VP, Enterprise Marketing Measurement & Analytics Leader

Job Description:

Role Summary/Purpose:

The role of Vice President, Enterprise Marketing Measurement and Analytics Leader is responsible for leading an analytics team to develop and manage Enterprise level standardized & centralized analytic capabilities, tools and dashboards to consistently measure performance of B2C marketing programs and campaigns for Acquisition and Lifecycle campaigns across media channels, as well as to drive adoption of the centralized capabilities and toolsets across marketing teams.  He/she will also lead analytic capability management of the centralized tools and capabilities.  In addition, he/she will lead planning, measurement and optimization of Digital and OMNI channel marketing campaigns and Personalization campaigns leveraging Synchrony channels as well as Lifecycle Marketing Analytics in support of Marketing CoE and Digital CoBrand marketing. 

This will involve opportunity sizing, marketing planning, measurement, consumer targeting, segmentation and optimization for marketing campaigns across customer journey.  This leader will also lead teams to directly partner with central and platform marketing teams to optimize these campaigns.  Last but not least, he/she will serve as the strategic partner with marketing leaders and teams to continuously improve returns of marketing campaigns and deliver profitable and growth for Synchrony and our partners leveraging analytic capabilities and tools.

Our Way of Working

We’re proud to offer you choice and 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 may be required to commute to our nearest office for in person engagement activities such as business or team meetings, training and culture events.

Essential Responsibilities:

Lead teams to provide marketing analytics support and campaign measurement/optimization for Digital and OMNI channel marketing campaigns, Personalization campaigns on Synchrony channels and Lifecycle Marketing campaigns in support of Marketing CoE and Digital CoBrand portfolios.  Examples of responsibilities could include:

• Strategy support, including consumer segmentation, persona and consumer insights

• Program level analytics, including test planning and learning agenda at program level

• Campaign analytics & optimization, including planning, measurement, consumer segmentation, profiling, and targeting and consumer treatment optimization

• Develop analytic agenda and roadmap to help achieve business goals for the marketing campaigns

• Spearhead Analytics development and delivery for new campaigns and capabilities

• Lead analytic and cross functional teams to design, develop, implement and monitor marketing analytics solutions

• Propose new analytic capabilities and solutions to optimize business value and customer experience

• Create test and learn culture through ongoing assessment of marketing programs/campaigns

Lead teams to develop and manage centralized campaign measurement capabilities and tools to enable high level of efficiency and standardization in campaign measurement across thousands of campaigns at Synchrony.  Scope of campaigns include all B2C marketing campaigns across Acquisition and Lifecycle Marketing (thousands of campaigns annually)

• Partner with cross functional leaders and teams to define business requirements for campaign measurement

• Provide thought leadership in measurement KPIs and methodologies to ensure business goals and needs are met

• Ensure analytic deliverables are addressing business needs and meeting business requirements and user requirements

• Validate analytic deliverables on ongoing basis to ensure quality of delivery based on business requirements

Deliver analytic insight and recommended actions based on learning across Synchrony to increase marketing efficiency and ROI

• Deliver measurement dashboards and analytics insights to enable business teams to achieve target goals and returns

• Provide training and timely support to all users

• Share best practice based on analytic insight and diagnostics

• Provide input to marketing campaign design based on business goals to enable measurement of results and learning

Lead analytic capability management of centralized campaign measurement and marketing analytics capabilities and tools

• Develop and manage visions, strategy and analytic capabilities roadmap<