Sales & Marketing Optimization Manager

The Sales & Marketing Optimization Manager is a strategic and execution-focused leader responsible for designing and operationalizing the end-to-end customer sales and engagement strategy across channels, segments, and lifecycle stages. This role plays a critical part in connecting go-to-market strategy, customer journey mapping, and performance execution to ensure a frictionless, personalized, and relationship-focused experience for customers while driving measurable business outcomes for the organization.

This individual will partner closely with Marketing, Customer Experience (CX), Enterprise Data & Analytics (ED&A), Distribution, and Digital teams to define and implement scalable sales and marketing frameworks that bring the brand promise— “Stand with you. Grow with you.”—to life.

Key Responsibilities:

Sales & Marketing Process Optimization

• Partner with the CX team to design and execute customer journey mapping that accounts for initial points of entry into Citizens, ensuring a frictionless, client centric experience while delivering comprehensive relationship value to the organization aligning the right resources at the right time to meet customer needs.
• Collaborate with Marketing and CX teams to create and lead the implementation of Customer Lifecycle Mapping to inform the end-to-end sales process, from acquisition through onboarding, retention, and relationship expansion ensuring seamless transitions, consistent messaging, and personalized offerings across all touchpoints.

Lead Strategy & Campaign Integration

• Develop and implement a relationship-focused lead strategy that integrates seamlessly with marketing orchestration, empowering sales, and advisory teams to deliver proactive, timely, and personalized outreach.
• Collaborate with Marketing and Field Performance Enablement teams to ensure campaigns are supported by well-defined go-to-market strategies, tactical playbooks and coordinated field execution.

Client Graduation & Segment Strategy

• Partner with Product, Marketing, and Distribution to define a client graduation framework across customer segments ensuring customers grow into more tailored solutions and advisory models as their needs evolve.
• Ensure that sales and marketing practices reflect our brand commitment to long-term relationship building, not transactional engagement.

Channel & Experience Optimization

• Drive optimization of key customer-facing channels including branch, digital, call center, and advisor models through performance analytics, content testing, and cross-channel orchestration.
• Leverage voice-of-customer insights and journey diagnostics to refine content, campaigns, and service delivery. 
• Apply AI-driven predictive models to identify and act on key financial life events (e.g., home purchase, retirement planning, wealth transitions) that trigger proactive outreach.

Data-Driven Enablement & Personalization

• Partner with Marketing and Enterprise Data & Analytics (ED&A) teams to deploy next-best-product recommendations that are relevant, timely, and grounded in behavioral insights.
• Equip frontline sales teams with timely, actionable insights and enablement tools that support cross-sell and upsell aligned to customer needs.

Qualifications:

• 10+ years of experience in sales, marketing, or customer strategy within retail banking, consumer financial services, or a related industry.
• Proven experience leading sales/marketing optimization, lifecycle strategy, or revenue operations at an enterprise level.
• Deep understanding of omnichannel engagement, customer lifecycle dynamics, and lead management best practices.
• Familiarity with marketing automation, CRM platforms (e.g., Salesforce), and data enablement tools.
• Strong analytical and strategic thinking capabilities; able to connect high-level vision to front-line execution.
• Exceptional communication skills, executive presence, and ability to influence across cross-functional teams.
• Bachelor’s degree required; MBA or related advanced degree preferred.