Job TitleVice President, Head of Marketing & Analytics - Financial Institutions
Position SummaryThe Vice President, Head of Marketing & Analytics for Financial Institutions is a senior executive leader responsible for defining and executing the marketing, insights, and analytics strategy that drives growth, client engagement, market differentiation, and revenue performance across the Financial Institutions business.
This leader oversees industry marketing, product marketing, market intelligence, client insights, demand generation, sales enablement, and performance analytics to support banking and credit union segments. The role combines strategic marketing leadership with data-driven decision making, ensuring marketing investments produce measurable business outcomes and strengthen market position. Responsibilities align closely to Financial Institution marketing priorities including go-to-market strategy, industry influence, sales enablement, client insights, demand generation, and measurement and analytics.
The VP serves as a trusted advisor to executive leadership, partnering with Sales, Product Management, Strategy, Finance, Customer Success, and Operations to accelerate growth, improve pipeline performance, and enhance client experiences.
What you will do: - Develop and execute the marketing strategy for the Financial Institutions business.
- Establish segment-specific growth plans for banks, credit unions, and emerging financial institution markets.
- Lead market positioning, value proposition development, competitive differentiation, and thought leadership initiatives.
- Partner with executive leadership to align marketing investments with business priorities and revenue objectives.
- Drive innovation in marketing approaches, digital engagement, and client experience strategies.
Market Insights & Analytics- Build and lead a high-performing analytics and business insights function.
- Develop actionable client, market, competitive, and buyer insights that influence strategic decisions.
- Leverage data and analytics to identify growth opportunities, market trends, customer needs, and emerging risks.
- Establish measurement frameworks to evaluate marketing effectiveness and ROI.
- Lead segmentation, targeting, propensity modeling, and performance forecasting initiatives.
Go-To-Market Strategy- Drive integrated go-to-market planning across products, solutions, industry segments, and sales channels.
- Partner with Product Management and Sales leadership to develop marketing and launch strategies.
- Ensure alignment between market opportunities, product priorities, and client demand.
- Optimize marketing programs to improve pipeline generation, conversion rates, and revenue influence.
Demand Generation & Client Engagement- Lead demand generation programs across digital, content, events, partner, and field marketing channels.
- Develop client engagement strategies that enhance awareness, consideration, adoption, retention, and advocacy.
- Oversee industry campaigns, thought leadership initiatives, and executive engagement programs.
- Drive measurable increases in pipeline velocity and marketing-sourced revenue.
Sales Enablement- Equip client-facing teams with market intelligence, competitive insights, messaging frameworks, and client-facing content.
- Ensure sales teams have effective tools, playbooks, and insights to strengthen client conversations and increase win rates.
- Partner with Sales leadership to continuously improve market preparedness and commercial effectiveness.
Team Leadership & Talent Development- Lead and develop teams across industry marketing, product marketing, analytics, demand generation, and sales enablement.
- Establish organizational capabilities, operating models, and performance expectations.
- Foster a culture of innovation, accountability, collaboration, and data-driven decision making.
- Attract, develop, and retain top marketing and analytics talent.
Executive Leadership & Industry Influence- Serve as an executive spokesperson and thought leader for the Financial Institutions business.
- Represent the organization at industry conferences, client advisory boards, executive briefings, and analyst engagements.
- Build relationships with key clients, influencers, industry associations, and strategic partners.
- Monitor industry trends, competitive dynamics, regulatory developments, and emerging technologies impacting financial institutions.
Key Performance Indicators- Revenue influenced by marketing
- Marketing-sourced pipeline growth
- Pipeline conversion and velocity
- Market share growth
- Client engagement and retention metrics
- Brand awareness and thought leadership impact
- Campaign ROI and marketing efficiency
- Sales enablement effectiveness
- Associate engagement and talent retention
- Analytics adoption and business impact
What you will need to have: - Bachelor's degree in Marketing, Business, Economics, Analytics, Finance, or related field.
- 15+ years of progressive leadership experience in marketing, analytics, strategy, or go-to-market functions.
- 8+ years leading large, enterprise marketing organizations.
- Deep knowledge of banking, credit unions, fintech, payments, or financial services markets.
- Demonstrated success leading data-driven growth and marketing transformation initiatives.
- Experience managing multimillion-dollar marketing budgets and complex cross-functional programs.
- Strong executive communication and stakeholder management skills.
What would be great to have: - MBA or Master's degree in Business, Marketing, Analytics, or related discipline.
- Experience working within a large financial technology or payments organization.
- Expertise in customer analytics, AI-driven marketing, digital marketing technologies, and marketing measurement.
- Experience presenting to boards, executive committees, and C-suite clients.
This role is not eligible to be performed in Colorado, California, District of Columbia, Hawaii, Illinois, Massachusetts, Maryland, Minnesota, New Jersey, New York, Nevada, Rhode Island, Vermont, Virginia, Maine or Washington.
Please note that salary ranges provided for this role on external job boards are salary estimates made by outside parties and may not be accurate.
Thank you for considering employment with Fiserv. Please:
- Apply using your legal name
- Complete the step-by-step profile and attach your resume (either is acceptable, both are preferable).
