Head of Consumer Marketing

About the role

The Head of Consumer Marketing is responsible for developing and leading the Consumer Bank's integrated performance marketing strategy, growth agenda, and execution capabilities to drive customer acquisition, engagement, retention, product adoption, and revenue growth across Consumer Banking, Business Banking, Wealth Management, and Consumer Real Estate Lending.

Responsibilities

• Develop and execute an integrated consumer performance marketing strategy aligned with Consumer Bank growth objectives.
• Translate business, product, and customer strategies into comprehensive marketing plans that drive business performance.
• Establish annual and multi-year marketing priorities, investment strategies, and performance objectives.
• Drive innovation and continuous improvement across all consumer marketing functions.
• Monitor consumer, competitive, industry, and market trends and identify opportunities to differentiate the organization.
• Define and deliver measurable marketing outcomes, including acquisition efficiency, conversion performance, customer engagement, retention, product adoption, and marketing ROI.
• Manage strategic third-party vendor relationships, ensuring strong performance, accountability, governance, and alignment with business outcomes.
• Lead marketing strategy supporting retail banking products and customer segments.
• Develop customer acquisition, engagement, retention, and cross-sell marketing programs.
• Partner with product leaders to position solutions that improve customer outcomes and support revenue growth.
• Ensure marketing plans support business objectives through measurable performance outcomes.
• Lead strategic marketing programs supporting Business Banking, Wealth Management, and Consumer Real Estate Lending.
• Collaborate with business leaders to identify growth opportunities and optimize customer acquisition and engagement efforts.
• Lead all consumer digital marketing activities, including paid search, performance media, digital acquisition, website marketing, display advertising, retargeting, and emerging digital channels.
• Optimize digital marketing investments through data-driven decision making and performance measurement.
• Advance personalization, lifecycle marketing, and journey orchestration capabilities to deepen customer relationships and improve customer lifetime value.
• Identify emerging technologies and digital capabilities that improve customer acquisition efficiency.
• Lead campaign management and execution activities across all consumer business lines.
• Establish clear processes, standards, and governance to enable efficient, scalable campaign delivery.
• Manage intake, prioritization, workflow, and resource allocation processes.
• Partner with enterprise shared service teams to deliver marketing programs effectively and efficiently.
• Oversee vendor relationships, marketing technologies, and operational performance metrics.
• Establish measurement frameworks and key performance indicators for all marketing activities.
• Lead teams responsible for marketing analytics, reporting, customer insights, and performance optimization.
• Utilize advanced analytics to improve targeting, campaign effectiveness, customer engagement, and acquisition performance.
• Deliver executive-level insights and recommendations to support strategic decision making.
• Lead, coach, and develop a multi-level organization consisting of approximately 50 employees.
• Establish performance expectations and accountability measures aligned with organizational goals.
• Drive succession planning, talent development, workforce planning, and employee engagement initiatives.
• Foster a culture of collaboration, innovation, inclusion, and continuous learning.
• Build leadership bench strength across multiple management levels.

Requirements

• Bachelor's Degree in Marketing, Business Administration, Finance, Economics, Communications, or equivalent work experience.
• Minimum of 10 years of progressive marketing leadership experience.
• Minimum of 7 years leading managers and multi-level organizations.
• Demonstrated success developing and executing performance marketing and customer acquisition strategies.
• Experience leading large-scale digital marketing, campaign management, and marketing analytics functions.
• Experience operating within highly regulated industries, preferably financial services.
• Proven leadership of large cross-functional initiatives and enterprise-level change efforts.
• Experience with marketing technology platforms, customer data platforms, and advanced attribution methodologies.

Qualifications

• Education: Bachelor's Degree in Marketing, Business Administration, Finance, Economics, Communications, or equivalent work experience.
• Experience: Minimum of 10 years of progressive marketing leadership experience. Minimum of 7 years leading managers and multi-level organizations.
• Skills: Demonstrated success developing and executing performance marketing and customer acquisition strategies. Experience leading large-scale digital marketing, campaign management, and marketing analytics functions. Experience operating within highly regulated industries, preferably financial services. Proven leadership of large cross-functional initiatives and enterprise-level change efforts. Experience with marketing technology platforms, customer data platforms, and advanced attribution methodologies.

Skills

• Strategic leadership.
• Customer-centric thinking.
• Digital marketing expertise.
• Analytical rigor.
• Business acumen.
• Organizational leadership.

Benefits

This position is eligible to earn a base salary in the range of $128,000.00 - $268,000.00 annually. Placement within the pay range may differ based upon various factors, including but not limited to skills, experience and geographic location. Compensation for this role also includes eligibility for incentive compensation which may include production, commission, and/or discretionary incentives. Please click here for a list of benefits for which this position is eligible.

Pay

This position is eligible to earn a base salary in the range of $128,000.00 - $268,000.00 annually.

Schedule

Flexible options in circumstances where roles can be performed effectively in a mobile environment.

KeyCorp is an Equal Opportunity Employer committed to sustaining an inclusive culture. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, genetic information, pregnancy, disability, veteran status or any other characteristic protected by law.