Market Planner, New York Metro

Citizens Bank is executing an ambitious branch strategy over the next decade. The Market Planner, New York Metro will play a central role in making that happen.

This is an individual contributor role focused exclusively on the New York Metro market. The person in this seat will own the analytical and planning work that determines where Citizens grows its physical presence across one of the most competitive and complex banking markets in the country. They'll translate demographic data, competitive intelligence, and GIS analysis into actionable site recommendations, working closely with the Head of Distribution Strategy & Market Planning to align local insights with enterprise growth priorities.

Primary responsibilities include

• Market Analysis & Site Evaluation 
  • Conduct in-depth analysis of the New York Metro market, including customer demographics, competitive positioning, household density, and economic indicators.
  • Use GIS tools to model market opportunity, identify gaps in the current network, and prioritize De Novo site candidates.
  • Evaluate potential branch locations against a defined set of performance criteria, producing clear, evidence-based recommendations.
• De Novo Strategy Support 
  • Support the 10-year De Novo pipeline for the New York Metro market, maintaining an active, prioritized list of target sites.
  • Track competitive branch activity, new entrants, and market shifts that could affect site viability or sequencing.
  • Develop market profiles for proposed locations, synthesizing data into concise briefings for senior stakeholders.
• Cross-Functional Collaboration 
  • Partner with Real Estate, Finance, and Retail leadership to validate site recommendations and align on feasibility.
  • Serve as the subject matter expert on New York Metro market dynamics, representing local intelligence in enterprise planning discussions.
  • Coordinate with the broader market planning team to ensure consistency in methodology and reporting standards.

• Performance Monitoring 

  • Track the performance of opened De Novo locations against projected metrics, identifying trends and feeding learnings back into future site selection.
  • Maintain up-to-date market data and competitive benchmarks for the New York Metro footprint.
  
  

Qualifications, Education, Certifications and/or Other Professional Credentials

• 4-8 years of experience in market planning, site selection, retail distribution, or a related field; banking or financial services experience preferred.
• Proficiency in GIS tools (ESRI ArcGIS or equivalent) with demonstrated ability to build and interpret spatial models.
• Strong analytical skills, with experience working through demographic data, competitive analysis, and market sizing.
• Familiarity with New York Metro market dynamics, community characteristics, and competitive banking landscape is a meaningful advantage.
• Bachelor's degree in Business, Economics, Geography, Urban Planning, or a related field; advanced degree a plus.

Hours & Work Schedule

• Hours per Week: 40 hours
• Work Schedule: Monday to Friday
• Hybrid: 4 days per week on-site, 1 day remote

Pay Transparency

The salary range for this position is $140,000 - $180,000, per year plus an opportunity to earn an annual discretionary bonus. Actual pay is based on various factors including but not limited to the work location, and relevant skills and experience.

We offer competitive pay, comprehensive medical, dental and vision coverage, retirement benefits, maternity/paternity leave, flexible work arrangements, education reimbursement, wellness programs and more. Note, Citizens’ paid time off policy exceeds the mandatory, paid sick or paid time-away policy of every local and state jurisdiction in the United States. For an overview of our benefits, visit https://jobs.citizensbank.com/benefits .

Equal Employment Opportunity

Citizens, its parent, subsidiaries, and related companies (Citizens) provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to age, ancestry, color, citizenship, physical or mental disability, perceived disability or history or record of a disability, ethnicity, gender, gender identity or expression, genetic information, genetic characteristic, marital or domestic partner status, victim of domestic violence, family status/parenthood, medical condition, military or veteran status, national origin, pregnancy/childbirth/lactation, colleague’s or a dependent’s reproductive health decision making, race, religion, sex, sexual orientation, or any other category protected by federal, state and/or local laws. At Citizens, we are committed to fostering an inclusive culture that enables all colleagues to bring their best selves to work every day and everyone is expected to be treated with respect and professionalism. Employment decisions are based solely on merit, qualifications, performance and capability.

Equal Employment and Opportunity Employer

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Background Check

Any offer of employment is conditioned upon the candidate successfully passing a background check, which may include initial credit, motor vehicle record, public record, prior employment verification, and criminal background checks. Results of the background check are individually reviewed based upon legal requirements imposed by our regulators and with consideration of the nature and gravity of the background history and the job offered. Any offer of employment will include further information.