Product Director - Customer Engagement & Primacy

Product Director, Customer Engagement & Primacy

Job Overview

This strategic leadership role is responsible for expanding deposit share of wallet, primacy, relationship depth and total deposit sales across established Mass and Mass Affluent customer relationships. The Product Director will provide strategic oversight of the everyday deposit portfolio, using customer, balance, product, usage and money-movement insights to identify the highest-value opportunities and set an integrated portfolio agenda necessary to drive low-cost growth.

The role will translate portfolio insight into coordinated field, digital, product, marketing and customer experience strategies. Areas of focus include checking and savings penetration, direct deposit, recurring funding behaviors, account usage, digital engagement and broader relationship depth. Success requires balancing current sales and balance performance with longer-term development of a systematic, insight-led approach to managing & driving established customer relationships.

Key Responsibilities

Strategic Portfolio Management

• Establish the strategy for expanding deposit share of wallet and relationship value across established Mass and Mass Affluent customers.

• Develop a detailed view of customer balances, product penetration, account usage, money movement, engagement, primacy and external wallet opportunity.

• Identify and size opportunities across customer segments, markets, channels and relationship characteristics.

• Maintain a prioritized portfolio agenda that balances total deposit sales, balance growth, relationship depth and long-term customer value.

• Translate enterprise segmentation and analytics into specific portfolio priorities, customer treatments and channel actions.

Share of Wallet and Primacy

• Develop strategies to increase everyday deposit share of wallet, primary banking relationships and total deposit sales.

• Lead strategies across checking engagement, savings penetration, direct deposit, recurring transfers, account usage and deposit consolidation.

• Identify underpenetrated relationships and define differentiated approaches based on customer value, relationship depth, behavior and opportunity.

• Establish measures of household-level deposit penetration, primacy, relationship depth and balance expansion.

Field and Digital Engagement

• Define the strategic role of field and digital channels in expanding established everyday deposit relationships and hitting performance targets.

• Partner with Retail leaders to translate portfolio opportunities into market priorities, banker actions, customer conversations and targeted sales strategies.

• Coordinate with the Relationship Strategy lead on opportunities requiring Relationship Manager or Business Banking RM engagement, while retaining accountability for the underlying everyday portfolio strategy.

• Partner with Digital and Customer Experience Delivery teams to prioritize targeted placements, personalized treatments, funding experiences, savings capabilities and high-intent customer moments that align to the business’s strategic objectives.

• Develop coordinated approaches in which digital activity, customer response and field follow-up reinforce one another.

Marketing, Investment and Performance Oversight

• Define the customer behaviors, portfolio outcomes and share-of-wallet opportunities that marketing and experience investments are expected to address.

• Evaluate investment effectiveness based on incremental sales, balances, primacy, share of wallet and relationship outcomes.

• Develop an executive scorecard covering total deposit sales, balances, checking and savings penetration, direct deposit, primacy, engagement and relationship depth.

• Present portfolio trends, opportunities, risks, recommendations and investment tradeoffs to senior leadership.

• Ensure portfolio strategies comply with regulatory, risk, customer-experience and operational requirements.

Qualifications and Requirements

Education:

• Bachelor's degree in Business, Finance, Economics, Marketing or a related field; advanced degree preferred.

Experience:

• 10+ years of experience in product management, deposit strategy, consumer banking, customer strategy, portfolio management, digital engagement or a related discipline.

• Demonstrated experience providing strategic oversight of an established consumer deposit or everyday banking portfolio.

• Prior experience in deposit engagement roles focused on everyday banking, savings penetration, direct deposit, customer activation, relationship deepening or similar customer strategies.

• Experience developing strategies to increase deposit share of wallet, checking and savings penetration, primary banking relationships or total deposit sales.

• Experience developing differentiated customer strategies across Mass and Mass Affluent segments.

• Experience creating and influencing coordinated field and digital engagement strategies.

Skills:

• Strong strategic, analytical and commercial judgment with the ability to translate customer and portfolio insight into clear priorities.

• Executive communication and stakeholder-management skills.

• Ability to lead complex cross-functional initiatives and influence roadmaps and investment decisions without direct authority.

• Strong understanding of consumer deposits, customer behavior and the drivers of primary banking relationships.

Pay Transparency 

• Hours per Week: 40
• Work Schedule: Monday - Friday
• Hybrid: 4 days per week onsite and 1 day remote

Pay Transparency

The salary range for this position is $210,000 - $256,000 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 Explore Benefits That Support You and Your Career at Citizens