First Merchants Bank is seeking a Chief Consumer Growth Officer to join our team! This position is a transformative executive leader dedicated to accelerating
growth within the Consumer Line of Business, with a primary focus on driving low-cost deposit acquisition and retention. This role oversees Brand and Consumer Marketing, Digital Platform Management, Consumer Insights & Analytics, and Consumer Product Management, ensuring strategic alignment to maximize deposit growth, deepen client relationships, and enhance the consumer banking experience.
As part of this role you will impact the following:
Strategic Leadership
- Develop and execute a comprehensive growth strategy for the Consumer LOB, prioritizing deposit generation and retention. Partner with Consumer Banking executives to design and implement initiatives that attract and retain core deposits.
- Drive the client segmentation strategy and align resources to accelerate growth in target markets.
- Lead cross-functional teams of internal partners to identify and activate opportunities for organic consumer deposit growth.
- Champion a client-first mindset, ensuring all strategies enhance customer value and loyalty.
Consumer Marketing
- Oversee performance-driven Consumer Line of Business marketing strategies with a focus on measurable outcomes and business growth.
- Steward an integrated, enterprise-wide marketing approach by aligning cross-functional teams around strategic objectives and data-informed decision-making.
- Responsible for all shared marketing services—including marketing program implementation, channel strategy, risk management, user experience and content
production—to ensure efficient execution and consistent brand representation. - Accountable for the marketing budget with a focus on maximizing return on investment for deposit growth initiatives.
Digital Platform Management
- Oversee the evolution of consumer digital platforms to streamline account opening, onboarding, and servicing for deposit products.
- Advance the use of AI and digital tools to improve customer acquisition, engagement, and retention.
- Collaborate with Technology teams and Bank Operations to prioritize enhancements that support deposit growth and operational efficiency.
- Oversee the digital roadmap aligned with targeted client segmentation growth.
Consumer Insights & Analytics
- Steward a high-performing analytics function / team to deliver actionable insights on deposit trends, customer behavior, and market opportunities.
- Oversee a Voice of the Customer (VOC) strategy and data analytics to inform deposit product development and marketing strategies.
- Ensure the effective use of KPIs and dashboards to monitor deposit growth and campaign effectiveness.
Consumer Product Management
- Own the lifecycle of consumer deposit products, from ideation to launch and ongoing optimization.
- Partner with business units to develop innovative, customer-driven deposit solutions.
- Oversee product performance, reporting, and compliance with regulatory standards.
Partnerships & Governance
- Manage key vendor relationships to support deposit growth strategies.
- Partner with Legal, Risk, and Compliance to ensure all initiatives meet regulatory and operational standards.
- Leverage external consultants as needed to accelerate strategic initiatives.
To be successful in this position, we require the following:
- A minimum of fifteen (15) years of leadership experience in consumer banking or financial services.
- Proven success in deposit growth strategy, marketing, product innovation, or digital transformation.
- Strong understanding of digital platforms, AI, data analytics, and customer experience design.
- Exceptional communication and stakeholder management skills.
- Bachelor’s degree required; MBA or equivalent preferred.
First Merchants offers the following:
- Base Pay PLUS Bonuses
- Medical, Dental and Vision Insurance
- 401k
- Health Savings and Flexible Spending Accounts
- Vacation/Sick Time
- Paid Holidays
- Paid Parental Leave
- Tuition Reimbursement
- Additional Benefits
A little about us:
First Merchants is guided by a genuine philosophy of being a meaningful place to work and having a prosperous impact across all walks of life throughout the communities we serve, including consumers, businesses and other organizations. Our Vision, Mission and Team statement reflect and reinforce that authentic service philosophy.
Our Vision is:
To enhance the financial wellness of the diverse communities we serve.
Our Mission is:
To be the most responsive, knowledgeable, and high-performing financial organization for our clients, teammates, and shareholders.
Our Team:
"We are a collection of dynamic colleagues with diverse experiences and perspectives who share a passion for positively impacting lives. We are genuinely committed to attracting and engaging teammates of diverse backgrounds. We believe in the power of inclusion and belonging."
Apply today to begin your career with us!
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.
First Merchants Corporation Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about First Merchants Corporation and has not been reviewed or approved by First Merchants Corporation.
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Retirement Support — Retirement programs include a 401(k) with employer match and an employee stock purchase plan that are presented as meaningful components of total rewards. These elements are highlighted as strengths relative to other benefit components.
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Leave & Time Off Breadth — Time-off provisions include PTO, bank holidays, bereavement, paid parental leave, and paid volunteer time. These elements can help offset concerns about base pay in some roles.
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Parental & Family Support — Paid parental leave is explicitly offered and positioned alongside PTO and holidays to support family needs. This support contributes to a more balanced work–life setup.
First Merchants Corporation Insights
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What We Do
First Merchants Corporation is the largest financial services holding company in Central Indiana, headquartered in Muncie, Indiana. The Corporation has one full-service bank charter, First Merchants Bank. The Bank also operates as First Merchants Private Wealth Advisors (as a division of First Merchants Bank). First Merchants Corporation’s common stock is traded on the NASDAQ Global Select Market System under the symbol FRME. First Merchants offers customers broad financial services throughout locations in Indiana, Ohio, Illinois and Michigan providing: • Commercial Banking (business) – checking, treasury management, card services, financing, loans, electronic banking, online and mobile banking. • Personal Banking (consumer) – checking, savings, CDs, mortgages, loans, IRAs, HSAs, online and mobile banking. • Private Wealth Advisors - trusts, investments, 401(k) plans, 403(b) plans, profit sharing plans, pension plans, cross-tested plans, cash balance plans, Flexible Spending Accounts, IRAs, SEP IRAs, and succession planning. First Merchants is committed to customers by: • Developing strong relationships. o As financial advisors – our professionals listen and provide solutions o The tenure of our professionals averages eight years, meaning you will enjoy continuity of service o We hire local professionals from the communities we serve • Customers benefit from local decision making. o Decisions are made faster o The process is streamlined, with each customer having a single point of contact. o Our financial professionals are empowered to develop tailored solutions. • The local communities we serve benefit from First Merchants’ involvement and support.
