VP, H&W Marketing – Specialty

Job Description

Synchrony is looking for a dynamic, entrepreneurial marketing leader to collaborate strategically with our Specialty platform General Managers in driving growth across our cosmetic, vision, and hearing markets. This is an exciting opportunity to build a high‑impact, data‑driven demand generation engine that spans the entire customer journey by leveraging cutting‑edge marketing technologies to optimize acquisition, activation, engagement, and retention for diverse audiences including both consumers and providers.

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.

Lead, mentor and inspire a high performing marketing team to develop a best‑in‑class demand generation engine by designing innovative, data‑powered marketing strategies, utilizing Mar Tech platforms and tools to execute targeted, multi‑channel campaigns focused on lead generation, pipeline acceleration, customer activation, and retention for the specialty market. Partner with sales teams to craft and implement go‑to‑market strategies that deepen client engagement, increase product usage, and enhance profitability.

Drive growth of contractual client and partner relationships by innovating marketing plans and go‑to‑market tactics in close partnership with sales and client leadership. Own and execute brand‑building initiatives that enhance brand equity and reinforce value propositions across cosmetic, vision, and hearing markets, aligning with the broader organization’s brand. Translate consumer insights, competitive intelligence, and data analytics into actionable marketing plans and scalable campaigns that produce quantifiable business results.

Design and implement B2B and B2B2C marketing programs that accelerate the acquisition of new providers and consumers while maximizing volume growth and retention. Lead cross‑functional collaboration across analytics, finance, Health & Wellness marketing, and agency partners to ensure optimized campaign performance and ROI. Manage marketing budgets, including forecasting, resource allocation, and expense tracking. Serve as a trusted advisor by presenting marketing strategies, quarterly business reviews, and annual marketing plans to senior leadership.

Perform other duties and/or special projects as assigned.

Bachelor’s degree required; alternatively, a high school diploma with 10+ years of marketing experience is acceptable. Minimum of 7 years of progressive marketing leadership experience, with demonstrated success in developing and executing multi‑channel marketing strategies, with a strong digital marketing emphasis. At least 5 years of client‑facing experience in sales, marketing, or business development roles. Proven track record in building and managing demand generation engines and go‑to‑market strategies supported by robust marketing technology infrastructures (e.g., CRM, marketing automation, analytics platforms).

Experience in consumer marketing, preferably within regulated industries such as healthcare, cosmetic, vision, hearing, or financial services. Demonstrated ability to lead and influence cross‑functional teams within complex, matrixed organizational structures. Willingness and ability to travel approximately 40 %.

Master’s in Business Administration (MBA) or equivalent advanced degree. Expertise in marketing technology, including tools and platforms that enable execution and measurement of demand generation activities. Exceptional strategic thinker and data‑driven decision maker with a proven record of innovation to unlock growth. Excellent communication, presentation, and interpersonal skills with the ability to influence stakeholders at all organizational levels. Collaborative leader and active listener who thrives in fast‑paced, entrepreneurial…