VP, Enterprise Marketing Measurement & Analytics Leader

Job Description:

Role Summary/Purpose:

The role of Vice President, Enterprise Marketing Measurement and Analytics Leader is responsible for leading an analytics team to develop and manage Enterprise level standardized & centralized analytic capabilities, tools and dashboards to consistently measure performance of B2C marketing programs and campaigns for Acquisition and Lifecycle campaigns across media channels, as well as to drive adoption of the centralized capabilities and toolsets across marketing teams.  He/she will also lead analytic capability management of the centralized tools and capabilities.  In addition, he/she will lead planning, measurement and optimization of Digital and OMNI channel marketing campaigns and Personalization campaigns leveraging Synchrony channels as well as Lifecycle Marketing Analytics in support of Marketing CoE and Digital CoBrand marketing. 

This will involve opportunity sizing, marketing planning, measurement, consumer targeting, segmentation and optimization for marketing campaigns across customer journey.  This leader will also lead teams to directly partner with central and platform marketing teams to optimize these campaigns.  Last but not least, he/she will serve as the strategic partner with marketing leaders and teams to continuously improve returns of marketing campaigns and deliver profitable and growth for Synchrony and our partners leveraging analytic capabilities and tools.

Our Way of Working

We’re proud to offer you choice and flexibility. At Synchrony, our way of working allows you to have the option to work from home, near one of our Hubs or come into one of our offices. Occasionally you may be required to commute to our nearest office for in person engagement activities such as business or team meetings, training and culture events.

Essential Responsibilities:

Lead teams to provide marketing analytics support and campaign measurement/optimization for Digital and OMNI channel marketing campaigns, Personalization campaigns on Synchrony channels and Lifecycle Marketing campaigns in support of Marketing CoE and Digital CoBrand portfolios.  Examples of responsibilities could include:

• Strategy support, including consumer segmentation, persona and consumer insights

• Program level analytics, including test planning and learning agenda at program level

• Campaign analytics & optimization, including planning, measurement, consumer segmentation, profiling, and targeting and consumer treatment optimization

• Develop analytic agenda and roadmap to help achieve business goals for the marketing campaigns

• Spearhead Analytics development and delivery for new campaigns and capabilities

• Lead analytic and cross functional teams to design, develop, implement and monitor marketing analytics solutions

• Propose new analytic capabilities and solutions to optimize business value and customer experience

• Create test and learn culture through ongoing assessment of marketing programs/campaigns

Lead teams to develop and manage centralized campaign measurement capabilities and tools to enable high level of efficiency and standardization in campaign measurement across thousands of campaigns at Synchrony.  Scope of campaigns include all B2C marketing campaigns across Acquisition and Lifecycle Marketing (thousands of campaigns annually)

• Partner with cross functional leaders and teams to define business requirements for campaign measurement

• Provide thought leadership in measurement KPIs and methodologies to ensure business goals and needs are met

• Ensure analytic deliverables are addressing business needs and meeting business requirements and user requirements

• Validate analytic deliverables on ongoing basis to ensure quality of delivery based on business requirements

Deliver analytic insight and recommended actions based on learning across Synchrony to increase marketing efficiency and ROI

• Deliver measurement dashboards and analytics insights to enable business teams to achieve target goals and returns

• Provide training and timely support to all users

• Share best practice based on analytic insight and diagnostics

• Provide input to marketing campaign design based on business goals to enable measurement of results and learning

Lead analytic capability management of centralized campaign measurement and marketing analytics capabilities and tools

• Develop and manage visions, strategy and analytic capabilities roadmap

• Ensure timely delivery of analytic capabilities and outputs based on agreed upon timeline

• Partner with all stakeholders and users groups to collect input and requirements;  Continually enhance central capabilities and tools based on user input

• Is responsible for ongoing enhancement and update of analytic capabilities/tools to address evolving business goals and needs in partnership with technical product owners

• Led communication of analytic development roadmap with all stakeholders;  Effectively influence adoption of centralized analytic capabilities and tools to enable efficiency and optimization;

• Owns documentation of all capabilities, issues and actions taken

Foster strong partnership and engagement with performance marketing and platform marketing teams

• Effectively engage and partner with marketing teams at all levels, including senior leadership team

• Influence business partners to implement profitable marketing and customer strategies rooted in analytics

• Partner with business teams to develop business case presentations and action plans to support marketing and customer strategy, including targeting recommendations, test design, and cost/benefit analysis to review SYF business teams

• Participate in and present at business leadership meetings representing team and analytics organization

• Influence business strategies and decisions leveraging analytic insight

Partner with Platform Analytics leaders and teams to ensure successful development and adoption of analytic capabilities and tools

• Leverage Platform Analytics leaders and teams as liaison with platform Marketing teams in supporting development and adoption of analytic capabilities and tools

• Ensure regular communication with Platform Analytics teams on vision, plan, roadmap of analytic capabilities

• Empower Platform Analytics teams to help drive adoption of analytic capabilities and delivery of analytic insight leveraging centrally developed capabilities, tools and analytic output

Manage, coach and develop a team of analytics professionals  

• Formulate strategy and action plan to recruit, retain and develop analytic talent

• Coach and develop analytic professional through training and hands on experiences

• Prioritize workflow across teams to ensure highest-quality execution and delivery of campaign measurement and marketing analytics

• Lead analytic team to deliver complex projects from beginning to end, including ideation, data mining, strategy formulation, and presentation of results and recommendations

Lead centralization of additional analytic capabilities for marketing and operations as required by the business.

Perform other duties and/or special projects as assigned

Qualifications/Requirements:

• Bachelor's degree in Statistics, Economics, Mathematics, Computer Science or another quantitative field, OR, in lieu of a degree, a high school diploma and 15 years of experience

• A minimum of 12+ years of experience in leading enterprise-wide analytics across Marketing, Finance, and/or Credit decisions to include:

  o   5+ years developing and implementing marketing analytics and decision optimization capabilities to support business

  o   3+ years of experience leading development and management of centralized analytic capabilities & tools at Enterprise level

  o   3+ years leading large-scale marketing and/or customer analytics projects

  o   5+ years of project management skills and experience

  o   5+ years hands-on experience with SAS, Python, and/or R, SQL

  o   5+ years hands-on experience with data visualization/BI tools, e.g. Tableau, Birst, Power BI

Desired Characteristics:

• 5+ years of analytic leadership/managerial experience within financial services, or credit card payments

• 3+ years product management experience

• Advanced degree in a quantitative field or MBA with Systems and Marketing specialization preferred

• Demonstrated ability to manage remotely located teams in India and the US

• Financial services digital marketing analytics experience

• Strong expertise & knowledge in Digital Marketing and Direct Mail/Email marketing campaigns

• Ability to develop executable strategies, build and lead teams, articulate a clear vision, and deliver results
• Strong ability to engage with business teams and cross functional teams
• Strong verbal and written communication skills; ability to engage effectively with a broad range of audiences including senior business leaders, senior analytics leaders, and highly technical talent
• Ability to influence business strategies and decisions based on analytic insight; Ability to foster partnership and/or influence senior corporate decision makers
• Experience with modeling/forecasting, and strong understanding of targeting and segmentation
• Experience using external data sources to drive growth for clients
• Excellent communication skills both written and verbal
• Ability to ideate, design and lead development of analytic capabilities and solutions
• Solid understanding of credit card industry financial P&L drivers and key sensitivities, with business performance reporting experience
• Ability to synthesize/analyze complex and diverse information and to develop and recommend strategies and communicate them clearly
• Strong project management, communications, multi-tasking, relationship management and influencing skills and the ability to work independently are critical to success
• Demonstrated ability to manage complexity/ambiguity and multiple initiatives
• Advanced skills using Excel and PowerPoint

Grade/Level: 14

The salary range for this position is 170,000.00 - 290,000.00 USD Annual and is eligible for an annual bonus based on individual and company performance.

Actual compensation offered within the posted salary range will be based upon work experience, skill level or knowledge.

Salaries are adjusted according to market in CA, NY Metro and Seattle.

Eligibility Requirements:

• You must be 18 years or older

• You must have a high school diploma or equivalent

• You must be willing to take a drug test, submit to a background investigation and submit fingerprints as part of the onboarding process

• You must be able to satisfy the requirements of Section 19 of the Federal Deposit Insurance Act.

• New hires (Level 4-7) must have 9 months of continuous service with the company before they are eligible to post on other roles.  Once this new hire time in position requirement is met, the associate will have a minimum 6 months’ time in position before they can post for future non-exempt roles.  Employees, level 8 or greater, must have at least 18 months’ time in position before they can post.  All internal employees must consistently meet performance expectations and have approval from your manager to post (or the approval of your manager and HR if you don’t meet the time in position or performance expectations).

Legal authorization to work in the U.S. is required.  We will not sponsor individuals for employment visas, now or in the future, for this job opening. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status. 

Our Commitment:

When you join us, you’ll be part of a diverse, inclusive culture where your skills, experience, and voice are not only heard—but valued. We celebrate the differences in all of us and believe that our individual, unique perspectives is what makes Synchrony truly a great place to work. Together, we’re building a future where we can all belong, connect and turn ideals into action. Through the power of our 8 Diversity Networks+, with more than 60% of our workforce engaged, you’ll find community to connect with an opportunity to go beyond your passions.

This starts when you choose to apply for a role at Synchrony. We ensure all qualified applicants will receive consideration for employment without regard to age, race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or veteran status.

Reasonable Accommodation Notice:

• Federal law requires employers to provide reasonable accommodation to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment.

• If you need special accommodations, please call our Career Support Line so that we can discuss your specific situation. We can be reached at 1-866-301-5627.   Representatives are available from 8am – 5pm Monday to Friday, Central Standard Time

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