VP B2B Lifecycle Marketing Auto

Job Description

Synchrony is seeking a strategic, data‑driven Vice President of B2B Lifecycle Marketing to architect and scale customer journeys that drive merchant engagement, retention, and long‑term value within the Home & Auto segment. This high‑impact leadership role will own the end‑to‑end lifecycle marketing strategy and overall program leadership aimed at small business merchants. The VP will define and execute scalable, data‑driven marketing approaches that enhance merchant satisfaction, fuel revenue growth, and strengthen Synchrony’s competitive position in the marketplace.

Success in this role requires a strong strategic mindset, deep cross‑functional collaboration, and expertise in lifecycle marketing and financing products.

We’re proud to offer you 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 or travel for in‑person engagement activities such as business or team meetings, training and culture events.

• Lead and mentor a high‑performing team, including direct reports, ensuring alignment on strategic priorities, professional development, and operational excellence.
• Develop and execute a comprehensive B2B lifecycle marketing strategy tailored to small merchant customers, focusing on driving customer applications, retention, and growth.
• Oversee the design and delivery of multi‑channel marketing campaigns and orchestrated customer journeys across email, digital, social, direct mail, and other channels.
• Collaborate closely with cross‑functional partners – including Go to Market, Merchant Experience, Legal, and external creative agencies – to build integrated, compliant marketing programs that align with business objectives.
• Proactively engage internal stakeholders across functions to ensure campaign alignment, synergy, and measurable support of revenue goals.
• Leverage behavioral segmentation, event‑triggered campaigns, funnel design, and customer journey automation to deliver personalized and timely communications.
• Utilize advanced data analytics and merchant insights to segment audiences, measure campaign effectiveness at a macro level, and continuously refine marketing strategies for optimal impact.
• Champion innovation in lifecycle marketing through adoption of AI‑powered tools, enhanced automation, digital workflow integration, and dynamic, data‑driven messaging tailored to merchant preferences and behaviors.
• Establish, monitor, and report on key performance indicators (KPIs) and lifecycle marketing program metrics to senior leadership; use insights to guide strategic decision‑making and continuous improvement.
• Perform other duties and/or special projects as assigned.

• Bachelor’s Degree or, in lieu of a degree, a high school equivalent and 10+ years of marketing experience to include:
• 5+ years in B2B lifecycle marketing or related roles within financial services, fintech, or the Home & Auto industries.
• Proven success leading end‑to‑end lifecycle marketing programs with a strong emphasis on digital marketing, CRM, customer engagement, and revenue growth.
• Expertise in behavioral segmentation, event‑based triggers, funnel design, and automation of customer journeys.
• Strong analytical skills with demonstrated experience in leveraging customer data, segmentation, and marketing automation platforms (Salesforce Marketing Cloud preferred) to drive measurable results.
• Excellent communication, stakeholder management, and cross‑functional collaboration skills, with the ability to influence at all organizational levels.
• Proven ability to manage complex projects and priorities within a fast‑paced, dynamic environment.
• Ability and flexibility to travel for business as required.

• Master’s Degree
• Leadership experience managing direct reports and daily team operations driving strategy and motivating growth and development of employees.
• Proactive and results‑oriented leader with strong interpersonal and team‑building skills.
• Demonstrated analytical mindset and data‑driven…