AVP–VP, Deposit & Debit Category & Segment Marketing Head

About the Role

You will lead the bank’s Deposit & Debit Category and Segment Marketing function, owning customer insights, journey design, and end-to-end marketing strategy for upper-retail segments. This is a leadership role that requires a data-driven marketer who can orchestrate cross-functional teams, drive adoption of deposit & debit products, and unlock new revenue through customer-centric lifecycle programs.

What You’ll Lead

Customer Insights & Segmentation

Build a deep understanding of the upper-retail customer segment—behaviors, motivations, lifecycle triggers.

Map end-to-end customer journeys and develop detailed personas to guide messaging, content, and channel selection.

Marketing Strategy & Planning

Lead the team in designing cohesive, multi-channel marketing campaigns that deepen usage, loyalty, and engagement across deposit and debit portfolios.

Drive upsell and cross-sell strategies to expand customer relationships.

Ensure all programs meet ROI and ROE targets through disciplined measurement and optimization.

Go-to-Market Execution

Own the marketing backlog and prioritize revenue-driving initiatives in partnership with Product, Sales, CX, and Digital teams.

Manage the launch, GTM plans, and ongoing performance of deposit & debit revenue initiatives / campaigns.

Messaging & Content Development

Craft customer-centric value propositions and messaging frameworks.

Oversee content strategies that support acquisition, activation, engagement, and retention.

Cross-Functional Collaboration

Work closely with Product, CX, Analytics, and Distribution teams to align priorities and maximize new business opportunities.

Influence senior stakeholders with insights, analytics, and clear marketing recommendations.

Other Responsibilities

Perform other strategic duties aligned with business needs and growth priorities.

What We’re Looking For

8–12+ years of experience in Marketing, Segment Management, Product Marketing, or Customer Lifecycle roles—preferably in banking or payments.

Proven leadership in managing customer journeys, persona-based marketing, and lifecycle campaigns.

Strong grasp of deposit / debit products, financial customer behaviors, and digital banking ecosystems.

Analytical, data-informed decision-maker with a track record of driving ROI-positive initiatives.

Excellent stakeholder management skills; able to influence at senior levels.

Strong leadership presence with experience managing teams in a fast-paced environment.

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