Overview
On Site
depends on experience
Full Time
Skills
Roadmaps
Predictive Modelling
Management
KPI
Dashboard
RT
Call Center
Collaboration
Cross-functional Team
Testing
Innovation
Customer Acquisition
Regulatory Compliance
Privacy
Financial Services
Banking
Customer Engagement
IT Management
Adobe Marketing Cloud
Orchestration
Data Architecture
Real-time
API
Leadership
Vendor Management
Data Science
MBA
Analytics
Adobe
Artificial Intelligence
Machine Learning (ML)
Job Details
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
Data, Intelligence & AI/ML Enablement
Digital Engagement Ecosystem Ownership
Leadership & Collaboration
Performance & Innovation
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:
Preferred Skills:
Education & Certifications:
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
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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
$descr2
$descr3
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