Head of Direct Marketing- Credit Card Acquisitions

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Job Description

We are seeking a strategic and people-focused Head of Direct Marketing for the Credit Card department, responsible for driving our next stage of customer growth through innovative and effective direct marketing channels. This customer-centric leader will deliver acquisition growth across the U.S. Bank credit card portfolio by managing audience creation of deepening and prospecting models, leading strategic investment decisions across paid marketing channels and have a focused-on lens on full-funnel optimization to scale growth efficiently.

The ideal candidate will demonstrate a proven expertise in acquisition funnel management and a passion for driving organic growth.

This person will work with USB colleagues and 3rd parties to build the strategic roadmap to acquire new card members profitably and y will identify, size, and prioritize acquisition investments, capabilities, and campaigns to drive growth by attracting new applicants and driving conversion across our U.S. Bank Branded Consumer Cards, Small Business cards, and our Partner Cards.

This leader should have strong knowledge of audience and analytical tools to reach the right customers and prospects, at the right moment, with the right product. They will partner closely with internal stakeholders and a creative center of excellence to build alignment between audience, paid investments and messaging to maximize performance.

The role requires experience in customer acquisition in credit cards, including targeting, testing, digital marketing, direct mail, and funnel optimization.

Key Responsibilities

* Lead the development and execution of customer acquisition strategies for the credit card portfolio.

* Create and refine target audiences using advanced segmentation and modeling techniques.

* Guide the team in building and optimizing deepening and prospecting models to maximize acquisition effectiveness, with experience in leveraging AI model development and analytics.

* Manage all paid digital media campaigns, including Connected TV, Linear TV, paid social, organic social, paid search, display advertising, influencer, and PR.

* Oversee affiliate marketing partnerships to expand reach and drive qualified leads.

* Direct the planning and execution of direct mail and email campaigns to support acquisition goals.

* Optimize website content and user experience for improved conversion rates and lead generation.

* Analyze campaign data, customer insights, and conversion metrics to inform decision-making and report on KPIs to executive leadership.

* Lead a high-performing team that influences and fosters a collaborative environment across the organization

* Ensure compliance with corporate policies and regulatory requirements

Essential

Qualifications:

* 10+ years of banking experience

* 5+ years of management experience

* BA/MBA in finance, accounting, or other related field

* Well-developed leadership abilities and strategic management skills

* Knowledge of unit(s) and relation to industry

* Well-developed verbal and written communication skills

* Well-developed analytical, decision-making and problem-solving skills

* Considerable tact, diplomacy and people skills.

Preferred Skills/

Experience:

* Proven experience managing and mentoring a high-performing marketing team.

* Demonstrate deep expertise in leveraging AI and advanced analytics to design, validate, and optimize acquisition, deepening, and prospecting models, translating insights into measurable business impact.

* Proven track record in managing direct marketing channels, including digital, affiliate, mail, and email

* Extensive experience leading acquisition funnels…