VP, Specialty Retail Marketing Leader

$150,000 - $250,000/Yr

Synchrony - Saint Paul, MN

Full-time - Senior

Remote - Saint Paul, MN

Credit Intermediation and Related Activities

About the position

The VP, Specialty Retail Marketing Leader will spearhead the marketing organization for retail financing programs specifically tailored for the specialty retail industry. This role is pivotal in crafting and executing marketing strategies and tactics that align with our retail partners' business objectives while also driving Synchrony's growth metrics. The successful candidate will collaborate closely with both the Synchrony sales team and our retail partners to foster incremental cardholder growth and enhance card usage. This position not only requires strategic oversight but also involves direct leadership of a team, ensuring that marketing initiatives are effectively implemented and monitored for success. In this capacity, the VP will partner with business and client teams to lead the development and execution of dynamic annual growth strategies and plans. This includes creating new client financing program value propositions and go-to-market strategies, establishing key relationships at senior levels within client organizations, and integrating clients' business objectives and marketing calendars into the planning process. The role demands a keen understanding of market dynamics, allowing the VP to optimize marketing spend and pursue additional funding to meet growth goals. Furthermore, the VP will be responsible for identifying portfolio segments to target for partner and business gain, managing all aspects of the value proposition, and ensuring program profitability through continuous enhancements. The VP will also oversee the performance of key credit and marketing metrics, assist in the Synchrony Financial planning cycle, and lead a team of direct reports. This position is designed for a leader who is not only strategic but also hands-on, capable of driving programs in a multi-channel environment and ensuring that digital assets are optimized for maximum impact. The role is essential for pushing innovative thinking and maintaining a competitive edge in the specialty retail market.

Responsibilities

• Partner with business and client team to lead, develop, implement, and monitor dynamic annual growth strategies and plans.
• Lead and develop new client financing program value propositions and go to market strategies.
• Establish and develop key relationships at senior levels of client organizations.
• Understand and incorporate clients' key business objectives, strategic vision, and marketing calendar into the planning process to achieve set objectives.
• Optimize marketing spend and pursue additional funds to meet growth goals.
• Identify portfolio segments to target for partner and business gain; test and implement programs to grow these segments.
• Manage all aspects of the value proposition, including acquisition offers, lifecycle campaigns, loyalty programs as well as tracking industry trends, competitor's and customer experience metrics.
• Ensure program profitability and penetration through continued enhancements.
• Drive programs to effectively work in a multi-channel environment.
• Ensure digital assets are in place and optimized.
• Push for cutting edge thinking and agenda.
• Monitor & manage performance of all key credit and marketing metrics vs. plan.
• Assist in the development of the Synchrony Financial planning cycle.
• Lead and develop a team of direct reports.
• Perform other duties and/or special projects as assigned.

Requirements

• Bachelor's degree or, in lieu of a degree, a high school diploma/GED and 15 years of marketing experience.
• A minimum of 10 years of marketing experience, preferably in credit card or financial services.
• 10 years of growth marketing leadership with exposure to consumer-facing programs and products.
• 8 years of experience with developing and delivering financial services products via digital channels.
• Demonstrated successful people leadership experience.
• Direct marketing experience with both acquisition and loyalty/lifecycle channels.
• Experience developing/executing customized value propositions.
• Ability to fully diagnose a market and identify growth opportunities.
• Digital marketing expertise in paid and owned channels.
• Ability to build business cases and balance metrics/creativity to influence GM and client C-Suite.
• Skilled at using data to drive business decisions; experience working with client data-share initiatives desirable.
• Ability to diagnose and stop work processes with low ROI as well as elevate high ROI initiatives.
• Ability to travel as needed (~25%).

Nice-to-haves

• Advanced degree (MS, MBA).
• Demonstrated project management skills.
• Strong problem-solving skills with a demonstrated ability to evaluate situations using multiple sources of information.
• Ability to manage and motivate marketing staff to attain high levels of performance.
• Experience in the specialty retail industry including: music, gaming and specialty clothing brands.

Benefits

• Work from home option
• Annual bonus based on individual and company performance
• Salary range of $150,000 - $250,000 based on experience and skill level