Job Description:

Role Summary/Purpose:

The role of Vice President, Scalable Marketing Measurement Leader is responsible for leading an analytics team to develop and manage Enterprise level standardized and scalable central analytic capabilities, tools and dashboards to consistently measure performance of B2C marketing campaigns.  This leader will lead a team to leverage combination of tools such Tableau, Power BI, Master Test & Learn, Dynamic Yield, SAS, Python and Excel to continually develop standardized and summarized data as well as reports and dashboards to enable automation, consistency and scale in measuring marketing campaigns.

The analytic capability and output will enable measurement and optimization of marketing programs and campaigns at different levels, but not limited to Enterprise level, platform level, portfolio level, and consumer segment level.  This leader is responsible for ensuring the campaign measurement results are in alignment with business requirements and technical accuracy.  This leader will also partner with business facing analytic teams and central and platform marketing teams to increase adoption of the central capabilities & tools and maximize value of analytics to the business. 

 

The scope of marketing campaigns include (but may not be limited to) the following:

• Campaign categories:  Lifecycle Marketing; Acquisition Marketing; ACE and Consumer Engagement Marketing

• Marketing platform / channel:  Direct Mail; Email; Digital Paid Media; Personalization campaigns at Synchrony channels/platforms

• Key metrics:  Engagement metrics; Sales metrics; Revenue / Profit metrics; Marketing Costs; RoA; RoI

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:

Effectively plan for development of analytic capabilities in partnership with stakeholders, users, and analytic partners

• In partnership with analytic leadership team and analytic capability management, clearly define business goals, objectives, use cases, requirements and scope

• Craft design of analytic capability and product;  Review design with key stakeholders for input and buy in.  Examples of key components of design could include list of KPIs to support use case, definition of KPIs, data, methodologies  and solutions to address technical challenges. 

• Develop and manage visions, strategy and analytic capabilities roadmap in partnership with analytic and business partners

• Develop and communicate resource plan; Partner with stakeholders to prioritize projects, capabilities and features based on resource availability

Lead teams to develop analytic capabilities, tools, reports and dashboards

• Develop and communicate project plan and resource assignment

• Provide regular update on status, issues and proactively create solutions to address issues

• Ensure timely delivery of outputs and results

• Proactively inform stakeholders regarding changes project plan / timeline; Ensure stakeholder buy in on changes.

Ensure analytic capabilities and outputs are meeting business and technical requirements as well as are enhancing user experience    

• Provide ongoing validation of analytic outputs to ensure that the tools are providing the desired results.  This could include checking, validation and/or review of

• Input data

• Analytic methodology

• Output results

• Conduct user surveys and feedback sessions regularly

• Proactively enhance the capabilities and outputs and address issues and/or for ongoing improvement

• Communicate validation results and capability enhancement plan/roadmap with stakeholders and user community

Enable platform analytics and other central analytics teams to provide analytic insight and recommended actions based on learning across Synchrony to increase marketing efficiency and ROI

• Share best practice based on analytic insight and diagnostics

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

• Provide training to all users

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 adoption of centralized analytic capabilities and tools by providing training and user testing

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 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

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 12+ years of experience
• A minimum of 9+ years of experience leading marketing analytics to include the following: 
• 5+ years developing and implementing marketing analytics and decision optimization capabilities 
• 3+ years of experience leading development and management of centralized analytic capabilities & tools 
• 5+ years leading large-scale marketing and/or customer analytics projects including program and project management 
• 5+ years hands-on experience with SAS, Python, and/or R, SQL 
• 5+ years hands-on experience with data visualization/BI tools, e.g. Tableau, Birst, Power BI 

Desired Characteristics:

• 5+ years' experience leading Digital Marketing Analytics

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

• 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

• Ability to ideate, design and lead development of central analytic capabilities and solutions that are highly scalable

• Ability to develop executable strategies, build and lead teams, articulate a clear vision, and deliver results at committed timeline

• Ability to be hands on as well as coach teams in developing analytic capabilities and tools

• Ability to demonstrate palatability and accuracy of analytic results;  Proactively identify and resolve issues as required by business;

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

• Strong program management and project management skills

• Solid understanding of product management practices

• 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

• Excellent communication skills both written and verbal

• 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: 13

The salary range for this position is 150,000.00 - 250,000.00 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

Job Family Group:

Data Analytics