VP, Co-Brand & Lifecycle Analytics

About the role

Role Summary/Purpose: This VP, Co-Brand & Lifecycle Analytics role will lead strategic insights and data analytics activities to support portfolio commercial goals and drive profitable new account and purchase volume growth as well as help drive better customer experience through effective lifecycle campaign measurement for Co-Brand portfolios. This role will partner cross functionally to deliver actionable insights around channel strategy, customer analytics, value prop measurement, segmentation, forecasting, marketing analytics and portfolio diagnostics. The leader will design, implement and maintain a decision management and optimization framework to drive campaign and channel strategy to increase ROI, customer engagement and portfolio profitability. They will also work closely with the client marketing teams and the GMs to promote sustainable growth of the portfolio. This is a hands-on role that requires daily use of analytical and data-mining tools. This is also a leadership role with multiple direct reports to support a wide range of projects and initiatives. Essential Responsibilities: Collaborate with cross-functional teams to combine channel and offer strategies into a unified roadmap to deliver a unique customer experience to grow purchase volume, portfolio profitability, and increase customer satisfaction & retention. Conduct analysis of product and channel performance to uncover insights that inform critical decision-making to drive profitable outcomes. Own the full cycle of analytical deliverables - ideation, data mining and analysis, identification of insights, and delivery of story and recommendations to stakeholders. Partner closely with broader Marketing organization and GMs to execute integrated marketing campaigns leveraging personalization and segmentation. Act as a trusted advisor to solve complex business problems and provide actionable recommendations based upon data driven insights. Implement and automate data visualization tools to measure and diagnose portfolio performance that allow stakeholders to understand trajectory of KPIs to enable better forecasting and management of the portfolio. Measure wallet and category spend to determine financial impact on rewards and loyalty costs and targeting strategies to drive cardholder engagement. Develop business case presentations and action plans to drive marketing strategy; including targeting recommendations, test design, channel optimization, product opportunities and cost/benefit analysis to review with client and SYF marketing teams. Establish test and control strategies to measure bottom-line impact of targeting strategies by leveraging account-level profitability and advanced analytical tools such as segmentation, and statistical models. Lead and prioritize workload of US based and offshore analysts to ensure high-quality execution and delivery of marketing analytics and strategic recommendations. Act as a strategy and analytic consultant for large-scale initiatives, providing guidance and leadership for the design, analysis and measurement phases of the project. Perform other duties and/or special projects as assigned. Qualifications/Requirements: Bachelor's degree, or in lieu of degree a high school diploma and 5+ years of work experience establishing and managing marketing analytics in the financial services, credit card and/or payments industry. A minimum of 7+ years analytics experience to include: 4+ years' experience within the financial services, credit card payments, or retail /Consumer Packaged Goods industry 4+ years using statistical analysis tools and data warehouse tools. 4+ years of hands-on experience in SQL/SAS with ability to leverage advanced algorithms and be efficient in handling complex/large data 4+ years leading large-scale analytical projects, including open-ended business questions. 4+ years of client-facing experience including influencing business decisions with senior level leaders (internal and/or client) Ability and flexibility to travel for business as required Desired Characteristics: Bachelor's degree in Mathematics, Statistics, Database Marketing or Quantitative Analysis preferred Advanced degree in a quantitative field or MBA with Systems and Marketing specialization strongly preferred. Excellent oral and written communication skills with ability to collaborate, articulate and present solutions cutting across functional teams in a simple yet compelling manner. Background in customer lifecycle marketing campaign analytics (acquisition, spend, retention, loyalty, segmentation analysis, proper test & control setup, etc.) Experience with Co-Brand credit products preferred. Proven hands-on experience utilizing analytical tools such as SAS, SQL, or Python. Experience coaching, mentoring, managing and leading junior analyst team members both onshore and overseas. Advanced development of dashboards and data visualization tools such as Tableau. Strong understanding of targetin

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