Head of Portfolio Marketing

 

At U.S. Bank, we’re on a journey to do our best. Helping the customers and businesses we serve to make better and smarter financial decisions and enabling the communities we support to grow and succeed.  We believe it takes all of us to bring our shared ambition to life, and each person is unique in their potential. A career with U.S. Bank gives you a wide, ever-growing range of opportunities to discover what makes you thrive at every stage of your career. Try new things, learn new skills and discover what you excel at—all from Day One.

Job Description

U.S. Bank is seeking a strategic, customer-obsessed marketing leader to serve as Head of Portfolio Marketing for our credit card business. This executive will lead the development and execution of the end-to-end customer lifecycle strategy, from the moment a new account is acquired through onboarding, engagement, usage growth, loyalty, retention, and long-term portfolio value creation.

The Head of Portfolio Marketing will be responsible for transforming portfolio marketing into a customer-first growth engine by establishing a clear strategic framework, driving measurable customer and business outcomes, and creating a disciplined operating model across multiple marketing and business stakeholders.

This leader will combine deep customer understanding, data-driven decision making, and strong organizational leadership to ensure every customer interaction delivers value, strengthens relationships, and accelerates customer lifetime value.

The ideal candidate is equally comfortable developing long-term strategic vision and driving operational excellence, while holding themselves and their teams accountable for delivering meaningful results.

Key Responsibilities

Develop and Lead Portfolio Marketing Strategy

• Create and own the enterprise portfolio marketing strategy for consumer credit cards across the customer lifecycle.
• Establish a strategic framework that aligns onboarding, engagement, spend activation, relationship deepening, retention, and loyalty efforts around customer needs and business objectives.
• Develop a multi-year vision for portfolio marketing that supports growth, profitability, customer satisfaction, and franchise loyalty.
• Continuously evaluate customer behaviors, market trends, and competitive dynamics to identify new opportunities for growth.

Own the Customer Journey

• Lead the end-to-end customer experience following account acquisition.
• Develop personalized lifecycle journeys that create value at every stage of the customer relationship.
• Ensure customer communications and experiences are relevant, timely, and aligned to customer needs and preferences.
• Champion a customer-first mindset across all portfolio marketing initiatives and decision-making processes.
• Partner with Product, Analytics, Customer Experience, Digital, Operations, and Technology teams to remove friction points and improve customer outcomes.

Drive Growth and Engagement

• Increase customer activation, engagement, usage, and retention across the portfolio.
• Develop strategies that deepen customer relationships and increase overall product adoption.
• Leverage customer data, behavioral insights, and predictive analytics to optimize lifecycle marketing performance.
• Identify opportunities to improve customer lifetime value while balancing growth objectives with customer experience considerations.

Establish KPI Accountability

• Own and report on customer and business performance metrics across the portfolio.
• Build a KPI framework that clearly connects marketing activities to customer behavior and business outcomes.
• Establish measurable targets and accountability for: Customer activation, Early tenure engagement, Spend growth, Digital adoption, Product utilization, Retention, Attrition reduction, Customer lifetime value, Net Promoter Score (NPS) and satisfaction measures; Create a performance management culture grounded in outcomes, transparency, and continuous improvement.

Lead Transformation and Innovation

• Modernize portfolio marketing capabilities through automation, personalization, experimentation, and data-driven decisioning.
• Foster a test-and-learn environment that accelerates innovation while maintaining rigorous measurement standards.
• Ensure marketing technology, customer data, and campaign capabilities are leveraged effectively to maximize customer impact.

Preferred Skills/Experience

• 12+ years of progressive experience in marketing, portfolio management, customer lifecycle management, CRM, or related disciplines.
• Proven experience leading customer lifecycle marketing, portfolio marketing, or retention marketing functions at scale.
• Demonstrated success developing strategic frameworks that drive measurable customer and business outcomes.
• Strong experience leveraging customer analytics, segmentation, personalization, and marketing technology platforms.
• Track record of leading high-performing teams and managing senior-level stakeholders.
• Experience managing significant budgets and delivering measurable ROI.
• Financial services, credit card, payments, or consumer banking experience.
• Experience leading customer journey transformation initiatives.
• Strong understanding of lifecycle marketing, loyalty strategy, retention, and customer value management.
• MBA or advanced business degree preferred.

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If there’s anything we can do to accommodate a disability during any portion of the application or hiring process, please refer to our disability accommodations for applicants.

Benefits: 

Our approach to benefits and total rewards considers our team members’ whole selves and what may be needed to thrive in and outside work. That's why our benefits are designed to help you and your family boost your health, protect your financial security and give you peace of mind. Our benefits include the following:

• Healthcare (medical, dental, vision)

• Basic term and optional term life insurance

• Short-term and long-term disability

• Pregnancy disability and parental leave

• 401(k) and employer-funded retirement plan

• Paid vacation (from two to five weeks depending on salary grade and tenure)

• Up to 11 paid holiday opportunities

• Adoption assistance

• Sick and Safe Leave accruals of one hour for every 30 worked, up to 80 hours per calendar year unless otherwise provided by law

Review our full benefits available by employment status here.

U.S. Bank is an equal opportunity employer. We consider all qualified applicants without regard to race, religion, color, sex, national origin, age, sexual orientation, gender identity, disability or veteran status, and other factors protected under applicable law.

E-Verify

U.S. Bank participates in the U.S. Department of Homeland Security E-Verify program in all facilities located in the United States and certain U.S. territories. The E-Verify program is an Internet-based employment eligibility verification system operated by the U.S. Citizenship and Immigration Services. Learn more about the E-Verify program.

The salary range reflects figures based on the primary location, which is listed first. The actual range for the role may differ based on the location of the role. In addition to salary, U.S. Bank offers a comprehensive benefits package, including incentive and recognition programs, equity stock purchase 401(k) contribution and pension (all benefits are subject to eligibility requirements). Pay Range: $170,255.00 - $200,300.00

U.S. Bank will consider qualified applicants with arrest or conviction records for employment. U.S. Bank conducts background checks consistent with applicable local laws, including the Los Angeles County Fair Chance Ordinance and the California Fair Chance Act as well as the San Francisco Fair Chance Ordinance. U.S. Bank is subject to, and conducts background checks consistent with the requirements of Section 19 of the Federal Deposit Insurance Act (FDIA). In addition, certain positions may also be subject to the requirements of FINRA, NMLS registration, Reg Z, Reg G, OFAC, the NFA, the FCPA, the Bank Secrecy Act, the SAFE Act, and/or federal guidelines applicable to an agreement, such as those related to ethics, safety, or operational procedures.

Applicants must be able to comply with U.S. Bank policies and procedures including the Code of Ethics and Business Conduct and related workplace conduct and safety policies.

Posting may be closed earlier due to high volume of applicants.