at Synchrony in Chicago, Illinois, United States
Job Description
Job Description:
Role Summary/Purpose:
Synchrony has an immediate opportunity for an experienced, entrepreneurial minded marketing leader to help us grow our Cosmetic Market.
We are looking for someone with DTC or consumer marketing experience to help us transform the way we acquire B2B accounts, improve brand awareness, and grow activation from our existing cosmetic providers. This role is fast paced and will stand up a demand gen program, managing multiple, omni-channel lead gen, lead nurture, and lead conversion programs to drive product engagement and awareness using various channels including digital, social, search, Account-Based Marketing, web sites, email, and direct mail.
The ideal person will be innovative (building creative and a marketing strategy from the ground up), strategic, and digitally savvy and have experience with DTC acquisition campaigns, Salesforce, and B2B marketing. This role will partner with Sales team with prospect nurture campaigns, pitch decks, and digital tools. This role will partner with high-profile industry thought leaders and internal senior leadership to manage partnerships, develop content and manage cosmetic industry strategic projects to drive B2B and B2B2C growth for Health & Wellness.
This leader will need to be comfortable in a dynamic environment where priorities shift consistently, based on learnings and opportunities.? The role will work with sales and internal teams to innovate and execute B2B, and B2B2C marketing strategies that drive practice acquisition, engagement, applications and usage of the CareCredit credit card at client locations. Role will work closely with analytics to monitor results and adjust tactics based on impact. Candidates must leverage best practices from other teams across the Synchrony business.
The ideal candidate will have strong marketing background and executive presence as they will be interfacing regularly with Synchrony senior leadership to create and deliver marketing sections of annual marketing plans and business reviews.
We’re proud to offer you choice and 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 may be required to commute to our nearest office for in person engagement activities such as business or team meetings, training and culture events.
Essential Responsibilities:
+ Innovate strategy and execute a provider acquisition strategy using DTC framework:
+ Top funnel: brand / product awareness, content strategies, and campaigns
+ Middle funnel: lead gen, lead nurture, and retargeting campaigns
+ Bottom funnel: conversion programs that drive enrollments
+ Lead external creative agencies in developing market brand and creative that aligns with CareCredit platform branding / SYF branding
+ Identify media outlets and media / channel mix for campaigns including social, digital, DM, EM, etc.
+ Increase brand awareness and sentiment in Cosmetic markets
+ Leverage personalization, technology, and automation. Salesforce experience a plus!
+ Test and learn leveraging data and analytics, while partnering with the analytics teams to measure impact to drive future campaigns
+ Identify media partnerships within the cosmetic industry and manage media partnership relationships such as RealSelf and New Beauty
+ Segment and build target audiences within Plastic Surgery, Dermatology, Medical Spa, and other cosmetic sub-markets
+ Partner with internal teams on efficiencies and scale
+ Collaborate with COE on building media plans and digital strategies
+ Lead the industry marketing strategy to ensure business reaches enrollment, application and usage goals for all cosmetic industries
+ Manage and execute B2B and B2B2C multi-channel marketing campaigns including email, Account-Based Marketing, web, social, and digital channels
+ Segmentation and prioritization of target audiences
+ Email automation and journey mapping using Marketing Cloud
+ Manage B2B web site pages working with digital team: content, organic search, site tagging, and retargeting engagement strategies
+ Partner with sales and internal call center teams to drive enrollments
+ Partner with field sales and Lifecycle team to grow accounts
+ Product expansion: build awareness of CareCredit and new SYF Health & Wellness products as they are launched in the cosmetic industry
+ Partner with BD and sales team to identify and create strategies and support tools for lead generation, lead nurture, and lead conversion including, pitch decks, slides, performance calculators, etc. to acquire and grow client relationships
+ Manage development of educational online and offline content (webinars, videos, case studies, and white papers)
+ Collaborate with internal teams to manage industry B2B paid advertising (digital-paid search, paid social, retargeting)
+ Work closely with the client marketing teams to create a client testimonial strategy
+ Innovate and execute offers, pricing and promotions with sales and finance
+ Obtain industry intelligence with research and sales
+ Role will lead marketing professionals directly and cross-functionally.? Must be able to identify, mentor and grow talent within the organization.
+ Lead project management and annual marketing calendar, leveraging allocated resources, lead and execute multi-channel marketing campaigns
+ Develop educational online and offline content to support direct marketing, align with market dynamics and drive business needs (webinars, videos, case studies, and white papers)
+ Lead tradeshow strategy
+ Manage budget including forecasting and tracking
+ Partner with paid and earned teams to focus on the channels that drive the most growth
+ Perform other duties and/or special projects as assigned including leading strategic projects for the team
Qualifications/Requirements:
+ Bachelor’s Degree OR in lieu of a degree, a high school diploma and 10 years of Marketing experience
+ 6+ years of experience in client marketing that includes:
+ Innovating and executing?comprehensive multi-channel marketing strategies and campaigns
+ 5+ years of experience in digital marketing?
+ 5+ years of experience in B2B and B2B2C marketing experience and partnering with creative agencies to execute
+ 2+ years consumer marketing experience?
+ Ability to travel ~30%?
Desired Characteristics:
+ Sales experience a plus but not required??
+ Strong analytics background needed to set strategy and measure performance?
+ Business-to-business marketing experience??
+ Collaborative team player with ability to influence across all levels of internal and external organizations??
+ Experience in either the Financial Services or Cosmetic industries??
+ Strong working knowledge of multi-channel marketing campaigns??
+ Excellent verbal and written communication and presentation skills??
+ Healthcare marketing experience strongly preferred?
+ MBA?
+ B2B and Client marketing experience?
+ Consumer and DTC marketing experience?working on acquisition campaigns
+ C-Suite executive presence and presentation skills?
+ Analytical?
+ Marketing strategy including development/execution of integrated marketing campaigns managing creative agencies, research or analytic partners?
+ Experience with consumer credit offers, B2B and B2B2C marketing programs?
+ Experience with using the Salesforce CRM platform and marketing cloud email platform
+ Flexible, high energy, self-starter with an emphasis on action rather than analysis?
+ Able to work in a fast-paced, complex, environment and manage multiple projects with little?supervision?
+ Collaborative team player with ability to influence across all levels of organization??
+ Excellent verbal and written communication and presentation ski
