Geotargeting & Growth Strategy Vice President-Business Banking Marketing

A core element of this role is advancing our strategies leveraging marketing transformation and AI advancement within Business Banking Marketing. The candidate will heavily leverage AI-powered tools that surface real-time market alerts and signals, enabling the team to dynamically adjust strategy and deploy real-time marketing paths that respond to local conditions, competitor activity, and client behavior as they happen.

As a Geotargeting & Growth Strategy Vice President within Business Banking Marketing you will own the design, execution, and continuous optimization of our geotargeted marketing strategy aimed at accelerating client acquisition and deepening relationships in priority markets. In this role you will be responsible for leading growth through enhanced offers and tactics across our business-as-usual (BAU) channels and programs, while also identifying and activating new channels that extend our reach in select geographies. In addition, you will serve as a the Business Banking representative tying together strategies across Business Banking marketing and other Lines of Business (LOBs), ensuring a unified, data-informed marketing approach to local market growth.

Job responsibilities

• Define, operationalize, and continuously refine the Business Banking geotargeting strategy, with a clear focus on driving measurable growth in select priority markets; design and manage differentiated offers, incentives, and campaign tactics deployed through BAU channels and programs to amplify performance in targeted geographies.
• Identify, evaluate, and launch new channels (digital, local, partnership-based) that complement BAU activity and expand our market presence; partner with Finance, Analytics, and Field leadership to size opportunity, set targets, and measure ROI by market, channel, and tactic.
• Advance the BB Marketing AI agenda by identifying, piloting, and scaling AI-powered tools that generate real-time alerts, market intelligence, and client-level signals; translate real-time signals into dynamic marketing paths and journeys, enabling the team to act on local economic, competitive, and client behavioral changes as they occur.
• Partner with Data, Technology, and Analytics teams to ensure data pipelines, model outputs, and activation platforms are integrated into the marketing stack; establish test-and-learn frameworks that leverage AI-driven insights to continuously optimize targeting, creative, offer, and channel mix.
• Serve as the Business Banking Marketing lead for geotargeted efforts that span Business Banking, Consumer, and other LOBs, ensuring a single, coherent client and prospect experience in each market.
• Build and maintain strong working relationships with partners in Consumer Marketing, Field/Branch, Banker Enablement, Product, Analytics, Finance, Risk, Legal, and Compliance.
• Drive alignment on priority markets, shared offers, co-branded tactics, and sequencing to maximize combined firm-wide impact; represent Business Banking Marketing in enterprise-level market growth forums and working groups.
• Lead strategy & coordinate execution of geotargeted campaigns across paid social, paid search, display, email, and other digital channels, in close partnership with internal channel owners and external agencies.
• Shape and deliver branch and banker communications so field teams are informed, equipped, and activated against market-level priorities, offers, and campaigns; ensure consistency of message, offer, and timing across digital and human-led channels to deliver an integrated client experience.
• Build and maintain a performance reporting framework that tracks market-level growth, campaign effectiveness, offer uptake, and ROI, with the ability to flex from executive summaries to deep-dive diagnostics; report regularly to Business Banking leadership and present results, insights, and recommendations to Consumer and other LOB leadership audiences.
• Translate complex, data-rich analyses into clear narratives, business implications, and recommended actions; operate within established marketing governance, risk, and compliance standards.

Required Qualifications, Capabilities, and Skills:

• 7+ years of progressive marketing experience, with a strong track record of managing end-to-end marketing campaigns in financial services or a comparably regulated, data-driven industry.
• Demonstrated experience designing and executing geotargeted, market-level, or local marketing programs that have produced measurable growth.
• Highly data-driven and financially analytical; comfortable sizing opportunity, building business cases, defining KPIs, and interpreting performance data to drive decisions.
• Hands-on digital marketing experience, including paid social and other performance/digital channels; understanding of attribution, measurement, and audience targeting.
• Proven ability to partner across multiple business lines and functions, driving unified strategies in matrixed organizations.
• Excellent executive communication, storytelling, and presentation skills, with experience preparing and delivering materials to senior leadership.
• Bachelor’s degree

Preferred Qualifications, Capabilities, and Skills:

• Experience in Financial Services marketing - Business Banking, Small Business, Commercial, or Consumer Banking
• Strong background in branch and/or banker communications and field enablement.
• Experience with marketing technology platforms (CDP, CRM, marketing automation, DSPs, measurement/attribution tools).
• History of launching or scaling new marketing channels or partnerships; experience partnering with Risk, Legal, and Compliance to bring regulated marketing programs to market.
• MBA or advanced degree