AVP, DTC Channel Acquisitions

Job Description:

Role Summary/Purpose:

This role will support in the execution direct to consumer media acquisition campaigns that drive initial purchases and repeat usage and purchase volume. This role would also support the Provider/Client/B2B2C work that has increased with large clients and new affiliate partnerships (e.g., Starship, UHOne, etc) and provide strategic DTC support for Industry-specific (e.g., Pet) DTC campaigns.

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:

• Support media channels such as Display, Video, search, affiliate, social with an emphasis on the paid portion of channels for CareCredit DTC acquisition campaigns

• Support Provider/Client/B2B2C/Paid Search/Social digital efforts with large clients and new affiliate partnerships

• Assist with growing existing campaigns while investigating and implementing new tests to profitably acquire new CareCredit cardholders

• Partner with Paid Media center of excellence organization to drive campaign optimization through testing new techniques, analyzing performance data, and shifting budget to top performing campaign elements, across paid media and/or other marketing efforts

• Partner with internal teams and external agencies on planning, delivery and ongoing optimization of Programmatic campaigns

• Partner with Digital Media Measurement, Ad Ops and analytics team to measure key metrics, reporting and identify insights to translate into campaign improvements

• Collaborate with Paid Media CoE and Account Mgt. during planning and buying cycles to inform audience, inventory and creative strategy, execution and optimization 

• Understand and partner with the Ad Operations team on the tracking for paid media channels, including pixels/tagging and site codes

• Support with budget management, including forecasting, POs and invoicing

• Collaborate with Media and Audience management team on audience strategy including suppression and tollgate reviews

• Perform other projects and duties as assigned

The Ideal Candidate Will Have:

• Solid understanding of channel interactions, funnel stages, and multi-touch attribution

• Strong test & learn approach for assisting with the developing and driving of an ongoing testing roadmap (creative, formats, audiences, tactics, platforms, etc.)

• Ability to grasp complex information and translate into simple ideas and takeaways

• Strong verbal and written communication skills, including ability to write and edit clear copy for ads that presents brand voice in a relevant, meaningful dialogue with target audiences

• Experience with different ad formats across Programmatic/Display, Native, CTV, Search, and Social

• Understanding of digital tools and how they can support the campaign, such as Dynamic Yield, DSPs (DV360, The Trade Desk, Amazon, Verizon), LiveRamp, DoubleVerify, Adobe & Google Analytics, etc.

• Knowledge or experience working within regulated industry (ideally finance), especially with audience targeting, audience development and marketing tollgate (legal, compliance, fair lending) approvals

• Strong interpersonal skills, with ability to influence across functional teams and present to leadership teams

• Strong project management skills, with ability to move campaigns from ideation to execution leveraging project management tools such as WorkFront.

Qualifications/Requirements:

• Bachelor’s degree. In lieu of degree, HS Diploma/GED and 7+ years marketing experience
• 3+ years of experience in Paid Media to include demonstrated passion for digital marketing and knowledge in paid media tagging 
• 1+ years demonstrated strength in media analytics

Desired Characteristics:

• 4+ years of Digital Marketing experience

• 2+ years demonstrated strength in media analytics

• Strong analytic and creative skills with the ability to use both interchangeably

• Ability to manage multiple priorities and thrive in a dynamic and fast-paced environment

• A quick learner with the ability to pick up new tools and ideas quic