VP, OnePay Funnel Optimization & Growth Strategy

Role Summary/Purpose:

Reporting the VP, Digital Growth & Acquisition Marketing, this role will serve as a core operator within the acquisition engine, responsible for driving measurable improvements in funnel performance, conversion efficiency, and test-driven growth across the OnePay and Walmart credit portfolio.

This leader will combine marketing expertise with strong quantitative rigor to design, execute, and scale structured experimentation across offers, channels, and customer experiences. The role is critical in translating performance data into clear decisions that accelerate growth and improve acquisition efficiency. 

The ideal candidate brings deep experience in funnel optimization, performance marketing, martech, and experimentation frameworks, with the ability to move fluidly between strategy, analysis, and execution. This role will partner closely across marketing, product, analytics, and credit teams to continuously improve acquisition outcomes within a highly regulated environment.

Essential Responsibilities:

Funnel Optimization & Performance

• Own performance end-to end acquisition funnel, from impression through application, approve and booking

• Identify and prioritize conversion gaps and friction points across digital and in-store entry points

• Drive continuous improvement of key funnel metrics including prequal, application, start, approval and funded account rates

Experimentation Strategy & Execution

• Build and manage a scalable experimentation system, including hypotheses design, test structure, measurement approach and result interpretation

• Develop repeatable testing frameworks and templates to improve speed, consistency, and decision quality

• Partner with analytics and data teams to ensure accurate tracking, attribution, and measurement integrity

• Identify opportunities to automate test readouts, performance tracking and insight generation

Offer & Channel Optimization

• Evaluate performance across paid media, owned channels, and Walmart ecosystems placements

• Isolate drivers of performance across offer, audience, channel and creative variables

• Recommend and implement optimizations to improve conversion, efficiency and volume

• Partner on budget allocation decisions informed by performance insights

Data Translation & Insight Generation

• Translate complex data into clear, actionable insights and recommendations

• Develop repeatable frameworks to improve decision speed and clarity

Cross-Functional Execution & Alignment

• Partner with Product, UX, Analytics, Legal and Compliance to enable test execution and funnel improvements

• Ensure all experimentation and optimization efforts align with regulatory and operational constraints

• Support integration of acquisition strategies into broader campaign, merchandising, and seasonal initiatives.

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

Qualifications/Requirements:

• Bachelor's Degree or, in lieu of a degree, a high school equivalent and 12+ of marketing within the credit card industry to include:

• 8+ years of experience in digital marketing, preferably within financial services, fintech, or retail media

• 5+ years in full-funnel optimization marketing, experimentation and/or performance marketing

  • Proven track record of driving measurable improvements in conversion rates, acquisition efficiency, or growth outcomes

  • Strong analytical capability with proficiency in Excel or equivalent tools for performance analysis

  • Experience improving or building testing infrastructure, reporting systems or performance frameworks

• Ability and flexibility to travel for business as required

Desired Characteristics:

• Strong quantitative and structured thinker with the ability to break down complex problems and testable components

• Demonstrated ability to balance data-driven decision making with business and commercial judgement

• Comfortable operating in ambiguity and identifying the highest-impact opportunities within complex systems

• Clear and concise communicator with the ability to translate data into executive ready insights

• High ownership mindset with a bias toward action and continuous improvement

• Collaborative and adaptable, with the ability to work effectively across cro