AVP, Channel Marketing (L10)

Job Description:

Title - AVP, Channel Marketing (L10)

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 AmbitionBox 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:

The performance marketing team is the engine behind business growth as it handles the majority of marketing activities. This includes targeting the right audience through campaigns, distributing content via channel marketing, conducting a thorough analysis of campaign launches and budgets, and also ensuring compliance via surveillance and governance all to maximize results and maintain a competitive edge. Together this team drives ROI and elevates Synchrony's brand presence in a dynamic market.

Role Summary/Purpose:

The AVP, Channel Marketing India is responsible for ensuring flawless, on-time delivery of Synchrony email marketing campaigns and is an expert in best practices and deployment capabilities. Candidates will drive campaign setup and email template approval, list selection and segmentation, and deployment of channel marketing campaigns with a focus on email, as well as learning and executing new channels. This role involves exploring and evaluating AI features and tools to improve campaign processes, enhance targeting and personalization, and drive operational efficiencies. Additionally, it influences and supports channel execution process standards (e.g., timelines, template design, data collection, and refinement) across Synchrony Marketing processes.

Key Responsibilities:

• Liaise with clients and peers within Performance Marketing to deliver complex channel requests & problem-solving (e.g., new clients, new offers/products, escalated requests related to timeline or complexity).

• Drive the re-imagination of channel execution, transforming to become more flexible, and agile, and deliver expedited cross-channel campaign solutions for all portfolios.

• Scrum Master of Pod; runs stand-ups, assigns workload, trains Pod members on portfolio nuances, and ensures completion of all work.

• Manage , train & mentor/coach team members to ensure competency in multi-channel execution, career growth pathing and enhance performance

• Act as subject matter expert for advanced email skillsets (e.g., data, execution processes, platforms, suppliers/agencies).

• Manage project initiatives as assigned (e.g., temporary resources, supplier/agency reviews, platform upgrades, client initiatives, cross-channel strategy).

• Manage file selection and segmentation of Synchrony channel marketing campaigns and facilitate accurate execution of “file only” requests.

• Collaborate with client marketers on optimal design, creative, and segmentation to drive email touchpoints, assisting clients with the agency creative process and legal approval.

• Work within designated email platforms to build and launch email marketing campaigns, adopting AI features to streamline build processes and improve campaign effectiveness.

• Audits high complexity and/or flagged campaigns, including approving campaign requirements.

• Shares campaign performance metrics back to client teams and account managers for continuous campaign improvement.

• Investigate, develop, and champion pilot strategies for next-generation channel optimization.

• Ensure all campaigns meet required campaign documentation requirements.

• Drive advancement and adoption of responsive design for mobile optimization.

• Ensure adherence to purchase order and invoice management procedures.

• Drive continued adoption and consistent usage of Performance Marketing process tools by team and clients, including compliance with records retention.

• Perform other duties and/or special projects as assigned, with a focus on exploring and integrating AI-driven innovations to improve overall marketing operations

Required Skills/Knowledge:

• Bachelor’s degree with 5+ years of experience with the financial services industry or Marketing or Digital experience in lieu of degree; overall 7+ years of experience with the financial services industry or Marketing or Digital experience

• Minimum 5+ Years of email & 1 year of direct mail campaign execution experience, with hands-on experience of building and deploying commercial emails leveraging Agile methodology

• Minimum 5+ years of experience with the enterprise email service platform: Zeta/SFMC (Workflow Automation, Channel path optimization, Experience Builder, Propensity & Moment scoring, etc)

• 5+ years of experience working with US stakeholders and cross-functional teams

• Exposure to project management tool: COSMOS Workfront (or) MRM (or) Jira (or) ProofHub etc.

• Strong project management skills, attention to detail, and ability to work under tight deadlines

• Agile SAFe Scrum Master certified and following agile practices in their current process

• Proficient with Microsoft Office Suite including Outlook, Word, Excel, and PowerPoint

• Strong Change Management skills - effective communicator, good at holding "crucial conversations" with clients and internal partners

• Strong written & verbal communication skills

• Good team player

Desired Skills/Knowledge:

• Demonstrated proficiency in Mobile push/wallet campaigns

• Experience creating, editing, and problem-solving responsive HTML/CSS code

• Demonstrated ability using creative design software such as Illustrator, Photoshop, InDesign, or related products to build sophisticated marketing campaigns

• Demonstrated analytical analysis of campaign results and strategic planning

• Exposure to a credit card or retail environment.

• Experience working with data segmentation and data auditing.

• Demonstrated ability to creatively solve problems, develop new tactics, and address implementation obstacles

• Demonstrated aptitude in computer software programs including Microsoft Office and Project Management or CRM software

Eligibility Criteria:

• Bachelor’s degree with 5+ years of experience with the financial services industry or Marketing or Digital experience in lieu of degree; overall 7+ years of experience with the financial services industry or Marketing or Digital experience

Work Timings: 2:00 PM to 11:00 PM IST

We are proud to offer flexibility at Synchrony. Our way of working allows you the option to work from home or workspaces in our Regional Engagement Hubs—Hyderabad

Occasionally you may be required to commute or travel to Hyderabad or one of the Regional Engagement Hubs for in person engagement activities such as business or team meetings, trainings, and culture events.

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)

• L8+ Employees who have completed 18 months in the organization and 12 months in their current role and level are only eligible.

• Employees at L8+ can only apply for this opportunity.

Grade/Level: 10

Job Family Group:

Marketing