AVP, Consumer Engagement Digital Acquisitions

Role Summary/Purpose

The Consumer Engagement Digital Acquisition role will be responsible for implementing strategies that will drive aggressive digital new account growth and engagement for Virgin Red, Sun Country Airlines and other clients as needed. Specifically, this role will take the lead in standing up a test-and-learn digital acquisition curriculum within client’s digital channels. This role sits within the centralized Consumer Engagement Team while working closely and integrally with the client marketing team.

Looking for someone who is passionate about digital innovation, delivering extraordinary customer experiences, and has experience in general purpose or cobrand cards.

The Consumer Engagement Digital Acquisition role will be responsible for implementing strategies that will drive aggressive digital new account growth and engagement for Virgin Red, Sun Country Airlines and other clients as needed. Specifically, this role will take the lead in standing up a test-and-learn digital acquisition curriculum within client’s digital channels. This role sits within the centralized Consumer Engagement Team while working closely and integrally with the client marketing team.

Looking for someone who is passionate about digital innovation, delivering extraordinary customer experiences, and has experience in general purpose or cobrand cards.

Develop and execute or influence execution of digital acquisition strategy through partner channels including:

• Booking Path (Apply & Buy)
• Deep digital marketing integration in the partners’ domain, native mobile app and CRM journey
• Client & SYF-deployed acquisition emails (ITA, Restricted ITA, Prescreen)
• Earned & Paid Media creative development & execution (Paid Search, Social, Display & Influencer Marketing)
• Partner with Rewards IT on offer setup and fulfillment utilizing ACOR .

Develop and execute acquisition campaigns built on best practices with a test and learn approach, including:

• Uncovering unique prospecting segments and designing communications to meet their specific needs
• Ongoing refinement and optimization of curriculum based on client, customer and SYF opportunities
• Support broader Consumer Engagement team on additional enterprise acquisition efforts
• Implement A/B testing plans, segmentation and personalization strategies to drive lifts in response rates
• Lead all necessary reviews/tollgates, while maintaining a key focus on all major risk areas (Fair Lending, UDAAP) through careful adherence to policies, standards and legal reviews
• Manage Workfront processes (e.g., project brief, workbook requirements, creative review, and ORB sign-offs)
• Proactively identify and escalate issues - with a mindset and will to uncover solutions
• Monitor and measure performance of all digital marketing campaign metrics versus plan. Own campaign performance, inclusive of pulling campaign data, measuring campaign impact, tracking performance overtime and analyzing for key stakeholders via presentations
• Support efforts to create enterprise-wide digital acquisition best practices and share through centralized campaign strategies benefiting all SYF clients
• Perform other duties and/or special projects as assigned.

• Bachelor's degree or in lieu of degree, high school diploma/GED and 9+ years of Digital and Lifecycle Marketing
• 5+ years of experience in digital platform management and/or marketing with a combination of web, email, mobile experience, with the ability to create, manage and deliver against large, interdependent project plans.
• 3+ years of analytics experience with competencies in analytic tools, dashboards and tracking – includes tracking code implementation, as well as expertise in analyzing and interpreting data to uncover opportunity areas
• Ability to travel as needed (~30%).

• Degree from an accredited university or college; preferably in Business, Marketing or Technology
• Consumer/digital first mentality
• Marketing experience preferably in cobrand, digital, technology platform, direct marketing, credit card or financial services.
• Experience…