VP Acquisition & Content Leader

$150,000 - $250,000/Yr

Synchrony - Alpharetta, GA

Full-time - Senior

Remote - Alpharetta, GA

1,001-5,000 employees

Credit Intermediation and Related Activities

About the position

The VP Acquisition & Content Leader at Synchrony Consumer Bank is a strategic leadership role focused on driving consumer acquisition initiatives. This position is responsible for developing and managing the acquisition strategy, overseeing digital and traditional marketing campaigns, and optimizing performance to achieve substantial deposit growth. The role requires a hands-on approach to lead a team of digital acquisition strategists and manage the advertising budget while innovating new capabilities to enhance customer engagement.

Responsibilities

• Lead and participate hands-on in the development, execution, and management of all acquisition strategy for the Consumer Bank through traditional & digital campaigns.
• Drive acquisition campaign performance by leveraging data, testing new marketing techniques and shifting marketing spend to top performing tactics.
• Create and review forecasts; develop budget plans and recommendations for media campaigns.
• Lead a team of digital acquisition strategists responsible for day-to-day operations with Synchrony's internal paid media team.
• Manage the entire Consumer Bank advertising budget, including setting up POs, managing vendors, etc.
• Develop new capabilities and processes to drive new account and deposit balances via new channels for the Bank - such as Social, Video, Native, etc.
• Partner with the Digital COE to leverage the CDP or other marketing tools that help with increased personalization, create better user experiences, and drive improved business results.
• Partner with analytics/insights and finance teams to create multi-channel attribution and to establish key metrics for success of Consumer Bank's marketing campaigns.
• Deliver succinct presentations to showcase results against goals, share successes and learnings and recommend action plans for continual improvement.
• Build and deliver against Bank Acquisitions 3-Year Strategy - in order to drive better use of data, improved bank prospect experience, and improved growth efficiency.
• Perform other duties and/or special projects as assigned.

Requirements

• Bachelor's Degree or, in lieu of a degree, a high school diploma and 12+ years of marketing or experience focused on driving growth in digital channels.
• A minimum of 7+ years of marketing experience to include: 5+ years focused on user acquisition in digital channels.
• 5+ years expertise in SEM, social media, programmatic, video, affiliate, partner, sponsorship, content, print, local/location, event, and other key marketing channels.
• 4+ years demonstrated experience innovating channel acquisition programs and optimizing ROI for campaigns based off available data and KPI feedback.
• 3+ years digital marketing project management experience.
• Leadership experience with direct reports.

Nice-to-haves

• Demonstrated ability to innovate and optimize multi-channel acquisition programs.
• Experience working with digital marketing technology tools and measurement systems - such as Google Marketing Platform, Google Campaign Manager, DV360, Looker, Data Studio, Google Analytics4, Big Query and/or Adobe Analytics.
• Relevant experience working with global agencies, Google, Meta, Amazon, Disney, Pinterest, Yelp, Trade Desk, and other best-in-class ad platforms and exchanges.
• Knowledge of Banking and Deposit accounts (i.e. Savings, Checking, CDs, etc.).
• Understanding of financial service industry dynamics and P&L.
• Strong interpersonal skills, with ability to influence across cross-functional teams.

Benefits

• Work from home
• Annual bonus based on individual and company performance