AVP SMB Media Strategy (L11)

Job ID: 2600111

Job Description:

Role Title : AVP SMB Media Strategy (L11) position

Company Overview:

Synchrony (NYSE: SYF) is a premier consumer financial services company delivering one of the industry’s most complete digitally enabled product suites. Our experience, expertise and scale encompass a broad spectrum of industries including digital, health and wellness, retail, telecommunications, home, auto, outdoors, pet and more.

• We have recently been ranked #2 among India’s Best Companies to Work for by Great Place to Work. We were among the Top 50 India’s Best Workplaces in Building a Culture of Innovation by All by GPTW and Top 25 among Best Workplaces in BFSI by GPTW. We have also been recognized by Ambition Box Employee Choice Awards among the Top 20 Mid-Sized Companies, ranked #3 among Top Rated Companies for Women, and Top-Rated Financial Services Companies.

• We provide best-in-class employee benefits and programs that cater to work-life integration and overall well-being.

• We provide career advancement and upskilling opportunities, focusing on Advancing Diverse talent to take up leadership roles.

Organizational Overview:

Synchrony is building a world-class Performance Media and Creative Agency dedicated to driving meaningful results for our retail and payments partners while delivering exceptional customer experiences.

Within this agency, our Paid Media Team is focused on growth through data-driven decision-making, creating relevant and impactful interactions with existing and prospective customers.

We are seeking an AVP, SMB Media Strategy to lead media planning efforts with a focus on SEM, paid social, display, and video (both direct and programmatic). This role will own the digital media planning strategy across our SMB marketing ecosystem, ensuring a balanced and optimized media mix aligned with business objectives, ultimately driving measurable impact and customer engagement.
 

Role Summary / Purpose:

As AVP, SMB Media Strategy, you will spearhead the development and execution of media and channel strategies that align with Synchrony’s business goals. You will collaborate closely with cross-functional agency teams, platform owners, and vendors to orchestrate paid media campaigns that maximize reach, engagement, and conversion within the SMB segment, primarily across SEM, paid social, and display/video channels.

This position requires a strategic thinker with strong analytical skills, coupled with deep knowledge of media landscape dynamics, paid media capabilities, and customer journey orchestration within a B2B and SMB context.

Key Responsibilities:

• Lead the development of comprehensive media and channel strategies for the Synchrony SMB segment and enterprise marketing campaigns.

• Collaborate with platform owners and in-house agency teams to ensure optimal media mix, orchestration, and performance across SEM, paid social, programmatic display, and video channels.

• Analyze customer data, segmentation insights, and attribution models to build precise audience strategies and continuously optimize media plans.

• Drive end-to-end customer experience assessment across all paid media touchpoints to ensure seamless messaging and engagement.

• Actively monitor campaign performance and recommend optimizations informed by analytics and channel-specific reporting to improve ROI and business outcomes.

• Proactively identify new media opportunities, emerging platforms, and channel innovations; build well-articulated business cases to influence stakeholders.

• Partner with broader channel teams to communicate media insights, share best practices, and co-develop innovative campaign solutions.

• Navigate a complex, matrixed organization to align cross-functional stakeholders behind media strategies that support unified business goals.

• Manage vendor relations including negotiations, media buys, and tracking implementations ensuring compliance with technical and regulatory standards.

• Lead special projects as assigned that improve media planning processes and team effectiveness.

Required Skills/ Knowledge:

• Bachelor’s degree, or high school diploma with 10+ years of relevant digital marketing and media strategy experience or in lieu of a degree 12+ years of relevant experience.

• Minimum 6 years of integrated digital marketing, media, or analytics experience.

• At least 3 years of hands-on full-funnel media planning experience, with emphasis on upper funnel and awareness-building tactics.

• 4+ years of direct marketing experience leveraging customer data and segmentation to inform targeting and media execution.

• Minimum 3 years’ experience with digital marketing analytics tools such as Google Analytics, Adobe Omniture, or equivalent platforms.

• Proven experience planning and executing integrated paid media campaigns across SEM, paid social, and programmatic display/video channels.

• Experience working with financial services, retail, or healthcare industries is highly preferred.

• Demonstrated client account management or cross-functional stakeholder engagement experience (3+ years).

Desired Skills/Knowledge:

• Agency experience (3+ years) ideally in a media strategy role supporting B2B or SMB clients.

• Strong understanding of paid media technical requirements such as pixel tracking, tag management, audience data integrations, and programmatic media buying platforms.

• Robust quantitative and analytical skills with proficiency in campaign measurement and performance optimization.

• Experience executing direct response campaigns and tying media results directly to business outcomes.

• Excellent communication and stakeholder management skills with the ability to influence in a matrixed environment.

• Account or communications planning experience is a plus.

Eligibility Criteria:

• Bachelor’s degree, or high school diploma with 10+ years of relevant digital marketing and media strategy experience or in lieu of a degree 12+ years of relevant experience.

• Minimum 6 years of integrated digital marketing, media, or analytics experience.

• At least 3 years of hands-on full-funnel media planning experience, with emphasis on upper funnel and awareness-building tactics.

Work Timings: 2.00 PM to 11.00 PM IST ( (Flexible to stretch as per business requirement) Beside work timings.

This role qualifies for Enhanced Flexibility and Choice offered in Synchrony India and will require the incumbent to be available between 06:00 AM Eastern Time – 11:30 AM Eastern Time (timings are anchored to US Eastern hours and will adjust twice a year locally). This window is for meetings with India and US teams. The remaining hours will be flexible for the employee to choose. Exceptions may apply periodically due to business needs as this is a front-facing role. Please discuss this with the hiring manager for more details.

For Internal Applicants:

• Understand the criteria or mandatory skills required for the role, before applying

• Inform your manager and HRM before applying for any role on Workday

• Ensure that your professional profile is updated (fields such as education, prior experience, other skills) and it is mandatory to upload your updated resume (Word or PDF format)

• Must not be any corrective action plan (Formal/Final Formal LPP)

• L9+ Employees who have completed 18 months in the organization and 12 months in their current role and level are only eligible.

• L9+ Employees can apply

Level / Grade : 11

Job Family Group:

Marketing