Retail Growth Strategy

The Lead, Retail Growth Strategy plays a key role in shaping and advancing growth priorities across Citizens’ retail branch network of approximately 1,000 branches supporting an $85B deposit franchise. Working at the intersection of Product, Distribution, and Field, this role aligns strategies and priorities to drive growth, strengthen business performance, enhance the customer experience, and maximize the impact of the branch channel. With a primary focus on day-to-day strategic execution, the Lead develops, implements, and monitors the retail growth roadmap, translating enterprise priorities into actionable initiatives and measuring progress against business objectives.

Reporting to the Performance Enablement & Execution Director, the Lead partners closely with leaders across Deposits, Cards, Mortgage, HELOC, Wealth, and Private Client to identify and prioritize opportunities that strengthen branch-driven growth. The role brings together customer, business, market, and performance insights to inform medium-term strategy, evaluate new opportunities, and ensure strategic decisions are effectively communicated and executed across Product, Field, and Support functions.

Primary responsibilities include

• Define and prioritize retail growth initiatives across Deposits, Cards, Mortgage, HELOC, Wealth, and Private Client, aligning priorities with enterprise objectives and the OneCitizens vision.

• Partner with Product leaders to shape offers, targeting strategies, and campaign priorities that drive growth through the branch distribution channel.

• Develop and maintain a forward-looking retail growth roadmap, identifying opportunities that strengthen customer acquisition, onboarding, relationship deepening, deposit growth, and long-term retention while enhancing the overall customer experience.

• Lead cross-functional alignment across Product, Communications, Enablement, Field Leadership, and other key partners to establish clear priorities and maintain focus on the highest-impact opportunities for the branch network.

• Evaluate opportunities and trade-offs, recommending priorities based on strategic alignment, customer impact, business value, field capacity, and organizational readiness.

• Translate strategic priorities into actionable direction for Execution, Enablement, and Field teams, including quarterly enablement plans and campaign priorities.

• Develop and present strategic recommendations, business cases, and executive-ready materials for monthly deep dives, business reviews, and other senior leadership discussions.

• Monitor industry trends, competitive dynamics, and internal performance to identify emerging opportunities, risks, and insights that inform retail growth strategy.

• Partner with Business Insights teams to evaluate performance, diagnose gaps, and refine strategic direction using key measures such as sales per branch, household acquisition, deposit balance growth, and lead conversion.

• Influence stakeholders across Product, Field, and Support functions to build alignment, resolve competing priorities, and advance growth initiatives across the OneCitizens operating model.

Required Qualifications

• Bachelor’s degree in Business, Finance, Marketing, Economics, or a related field, or equivalent relevant experience.

• 8+ years of progressive experience in retail banking, consumer financial services, strategy, sales performance, enablement, or a related discipline, with demonstrated success supporting growth across distribution channels.

• Strong strategic and commercial thinking with the ability to connect enterprise objectives, customer needs, and business opportunities to actionable growth strategies.

• Demonstrated ability to build alignment and influence senior leaders and cross-functional stakeholders across Product, Field, and Support functions.

• Strong analytical and problem-solving skills, with the ability to interpret business and performance data, diagnose root causes, identify opportunities, and translate insights into actionable recommendations.

• Strong customer orientation with an understanding of how product, distribution, and field strategies come together to influence customer acquisition, relationship growth, retention, and overall experience.

• Excellent written and verbal communication skills, including the ability to develop clear, compelling recommendations and executive-level presentations using PowerPoint and Excel.

• Demonstrated success leading complex, cross-functional initiatives from strategy and prioritization through execution, measurement, and refinement.

• Ability to navigate ambiguity, adapt to changing business priorities, and maintain momentum across multiple initiatives in a complex, matrixed environment.

Hours & Work Schedule

• Hours per Week: 40

• Work Schedule: Monday – Friday, standard business hours; hybrid schedule with in-office presence as required by Citizens' workplace policy. Occasional travel to markets and branch locations to support field engagement and strategic initiatives.

Pay Transparency

The salary range for this position is $142,000 - $186,000 per year, plus an opportunity to earn an annual discretionary bonus. Actual pay is based on various factors including but not limited to the budget, 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 https://jobs.citizensbank.com/benefits.

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Equal Employment Opportunity

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, 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. At Citizens, we are committed to fostering an inclusive culture that enables all colleagues to bring their best selves to work every day and everyone is expected to be treated with respect and professionalism. Employment decisions are based solely on merit, qualifications, performance and capability.

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