Consumer Investments - Marketing Director (Transformation and Brand Strategy)

Job Description:

At Bank of America, we are guided by a common purpose to help make financial lives better through the power of every connection. We do this by driving Responsible Growth and delivering for our clients, teammates, communities and shareholders every day. Being a Great Place to Work and providing a culture of caring is core to how we drive Responsible Growth. We are intentional about fostering an inclusive workplace where every teammate has the opportunity to succeed, build a career and contribute to our shared success. This includes attracting and developing exceptional talent, recognizing and rewarding performance, and supporting our teammates’ physical, emotional, and financial wellness through affordable, competitive and flexible benefits. We value the unique perspectives individuals bring from all backgrounds and career paths - whether shaped by military service, community college education, or a wide range of work and life experiences. These journeys foster resilience, leadership and innovation, strengthening our workforce and positively impact the communities we serve. Bank of America is committed to an in-office culture that supports collaboration, engagement, and career development. Our approach includes clear in-office expectations, while providing an appropriate level of flexibility based on role-specific responsibilities and business needs. At Bank of America, you can build a successful career with opportunities to learn, grow, and make an impact. Join us!

Job Description:
This job is responsible for significant contributions to the development and delivery of the overall marketing strategy for a portfolio of medium to large programs, products, and processes. Key responsibilities include using data to inform marketing program deliverables, interacting actively with multiple business partners to support priorities and project direction and using advanced logic to make complex decisions and judgements with a noticeable impact felt on functional results. Job expectations include identifying risks and opportunities and defining and delivering strategic solutions.

The Consumer Investments Marketing team develops integrated marketing strategies to support business growth across digital and advisor channels, while deepening client relationships and strengthening retention. The team is seeking a highly motivated, strategic and collaborative contributor to help drive significant growth for the business. Key components to support this growth will come from initiatives focused on modernizing the Consumer Investments value proposition as well as the as the delivery and optimization of the full digital sales experience.

The Marketing Director will lead high impact transformation and brand initiatives, connect marketing strategy to measurable business outcomes, and mobilize partners across the enterprise to deliver integrated experiences that attract new clients, deepen relationships, increase assets, and strengthen retention. The role is primarily accountable for the multi-year digital transformation and the development and activation of the Consumer Investments brand strategy, while also supporting an emerging client retention and deepening agenda. This leader will use data and advanced judgment to make complex decisions, influence multiple business partners, identify risks and opportunities, and deliver strategic solutions with a noticeable impact on functional results.

Key Responsibilities:

Orchestrate Digital Transformation

• Own the marketing strategy and roadmap for the multi-year transition of digital sales and marketing pages, creating a more integrated banking and investing experience.

• Provide strategic oversight for the minimum viable product launch, ongoing performance management, research, content customization, and subsequent releases of new tools and capabilities.

• Advance the North Star vision for an integrated Bank of America and Merrill sales ecosystem, influencing future state client journeys, content strategy, migration priorities, and conversion opportunities.

• Shape the role of AI/LLM, search optimization, and emerging discovery experiences in the future digital ecosystem, ensuring content is structured for visibility, relevance, and client utility.

• Partner with Digital Marketing, Digital, Technology, Brand, CCOE, AMI, line of business leaders, risk, legal, and compliance partners to align strategy, governance, execution, and measurement.

• Lead the marketing strategy for digital sales pages, including development of briefs and participation in applicable governance and approval processes.

• Play a key role in establishing objectives, success measures, learning agendas, and executive reporting; translate performance insights into prioritized recommendations and roadmap adjustments.

• Lead directly and through others across interconnected workstreams, setting priorities, clarifying accountability, managing dependencies and resources, and resolving risks and senior-level decisions to deliver measurable business outcomes.

Champion Future State vision of Consumer Investments Brand Strategy and Media Activation

• Lead development and refinement of the Consumer Investments value proposition and positioning within the broader Bank of America relationship.

• Partner with the Brand team to translate consumer research, competitive intelligence, business priorities, and audience needs into clear brand, messaging, and growth strategies.

• Serve as the central marketing lead across senior Marketing leaders, line of business executives, Brand, Research, Product, Digital, Channel, and agency partners.

• Collaborate with agency partners to develop executive ready presentation that build alignment, secure decisions, and support organization-wide socialization.

• Guide the development and execution of an integrated media strategy and potential campaign, including audience strategy, channel roles, creative direction, investment recommendations, and measurement.

• Ensure the value proposition is expressed consistently across paid, owned, digital, sales, and advisor touchpoints while adapting messaging to audience and journey needs.

• Use market and performance insights to strengthen differentiation, deepen existing relationships, and expand consideration among prospective investors.

• Manage strategic partnerships and hold agencies and internal partners accountable for deliverables, ensuring work meets strategic, brand, regulatory, timing, funding, and scope expectations.

Required Qualifications:

• Demonstrated strategic planning/product management skills.

• 7+ years of relevant experience.

• Demonstrated ability to build effective partnerships and lead cross-functional teams to drive business objectives and strategic priorities.

• Excellent verbal and written communication; ability to succinctly convey information within a compelling narrative.

• Prior experience working across products.

• Proven success leading large scale strategic initiatives involving diverse stakeholder groups.

• Demonstrated ability to effectively manage multiple efforts with varying deadlines.

• Motivated self-starter with a strong drive to deliver results; problem-solving mindset to persist despite obstacles.

• Proficiency in Microsoft Office products, specifically PowerPoint, Excel and Teams.

• Excellent analytical and problem-solving skills; ability to synthesize complex data, insights, and business needs into actionable strategies and recommendations.

• Strong program and project leadership skills, with the ability to manage multiple workstreams, agencies, budgets, dependencies, and deadlines.

• Demonstrated ability to use research, analytics, and performance data to make complex decisions, identify risks and opportunities, and recommend strategic action with measurable impact.

• Success operating in highly regulated environments and navigating complex stakeholder, risk, legal, and compliance requirements.

• Strong communication and presentation skills, with the ability to influence partners and drive alignment in a matrixed organization.

Desired Qualifications:

• Experience with investments.

• Experience designing client acquisition, deepening, engagement, or retention strategies across owned and paid channels.

• Experience with AEM or comparable content-management platforms, and web performance optimization.

• Familiarity with audience segmentation, media planning, attribution, and marketing measurement methodologies.

• Experience using Microsoft Copilot or other AI-assisted marketing and productivity tools responsibly.

Skills:

• Adaptability
• Collaboration
• Product Marketing and Branding
• Project Management
• Strategic Thinking
• Active Listening
• Analytical Thinking
• Digital Marketing
• Oral Communications
• User Experience Design
• Business Acumen
• Coaching
• Prioritization
• Solution Delivery Process
• Written Communications

Minimum Education Requirement: High School Diploma / GED / Secondary School or equivalent.

​It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.

The following laws or regulations restrict or prohibit the hiring of individuals with certain specified criminal history for the position: FDIC

Internal employees who are currently working from home are still eligible to apply. However, if selected for the role, you may be required to work onsite in accordance with the workplace excellence policy.

Shift:

Hours Per Week: 

Pay Transparency details

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Pay and benefits information

Pay range

$103,900.00 - $169,200.00 annualized salary, offers to be determined based on experience, education and skill set.

Discretionary incentive eligible

This role is eligible to participate in the annual discretionary plan. Employees are eligible for an annual discretionary award based on their overall individual performance results and behaviors, the performance and contributions of their line of business and/or group; and the overall success of the Company.

Benefits

This role is currently benefits eligible. We provide industry-leading benefits, access to paid time off, resources and support to our employees so they can make a genuine impact and contribute to the sustainable growth of our business and the communities we serve.