Personalization Strategy Lead

5 days ago


Charlotte, North Carolina, United States Truist Full time
Job Description

About the Role:

We are seeking a highly skilled Personalization Orchestration Lead to join our team at Truist. As a key member of our Personalization team, you will be responsible for partnering with cross-functional teams to design, develop, and implement client journeys that drive client acquisition, engagement, retention, growth, or other cross-sell programs.

Key Responsibilities:

  • Develop and execute strategies for Truist online channels to increase acquisition, retention, profitability, and cross-sell of clients across Truist product lines.
  • Develop digital marketing channels/tactics to increase product adoption and utilization.
  • Partner with lines of business (LOB) and marketing strategists to develop product-specific roadmaps that assist in achieving LOB goals through digital marketing strategies.
  • Demonstrate a solid understanding of the consumer behavior model and user journeys, and how both are applied to banking products and services.
  • Leverage web analytics and performance data to develop and refine digital marketing strategies, improve conversion rates, and enhance client experiences across digital devices.
  • Develop and execute personalization and targeting strategies based on customer segmentation studies and interactions of each client with the business and online.
  • Stay current on the changes taking place in the digital environment, research and evaluate industry trends, the competitive environment, and emerging technologies.

Requirements:

  • Bachelor's degree in Marketing, Communications, Business Administration, or related field, or equivalent education and related training.
  • Seven years of related experience or an equivalent combination of education and experience.
  • Deep specialized (SME) and/or broad knowledge within the marketing (or related) discipline.
  • Sound and comprehensive understanding of business and organizational strategies and processes managing a process.
  • Ability to interpret internal and external business challenges and implement best practices to improve products, processes, or services.
  • Ability to lead projects of significant complexity and risk exposure, in addition to leading a team of professionals.
  • Ability to exercise independent judgment in solving technical, operational, and organizational challenges in the context of business objectives and priorities.
  • Sophisticated analytical skills and the ability to solve complex technical and business problems.
  • Ability to influence others to adopt a new perspective.
  • Knowledge of the industry's competitive landscape and an understanding of the market and regulatory factors that shape the industry.

Preferred Qualifications:

  • Masters degree or MBA and previous experience in the banking industry.
  • Experience developing digital marketing strategies that drive traffic and conversions.
  • Demonstrated ability to apply agile marketing methodologies and processes to large enterprise, cross-functional teams.
  • Ability to develop strategies that break long-term goals into short-term wins to facilitate learning, quick iteration, with shorter time to market and return on investment.
  • Working knowledge of American Disabilities Act (ADA) compliance requirements.
  • Experience with Adobe products (AEM, Target, and Analytics).

Working Conditions:

Able to work all hours scheduled, including overtime as directed by manager/supervisor and required by business need.



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