AVP, Customer Data Platform Analyst

Job Description:

Role Title: AVP, Customer data Platforms analyst (L11)

Company Overview:  

Synchrony (NYSE: SYF) is a premier consumer financial services company delivering one of the industry's most complete digitally enabled product suites. Our experience, expertise and scale encompass a broad spectrum of industries including digital, health and wellness, retail, telecommunications, home, auto, outdoors, pet and more.

• We have recently been ranked #2 among India's Best Companies to Work for by Great Place to Work. We were among the Top 50 India's Best Workplaces in Building a Culture of Innovation by All by GPTW and Top 25 among Best Workplaces in BFSI by GPTW. We have also been recognized by AmbitionBox Employee Choice Awards among the Top 20 Mid-Sized Companies, ranked #3 among Top Rated Companies for Women, and Top-Rated Financial Services Companies.

• We offer Flexibility and Choice for all employees and provide best-in-class employee benefits and programs that cater to work-life integration and overall well-being.

• We provide career advancement and upskilling opportunities, focusing on Advancing Diverse Talent to take up leadership roles.

Organizational Overview:

The Performance Marketing Team is the engine behind business growth as it handles the majority of marketing activities. This includes targeting the right audience through campaigns, distributing content via channel marketing, conducting a thorough analysis of campaign launches and budgets, and also ensuring compliance via surveillance and governance all to maximize results and maintain a competitive edge. Together this team drives ROI and elevates Synchrony's brand presence in a dynamic market.

Role Summary/Purpose:

The AVP, Customer Data Platform Analyst will be instrumental in supporting the Customer Data Platform activities including data identification & ingestion, platform integrations, data quality, data collection, segmentation, and implementing controls & monitoring.  This role will work cross-functionally to understand data requirements, source applicable data and establish platform integrations and connections across Synchrony and with external partners and providers. In addition, this role will support the vision, strategy and planning of the Customer Data Platform as well as the broader Marketing Technology stack.

Key Responsibilities:

• Ensure the day-to-day operation and health of the customer data platform in support of the broader marketing technology stack

• Assist in the technical design and configuration of the platform's data architecture and identity resolution logic

• Assist in identifying and integrating of 1st, 2nd, & 3rd party data sources supporting marketing use cases and strategic initiatives

• Ability to research a variety of data sources and develop flexible approaches for integrating with existing data model(s)

• Support developing and researching the needed technical ETL requirements for data assets across supporting internal, partner, and/or supplier platforms

• Support the development and implementation of ETL processes within the CDP to include data prep, cleansing, and hygiene

• Supports the tactical implementation of data collection listeners

• Support the planning, building, and distribution of audience segments for use across multi-channel marketing initiatives

• Provide technical feedback and recommendations regarding potential complimentary technologies contemplated within the MarTech stack

Required Skills/Knowledge:

• Bachelor's Degree with focus in Computer Science, Marketing Technology, Information Technology, Engineering and/or Data Analytics with 7+ years of technology, marketing technology, marketing platforms digital media and/or audience management experience or, in lieu of degree, 9+ years of technology, marketing technology, marketing platforms digital media and/or audience management experience.

• Minimum 2+ years of experience working directly with Customer Data Platforms (CDP)

• Minimum 3+ years data integration development experience

• 5+ years of experience with SQL, Python, R, or SAS

• Minimum 5+ years of experience working in Information Technology or Digital Marketing

Desired Skills/Knowledge:

• Demonstrated knowledge and expertise managing complex enterprise Customer Data Platforms

• Strong proficiency with API/Webhook integrations, JavaScript tags and working with tag management platforms

• Experience designing and implementing complex data models

• Experience working with multi-platform ETL processes and managing & troubleshooting data collection protocols

• Experience with data management and data governance practices, including data quality, cleansing, and metadata management

• Working knowledge of SnowFlake, Kafka, Splunk and/or similar types of platforms

• Having experience in working in Gen AI and agentic AI applications example: langgraph, n8n, AWS, co-pilot studio

• Technical knowledge and understanding of digital advertising delivery and media tagging

• Experience with custom identity resolution and online/offline profile merging

• Experience in Agile methodologies and processes

• Strategic and creative thinker always focusing on innovation solutions

• Proven experience synthesizing insights from structured analyses to inform business decisions and communicating with stakeholders in an effective manner.

• Deep knowledge of industry trends relating to customer data platforms, audience development and digital marketing strategies

• Broad experience working with internal cross-functional partners (i.e., IT, Enterprise Operations) to ensure alignment of priorities and requirements.

• Experience with consumer financial services organizations, preferably with exposure to credit card marketing or retail marketing, consumer protection, privacy and related laws and policies.

• Understanding of governmental privacy regulations on the collection and use of customer data (such as GDPR and CPRA) and its overall impact[s] to marketing strategies.

Eligibility Criteria:

• Bachelor's Degree with focus in Computer Science, Marketing Technology, Information Technology, Engineering and/or Data Analytics with 7+ years of technology, marketing technology, marketing platforms digital media and/or audience management experience or, in lieu of degree, 9+ years of technology, marketing technology, marketing platforms digital media and/or audience management experience.

• Minimum 2+ years of experience working directly with Customer Data Platforms (CDP)

• Minimum 3+ years data integration development experience

• 5+ years of experience with SQL, Python, R, or SAS

• Minimum 5+ years of experience working in Information Technology or Digital Marketing

Work Timings:
2 PM to 11 PM IST

For Internal Applicants:

• Understand the criteria or mandatory skills required for the role, before applying

• Inform your manager and HRM before applying for any role on Workday.

• Ensure that your professional profile is updated (fields such as education, prior experience, other skills) and it is mandatory to upload your updated resume (Word or PDF format)

• Must not be any corrective action plan (First Formal/Final Formal, LPP)

• L9+ Employees who have completed 18 months in the organization and 12 months in current role and level are only eligible.

• L9+ Employees can apply.

Grade/Level: 11

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