Location: Columbus, OH, United States

The Refer-a-Friend strategic lead will be accountable for building and scaling a modern referral program across Consumer Banking. 

As a Marketing Strategy Senior Associate -Refer-a-Friend lead on the Consumer Bank team, you will design a brand-new, end-to-end referral engine modernizing our go-to-market strategy and roadmap across customer experience, incentives, channel expansion, and activation to scale profitable new-to-bank acquisition and deepen primary bank relationships. You will lead the Refer-a-Friend strategy, accountable for building and scaling a modern referral program across Consumer Banking. You will design a brand-new, end-to-end referral engine modernizing our go-to-market strategy and roadmap across customer experience, incentives, channel expansion, and activation to scale profitable new-to-bank acquisition and deepen primary bank relationships.

Job Responsibilities 

• Own the enterprise referral strategy across products and journeys, including vision, operating model, and prioritized roadmap
• Develop an always-on test-and-learn plan: define hypotheses, launch pilots, measure incrementality, and scale winners
• Design and optimize incentive structures (customer and product-level), including eligibility rules and profitability guardrails in partnership with Finance and Analytics
• Launch new and existing channel growth across digital and offline touchpoints (e.g., app/web, email, branch, paid), aligning targeting, creative, and measurement
• Navigate a highly matrixed organization and partner closely with Product, Customer Experience, Technology, Analytics, Channel owners, and Finance to build roadmap consensus on go-to-market plans 
• Establish and monitor program KPIs (e.g., acquisition, conversion, engagement) and deliver regular performance narratives to senior stakeholders
• Serve as a persuasive thought leaderaligning stakeholders, resolving tradeoffs, and influencing decisions in a matrixed organization