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Director Digital Engagement & Personalization

Director Digital Engagement & Personalization

First Citizens BankRaleigh, NC, US
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Overview

This is a remote role that may only be hired in the following locations :   North Carolina & Texas.

We are seeking a Director of Digital Engagement & Personalization — a strategic leader who will own and evolve our digital engagement ecosystem, ensuring every customer interaction is relevant, timely, and deeply personalized.

This leader will drive the next phase of our data-driven engagement strategy, combining real-time data, digital touchpoints, aggregation, AI / ML intelligence, and hyper-personalized experiences across our digital channels — and extending those capabilities into assisted channels.

This is a mission-critical role that will translate our Adobe Experience Platform (AEP) investment — and in-house intelligence frameworks — into tangible customer and business outcomes.

Responsibilities

Strategy & Vision

  • Define and execute the hyper-personalization strategy for the Direct bank
  • Own the roadmap for next-best-action (NBA) capabilities across digital and assisted channels, using event-driven triggers and predictive modeling.
  • Lead the evolution of a data-driven customer engagement framework that moves from descriptive to predictive and prescriptive insights.

Data, Intelligence & AI / ML Enablement

  • Oversee real-time data aggregation from digital events, transactional data, behavioral signals, and third-party enrichment sources.
  • Collaborate with Data Science and Engineering teams to deploy AI / ML models for segmentation, propensity scoring, churn prediction, and cross-sell / up-sell triggers.
  • Establish KPI dashboards to measure engagement impact (conversion, retention, LTV) and tie them to overall business performance.

    • Digital Engagement Ecosystem Ownership

  • Serve as strategic leader for leveraging the Adobe Experience Platform (AEP), ensuring maximum value from its capabilities (RT-CDP, journey orchestration, personalization at scale).
  • Integrate in-house intelligence engines with AEP to deliver real-time, contextual personalization across web, mobile, and app environments.
  • Partner with Business, Product, and Operations teams to ensure personalization extends into assisted channels (call center, chat, branch).

    • Leadership & Collaboration

  • Build and lead a cross-functional team of digital engagement leads, data strategists, and journey designers.
  • Partner with key vendors to drive innovation while fostering in-house capabilities.
  • Champion a test-and-learn culture, leveraging experimentation frameworks (A / B, Journey level testing, MVT).

    • Performance & Innovation

  • Drive measurable increases in customer acquisition, engagement, satisfaction, and retention through data-driven personalization.
  • Establish best-in-class governance for data use, ensuring compliance with privacy, risk, and regulatory standards.
  • Stay ahead of emerging AI, analytics, and personalization trends to future-proof the bank’s engagement strategy.

    • Qualifications

    Bachelor's Degree and 10 years of experience in Digital channels and products in Financial Services OR High School Diploma or GED and 14 years of experience in Digital channels and products in Financial Services

    Preferred Experience :

  • 10+ years of experience in digital banking, fintech, or digital-first consumer industries.
  • Proven track record in personalization, customer engagement, or Digital technology leadership roles.
  • Hands-on experience with Adobe Experience Cloud (especially AEP), or similar engagement platforms.
  • Strong exposure to AI / ML-driven personalization, data strategy, and real-time decisioning.

    • Preferred Skills :

  • Deep knowledge of digital customer journeys, event-based orchestration.
  • Strong understanding of data architecture (real-time data ingestion, CDP, API integrations).
  • Ability to translate complex analytics and models into business actions.
  • Exceptional leadership and vendor management skills, with ability to inspire cross-functional teams.

    • Education & Certifications :

  • Bachelor’s degree required (Data Science, Business, or related field).
  • Advanced degree (MBA, MS in Analytics / AI) preferred.
  • Certifications in Adobe, AI / ML, or data platforms a plus.

    • Benefits are an integral part of total rewards and First Citizens Bank is committed to providing a competitive, thoughtfully designed and quality benefits program to meet the needs of our associates. More information can be found at https : / / jobs.firstcitizens.com / benefits.

    Company Description :

    Founded in 1898 and headquartered in Raleigh, N.C., First Citizens Bank serves customers in 18 states and the District of Columbia. For over 100 years, customers have trusted First Citizens with their money … and their futures. Today, First Citizens is the largest family-controlled bank in the nation and the sixth-largest bank franchise headquartered in the Southeast with more than $30 billion in assets. We employ more than 6,000 associates who are focused on helping our customers achieve a lifetime of success. First Citizens operates more than 570 branches in Arizona, California, Colorado, District of Columbia, Florida, Georgia, Kansas, Maryland, New Mexico, Missouri, North Carolina, Oklahoma, Oregon, South Carolina, Tennessee, Texas, Virginia, Washington and West Virginia.

    First Citizens Bank. Forever First®. Member FDIC.

    Equal Opportunity / Affirmative Action Employer / Minority / Female / Disability / Veteran

    If you need special assistance or an accommodation in applying for employment at First Citizens Bank, please contact our Human Resources department.

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    Director Engagement • Raleigh, NC, US