Marketing Data & Audiences

As the Marketing Data & Audiences Lead, you will define and execute Citizens' marketing data and audience strategy, building the data foundation that enables customer acquisition, growth, retention, personalization, and measurement across all customer segments and lines of business.

This role serves as the senior product management leader responsible for Customer Data Platform (CDP) strategy, audience management capabilities, and marketing data products. Working across Marketing, Business teams, Engineering, Enterprise Data, Analytics, Risk and Compliance teams, you will establish the vision, roadmap, and operating model required to transform how Citizens leverages customer, prospect, and audience data.

The successful candidate will lead the selection and implementation of a CDP, define Marketing's Customer 360 strategy and requirements, and establish a scalable approach for leveraging first-party, second-party, and third-party data to improve audience activation, personalization, and business performance.

This role will lead a team responsible for Marketing's customer data, audience strategy, Customer 360 requirements, and CDP enablement capabilities. The ideal candidate is a strategic leader who can translate marketing needs into scalable data products, technology investments, and measurable business outcomes.

Primary Responsibilities Include

• Define the vision, strategy, and multi-year roadmap for Citizens' marketing data, audience, and Customer 360 capabilities.

• Lead the evaluation, selection, implementation, and adoption of a Customer Data Platform (CDP), ensuring the platform delivers measurable business value.

• Define Marketing's data architecture strategy, including how first-party, second-party, and third-party data are standardized, connected, and activated across the Customer 360 and Customer Data Platform to support scalable audience management, personalization, and measurement.

• Define reusable marketing data attributes, audience frameworks, and governance standards that enable scalable audience activation across business lines, channels, and use cases.

• Partner with Marketing, Business teams, Engineering, and Enterprise Data teams to define audience requirements, data standards, activation strategies, and capability roadmaps that support enterprise business objectives.

• Translate business strategy into scalable data, platform, and capability requirements through close partnership with Engineering and Enterprise Data teams.

• Build, lead, and develop a high-performing team responsible for customer data strategy, audience management, CDP enablement, and marketing data products.