Director, Marketing Planning & Performance

About the role

This role plays a critical leadership position in transforming marketing into a strategic, data-driven growth engine. The Director, Marketing Planning & Performance connects enterprise strategy to execution by ensuring marketing investments, priorities, and performance are aligned to deliver measurable business impact.

Responsibilities

• Enterprise Marketing Strategy & Planning (20%)

  • Co-lead and drive development of the enterprise marketing strategy and annual marketing plan, in partnership with and under the direction of the SVP, Marketing, ensuring alignment with organizational priorities.
  • Partner with approximately 15 business units to shape and translate business goals into clear marketing strategies and priorities.
  • Serve as a strategic advisor to the SVP on scenario planning, investment trade-off modeling, and prioritization framework development.
  • Establish and maintain a unified planning and performance model that aligns strategy, execution, and measurement across strategy, creative, operations, and communications.

• Prioritization, Intake & Strategic Alignment (20%)

  • Own the enterprise marketing prioritization model, ensuring work is aligned to highest-value initiatives.
  • Align marketing demand with operational capacity to ensure realistic delivery timelines and reduce rework.
  • Lead intake standards and campaign tiering to manage demand across business units.
  • Ensure clear strategic direction flows into Operations and Creative through integrated planning processes.
  • Eliminate fragmentation by creating one consistent system for decision-making and prioritization.
  • Drive measurable improvements in marketing throughout, cycle time, and on-time delivery while reducing rework.

• Budget, KPIs, & Performance Management (15%)

  • Own marketing budget planning, allocation, and forecasting (including variance management) aligned to enterprise priorities in partnership with the SVP, Marketing.
  • Define and manage the marketing KPI framework, including acquisition, engagement, conversion, retention, and ROI metrics.
  • Partner with Analytics/Strategy Office to establish measurement, reporting, and optimization loops.
  • Ensure marketing investments deliver measurable ROI using attribution models, incrementality testing, and performance analytics and support enterprise growth goals.

• Segmentation, Positioning & Go-to-Market Strategy (10%)

  • Lead segmentation, targeting, and positioning frameworks, including Member Pulse strategy activation.
  • Own final decision-making for segmentation, targeting, and go-to-market strategy, incorporating input from Creative, Operations, Sr. VP of Marketing, and agency partners.
  • Partner with agency and Creative leadership to inform campaign direction, media strategy, and performance expectations.
  • Ensure strategies are member-centered, data-informed, and competitively differentiated.
  • Owns what, who, and where decisions; partners with Creative on how the strategy comes to life through messaging and storytelling.

• Strategic Briefing & Cross-Functional Integration (10%)

  • Ensure all strategic briefs include clear objectives, target audience definition, success metrics, and performance expectations.
  • Co-review and approve strategic briefs with Creative leadership prior to campaign development to ensure clarity and alignment.
  • Establish pre-production alignment checkpoints to reduce rework and ensure execution readiness.
  • Partner with Creative & Content on post-campaign performance reviews to drive continuous optimization
  • Partner closely with:
  • • Marketing Operations (execution & workflow)
    • Creative & Content (concepting & storytelling)
    • Corporate Communications (enterprise messaging)
  • Ensure strategy translates cleanly into execution with minimal rework and strong alignment between strategic intent and creative output.

• AI Governance, Personalization, & Innovation (10%)

  • Define and manage AI governance, including use cases for content generation, targeting, and analytics, with clear standards for compliance, data privacy, and risk management.
  • Lead AEO/GEO strategy to ensure visibility across AI-driven search and discovery platforms.
  • Advance personalization, journey strategy, and lifecycle marketing capabilities.

• Enterprise Planning, Prioritization & Operational Alignment (10%)

  • Ensure marketing execution aligns with regulatory requirements, internal controls, and enterprise risk standards.

• Leadership & Talent Development (5%)

  • Lead and develop Planning & Performance team members.
  • Foster a culture of accountability, strategic thinking, and continuous improvement.
  • Build strong cross-functional partnerships and influence without direct authority across teams.
  • Provide coaching, feedback, and growth opportunities to support team performance and development.

Qualifications

• Bachelor’s Degree in Marketing, Business, or related field, or equivalent experience.
• 10+ years of experience in marketing strategy, planning, or performance leadership.
• 5+ years of leadership experience managing high-performing teams.

Preferred Qualifications

• Financial services or regulated industry experience preferred.
• Advanced Degree.
• Experience with AI-driven marketing.

Demonstrated Experience

• Enterprise marketing planning and prioritization.
• Segmentation, targeting, and go-to-market strategy.
• Marketing performance measurement and KPI frameworks.
• Budget planning and resource allocation.
• Strong understanding of data-driven marketing, personalization, and digital channels.
• Experience working in complex, cross-functional environments with multiple stakeholders.

Ideal Candidate

The ideal candidate is a strategic marketing leader who has successfully built enterprise planning and performance systems that drive measurable business outcomes. They combine strong analytical rigor with executive influence, translating complex business priorities into clear marketing strategies and investment decisions. They are highly collaborative, able to influence across functions without authority, and experienced in leading transformation in data-driven, digitally enabled marketing environments.