Sr Director, Product Targeting Strategy

About the Role

Key Responsibilities

• Develop targeting strategy and approach to grow PenFed consumer lending products to and beyond current membership.
• Collaborate with product partners to set strategy and business objectives and work with Decision Science team in the development of targeting, propensity and response models.
• Establish a rigorous, data driven, and repeatable test and learn framework that leads to continuous improvement in marketing effectiveness, positive selection and profitable growth.
• Oversee a team focused on optimizing data driven targeted direct mail, email, and digital marketing effectiveness.
• Develop programs to expand direct marketing to new PenFed members for consumer lending products with a focus on driving positive selection, profitable growth and marketing efficiency.
• Work closely with PenFed's Credit, Decision Science, Marketing, Product and Data teams, and external partners to optimize new members and existing members targeting via effective segmentation.
• Follow industry trends and ensure team is assessing, and strategically acting on platform, data, and landscape changes as they occur.
• Lead team in performing marketing campaign/channel monitoring.
• Lead team in planning, organizing and implementing studies to determine ROI and evaluate the effectiveness of marketing campaigns and initiatives.
• Define and oversee a full analytic lifecycle to improve pull-through and credit performance.
• Lead research initiatives to support, validate and define customer segmentation, competitive positioning, and other business needs.

Requirements

• Equivalent combination of education and experience is considered.
• Bachelor's Degree required in Marketing, Research, Business, Economics, Mathematics, Computer Science, Statistics, or Business Analytics; master's degree preferred.
• Minimum of twelve (12) years' experience in targeted marketing campaign strategy & analytics.
• A minimum of five (5) years' experience in management.
• Experience with consumer products in the financial services industry.
• Experience developing targeted campaign programs in credit card, auto and personal lending.
• Knowledge of statistical modeling techniques, linear and logistical regression, machine learning techniques used in building propensity and response models, and other analytical methods including test and learn experiment design.
• Ability to plan, direct and advise others on highly complex and sensitive projects and prepare and present technical reports.
• Strong written and verbal communication skills.
• High proficiency in synthesizing and communicating data from various disciplines.
• Knowledge of CRM, offer generation platforms, digital platforms, and marketing solutions systems including Salesforce and Experian Ascend.
• Expertise in SQL, R, Python, Excel, PowerPoint, and proficiency working with large datasets.
• Excellent communication, influence, and execution skills.

Nice to Have

• Experience with developing targeted campaign programs in credit card, auto and personal lending.
• Knowledge of marketing analytics and survey methods.

Qualifications

• Bachelor's Degree in relevant fields; master's preferred.
• At least 12 years of targeted marketing campaign strategy & analytics experience.
• At least 5 years of management experience.
• Experience in financial services consumer products.
• Experience in credit card, auto, and personal lending campaigns.

Benefits & Perks

• Lucrative benefits package including medical, dental and vision plans.
• Plenty of paid time off.
• 401k with employer match.
• On-site fitness facilities at larger locations.