AVP, Marketing - Consumer Engagement Digital Acquisitions & Early Tenure

Job Description:

Role Summary/Purpose:

The Consumer Engagement Digital Acquisition & Early Tenure role will be responsible for implementing strategies that will drive aggressive digital new account growth and increased cardholder activation and engagement for  our new client, Virgin Red. Specifically, this role will take the lead in standing up a test-and-learn digital acquisition curriculum within  Virgin’s digital channels and preparing for program launch. In addition, this person will design and execute a robust communications plan for newly acquired cardholders to drive card engagement and loyalty. This role sits within the centralized Consumer Engagement Team while working closely and integrally with the client marketing team. Looking for someone who is passionate about digital innovation, delivering extraordinary customer experiences, and has experience in general purpose or cobrand cards.

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.

The successful candidate will have the following essential responsibilities:   

Develop and execute or influence execution of digital acquisition strategy through partner channels including:

• Booking Path (Apply & Buy)

• Deep digital marketing integration in the partners’ domain, native mobile app and CRM journey

• SYF-deployed acquisition emails (ITA, Restricted ITA, Prescreen)

Develop and execute early tenure curriculum built on best practices with a test and learn approach, including:

• Ownership of Early Tenure onboarding cross-channel communications

• Uncovering unique cardholder segments and designing communications to meet their specific needs as portfolio matures 

• Ongoing refinement and optimization of curriculum based on client, customer and SYF opportunities

• Develop team on other clients and other marketing projects that span across the customer journey

• Deepen partnership with emerging SYF and Vendor technology and platform refinements (SYF Products, Features, Channels & Capabilities) to fuel growth

• Implement A/B testing plans, segmentation and personalization strategies to drive lifts in response

• Lead all necessary reviews/tollgates, while maintaining a key focus on all major risk areas (Fair Lending, UDAAP) through careful adherence to policies, standards and legal reviews

• Manage Workfront processes (e.g., project brief, workbook requirements, creative review, and LRB sign-offs)

• Proactively identify and escalate issues - with a mindset and will to uncover solutions 

• Monitor and measure performance of all digital marketing campaign metrics versus plan

• Own campaign performance, inclusive of pulling campaign data, measuring campaign impact, tracking performance overtime and analyzing for key stakeholders via presentations

• Support efforts to create enterprise-wide digital acquisition and Early Tenure best practices and share through centralized campaign strategies benefiting all SYF clients

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

Qualifications/Requirements:

• Bachelor's degree or in lieu of degree, high school diploma/GED and 9+ years of Digital and Lifecycle Marketing

• 5+ years of experience in digital platform management and/or marketing with a combination of web, email, mobile experience, with the ability to create, manage and deliver against large, interdependent project plans.

• 3+ years of analytics experience with competencies in analytic tools, dashboards and tracking – includes tracking code implementation, as well as expertise in analyzing and interpreting data to uncover opportunity areas

• Ability to travel as needed (~30%).

Desired Characteristics:

• Degree from an accredited university or college; preferably in Business, Marketing or Technology

• Consumer/digital first mentality

• Marketing experience preferably in cobrand, digital, technology platform, direct marketing, credit card or financial services.

• Experience influencing organizations and other professionals

• Experience in and passion for project management and heavy campaign execution to bring strategy to life

Grade/Level: 11

The salary range for this position is 90,000.00 - 155,000.00 USD Annual and is eligible for an an