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.

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, t