Consumer Segmentation And Lifecycle Strategy RoleThe 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 PropositionContinuously 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 customersSupport portfolio optimization efforts, including customer and account realignment, to improve customer experience and platform efficiencyPartner with Product and Marketing teams to define and evolve differentiated value propositions by segmentLifecycle & Go to Market ExecutionDevelop and execute lifecycle strategies across consideration and acquisition, product activation and cross-sell and retention and win-back phases ensuring clarity and consistency across channelsDevelop and execute test-and-learn initiatives to refine messaging, channels, and engagement tacticsManage the customer communication calendar to ensure coordinated, relevant, and well-timed outreachLeverage data and insights to improve conversion, product adoption, and retention outcomes by segmentEstablish target recommendations for product penetration and engagement, informed by customer behavior and performance trendsInsights, Analytics & Voice of CustomerOwn the consumer Voice of Customer (VoC) and market insights approach, incorporating customer feedback, engagement data, and competitive perspectivesMonitor trends and performance to support continuous improvement of segment and lifecycle strategiesTranslate insights into clear, actionable recommendations to inform prioritization and decision-makingCross-Functional Partnership & GovernanceCollaborate across Product, Marketing, Analytics, Governance and Experience to align initiatives to segment and lifecycle prioritiesSupport referral, cross-engagement, and cross-sell efforts in partnership with business stakeholdersQualifications7+ years of experience in consumer banking, financial services, strategy, marketing, or customer experienceExperience developing or supporting segmentation, lifecycle, or go-to-market strategiesStrong analytical and problem-solving skills, with the ability to interpret data and generate insightsClear, effective communicator with strong written, verbal, and presentation skillsProven ability to work in a highly collaborative, cross-functional environmentHighly organized, adaptable, and comfortable managing multiple prioritiesStrong proficiency in Microsoft Excel, PowerPoint, and WordThe 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. Texas Capital is an Equal Opportunity Employer.