Director Digital Deposits Growth & Sales

Citizens is seeking a dynamic, analytical and execution-oriented leader to serve as Director of Digital Deposits Growth & Sales within the Consumer Deposits team. This role will own the digital acquisition and sales engine across the prospect and customer journey, from traffic and engagement through application, approval, account opening, funding and early relationship development. The Director will be accountable for driving deposit household growth through digital channels while balancing customer experience, customer quality, risk and financial outcomes. The successful candidate will bring deep experience in digital sales, customer acquisition, conversion optimization, experimentation and channel economics. This leader will connect Marketing, Product, Technology, Data & Analytics, Operations, Risk and Retail Distribution around a shared digital deposits growth roadmap and a scalable, data-driven operating model. The role is primarily accountable for digital acquisition and sales performance and will partner closely with Retail Distribution on customer journeys that transition from self-service to assisted channels. 

Primary Responsibilities 

Digital Growth Strategy

• Develop and execute the digital deposits household acquisition and sales strategy across the consumer deposit portfolio.

• Establish the vision, priorities and roadmap for digital growth, balancing sales volume, customer experience, customer quality, risk and financial outcomes.

• Identify opportunities to increase qualified traffic, application conversion, approval, account opening, funding and early relationship engagement.

• Translate customer insights, behavioral data, competitive intelligence and business priorities into differentiated growth strategies.

• Partner with Product, Marketing, Technology, Data & Analytics, Operations and Risk to align investment and execution against the highest-value opportunities.

Digital Sales & Funnel Optimization

• Own and influence digital sales performance across the full customer journey, including traffic, engagement, application start, application completion, approval, account opening, funding and early engagement.

• Establish clear funnel definitions, performance measures, diagnostic reporting and accountability across teams.

• Identify friction, abandonment, policy, experience and capability barriers and lead cross-functional plans to address them.

• Prioritize journey and capability enhancements based on expected customer impact, incremental sales, economics, implementation complexity and risk.

• Own the performance of digital-to-assisted handoffs, while Retail Distribution owns frontline execution within the assisted interaction.

Testing, Personalization & Innovation

• Establish a disciplined experimentation agenda across acquisition, proposition, experience, onboarding, funding and early engagement.

• Develop hypotheses, test designs, success criteria and measurement approaches that isolate incremental impact.

• Use segmentation, personalization and next-best-action capabilities to improve relevance, conversion and relationship value.

• Create a repeatable test-and-learn operating rhythm that moves successful ideas into scaled execution.

• Evaluate emerging technologies and AI-enabled capabilities where they improve customer or colleague outcomes within appropriate risk guardrails.

Performance Management & Economics

• Define and manage a balanced scorecard spanning acquisition, conversion, funding, balances, customer quality, engagement, cost, risk and customer experience.

• Build clear performance narratives that explain results, root causes, tradeoffs and recommended actions.

• Partner with Finance and Analytics to assess channel economics, forecast performance and quantify the value of proposed investments.

• Create transparent operating routines that accelerate decisions and maintain accountability across a highly matrixed environment.

Cross-Channel Partnership

• Partner with Retail Distribution to create seamless self-service and assisted experiences when customers need help or prefer human interaction.

• Define shared measures for digital-to-assisted conversion, customer outcomes and handoff quality.

• Align with Marketing, Product and Retail leaders on offers, campaigns, experiences and frontline readiness.

• Communicate strategy, performance and decisions clearly to senior leaders and cross-functional partners.

Leadership Expectations

• Lead through influence across multiple functions, establishing clear outcomes, decision rights and accountability.

• Develop talent and foster a customer-centric, data-driven and execution-focused culture.

• Operate with sound judgment in a regulated environment and ensure risk, compliance and control considerations are embedded in growth decisions.

Qualifications Required Qualifications

• 10+ years of progressive experience in digital growth, digital sales, consumer banking, deposits, product, marketing or a related field.

• Demonstrated ownership of an end-to-end digital acquisition or sales funnel with measurable business outcomes.

• Strong experience with experimentation, conversion optimization, performance analytics and channel economics.

• Ability to translate strategy and complex analysis into priorities, roadmaps, executive decisions and sustained execution.

• Proven success influencing senior stakeholders across Product, Marketing, Technology, Analytics, Operations, Risk and Distribution.

• Strong written, verbal and executive communication skills.

• Bachelor's degree or equivalent relevant experience.

Preferred Qualifications

• Direct experience with consumer deposits, including checking, savings, onboarding, funding and relationship growth.

• Experience integrating digital and assisted-channel customer journeys.

• Experience with personalization, CRM, next-best-action, lead management or AI-enabled growth capabilities.

• People leadership experience in a large, matrixed and regulated financial institution.

• MBA or other relevant advanced degree.

Pay Transparency

Hours & Work Schedule

• 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 $221,000 - $271,000 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