Job Description:
Role Summary/Purpose:
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.
Our Way of Working
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.
Essential Responsibilities:
- 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.
Qualifications/Requirements:
- 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
Desired Characteristics:
- Master's Degree
- Leadership experience managing direct reports and daily team operations driving strategy and motivating growth and development of the employees.
- Proactive and results-oriented leader with strong interpersonal and team-building skills.
- Demonstrated analytical mindset and data-driven decision-making approach.
- Ability to thrive in a highly collaborative environment, building consensus across diverse teams.
- Strong organizational skills with the ability to manage multiple priorities effectively.
Grade/Level: 13
The salary range for this position is
130,000.00 - 210,000.00 USD Annual and is eligible for an annual bonus based on individual and company performance.
Actual compensation offered within the posted salary range will be based upon work experience, skill level or knowledge.
Salaries are adjusted according to market in CA, NY Metro and Seattle.
Eligibility Requirements:
- You must be 18 years or older
- You must have a high school diploma or equivalent
- You must be willing to take a drug test, submit to a background investigation and submit fingerprints as part of the onboarding process
- You must be able to satisfy the requirements of Section 19 of the Federal Deposit Insurance Act.
- New hires (Level 4-7) must have 9 months of continuous service with the company before they are eligible to post on other roles. Once this new hire time in position requirement is met, the associate will have a minimum 6 months' time in position before they can post for future non-exempt roles. Employees, level 8 or greater, must have at least 18 months' time in position before they can post. All internal employees must consistently meet performance expectations and have approval from your manager to post (or the approval of your manager and HR if you don't meet the time in position or performance expectations).
Legal authorization to work in the U.S. is required. We will not sponsor individuals for employment visas, now or in the future, for this job opening. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.
Our Commitment:
When you join us, you'll be part of an inclusive culture where your individual skills, experience, and voice are not only heard - but valued. Together, we're building a future where we can all belong, connect, and turn ideals into action. More than 50% of our workforce is engaged in our Employee Resource Groups (ERGs), where community and passion intersect to offer a safe space to learn and grow.
This starts when you choose to apply for a role at Synchrony. We ensure all qualified applicants will receive consideration for employment without regard to age, race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or veteran status. We're proud to have an award-winning culture for all.
Reasonable Accommodation Notice:
- Federal law requires employers to provide reasonable accommodation to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment.
- If you need special accommodations, please call our Career Support Line so that we can discuss your specific situation. We can be reached at 1-866-301-5627. Representatives are available from 8am - 5pm Monday to Friday, Central Standard Time
Job Family Group:
Marketing
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