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VP, Lifecycle Marketing – Synchrony Bank
About the position
Synchrony is continuing to build a world class Online Digital Bank – with smart savings products that help customers create better futures. Our Consumer Bank Marketing team brings these products to life through all stages and touchpoints for both prospects and existing customers. The VP, Life Cycle Marketing will define, develop, and execute comprehensive lifecycle strategies that enhance customer engagement, satisfaction, retention, and lifetime value. This leader owns all aspects of the customer lifecycle post-acquisition , spanning all customer segments, life stages, and bank channels. The role leads a data-driven team focused on delivering seamless, personalized, multi-channel customer experiences and partners cross-functionally across the bank and broader organization. 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 will be required to commute or travel for in person engagement activities such as business or team meetings, training and culture events. Field Sales and some Commercial team roles may have varied location requirements based upon partner obligations or preferences.
Responsibilities
- Customer Lifecycle Strategy & Journey Design Own development and execution of lifecycle strategy for Consumer Banking , including marketing across all products, segments, life stages, and channels (including but not limited to statements, mobile, email, website, and push notifications).
- Own the full customer journey strategy across key lifecycle stages—including onboarding/activation, engagement, cross-sell, retention, and loyalty.
- Lead development of customer journey frameworks using behavioral and transactional insights.
- Design trigger-based, automated lifecycle campaigns across channels to improve engagement and customer outcomes.
- Partner with Analytics/Data Science to identify key moments of opportunity, define measurement frameworks, and inform next-best actions.
- Develop test-and-learn roadmaps to continuously optimize personalization, channel mix, creative, and performance at each stage of the journey.
- Lifecycle Governance, Compliance & Controls Responsible for all Consumer Bank Retail + Affinity lifecycle governance activities, ensuring adherence to policy and procedure for statement content, welcome materials, disclosures, change-in-terms, direct mail, email marketing, and other lifecycle communications.
- Partner with Legal, Risk, Compliance, and other stakeholders to deliver compliant, customer-centric communications.
- Loyalty, Offers & Personalization Leadership Oversee customer loyalty program strategy and performance.
- Lead development of existing customer retention offers and define business requirements for program enhancements, product modifications, and balance-building strategies.
- Drive experimentation with personalization tools, dynamic content, and targeting approaches across channels.
- Champion use of first-party data and MarTech capabilities to improve relevance, measurement, and performance tracking.
- Cross-Functional Orchestration & Team Leadership Lead a team of lifecycle marketing managers, providing coaching and development to foster a high-performance culture.
- Partner closely with internal Marketing Center of Excellence, agency, and MarTech teams to ensure resources align to the lifecycle calendar and key initiatives.
- Collaborate with website and customer service teams to ensure alignment, consistency in messaging, and a seamless customer experience.
- Play a lead role in adoption of new tools/technologies and drive full utilization of existing tools to enable a connected user experience.
- Business Management & Executive Engagement Own lifecycle marketing budget, ensuring efficient allocation of resources to maximize customer engagement and business outcomes.
- Lead lifecycle business reviews with senior leadership and represent the customer journey lens in prioritization forums.
- Perform other duties and/or special projects as assigned.
Requirements
- Bachelor's Degree or, in lieu of a degree, a high school equivalent and 14+ years of experience in lifecycle marketing at a financial services or digital deposits company.
- 10+ years of experience in lifecycle marketing and/or CRM (preferably in financial services, fintech, or retail media).
- 5+ years leading teams in CRM or personalization marketing with proven success driving measurable engagement growth.
- Demonstrated expertise in multi-channel journey design (email, push, SMS, in-app, paid media).
- Experience with MarTech tools and customer data platforms (CDPs)
- Ability and flexibility to travel for business as required
Nice-to-haves
- Thought leader in customer journey design and omnichannel engagement strategy.
- Passion for creating frictionless, human-centered experiences that drive business outcomes.
- Strong executive presence, storytelling ability, and cross-functional influence.
- Values-driven leader who promotes collaboration, curiosity, and bold innovation.
- Deep understanding of test-and-learn, personalization, and retention marketing frameworks.
- Analytical mindset with a passion for experimentation, insights, and continuous improvement.
