Director, Growth Marketing, Conversational AI Products, Enterprise Digital Products

Towers Crescent (12066), United States of America, Vienna, Virginia

At Capital One, we're building a leading information-based technology company. Still founder-led by Chairman and Chief Executive Officer Richard Fairbank, Capital One is on a mission to help our customers succeed by bringing ingenuity, simplicity, and humanity to banking. We measure our efforts by the success our customers enjoy and the advocacy they exhibit. We are succeeding because they are succeeding.

Guided by our shared values, we thrive in an environment where collaboration and openness are valued. We believe that innovation is powered by perspective and that teamwork and respect for each other lead to superior results. We elevate each other and obsess about doing the right thing. Our associates serve with humility and a deep respect for their responsibility in helping our customers achieve their goals and realize their dreams. Together, we are on a quest to change banking for good.

Director, Growth Marketing, Conversational AI Products, Enterprise Digital Products

The Enterprise Digital Product organization at Capital One is focused on building and shipping innovative and well-designed experiences that help people manage their money and their lives, wherever they are. This Director, Growth Marketing, Conversational AI Products will define individual digital product marketing strategies and work cross-functionally to achieve desired business impacts for Capital One's growing suite of industry-leading conversational AI products (text-based chatbots and voice-based assistants), including Eno, our Alexa skill and Cortana skill.

Key Responsibilities

  • Product Roadmap & Story - for assigned digital products, work with product partners to drive product innovation strategy, track and manage new product and feature releases, participate in product and end user research and define product positioning
  • Product Marketing Objectives & Prioritization - define marketing goals/KPIs and key target(s) for the product, identify and track GTM plans and budgets, lead marketing budget process for assigned digital products and prioritize marketing needs as they shift/change throughout the year.
  • Product Marketing GTM Strategy - work with cross-functional marketing team to define product value propositions for each target, key messages and reasons to believe (published in product marketing playbook), conduct creative and campaign testing, contribute to master integrated brief, and participate in campaign development process with all stakeholders to launch internal and external marketing programs
  • Product Marketing Operations - responsible for marketing program management, including budget, KPI tracking, learning agenda, integrated team meetings, report outs/communications and other essential processes needed to get marketing work done.
  • Product Marketing Leadership- Develop a world-class product marketing team, and support them with the resources, tools and infrastructure to scale and meet objectives
  • Product Adoption - Develop and execute inbound/outbound marketing strategies, including rapid testing agenda, to drive product awareness, adoption, and retention across AI product portfolio

Desired Skills and Competencies

This individual will have a passion for conversational AI products and a working understanding of how they can help people be better with their money. They will have a "modern marketing" mindset - and know how to creatively, quickly drive digital product adoption with customers, including through "owned channel" marketing. Strong analytical skills, quick decision making, attention to detail and the ability to adapt to a dynamic agile environment are essential to succeeding in this role. This individual must be able to effectively communicate and influence various stakeholders across the company and across multiple levels of the organization. This individual must display strong leadership skills and be able to drive and motivate a team of diverse stakeholders and, in partnership with them, deliver bold ideas through flawless execution and continuous learning and improvement.

Five skills, in particular, are critical:
  • Whole Brained - must be equally analytical and creative, and know how to employ both skills to deliver bold, even unexpected programs and achieve desired impacts
  • Growth & Delivery Orientation - must demonstrate a relentless focus on growth and urgency to deliver product adoption and growth goals. Experience with proven best practices for how to successfully launch and scale new digital products and experiences in market. You will be involved with all the AARRR metrics - Acquisition, Activation, Retention, Referral, Revenue.
  • Fearless Leadership - must be highly-disciplined self-starter with a strong POV who can positively, effectively lead themselves and others, often in ambiguous and/or new territory
  • Collaboration & Influence - must have ability to productively partner with a wide variety of teams across the organization to advance Enterprise Digital Products goals and connect marketing activities
  • Communication - must be proficient verbally and in writing as this person will frequently present to and work with a wide variety of groups about our products and customers, write engaging copy and content, tell the "story" of our products in strategy documents and outward-facing materials, etc.

The ideal candidate will possess:
  • 8-15 years of marketing experience - and broad knowledge across marketing disciplines
  • Minimum 5 years in digital consumer product marketing leadership role
  • Strong process and program management skills
  • Willingness to travel and invest time with product partners, marketing colleagues and cross-company partners
  • Excellent people and management skills that leads to productive relationships and interactions with team, department, cross-functional teams, agency partners, new business targets/partners, and other third parties
  • Data-focused. Capital One is a data-driven organization and growth marketing decisions will be approached through a rapid cycle of test and learn initiatives. You'll bring new customers to Capital One's conversational AI products by obsessing over data, ideating, testing and learning, as well as working with our Data Scientists to drive optimization through machine learning.

Basic Qualifications:
  • Bachelor's Degree or Military experience
  • At least 10 years of marketing experience
  • At least 5 years in product or product marketing role

Preferred Qualifications
  • MBA or Master's Degree

At this time, Capital One will not sponsor a new applicant for employment authorization for this position.

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