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.

Equal Employment Opportunity

Citizens, its parent, subsidiaries, and related companies (Citizens) provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to age, ancestry, color, citizenship, physical or mental disability, perceived disability or history or record of a disability, ethnicity, gender, gender identity or expression, genetic information, genetic characteristic, marital or domestic partner status, victim of domestic violence, family status/parenthood, medical condition, military or veteran status, national origin, pregnancy/childbirth/lactation, colleague’s or a dependent’s reproductive health decision making, race, religion, sex, sexual orientation, or any other category protected by federal, state and/or local laws. At Citizens, we are committed to fostering an inclusive culture that enables all colleagues to bring their best selves to work every day and everyone is expected to be treated with respect and professionalism. Employment decisions are based solely on merit, qualifications, performance and capability.

Equal Employment and Opportunity Employer

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Background Check

Any offer of employment is conditioned upon the candidate successfully passing a background check, which may include initial credit, motor vehicle record, public record, prior employment verification, and criminal background checks. Results of the background check are individually reviewed based upon legal requirements imposed by our regulators and with consideration of the nature and gravity of the background history and the job offered. Any offer of employment will include further information.