Director, Consumer Acquisition

Credit Acceptance is proud to be an award-winning company recognized both locally and nationally across multiple workplace categories. Our world-class culture is shaped by dedicated team members who are driven to succeed as professionals individually and together as a team. Backed by a strong product, exceptional people, and a stable financial foundation, we’ve grown into a leading provider of used and new car financing across the country.

Our Support teams work with multiple departments in a dynamic environment that promotes flexibility and autonomy, while offering the opportunity to collaborate with a diverse group of professionals. We work to comply with our company standards, exceed customer expectations, and drive our Great Place to Work culture. We deliver high-quality services aligned to business needs, driving innovative improvements that support our company strategy and modern operating principles.

We are seeking a Director of Consumer Acquisition to join the Credit Acceptance marketing team, reporting to the VP of Consumer Marketing. Credit Acceptance helps people with credit challenges buy a vehicle and build a stronger financial future. This leader owns how we find those consumers, earn their trust enough to take the next step, and connect them to a Credit Acceptance dealer who can get them into a car — and is accountable for the incremental contracts that result.

This role owns the consumer acquisition engine across owned, organic and paid channels, along with a dedicated innovation agenda for the new channels, markets and value propositions that will drive the next stage of growth. That includes the Digital Vehicle Marketplace — giving consumers the ability to shop for and purchase a vehicle online from a Credit Acceptance dealer. This leader builds the demand that brings shoppers to it and takes it into new markets.

This leader is expected to define where consumer acquisition should be in the next several years, set the growth target and investment plan that gets us there, and make the calls on what to fund, scale or stop. Success requires sharp critical thinking and business judgment, the habit of framing problems in numbers before solving them, and someone who moves fluidly between strategy and execution.

Outcomes and

Activities:

This position will work from home; occasional planned travel to our Southfield, Michigan office may be required. However, this position is permitted to work at our Southfield, Michigan office if requested by the team member.

Own the consumer acquisition strategy, growth target and investment plan, directly accountable for incremental acquisition contracts, blended customer acquisition cost and visit-to-lead conversion.

Allocate budget across owned, organic, paid and new bets, and make the channel mix tradeoffs explicit based on contract outcomes rather than lead volume alone.

Grow owned and organic demand — search and AI-driven discovery, content strategy, owned audiences and re-engagement of shoppers who did not convert — to build a growth engine that does not depend on paid media.

Optimize paid demand across search, paid social, affiliates and direct mail, including targeting, bid strategy, creative testing and cost-per-lead management toward contract outcomes.

Lead an acquisition innovation agenda that pilots new channels, markets and consumer value propositions, including entry into new Digital Vehicle Marketplace markets, and hands proven plays off to scale.

Act as the business owner for acquisition initiatives and seasonal promotions: set the success measure, baseline and size in the brief, and make the go / no-go and scale-or-stop calls.

Set the acquisition goal and brief for the partner teams that build and deliver the work:
Digital (website,…