Vp, Consumer Marketing, Acquisitions

3 weeks ago

Costa Mesa, United States Synchrony Full time

**Job Description**:
**Role Summary/Purpose**:
This leadership position spearheads Synchrony Health and Wellness’ critical consumer acquisition initiatives. Reporting to the SVP, Consumer Marketing, this position will lead digital acquisition and be required to develop the acquisition strategy and manage the day-to-day running of all consumer acquisition programs including paid media, organic media, social media, SEO, affiliate, referral, lead generation, prescreen/prequal campaigns, continuously optimizing our approach. Managing channels that often serve as the first point of contact with prospective customers, the Vice President of Consumer Marketing, Acquisitions plays a crucial role in shaping the consumer's initial path to purchase. This role demands a strategic thinker who can innovate and adapt within a fast-paced, dynamic environment while executing strategies that drive substantial business growth. This includes developing and implementing our go-to-market strategy and leading the team focused on product acquisition as well as driving revenue through initial and subsequent transactions.

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.

**Essential Responsibilities**:

- Develop and execute a comprehensive product marketing and consumer acquisition strategy across all consumer touchpoints, including digital and physical locations, across multiple channels including in-office, paid media, partner affiliate, consumer referral, lead generation, and prescreen/prequal campaigns leveraging all relevant paid and organic media to enhance brand visibility and drive engagement.
- Oversee the DTC performance team and collaborate effectively with an internal paid media agency and external partners on strategy, creative, and production. Evaluate and optimize team structure to boost capabilities and ROI.
- Exercise a high degree of autonomy in budget allocation to strategically fund initiatives that maximize new account growth and enhance the first purchase value, reflecting the acquisition of high-quality customers.
- Optimize consumer funnel from awareness to conversion, ensuring best in class experience and increasing funnel throughput. Work with internal team and external agencies to create innovative marketing assets that attract prospects, align to the buyer's journey, and accelerate the purchase decision.
- Work closely with the Consumer Marketing team, Health & Wellness teams, Enterprise, and other teams as required to design, implement, and optimize the overall acquisition strategy, consumer experience, test & learn, and tactical rollout of campaigns.
- Uncover what motivates various personas to evaluate and purchase across their lifecycle, guided by data-driven insights, and translate into action plans.
- Identify new partners, platforms, and opportunities to increase campaign performance KPIs; manage primary vendor and agency relationships.
- Stay at the forefront of marketing technology and trends to implement cutting-edge solutions. Responsible for a specific two-year roadmap that aligns with the overall consumer marketing strategy, integrating new technologies to enhance effectiveness.
- Partner with the Consumer Marketing team, research team, B2B team, finance team, internal COE teams, including Digital COE, to maximize available technology & to create new processes to ensure marketing strategies are comprehensive and integrated across the company, maximizing insights and resources from different departments and increase overall program effectiveness.
- Create and review forecasts; develop budget plans and recommendations for partner integrations and media campaigns.
- Compose and maintain program plan, project schedule/timeline, creative briefs, and other project-related materials.
- Work closely with data analytics partners to drive actionable campaign improvements; focus on primary KPIs related to new account growth and sales, utilizing secondary paid media KPIs to support these goals. Employ advanced analytics to link marketing activities directly to revenue generation and customer acquisition and effectively turn reporting and analysis into insights and strategies.
- Deliver succinct presentations to showcase results against goals, share successes and learnings and recommend action plans for continual improvement.
- Assist in developing the overall consumer marketing roadmap and own a detailed two-year plan, ensuring strategies are proactive and adaptable to market changes.

**Qualifications/Requirements**:

- Bachelor's Degree or, in lieu of a degree, a high school diploma and 12+ years of marketing experience in the credit card or financial services industries
- A minimum of 7+ years of marketing experience to include:

- 5+ years focused on user ac

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