Reporting to the firmwide Chief Strategy Officer, the Market Segmentation Strategy Leader is responsible for driving business growth by developing client acquisition strategies and executing go to market engagement strategies to support our revenue lines growth objectives. The MSS leader will quantify potential for each segment, create high level strategies for each segment and build personas / profiles with an initial focus on consumer and small business banking. The MSS leader will be part of matrixed team consisting of P&L Leaders, financial product leaders, customer experience, marketing, digital and analytics tasked with driving the current and future client portfolio. **RESPONSIBILITIES:** 1. Establishes the vision and strategic direction for high priority client segments across consumer and business and commercial business lines. Leads the development and delivery of segment acquisition and retention plans across products. 2. Uses market research, competitive analysis, pricing analytics, customer engagement, and business planning to develop robust segment plans based on segment needs, right to win and potential. 3. Strategically positions the organization for success with high priority customers while developing innovative digital marketing programs to meet revenue, deepening and retention objectives through all the organization's sales channels. 4. Directs, contributes, coordinates, and reviews all segment acquisition related activities and influences product marketing initiatives and projects. 5. Partners in delivering high-impact acquisition campaigns that increase awareness, generate quality leads, and translate into sales growth. 6. In partnership with digital segment leaders, develops and delivers segment engagement plans to strengthen and deepen relationships through better experiences in critical journeys, targeted cross selling and encouraging high engagement behaviors. 7. Partners closely with VCs, Revenue line leaders, Product Management, Sales, Finance, Digital and Operations on all tasks associated with building and executing an effective go-to-market strategy.This includes market characterization, development of the go-to-market plan, driving and delivering demand generation programs, influencing pricing and distribution, enabling sales channels with tools and resources, and defining market requirements and business cases for product line investment. 8. Monitors markets, industries, companies, competitors, and sales activities to identify expansion opportunities. 9. Creates and maintains strategic relationships with company leaders and Marketing business partners to understand internal customer needs, communicate current program status, and support change initiatives. 10. Build analytic capabilities to formulate a holistic view of customers and users to monitor, evaluate and improve their interactions with products and services in partnership with analytics team. **COMPETENCIES:** + **Strategic and Commercial Acumen** Posses strong critical thinking skills and can be accretive to the existing senior team. Knowledgeable of emerging industry trends be able to clearly envision and communicate the current and future client segmentation roadmap for the business. Must be able to deep dive into the details and the business while staying focused on the big picture and be able to connect the dots. Skilled at sizing and prioritizing investment opportunities/ initiatives based on estimated impact, ease of implementation and potential risk. Applies sound judgment to business and digital opportunities. Able to quickly integrate complex information and different points of view in problem solving exercises. Effectively probes for information critical to the decision at hand. Can quickly make effective decisions. Demonstrates new insights into situations. + **Executing Results** Resilient and able to challenge the status quo; exhibits a mindset of creativity, innovation, and an energetic drive to succeed. Able to set and meet aggressive goals and action plans, both as an individual and with a team. Comfortable pivoting from macro to micro issues, from shaping the strategy and transformation agenda through to the day-to-day details of launching/piloting new initiatives. Able to execute in a matrixed organization against multiple projects/workstreams and excel in a fast-paced environment with an evolving portfolio. Exhibits a highly disciplined approach to developing and executing initiatives that reflect the broader business objectives; able to incorporate key inputs from multiple stakeholder groups. Closely manages initiatives for impact. + **Leading Team** A proven leader able to build, lead, motivate and retain a high performing team. Insightful about the talent the organization needs to be successful; recruits and develops people. Uses multiple methods to grow capability in the organization. Skillfully coaches and mentors others. Gets the best performance from people. Taps into peoples needs, interests and goals to motivate them to achieve. Inspires commitment from people and mobilizes teams toward high performance and goal achievement. + **Building Relationships and Using Influence** Has exceptional influencing skills; adept at driving organizational change through partnership, collaboration and leadership rather than title or line authority. Strong communications and interpersonal skills and executive presence; highly credible with senior executives while also able to connect and build trust-based relationships with stakeholders at all levels of an organization. Able to sell ideas inside and outside the organization. Gains commitment, trust and support from others by involving them in the thinking and the process. Exhibits both diplomacy and toughness during negotiations. Successfully guides the organization through change, while maintaining focus and intensity. Is viewed as a change agent and builds a shared vision for change. Decisive yet inclusive; able to challenge and defend positions in a respectful way. + **Adaptability** Demonstrates appropriate flexibility in all situations. Works well under stress and pressure. Learns from both successes and failures. Bounces back fast from disappointments. Is persistent and stable, even during adversity. Is comfortable with ambiguity. Comfortable with taking risks to improve the business. Is neither risk averse nor reckless regarding risk-taking. Demonstrates prudent risk-taking. Open to risk-taking by others. + **Executive Presence** Ability to communicate and present to the most senior levels of the organization **Qualifications:** **PROFILE, KNOWLEDGE & EXPERIENCE:** + 15 years Experience in strategy and/or strategic marketing and execution + Deep knowledge of client segmentation strategies, physical and digital marketing, insights, analytics, business planning and customer experience and loyalty marketing + Excellent understanding of project management principles + Proven leadership ability + Ability to navigate and lead through a matrix + Ability to set and manage priorities judiciously + Previous experience leading business transformation + Excellent leadership and relationship building skills; + Bachelors degree required; advanced degree preferred **Job:** Executive **Primary Location:** United States **Shift:** 1st - Daytime **Average Hours Per Week:** 40 **Requisition ID:** 200019266 **Other Locations:** Minnesota-MN-Minneapolis, North Carolina-NC-Charlotte, Georgia-GA-Atlanta, IL-IL-Chicago, New York-NY-New York U.S. Bank is an Equal Opportunity Employer committed to creating a diverse workforce. U.S. Bank is an equal opportunity employer committed to creating a diverse workforce. We consider all qualified applicants without regard to race, religion, color, sex, national origin, age, sexual orientation, gender identity, disability or veteran status, among other factors.
Categories
• Marketing
• Sales / Business Development
• Financial Services
• Business