Description

As the Go-to-Market (GTM) Lead for the Enterprise Payments, you will drive the strategy, execution, and optimization of customer adoption and go-to-market initiatives for the bank’s digital payment products, across multiple facets of our business tied to core payment capabilities and next gen solutions. You will work closely with cross-functional teams—business line, product, finance, marketing, and sales—to ensure that our payment solutions meet market demands and achieve growth and commercialization targets. This is a high-visibility role focused on delivering measurable results by developing and executing GTM plans to expand the adoption of our digital payments suite across various customer segments.

Key Responsibilities Include: 

Go-to-Market Strategy Development & Execution: 

Lead the development of go-to-market strategies for new and existing payment products and work hand-in-hand with product owners to incorporate strategies into broader product delivery. Define product positioning, key messaging, and competitive differentiation to ensure maximum impact in the marketplace. Coordinate cross-functional collaboration with product management, sales, marketing, and customer support teams to ensure seamless product launches and go-to-market execution. Create comprehensive launch plans, including timelines, resource needs, and success metrics for each initiative. Collaborate with Finance and other line-of-business P&L owners to understand overall customer willingness to pay, competitor pricing, and complete financial analysis of potential GTM pricing options.

Customer Adoption & Growth: 

Develop customer acquisition, onboarding, and retention strategies to drive growth in digital payment product adoption. Identify opportunities to improve customer experiences and create programs to enhance user engagement and satisfaction. Utilize data insights to segment customer groups, understand their needs, and tailor GTM approaches accordingly. Work closely with sales teams to identify high-potential prospects and deliver targeted campaigns to accelerate growth in specific segments like small business, corporate, and consumer banking. 

 Market Research & Competitive Analysis: 

Conduct market research and analyze competitive offerings to identify emerging trends, new product opportunities, and market gaps. Provide market feedback to product teams to influence future product development and enhancements. 

Performance Monitoring & Optimization: 

Track the effectiveness of go-to-market initiatives through KPIs, including customer adoption rates, revenue growth, customer lifetime value, and product usage metrics.Continuously optimize GTM efforts based on performance analysis, customer feedback, and market changes.Prepare regular reports and presentations for senior leadership, detailing progress toward goals and recommending adjustments. 

 FinTech Strategy & Partnership Development

Lead the identification and evaluation of Fintech Partners and Third-party providers that can enhance the banks payment ecosystem.Work with internal teams to assess partnership opportunities, focusing on technology integration, innovation, and customer experience improvement.Monitor fintech trends and emerging technologies to ensure the bank remains at the forefront of payment innovation.

StakeholderCollaboration:

Work closely with internal teams, including risk, legal, compliance, and finance, to ensure successful execution of payment products in the market.Serve as the key liaison between the payments team and other divisions to ensure alignment with broader bank strategies and initiatives. Foster relationships with external partners and third-party vendors to support the delivery of key GTM programs. 

Qualifications: 

5+ years of experience in go-to-market, product marketing, or strategy roles, preferably within financial services or fintech, with a focus on payments.Proven track record of leading successful GTM strategies and driving customer adoption of digital products.Deep understanding of digital payments ecosystems, including bill pay, peer-to-peer payment systems (e.g., Zelle), and business banking payments. Strong analytical skills with the ability to interpret data, draw insights, and make strategic recommendations. Excellent communication, leadership, and project management skills.Ability to thrive in a fast-paced, results-oriented environment. 

Education: 

Bachelor’s degree in business, marketing, finance, or a related field; MBA is a plus

Hours & Work Schedule

Hours per Week: 40Work Schedule: Monday - Friday Hybrid 3 days in office 2 days remote in Westwood MA 

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Equal Employment Opportunity

At Citizens, we are committed to fostering an inclusive culture that enables colleagues to bring their best selves to work every day. Employment decisions are based solely on experience, performance, and ability. Citizens, its parent, subsidiaries, and related companies (Citizens) provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to age, ancestry, color, citizenship, physical or mental disability, perceived disability or history or record of a disability, ethnicity, gender, gender identity or expression (including transgender individuals who are transitioning, have transitioned, or are perceived to be transitioning to the gender with which they identify), genetic information, genetic characteristic, marital or domestic partner status, victim of domestic violence, family status/parenthood, medical condition, military or veteran status, national origin, pregnancy/childbirth/lactation, colleague’s or a dependent’s reproductive health decision making, race, religion, sex, sexual orientation, or any other category protected by federal, state and/or local laws.

Equal Employment and Opportunity Employer

Citizens is a brand name of Citizens Bank, N.A. and each of its respective affiliates.