AVP, Lifecycle and Loyalty – Ashley Furniture Portfolio

Job Description:

Role Summary/Purpose:

The L11 Lifecycle & Loyalty Marketing Lead will play a strategic role in owning the end-to-end cardholder lifecycle strategy—from acquisition through long-term engagement—for the Ashley Furniture credit card program. This role will define the customer journey and key touchpoints, lead the planning and execution of lifecycle and loyalty initiatives, and drive deeper engagement to maximize cardholder lifetime value, repeat purchase, and portfolio growth.

This individual will serve as a thought leader and internal subject matter expert on retail loyalty/rewards best practices, lifecycle marketing trends, and competitive intelligence, translating insights into clear recommendations and a forward-looking roadmap. The role partners closely with Ashley marketing stakeholders and Synchrony cross-functional teams (Analytics, Digital, Sales, Risk, IT, Legal/Compliance, etc.) to prioritize opportunities, enable new capabilities, and deliver measurable outcomes.

Our Way of Working

We’re proud to offer you flexibility. At Synchrony, our way of working allows you to have the option to work from home near one of our Hubs or come into one of our offices. Occasionally you will be required to commute or travel for in person engagement activities such as business or team meetings, training and culture events. 

*Field Sales and some Commercial team roles may have varied location requirements based upon partner obligations or preferences. 

Essential Responsibilities:

• Develop and own the overall lifecycle strategy for Ashley cardholders—aligning journey design, segmentation, and channel strategy to drive engagement, repeat purchase, and program value.

• Define key lifecycle touchpoints and campaign architecture, including (but not limited to) Early Month on Books, national/promotional sales events, and trigger-based life stage marketing.

• Plan, execute, and optimize lifecycle and loyalty campaigns; monitor budget, performance, identify gaps, and recommend strategic and tactical enhancements to improve program outcomes.

• Serve as the loyalty and rewards thought leader for the Ashley program—bringing forward POVs on reward structures, engagement tactics, omni-channel experience improvements, and emerging loyalty trends.

• Lead competitive and industry reviews of retail rewards, loyalty programs, and lifecycle best practices; benchmark against best-in-class programs and translate findings into actionable recommendations and differentiation opportunities.

• Leverage analytics and customer insights (e.g., CRM inputs, data sharing, campaign measurement) to identify opportunities, quantify impact/ROI, and “sell in” strategies to stakeholders.

• Incorporate Ashley’s business objectives, strategic vision, and marketing calendar into lifecycle and loyalty planning to ensure tight alignment and timely execution.

• Partner cross-functionally with Client Marketing, Digital, Sales, Risk, and IT to support enablement of new products and capabilities (e.g., platform enhancements, targeting/automation improvements), including requirement definition and prioritization.

• Build and maintain strong relationships with key internal partners and Ashley marketing leaders to ensure alignment, clear governance, and consistent delivery.

• Ensure compliance-by-design by partnering with Legal and Compliance to understand regulatory considerations impacting loyalty/rewards and embedding controls without sacrificing customer experience.

• Lead/support special projects that advance the loyalty and lifecycle roadmap and strengthen Ashley’s competitive positioning.

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

Qualifications/Requirements:

• Bachelor's Degree or, in lieu of a degree, a high school equivalent, 7 years of progressive experience in a marketing or customer analytics role at financial services organization.

• 3+ years of lifecycle marketing customer experience-oriented role within Financial Services, high-tech industries or retail

• Ability to travel as needed; ~15% (for client meetings, internal planning sessions, and key program milestones).

• Ability and flexibility to travel for business as required

Desired Characteristics:

• Breadth of knowledge and experience in marketing B2C/B2B/B2B2C.

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