Job Description:
Role Summary/Purpose: This leadership position spearheads Synchrony Health and Wellness' critical consumer acquisition initiatives. Reporting to the SVP, Consumer Marketing, this position will lead digital acquisition and be required to develop the acquisition strategy and manage the day-to-day running of all consumer acquisition programs including paid media, organic media, social media, SEO, affiliate, referral, lead generation, prescreen/prequal campaigns, continuously optimizing our approach. Managing channels that often serve as the first point of contact with prospective customers, the Vice President of Consumer Marketing, Acquisitions plays a crucial role in shaping the consumer's initial path to purchase. This role demands a strategic thinker who can innovate and adapt within a fast-paced, dynamic environment while executing strategies that drive substantial business growth. This includes developing and implementing our go-to-market strategy and leading the team focused on product acquisition as well as driving revenue through initial and subsequent transactions.
We're proud to offer you choice and flexibility. You have the option to be remote, and work from home, or come into one of our offices. You may be occasionally requested to commute to our nearest office for in person engagement activities such as team meetings, training and culture events.
Essential Responsibilities:- Develop and execute a comprehensive product marketing and consumer acquisition strategy across all consumer touchpoints, including digital and physical locations, across multiple channels including in-office, paid media, partner affiliate, consumer referral, lead generation, and prescreen/prequal campaigns leveraging all relevant paid and organic media to enhance brand visibility and drive engagement.
- Oversee the DTC performance team and collaborate effectively with an internal paid media agency and external partners on strategy, creative, and production. Evaluate and optimize team structure to boost capabilities and ROI.
- Primary ownership of consumer acquisition marketing campaigns and channels driving digital applications with program KPIs including total applications, by category, by product, by channel, and by customer quality.
- Exercise a high degree of autonomy in budget allocation to strategically fund initiatives that maximize new account growth and enhance the first purchase value, reflecting the acquisition of high-quality customers.
- Optimize consumer funnel from awareness to conversion, ensuring best in class experience and increasing funnel throughput. Work with internal team and external agencies to create innovative marketing assets that attract prospects, align to the buyer's journey, and accelerate the purchase decision.
- Work closely with the Consumer Marketing team, Health & Wellness teams, Enterprise, and other teams as required to design, implement, and optimize the overall acquisition strategy, consumer experience, test & learn, and tactical rollout of campaigns.
- Uncover what motivates various personas to evaluate and purchase across their lifecycle, guided by data-driven insights, and translate into action plans.
- Identify new partners, platforms, and opportunities to increase campaign performance KPIs; manage primary vendor and agency relationships.
- Stay at the forefront of marketing technology and trends to implement cutting-edge solutions. Responsible for a specific two-year roadmap that aligns with the overall consumer marketing strategy, integrating new technologies to enhance effectiveness.
- Partner with the Consumer Marketing team, research team, B2B team, finance team, internal COE teams, including Digital COE, to maximize available technology & to create new processes to ensure marketing strategies are comprehensive and integrated across the company, maximizing insights and resources from different departments and increase overall program effectiveness.
- Create and review forecasts; develop budget plans and recommendations for partner integrations and media campaigns.
- Compose and maintain program plan, project schedule/timeline, creative briefs, and other project-related materials.
- Work closely with data analytics partners to drive actionable campaign improvements; focus on primary KPIs related to new account growth and sales, utilizing secondary paid media KPIs to support these goals. Employ advanced analytics to link marketing activities directly to revenue generation and customer acquisition and effectively turn reporting and analysis into insights and strategies.
- Deliver succinct presentations to showcase results against goals, share successes and learnings and recommend action plans for continual improvement.
- Assist in developing the overall consumer marketing roadmap and own a detailed two-year plan, ensuring strategies are proactive and adaptable to market changes.
Qualifications/Requirements:- Bachelor's Degree or, in lieu of a degree, a high school diploma and 12+ years of marketing experience in the credit card or financial services industries
- A minimum of 7+ years of marketing experience to include:
- 5+ years focused on user acquisition in digital channels.
- Proven expertise in SEM, SEO, social media, programmatic, video, affiliate, partner, sponsorship, content, print, local/location, event, and other key marketing channels.
- Demonstrated ability to innovate and optimize multi-channel acquisition programs.
- Relevant experience working with global agencies, Google, Meta, Amazon, Disney, Pinterest, Yelp, Trade Desk, and other best-in-class ad platforms and exchanges, trade desks, marketing partners.
- Experience with current ad technologies and data analytics to drive decision-making.
- Demonstrated experience innovating channel acquisition programs and optimizing ROI for campaigns based off available data and KPI feedback.
- Working experience with current ad tech (eg. geo-location, DMP, personalization, automation, machine learning/AI).
- Strong project management and communication skills are essential, with a demonstrated ability to consistently prioritize and manage inputs and required deliverables from other stakeholders to deliver quality outcomes on time.
- Leadership experience with direct reports
Desired Characteristics:- Proven ability to manage multiple priorities, orchestrate campaigns, evolve brand creative, manage large media budgets, develop advanced audience strategies, and adapt to changing environments.
- Preferred experience in Retail, Consumer Acquisition, Healthcare or Financial Services marketing.
- Curious, creative thinker and a quick learner who is comfortable working in a rapidly evolving landscape.
- Strong analytical skills and experience in developing campaigns that increase customer quality, consumer engagement, and drive sales through the total buying cycle.
- Self-motivated, who can work independently and proactively to resolve issues, take ownership for tools and processes, with minimal supervision.
- Excellent project management skills, with a demonstrated ability to consistently prioritize and manage inputs and required deliverables from other stakeholders to deliver quality outcomes on time.
- Financial services experience (banking, credit card, wealth, etc).
Grade/Level: 14 The salary range for this position is
150,000 - 250,000 USD Annual and is eligible for an annual bonus based on individual and company performance.
Actual compensation offered within the posted salary range will be based upon work experience, skill level or knowledge.
Salaries are adjusted according to market in CA, NY Metro and Seattle.
Eligibility Requirements:- You must be 18 years or older
- You must have a high school diploma or equivalent
- You must be willing to take a drug test, submit to a background investigation and submit fingerprints as part of the onboarding process
- You must be able to satisfy the requirements of Section 19 of the Federal Deposit Insurance Act.
- N ew hires (Level 4-7) must have 9 months of continuous service with the company before they are eligible to post on other roles. Once this new hire time in position requirement is met, the associate will have a minimum 6 months' time in position before they can post for future non-exempt roles. Employees, level 8 or greater, must have at least 18 months' time in position before they can post. All internal employees must consistently meet performance expectations and have approval from your manager to post (or the approval of your manager and HR if you don't meet the time in position or performance expectations).
Legal authorization to work in the U.S. is required. We will not sponsor individuals for employment visas, now or in the future, for this job opening. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.
Our Commitment: When you join us, you'll be part of a diverse, inclusive culture where your skills, experience, and voice are not only heard-but valued. We celebrate the differences in all of us and believe that our individual, unique perspectives is what makes Synchrony truly a great place to work. Together, we're building a future where we can all belong, connect and turn ideals into action. Through the power of our 8 Diversity Networks+ . click apply for full job details