Vice President, Adoption Marketing and Automation

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Job Title

Vice President, Adoption Marketing and Automation

Position Summary

The Vice President, Adoption Marketing and Automation is responsible for developing and executing enterprise adoption marketing strategies that drive client, consumer, and associate engagement across Digital Banking, Payments, Card, and Financial Institution solutions. This executive leader owns the vision, strategy, execution, and continuous optimization of automated marketing programs, client adoption initiatives, lifecycle communications, and marketing technology platforms designed to accelerate product awareness, activation, utilization, retention, and revenue growth.

The role partners closely with Product, Sales, Client Success, Professional Services, Analytics, and Technology organizations to create scalable, data-driven engagement programs that maximize client value realization and improve product adoption outcomes across the Financial Institution portfolio.

What you will do:

Adoption Marketing Strategy & Execution

• Develop and lead enterprise-wide adoption marketing strategies that increase consumer and business utilization of digital banking, payments, and financial technology solutions.

• Build integrated marketing programs that support client onboarding, product launches, feature adoption, engagement, retention, and cross-sell objectives.

• Establish adoption frameworks that improve customer value realization and accelerate time-to-value.

• Drive segmentation strategies and personalized engagement approaches across Financial Institution client portfolios.

• Oversee creation of client-facing campaigns, toolkits, digital assets, educational content, webinars, and enablement programs.

Marketing Automation & Lifecycle Management

• Own marketing automation strategy, platforms, and processes supporting lifecycle communications and customer engagement.

• Lead development of automated onboarding, nurture, activation, retention, and re-engagement campaigns.

• Establish best practices for customer journey orchestration, campaign execution, and omnichannel engagement.

• Utilize behavioral, transactional, and product-usage data to optimize automated customer experiences.

• Drive continuous testing, experimentation, and campaign optimization. Client Adoption & Growth

• Partner with Financial Institutions to improve digital banking and payments adoption among consumers and businesses.

• Identify opportunities to increase utilization of strategic products, including digital payments, card solutions, bill pay, P2P payments, mobile banking, and emerging digital services.

• Develop programs that enhance customer engagement, transaction growth, and revenue realization.

• Support commercialization and go-to-market initiatives by embedding adoption strategies into product launches and client implementations. Analytics & Performance Optimization

• Establish KPIs and dashboards measuring adoption, engagement, activation, retention, campaign performance, and marketing influenced revenue.

• Leverage analytics to identify growth opportunities and improve customer outcomes.

• Develop attribution methodologies linking marketing programs to product adoption and revenue growth.

• Present adoption insights and executive recommendations to senior leadership. Cross-Functional Leadership

• Partner with Product Management, Sales, Client Success, Professional Services, and Technology teams to align adoption and commercialization strategies.

• Influence product roadmap decisions through customer insights and adoption analytics.

• Collaborate with training and enablement teams to improve associate and banker readiness.

• Represent the organization at industry conferences, executive briefings, client advisory boards, and strategic customer engagements.

Team Leadership

• Build and lead high-performing teams across adoption marketing, campaign management, marketing operations, automation, analytics, and client engagement.

• Foster a culture of innovation, accountability, customer-centricity, and data-driven decision making.

• Manage vendor relationships, agency partnerships, and marketing technology investments.

• Develop leadership succession plans and talent strategies for future growth.

What you will need to have:

• Bachelor's degree in Marketing, Business, Communications, Finance, or related field.

• 12+ years of progressive experience in marketing, digital banking, payments, fintech, customer engagement, or client growth leadership.

• 7+ years leading large-scale marketing, adoption, customer success, or automation teams.

• Demonstrated experience building marketing automation and lifecycle marketing programs.

• Strong understanding of Financial Institutions, Banking, Payments, Credit Union, or FinTech ecosystems.

• Experience managing executive-level client relationships.

• Proven ability to drive measurable adoption, engagement, and revenue outcomes.

What would be great to have:

• MBA or advanced degree.

• Experience with Salesforce Marketing Cloud, Marketo, Adobe Campaign, HubSpot, Eloqua, or similar technologies.

• Knowledge of digital banking, payments, card services, P2P, bill pay, account opening, and financial wellness solutions.

• Experience in customer journey analytics, AI-driven marketing, and personalization platforms.

This role is not eligible to be performed in Colorado, California, District of Columbia, Hawaii, Illinois, Massachusetts, Maryland, Minnesota, New Jersey, New York, Nevada, Rhode Island, Vermont, Virginia, Maine or Washington.

It is unlawful to discriminate against a prospective employee due to the individual's status as a veteran.

Please note that salary ranges provided for this role on external job boards are salary estimates made by outside parties and may not be accurate.

Thank you for considering employment with Fiserv.  Please:

• Apply using your legal name
• Complete the step-by-step profile and attach your resume (either is acceptable, both are preferable).

Our commitment to Equal Opportunity:

Fiserv is proud to be an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, gender, gender identity, sexual orientation, age, disability, protected veteran status, or any other category protected by law. 

If you have a disability and require a reasonable accommodation in completing a job application or otherwise participating in the overall hiring process, please contact AskHR.US@fiserv.com. Please note our AskHR representatives do not have visibility to your application status. Current associates who require a workplace accommodation should refer to Fiserv’s Disability Accommodation Policy for additional information.

Note to agencies:

Fiserv does not accept resume submissions from agencies outside of existing agreements. Please do not send resumes to Fiserv associates. Fiserv is not responsible for any fees associated with unsolicited resume submissions.

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Please be aware of fraudulent job postings that are not affiliated with Fiserv. Fraudulent job postings may be used by cyber criminals to target your personally identifiable information and/or to steal money or financial information. Any communications from a Fiserv representative will come from a legitimate Fiserv email address.