VP, Customer Marketing

Lead Continuous Relationship Marketing (CRM) strategy and execution, transforming customer engagement into deep, trust-based relationships. Own strategic vision and operational delivery of CRM programmes that drive measurable business growth through sophisticated customer lifecycle marketing. This strategic role requires balancing visionary thinking with pragmatic execution, orchestrating cross-functional collaboration across Product, Marketing, Customer Intelligence & Insight, Digital, and Customer Experience teams.

North Star: CRM will be how we become our customers' first call for every financial decision in their lives.

Growth Mandate: Deliver against four levers: more customers (retention, loyalty), banking more (balances, frequency, borrowing), more products (cross-sell, wallet share), for longer (tenure extension).

• Own CRM vision and strategic roadmap, translating North Star into actionable strategies with measurable outcomes tied to growth levers and P&L impact.
• Lead end-to-end campaign delivery across all channels (email, SMS, push, in-app, direct mail) using prioritisation frameworks balancing business value, customer impact, and implementation speed.
• Design sophisticated campaigns including lifecycle automation, triggered journeys, behavioural targeting, predictive next-best-action, and personalised content strategies.
• Implement air traffic control mechanisms (frequency caps, preferences) and drive test-and-learn culture through rigorous A/B and multivariate testing.
• Define clear RACI frameworks ensuring appropriate consultation and alignment with supporting teams whilst maintaining accountability for CRM outcomes.
• Leverage Microsoft Dynamics 365 capabilities for sophisticated campaign automations and customer journeys, championing innovation in AI/ML applications and advanced personalisation.
• Establish comprehensive measurement frameworks and quantify CRM contribution to P&L through attribution modelling, incrementality testing, and CLTV impact measurement.
• Drive continuous optimisation through systematic analysis of campaign results and rapid iteration, monitoring NPS/CSAT to ensure programmes enhance trust.

First 90 Days

• First campaigns live by year end demonstrating operational capability
• 10+ initiatives in pipeline with clear prioritisation and delivery plans
• Governance framework established with Strategy Working Group operating rhythm and Project Team delivery cadence
• Cross-functional alignment secured with clear RACI and stakeholder engagement

• 12+ years in customer marketing/CRM/lifecycle marketing with 5+ years senior leadership in financial services or banking, building CRM capabilities from early stage to maturity with measurable P&L impact. Bachelor's degree required; MBA or Master's strongly preferred.
• Deep expertise in lifecycle marketing, segmentation, data-driven campaign design; strong understanding of CRM platforms (MS Dynamics 365, Salesforce, Adobe) with ability to leverage capabilities for sophisticated automation and personalisation. Proven ability establishing governance frameworks and operating rhythms enabling cross-functional collaboration.