AVP, Specialty & Wellness Marketing, Focus Markets

Role Summary/

Purpose:

Synchrony is seeking a dynamic, flexible, and entrepreneurial-minded marketer to accelerate growth across our Specialty & Wellness focus markets. This new role will own client- and market-level marketing strategy and activation for a portfolio that includes contractual partnerships and independent providers. The AVP will serve as the industry expert for key Wellness markets, translating market trends, customer needs, and buyer journeys into innovative, data-driven plans that expand partnerships and drive acquisition, activation, usage, retention, and meaningful business results.

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 sales from key markets.

• Manage marketing for Focus Markets by building plans that drive business growth goals across multiple products and industries. Manage marketing relationships with independent providers, clients, and partners.
• Translate relevant Specialty & Wellness consumer and provider market trends and buyer journeys into data-driven client/partner and industry marketing plans. Ability to build multi-touch, multi-channel campaigns using paid media, social, influencers, email, direct mail, training, and sales enablement.
• Partner regularly with GMs and Sales to translate business strategy into marketing priorities and key strategies.
• Manage and present marketing plans, business reviews, and marketing calendars to leadership, stakeholders, and partners.

• Drivepoint-of-sale/in-location conversion through toolkits, signage, scripts, and training/enablement materials that make financial conversations easier for front-line teams.
• Lead end-to-end execution of multi-channel B2B and B2B2C campaigns across markets to drive:

• provider/location onboarding and engagement
• consumer applications, approvals, and purchase volume growth
• offers, pricing, and promotions to improve usage and retention

• Build and optimize market acquisition and lifecycle marketing 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). Optimize content for GEO and LLMs.
• Identify and manage KOL and influencer campaigns in partnership with cross-functional teams.
• Manage Care Credit brand presence in-market in partnership with Brand and ensure consistent execution across client and partner touchpoints.
• Manage industry event execution across assigned markets.

• Serve as the marketing owner and primary point-of-contact for assigned clients/partners; align marketing priorities to partner objectives and Specialty & Wellness growth goals.
• Build industry relationships and execute partnership marketing plans designed to achieve key business 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, andQ  content.
• Execute targeted account-based/segment-based marketing for priority partner segments and locations.

• 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).

• Use market research and customer insights to inform plans, optimize performance, and improve return on investment.
• Manage budget and expense tracking for assigned marketing programs.
• Leverage AI and Mar Tech capabilities to improve execution efficiency, measurement, and operating rhythm.

• 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.

• Manage cross-functional projects and drive collaboration across multiple levels of management.
• Serve as a Specialty &…