AVP–VP, Deposit

About the Role

You will lead the bank's Deposit & Debit Category and Segment Marketing function, owning customer insights, journey design, and end-to-end marketing strategy for upper-retail segments. This is a leadership role that requires a data-driven marketer who can orchestrate cross-functional teams, drive adoption of deposit & debit products, and unlock new revenue through customer-centric lifecycle programs.

Customer Insights & Segmentation

• Build a deep understanding of the upper-retail customer segment—behaviors, motivations, lifecycle triggers.
• Map end-to-end customer journeys and develop detailed personas to guide messaging, content, and channel selection.

Marketing Strategy & Planning

• Lead the team in designing cohesive, multi-channel marketing campaigns that deepen usage, loyalty, and engagement across deposit and debit portfolios.
• Drive upsell and cross-sell strategies to expand customer relationships.
• Ensure all programs meet ROI and ROE targets through disciplined measurement and optimization.

Go-to-Market Execution

• Own the marketing backlog and prioritize revenue-driving initiatives in partnership with Product, Sales, CX, and Digital teams.
• Manage the launch, GTM plans, and ongoing performance of deposit & debit revenue initiatives/campaigns.

Messaging & Content Development

• Craft customer-centric value propositions and messaging frameworks.
• Oversee content strategies that support acquisition, activation, engagement, and retention.

Cross-Functional Collaboration

• Work closely with Product, CX, Analytics, and Distribution teams to align priorities and maximize new business opportunities.
• Influence senior stakeholders with insights, analytics, and clear marketing recommendations.

Other Responsibilities

• Perform other strategic duties aligned with business needs and growth priorities.

• 8–12+ years of experience in Marketing, Segment Management, Product Marketing, or Customer Lifecycle roles—preferably in banking or payments.
• Proven leadership in managing customer journeys, persona-based marketing, and lifecycle campaigns.
• Strong grasp of deposit/debit products, financial customer behaviors, and digital banking ecosystems.
• Analytical, data-informed decision-maker with a track record of driving ROI-positive initiatives.
• Excellent stakeholder management skills; able to influence at senior levels.
• Strong leadership presence with experience managing teams in a fast-paced environment.