Brief Overview of PositionThe role is responsible for defining and executing consumer segmentation and lifecycle strategies that drive acquisition, engagement, retention, and long-term customer value. This role brings together customer insights, portfolio analysis, and lifecycle planning to ensure differentiated value propositions and experiences are delivered across defined consumer segments.
The AVP partners closely with Marketing, Product, Analytics, Experience, and other teams to translate data and insights into actionable strategies and initiatives. This role plays a key function in shaping go-to-market approaches, optimizing customer journeys, and improving segment-level performance through a disciplined, insight-driven approach.
ResponsibilitiesConsumer Segmentation & Value Proposition- Continuously manage and refine the consumer segmentation framework and process to ensure customers are aligned to the appropriate segments and value propositions, including both personal and business customers
- Support portfolio optimization efforts, including customer and account realignment, to improve customer experience and platform efficiency
- Partner with Product and Marketing teams to define and evolve differentiated value propositions by segment
Lifecycle & Go to Market Execution- Develop and execute lifecycle strategies across consideration and acquisition, product activation and cross-sell and retention and win-back phases ensuring clarity and consistency across channels
- Develop and execute test-and-learn initiatives to refine messaging, channels, and engagement tactics
- Manage the customer communication calendar to ensure coordinated, relevant, and well-timed outreach
- Leverage data and insights to improve conversion, product adoption, and retention outcomes by segment
- Establish target recommendations for product penetration and engagement, informed by customer behavior and performance trends
Insights, Analytics & Voice of Customer- Own the consumer Voice of Customer (VoC) and market insights approach, incorporating customer feedback, engagement data, and competitive perspectives
- Monitor trends and performance to support continuous improvement of segment and lifecycle strategies
- Translate insights into clear, actionable recommendations to inform prioritization and decision-making
Cross-Functional Partnership & Governance- Collaborate across Product, Marketing, Analytics, Governance and Experience to align initiatives to segment and lifecycle priorities
- Support referral, cross-engagement, and cross-sell efforts in partnership with business stakeholders
Qualifications- 7+ years of experience in consumer banking, financial services, strategy, marketing, or customer experience
- Experience developing or supporting segmentation, lifecycle, or go-to-market strategies
- Strong analytical and problem-solving skills, with the ability to interpret data and generate insights
- Clear, effective communicator with strong written, verbal, and presentation skills
- Proven ability to work in a highly collaborative, cross-functional environment
- Highly organized, adaptable, and comfortable managing multiple priorities
- Strong proficiency in Microsoft Excel, PowerPoint, and Word
The duties listed above are the essential functions, or fundamental duties within the job classification. The essential functions of individual positions within the classification may differ. Texas Capital Bank may assign reasonably related additional duties to individual employees consistent with standard departmental policy.
