Segment Marketing Strategy Lead

About the role

As Segment Marketing Strategy Lead, you will help define who Valley serves, where the biggest growth opportunities exist, and how the bank should show up for different customer segments in close partnership with the business. You will shape differentiated, insight-led segment strategies and value propositions that guide how Valley engages customers across the full lifecycle. At the intersection of strategy, customer understanding, and execution, you will turn business, market, and behavioral insights into clear direction for marketing, product, and distribution teams.

There has never been a more exciting time to join Valley. As we approach our Centennial, you will have the chance to help define the next 100 years of a bank that is highly invested in the community and determined to build meaningful client relationships in a way no other bank has. This role gives you the opportunity to leave a real footprint—shaping the strategy, end-to-end experiences, and growth agenda that will define Valley’s next chapter.

Responsibilities

• Translate customer, market, and competitive insights into actionable strategies that drive measurable business impact.
• Lead end-to-end qualitative and quantitative research, including segmentation, brand tracking, journey mapping, and voice-of-customer.
• Establish and own a centralized insights function as the single source of truth and voice of the customer.
• Synthesize research, behavioral, and market data into clear, compelling narratives for decision-making.
• Identify unmet customer needs, key drivers, and competitive opportunities to inform growth strategies.
• Embed insights into product, marketing, and customer experience to drive differentiation.
• Manage and optimize external research partners, agencies, and data providers.
• Leverage AI, advanced analytics, and emerging tools to enhance insight generation and speed to action.
• Communicate insights through impactful storytelling and lead high-performing teams to deliver strategic outcomes.

Requirements

• Bachelor's degree in marketing or related field.
• Minimum of 10 years of experience in marketing strategy, segment marketing, or customer strategy in financial services or other complex, multi-product environments.

Skills

• Proven track record of developing and scaling customer segmentation frameworks and value propositions that drive measurable growth.
• Strong strategic thinking with the ability to translate insights into actionable, executable plans.
• Deep understanding of customer behavior, lifecycle marketing, and omnichannel activation.
• Ability to lead and influence cross-functional teams without direct authority.
• Strong analytical mindset with comfort using data to inform decisions and measure impact.
• Excellent communication and storytelling skills, with the ability to simplify complex ideas into clear narratives.
• Expertise in customer research methodologies, including attitudinal and behavioral segmentation.
• Experience leading value proposition development grounded in customer insight and competitive differentiation.
• Familiarity with CRM, personalization, and marketing technology platforms.

Preferred Experience

• Master of Business Administration or advanced degree.
• Experience building segment-based strategies in retail banking, fintech, or adjacent industries.