Head of Mass Affluent Segment Marketing

Job Profile

Position Overview
At PNC, our people are our greatest differentiator and competitive advantage in the markets we serve. We are all united in delivering the best experience for our customers. We work together each day to foster an inclusive workplace culture where all of our employees feel respected, valued and have an opportunity to contribute to the company’s success. As a Head of Mass Affluent Segment Marketing within PNC's Marketing organization, you will be based in a PNC Marketing Hub.

Position Overview

PNC’s Marketing organization is advancing its capabilities to deliver best-in-class customer experience and drive growth through data-driven, technology-enabled marketing. We are seeking an innovative Mass Affluent Segment Marketing leader to build and optimize integrated, omni-channel customer journeys for specific customer segments, ensuring every customer touchpoint is relevant, seamless, and impactful.

This individual will champion the understanding of core customer and audience needs, design elevated experiences that break down channel silos, and foster a culture of continuous measurement and optimization through test & learn. The role requires intense customer focus, strong analytical skills, strategic vision, and the ability to collaborate across a matrixed organization.

Key Responsibilities

• Leverage data, insights, and research to deeply understand the motivations, behaviors, and needs of target segments, translating these into actionable marketing strategies.
• Build an understanding of the current customer experience as an outcome of the existing marketing campaigns, value proposition, and communications.
• Develop and implement integrated customer journeys leveraging all available channels and products, ensuring relevance for prospects and customers.
• Launch MVP test & learn roadmap with a focus on growing our Mass Affluent segment.
• Create seamless, high-impact experiences that eliminate channel silos.
• Lead a robust test & learn agenda, to measure marketing effectiveness, identify growth opportunities, and optimize marketing journeys in-flight.
• Serve as a thought leader for segment marketing, influencing senior stakeholders and collaborating with cross-functional teams to activate a common vision.

Ideal Candidate

• Strategic problem solver with a passion for data-driven marketing and customer experience innovation.
• Proven ability to build consensus and influence at all levels of the organization.
• Proven track record in launching integrated marketing journeys with sustained lift
• Creative thinker who thrives in dynamic, fast-paced environments and is energized by driving change.
• Experience leading marketing strategy in a large, matrixed organization.

PNC is an in-office company that fosters a supportive culture where employees can thrive and achieve balance. We encourage candidates to connect with their recruiter and hiring manager to understand workplace expectations and ensure the role aligns with their goals.

PNC will not provide sponsorship for employment visas or participate in STEM OPT for this position.

Job Description
Establishes the overall direction in connection with the vision. Leads development of the vision for a critical initiative and leads the development of the strategy that follows. Establishes vision and overall direction of strategic marketing plans to acquire, grow, and retain customers in support of business goals and objectives.
Leads creation of integrated marketing strategies and aligns KPIs and measurement plans to drive business results. Serves as SME and thought leader to deliver recommendations and uses influence to build consensus and drive prioritization with senior and executive partners. Proactively adapts to and optimizes for a changing business environment.
Creates strategies that deliver outcomes for products/initiatives in scope and aligns to the established vision. Removes barriers to deliver desired outcomes while establishing a relationship as a trusted advisor to business leaders on marketing strategies and business initiatives.
Establishes the budget and has the capability to apply, policies and practices for planning, optimizing and administering a budget for programs/initiatives. Manages activities including coordination with legal, compliance, finance, risk and other key partners.
Leverages data-driven insights to provide consultation to business leadership, influencing outcomes and decisions to best support the business strategy.
Serves as a mentor to the teams, providing coaching, assisting in developing key competencies in team members.

PNC Employees take pride in our reputation and to continue building upon that we expect our employees to be:
Customer Focused - Knowledgeable of the values and practices that align customer needs and satisfaction as primary considerations in all business decisions and able to leverage that information in creating customized customer solutions.
Managing Risk - Assessing and effectively managing all of the risks associated with their business objectives and activities to ensure they adhere to and support PNC's Enterprise Risk Management Framework.

Qualifications

Successful candidates must demonstrate appropriate knowledge, skills, and abilities for a role. Listed below are skills, competencies, work experience, education, and required certifications/licensures needed to be successful in this position.

Preferred Skills Advertising, Competitive Advantages, Content Marketing, Customer Solutions, Digital Marketing, Marketing Programs, Marketing Strategies, Negotiation, Results-Oriented

Competencies Business Acumen, Business Data Analysis, Collaborating, Decision Making and Critical Thinking, Effectiveness Measurement, Influencing, Innovation, Marketing Strategy and Positioning, Marketing Systems, Problem Solving

Work Experience Roles at this level typically require a university / college degree. Higher level education such as a Masters degree, or PhD is desirable. Industry experience is typically 8 + years. Specific certifications are often required. In lieu of a degree, a comparable combination of education, job specific certification(s), and experience (including military service) may be considered.

Education Bachelors

Certifications No Required Certification(s)

Licenses No Required License(s)

Pay Transparency
Base Salary: $100,000.00 – $207,000.00

Salaries may vary based on geographic location, market data and on individual skills, experience, and education. This role is incentive eligible with the payment based upon company, business and/or individual performance.

Application Window
Generally, this opening is expected to be posted for two business days from 02/13/2026, although it may be longer with business discretion.

Benefits
PNC offers a comprehensive range of benefits to help meet your needs now and in the future. Depending on your eligibility, options for full-time employees include: medical/prescription drug coverage (with a Health Savings Account feature), dental and vision options; employee and spouse/child life insurance; short and long-term disability protection; 401(k) with PNC match, pension and stock purchase plans; dependent care reimbursement account; back-up child/elder care; adoption, surrogacy, and doula reimbursement; educational assistance, including select programs fully paid; a robust wellness program with financial incentives.

In addition, PNC generally provides the following paid time off, depending on your eligibility: maternity and/or parental leave; up to 11 paid holidays each year; 9 occasional absence days each year, unless otherwise required by law; between 15 to 25 vacation days each year, depending on career level; and years of service.

To learn more about these and other programs, including benefits for full time and part-time employees, visit pncthrive.com .

Disability Accommodations Statement

If an accommodation is required to participate in the application process, please contact us via email at [email protected] . Please include “accommodation request” in the subject line title and be sure to include your name, the job ID, and your preferred method of contact in the body of the email. Emails not related to accommodation requests will not receive responses. Applicants may also call 877-968-7762 and say "Workday" for accommodation assistance. All information provided will be kept confidential and will be used only to the extent required to provide needed reasonable accommodations.

At PNC we foster an inclusive and accessible workplace. We provide reasonable accommodations to employment applicants and qualified individuals with a disability who need an accommodation to perform the essential functions of their positions.

Equal Employment Opportunity (EEO)

PNC provides equal employment opportunity to qualified persons regardless of race, color, sex, religion, national origin, age, sexual orientation, gender identity, disability, veteran status, or other categories protected by law.

This position is subject to the requirements of Section 19 of the Federal Deposit Insurance Act (FDIA) and, for any registered role, the Secure and Fair Enforcement for Mortgage Licensing Act of 2008 (SAFE Act) and/or the Financial Industry Regulatory Authority (FINRA), which prohibit the hiring of individuals with certain criminal history.

California Residents

Refer to the California Consumer Privacy Act Privacy Notice to gain understanding of how PNC may use or disclose your personal information in our hiring practices.