational rigor, and hands-on leadership to deliver measurable growth across acquisition, cross-sell, and retention.
Key Responsibilities and Duties

• Serves as the funnel health expert, analyzing performance, identifying leakage points, and driving alignment on corrective actions with IT, Digital, Sales Operations, and other stakeholders.
• Defines and leads a multi-year marketing transformation roadmap, transitioning to performance and outcomes (growth, customer acquisition cost, customer lifetime value, conversion) with clear milestones, dependencies, and value cases.
• Delivers executive-ready communications, including business cases, goal progress, key performance indicators (KPI) scorecards, risk assessments, and quarterly performance reviews.
• Manages budgets and coordinates annual and multi-year financial planning.
• Operationalizes AI and machine learning (ML) use cases (audience discovery, propensity scoring, offer optimization, channel selection, send-time optimization, creative variants, next-best-action) with robust MLOps and model governance.
• Institutionalizes a test-and-learn culture, including A/B, multivariate, and incrementality testing, with standardized hypotheses, design, guardrails, and post-test readouts.
• Drives alignment and decision-making across Change Management Office, Chief Information Office/Chief Technology Office, Head of Digital, Head of Deposit Products, and Compliance.

Educational Requirements

• University (Degree) Preferred

Minimum Qualifications

• 8+ years in marketing leadership roles spanning digital marketing, growth/performance marketing, or marketing operations.
• Experience in the financial services industry specifically leading or supporting marketing for a direct digital bank.
• Tenured experience leading large-scale marketing transformation or strategic initiatives in financial services leading deposits as a marketing solution.
• Hands-on experience working with modern Marketing technology stacks with a track record for standing up or modernizing a marketing technology stack
• Strategic systems thinker with operational rigor—able to translate vision into executable programs with measurable value.
• Experience designing marketing operating models (RACI, funding, talent, vendor ecosystem) to support performance marketing within a regulated environment.

Preferred Qualifications

• 10+ years in marketing leadership roles spanning digital marketing, growth/performance marketing, or marketing operations.
• Experience with deposit products and deposit marketing.
• Proven success building cross-functional alignment and decision-making with IT/CTO, Digital, Product, Sales Ops, Compliance, and Change Management Offices.
• Strong executive communication skills—able to deliver crisp business cases, KPI scorecards, risk assessments, and quarterly performance reviews to senior leadership.

Role Specific Work Experience

• 8+ Years Required; 10+ Years Preferred

Physical Requirements

• Physical Requirements: Sedentary Work

Career Level
10PL

Posting end date: 1/23/26