Lead Product Manager, Customer Onboarding, Lifecycle Engagement

Wells Fargo

Lead Product Manager overseeing onboarding and lifecycle engagement for Small Business Credit Card customers. Shape customer experience through strategy, creativity, and collaboration across teams.

Posted 7/22/2026full-timeWilmington • North Carolina • 🇺🇸 United StatesSeniorWebsite

Core Competencies

Role fit

Core Competencies

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Expertise in developing and executing customer onboarding and engagement strategies, with a strong focus on improving customer satisfaction and business outcomes through data-driven insights and innovative marketing approaches.

Highest-signal resume keywords

Customer Onboarding StrategyLifecycle Marketing ProgramsCross-Functional CollaborationData Analysis and InsightsProject Leadership

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Product ManagementStrategic PlanningProcess ManagementChange DeliveryMulti-Channel MarketingCampaign ExecutionCustomer Data AnalysisPerformance InsightsMarketing Strategy DevelopmentCustomer Journey Design

Soft Skills

Clear CommunicationLeadership PresenceExecutive StorytellingInfluencing SkillsInnovative Thinking

Industry Keywords

Financial ServicesCredit CardRetail BankingCustomer EngagementCustomer SatisfactionMarketing AgenciesMatrixed EnvironmentCustomer InsightsBusiness Performance DataCustomer Retention

About the role

Key responsibilities & impact

Define and execute the onboarding and early lifecycle engagement strategy for Small Business Credit Card customers
Create customer journeys that educate, activate, and deepen engagement during the critical first 90 days of the customer relationship
Identify opportunities to improve customer activation, digital wallet enrollment, feature adoption, spending behaviors, and overall customer satisfaction
Develop a forward-looking roadmap that aligns customer needs, business goals, emerging capabilities, and industry trends
Continuously evaluate program performance and implement enhancements that improve customer outcomes and business results
Serve as the marketing lead for onboarding initiatives from concept through delivery
Provide strategic and creative direction to internal stakeholders and agency partners
Collaborate with product, analytics, digital, technology, servicing, operations, compliance, legal, and brand teams to deliver effective customer experiences
Drive alignment across multiple stakeholders while balancing competing priorities and business objectives
Ensure efficient execution through clear communication, project leadership, and strong operational discipline
Present recommendations, business cases, and performance insights to senior leadership
Champion customer-centric thinking throughout the organization
Foster innovation by bringing new ideas, best practices, and emerging marketing strategies into the onboarding experience
Influence across a highly matrixed environment.

Requirements

What you’ll need

5+ years of Product Management, product development, strategic planning, process management, change delivery experience or equivalent
Experience developing customer onboarding, lifecycle, engagement, retention, or loyalty marketing programs
Curious, innovative thinker with a track record of developing new marketing strategies that improve customer engagement and business outcomes
Strong analytical skills with the ability to turn customer data, research, and performance insights into actionable recommendations
Background in designing multi-channel marketing journeys across email, digital, alerts, direct mail, or physical fulfillment
Proven ability to manage marketing agencies, creative development, campaign execution, and cross-functional delivery
Clear, structured communicator with confident leadership presence and executive-ready storytelling skills
Demonstrated ability to influence, partner, and drive alignment in a matrixed environment
Financial services, credit card, retail banking, or lifecycle marketing experience
Proven success leading cross-functional initiatives in complex, matrixed organizations
Experience managing large-scale marketing campaigns from strategy through execution
Strong communication and presentation skills with the ability to influence senior stakeholders
Demonstrated ability to use customer insights and business performance data to make strategic recommendations.

Benefits

Comp & perks

robust benefits
competitive compensation
programs designed to help you find work-life balance and well-being