Director of Digital Product - Growth and Primacy

About this role:

Wells Fargo is seeking a

Director of Digital Product – Growth and Primacy

to build and lead a centralized team responsible for optimizing the end-to-end digital customer lifecycle across Consumer Banking Deposits and Payments.

The Growth and Primacy team is accountable for establishing a

systematic, data-driven growth engine

—leveraging experimentation, journey optimization, and performance measurement to strengthen customer engagement and drive primary financial relationships.

This team is central to how Wells Fargo wins—by ensuring we are not just acquiring customers, but becoming their

primary financial relationship

.

Success in this role means building a system where:

Every customer interaction is measured

Every journey is continuously optimized

Every product decision is driven by data

And every improvement strengthens long-term customer engagement and primacy

This leader will stand up and scale enterprise capabilities across

experimentation (A/B testing), cross-journey experience design, and performance analytics

, connecting traditionally fragmented experiences into a cohesive, continuously improving lifecycle—from

shopping and account opening through onboarding, servicing, and ongoing engagement

.

Learn more about the career areas and lines of business at wellsfargojobs.com (https://www.wellsfargojobs.com/career-areas/) .

In this role, you will:

Build the Growth and Primacy Engine

Define and operate a centralized

Growth and Primacy function

focused on driving customer acquisition, activation, engagement, and long-term value

Establish operating models, governance, and prioritization frameworks to ensure sustained, measurable impact

Partner with senior leaders to align growth strategies to enterprise priorities and business outcomes

Experimentation & Optimization at Scale

Build and lead an

enterprise-scale experimentation capability (A/B and multivariate testing)

across the full customer lifecycle

Define testing strategy, intake, prioritization, and execution processes

Drive continuous optimization across

shopping, account opening, onboarding, servicing, and payment engagement

Ensure insights from testing are captured, shared, and scaled across the organization

End-to-End Journey Cohesion

Partner cross-functionally across product, XD, marketing, servicing, and payments to

connect and optimize end-to-end customer journeys

Identify friction points and breakdowns across lifecycle stages and drive solutions that create

seamless, cohesive experiences

Move the organization from siloed optimization to

holistic, lifecycle-driven experience design

Performance Measurement & Insights

Establish and lead a

centralized performance measurement function

for digital deposits and payments

Define and standardize KPIs across the lifecycle (acquisition, conversion, onboarding, engagement, primacy)

Deliver clear, consistent performance reporting and insights to drive decision-making

Translate analytics into

actionable recommendations that influence roadmap prioritization and investment

Growth Impact & Business Outcomes

Drive measurable improvements in

conversion, activation, engagement, and customer primacy

Ensure all product and experience changes are tied to

quantifiable business outcomes

Champion a shift to

outcome-based product management

across the organization

Leadership & Team Development

Lead and develop a high-performing team of product managers focused on growth, experimentation, and performance

Build a culture grounded in

data-driven decision making, accountability, speed, and continuous learning

Influence across a highly matrixed organization to drive alignment and execution

Risk, Controls & Governance

Ensure all experimentation and optimization practices operate within

risk and regulatory guardrails

Partner closely with Risk, Legal, and Compliance to enable safe, scalable innovation

Required Qualifications:

10+ years of digital product management or leadership experience, or equivalent experience demonstrated through one or a combination of the following: work experience, training, military experience, education

4+ years of management or leadership experience

Proven experience building and scaling

experimentation (A/B testing) programs

Demonstrated ability to drive measurable business outcomes through

data-driven optimization

Desired Qualifications:

Demonstrated ability to drive measurable business outcomes through

data-driven optimization

Experience in a

digital-first bank, fintech, or digital-native consumer platform

where experimentation and growth disciplines are core to the operating model

Deep expertise in

funnel optimization, lifecycle management, and growth frameworks

Strong understanding of experimentation platforms, analytics tools, and performance measurement systems

Proven ability to connect fragmented experiences into

cohesive, end-to-end customer journeys

Experience influencing across large, matrixed organizations

Experience operating in

regulated environments

with strong risk and controls discipline

Job Expectations:

Ability to travel up to 10% of the time.

This position offers a hybrid work schedule.

This position is not eligible for Visa sponsorship.

Posting Location(s):

401 S Tryon St. – Charlotte, North Carolina 28202

333 Market St. – San Francisco, California 94105

Required locations listed.

Pay Range

Reflected is the base pay range offered for this position. Pay may vary depending on factors including but not limited to demonstrated examples of prior performance, skills, experience, or work location. Employees may also be eligible for incentive opportunities.

$185,000.00 - $300,000.00

Benefits

Wells Fargo provides eligible employees with a comprehensive set of benefits, many of which are listed below. Visit Benefits - Wells Fargo Jobs (https://www.wellsfargojobs.com/en/life-at-wells-fargo/benefits) for an overview of the following benefit plans and programs offered to employees.

Health benefits

401(k) Plan

Paid time off

Disability benefits

Life insurance, critical illness insurance, and accident insurance

Parental leave

Critical caregiving leave

Discounts and savings

Commuter benefits

Tuition reimbursement

Scholarships for dependent children

Adoption reimbursement

Posting End Date:

22 Jun 2026

*****

Job posting may come down early due to volume of applicants.

We Value Equal Opportunity

Wells Fargo is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other legally protected characteristic.

Employees support our focus on building strong customer relationships balanced with a strong risk mitigating and compliance-driven culture which firmly establishes those disciplines as critical to the success of our customers and company. They are accountable for execution of all applicable risk programs (Credit, Market, Financial Crimes, Operational, Regulatory Compliance), which includes effectively following and adhering to applicable Wells Fargo policies and procedures, appropriately fulfilling risk and compliance obligations, timely and effective escalation and remediation of issues, and making sound risk decisions. There is emphasis on proactive monitoring, governance, risk identification and escalation, as well as making sound risk decisions commensurate with the business unit’s risk appetite and all risk and compliance program requirements.

Applicants with Disabilities

To request a medical accommodation during the application or interview process, visit Disability Inclusion at Wells Fargo (https://www.wellsfargojobs.com/en/diversity/disability-inclusion/) .

Drug and Alcohol Policy

Wells Fargo maintains a drug free workplace. Please see our Drug and Alcohol Policy (https://www.wellsfargojobs.com/en/wells-fargo-drug-and-alcohol-policy) to learn more.

Wells Fargo Recruitment and Hiring Requirements:

a. Third-Party recordings are prohibited unless authorized by Wells Fargo.

b. Wells Fargo requires you to directly represent your own experiences during the recruiting and hiring process.

Req Number:

R-547769