AVP, Specialty & Wellness Marketing

Role Summary/Purpose

Synchrony is seeking a flexible, driven, entrepreneurial-minded marketer to accelerate growth across our Specialty & Wellness markets. This role will own client-level and market-level marketing activation for a portfolio of clients, including contractual partnerships, and independents, working under the VP, Specialty and Wellness.

This role will partner closely with Sales, Client Management, Analytics, Digital, Lifecycle/CRM, Product, and agency teams to deploy B2B and B2B2C programs that drive provider/location engagement, consumer applications, purchase volume, usage/retention, and NCS from key markets.

This is a client facing, individual contributor role (no direct reports) with high visibility and significant cross-functional leadership responsibilities.

• Serve as the marketing owner and primary point-of-contact for assigned clients/partners; align marketing priorities to partner objectives and S&W growth goals.
• Develop quarterly/annual client marketing plans, integrated calendars, and activation roadmaps; coordinate priorities with Sales and Client leaders.
• Support partner operating rhythms including campaign plans, program updates, and Q  content.

Lead end-to-end execution of multi-channel B2B and B2B2C campaigns to drive:

• provider/location onboarding and engagement
• consumer applications, approvals, and purchase volume growth
• usage and retention through lifecycle motions
• Execute targeted account-based/segment-based marketing for priority partner segments and locations.
• Drive point-of-sale/in-location conversion through toolkits, signage, scripts, and training/enablement materials that make financial conversations easier for front-line teams.
• Build and optimize market acquisition and lifecycle communications including email automation and journey mapping (e.g., Salesforce Marketing Cloud or similar platforms) working with cross-functional teams.
• Create and manage content to support acquisition and engagement objectives (case studies, webinars, one-pagers, playbooks, emails, partner toolkits).

• Use analytics, testing, and segmentation to optimize performance; recommend improvements to targeting, messaging, channel mix, and offers/promotions (where applicable).
• Track and communicate outcomes against KPIs (e.g., lead volume, conversion, applications, approvals, purchase volume, usage, ROI).

• Influence and coordinate work across internal partners (Sales, Client Management, Lifecycle, Product, Operations, Risk/Compliance, Finance, Creative/Agency) to deliver quality work on time.
• Perform other duties and/or special projects as assigned.

• Bachelor’s Degree or in lieu of a degree, a high school diploma/GED and 8+ years of relevant marketing experience.
• Minimum 4+ years experience developing and executing multi-channel marketing campaigns (email/CRM, digital, social, direct mail and/or in-location).
• Client-facing experience with comfort presenting plans, results, and recommendations to partner stakeholders.
• Demonstrated experience in B2B marketing; B2B2C experience strongly preferred.
• Willingness to travel up to 30%.
• Ability and flexibility to travel for business as required.

• Experience with multi-location, franchise, or enterprise partner models.
• Healthcare/wellness, specialty services, or financial products marketing experience (plus).
• Experience with Salesforce CRM and Marketing Cloud (or comparable platforms).
• Digitally savvy with working knowledge of paid media concepts, landing pages, tagging/measurement, and optimization.
• Strong project management and…