VP, Lifecycle Marketing – Synchrony Bank

Role Summary/Purpose:

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. 

Essential 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.

Qualifications/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

Desired Characteristics:

• 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.

Grade/Level: 14

The salary range for this position is 150,000.00 - 250,000.00 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.

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. 

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

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