AVP, Specialty & Wellness Marketing, Focus Markets

Role Summary/Purpose:

Synchrony is seeking a flexible, driven, entrepreneurial-minded marketer to accelerate growth across our Specialty & Wellness focus markets. This role will  own client-level and market-level marketing activation for a portfolio of clients, including contractual partnerships, and independents, working under the VP, Specialty and Wellness. 

This role will partner closely with Sales, Client Management, Analytics, Digital, Lifecycle/CRM, Product, and agency teams to deploy B2B and B2B2C programs that drive provider/location engagement, consumer applications, purchase volume, usage/retention, and NCS from our focus markets.

This is a client facing,  individual contributor role (no direct reports) with high visibility and significant cross-functional leadership responsibilities.

Essential Responsibilities:

Client/Partner Ownership & Planning

• Serve as the marketing owner and primary point-of-contact for assigned Focus Market clients/partners; align marketing priorities to partner objectives and S&W growth goals.

• Develop quarterly/annual client marketing plans, integrated calendars, and activation roadmaps; coordinate priorities with Sales and Client leaders.

• Support partner operating rhythms including campaign plans, program updates, and QBR content.

B2B & B2B2C Campaign Strategy and Execution

• Lead end-to-end execution of multi-channel B2B and B2B2C campaigns to drive:

  • provider/location onboarding and engagement

  • consumer applications, approvals, and purchase volume growth

  • usage and retention through lifecycle motions

• Execute targeted account-based/segment-based marketing for priority partner segments and locations.

• Drive point-of-sale/in-location conversion through toolkits, signage, scripts, and training/enablement materials that make financial conversations easier for front-line teams.

• Build and optimize market acquisition and lifecycle communications including email automation and journey mapping (e.g., Salesforce Marketing Cloud or similar platforms) working with cross-functional teams.

• Create and manage content to support acquisition and engagement objectives (case studies, webinars, one-pagers, playbooks, emails, partner toolkits).

Measurement, Insights, and Optimization

• Use analytics, testing, and segmentation to optimize performance; recommend improvements to targeting, messaging, channel mix, and offers/promotions (where applicable).

• Track and communicate outcomes against KPIs (e.g., lead volume, conversion, applications, approvals, purchase volume, usage, ROI).

Cross-Functional Leadership (No Direct Reports)

• Influence and coordinate work across internal partners (Sales, Client Management, Lifecycle, Product, Operations, Risk/Compliance, Finance, Creative/Agency) to deliver quality work on time.

• Perform other duties and/or special projects as assigned.

Qualifications/Requirements:

• Bachelor’s Degree or in lieu of a degree, a high school diploma/GED and 8+ years of relevant marketing experience.

• Minimum 4+ years experience developing and executing multi-channel marketing campaigns (email/CRM, digital, social, direct mail and/or in-location).

• Client-facing experience with comfort presenting plans, results, and recommendations to partner stakeholders.

• Demonstrated experience in B2B marketing; B2B2C experience strongly preferred.

• Willingness to travel up to 30%.

• Ability and flexibility to travel for business as required

Desired Characteristics:

• Experience with multi-location, franchise, or enterprise partner models.

• Healthcare/wellness, specialty services, or financial products marketing experience (plus).

• Experience with Salesforce CRM and Marketing Cloud (or comparable platforms).

• Digitally savvy with working knowledge of paid media concepts, landing pages, tagging/measurement, and optimization.

• Strong project management and prioritization skills; thrives in ambiguity and fast-paced, matrixed organizations.

• Strong communicator and collaborator with the ability to influence without authority.

Grade/Level: 11