Director of Business Lending Acquisition Marketing

UnitedHealth Group•Draper, UT

5d•$134,600 - $230,800•Onsite

About The Position

Optum is a global organization that delivers care, aided by technology to help millions of people live healthier lives. The work you do with our team will directly improve health outcomes by connecting people with the care, pharmacy benefits, data and resources they need to feel their best. Here, you will find a culture guided by inclusion, talented peers, comprehensive benefits and career development opportunities. Come make an impact on the communities we serve as you help us advance health optimization on a global scale. Join us to start Caring. Connecting. Growing together. As the Director of Business Lending Acquisition Marketing within Optum Bank Small Business Lending, you will be responsible for driving profitable customer growth across the bank's business lending portfolio, including small-dollar and large-dollar lending solutions. Serving as the primary bridge between Lending Product, Marketing, Analytics, Digital, and Risk teams, you will own the end-to-end acquisition strategy and marketing roadmap designed to increase awareness, generate demand, improve conversion, and accelerate portfolio growth. This role operates at the intersection of product strategy, customer acquisition, digital marketing, analytics, and customer experience. You will act as the central orchestrator for lending initiatives, ensuring cross-functional alignment and execution of integrated, data-driven marketing programs that deliver measurable business results. The successful candidate will combine deep acquisition marketing expertise, lending industry knowledge, and strong leadership skills to optimize borrower acquisition and enhance the end-to-end customer journey. In this role, you will oversee multi-million-dollar acquisition budgets across paid search, paid social, affiliates, SEO, and emerging digital channels to drive qualified traffic, improve conversion performance, and maximize return on investment.

Requirements

10+ years of experience leading acquisition, growth, digital marketing, or customer lifecycle strategies
5+ years of experience within a bank, fintech, online lender, marketplace lender, payments company, or other regulated financial services organization
Demonstrated experience marketing lending products, including small business loans, lines of credit, commercial lending products, consumer lending products, or payment solutions
Experience leveraging data, AI, predictive modeling, and customer segmentation to improve acquisition performance and campaign ROI
Demonstrated experience in executive communication and stakeholder management skills, with experience influencing senior leaders and cross-functional teams
Experience managing multi-channel digital acquisition programs including SEM, SEO, paid social, affiliate marketing, partnerships, and performance media
Deep understanding of the lending lifecycle, including customer acquisition, underwriting, onboarding, servicing, retention, and portfolio growth
Solid understanding of banking regulations, fair lending requirements, UDAAP, privacy requirements, and compliance considerations within marketing and customer acquisition
Expertise in conversion rate optimization, customer journey mapping, and digital funnel management
Proven ability to partner effectively across Product, Analytics, Risk, Compliance, Technology, and/or Operations organizations
Proven ability and willingness to travel up to 25%25

Nice To Haves

Experience working within both traditional banking and fintech environments, with a solid understanding of the strengths, capabilities, and operating models of each
Experience launching or scaling digital lending products, including SMB lending, business lines of credit, embedded finance, marketplace lending, or digitally originated commercial lending products
Experience supporting partnerships with fintechs, digital distribution partners, referral marketplaces, or embedded lending channels
Experience building and leading high-performing acquisition marketing teams within rapidly growing financial services organizations
Familiarity with modern fintech acquisition technologies, customer data platforms, marketing automation tools, and digital analytics platforms
Proven strategic thinker with a demonstrated track record of driving customer acquisition, portfolio growth, and digital transformation initiatives

Responsibilities

Own the end-to-end customer acquisition strategy across all business lending products, including demand generation, lead acquisition, conversion optimization, and portfolio growth
Develop and execute multi-quarter and multi-year acquisition roadmaps aligned with business objectives, lending product strategies, and growth targets
Establish customer acquisition goals, performance metrics, and optimization frameworks to maximize marketing effectiveness and lending volume
Lead acquisition efforts across digital marketing channels, including paid search (SEM), paid social, affiliates, SEO, display, and emerging acquisition platforms
Manage and optimize acquisition budgets to achieve customer growth, cost efficiency, and return-on-investment objectives
Oversee campaign development and execution from strategy through launch, testing, measurement, and optimization
Identify opportunities to improve the end-to-end borrower journey and digital application experience
Utilize customer journey mapping, funnel analysis, and behavioral insights to reduce friction and improve application completion rates
Partner with Product, UX, Operations, and Technology teams to implement customer experience enhancements that drive improved conversion outcomes
Partner with Analytics, Data Science, and Modeling teams to identify target audiences, build segmentation strategies, and develop acquisition models
Establish performance dashboards and executive reporting that provide visibility into acquisition, funnel conversion, portfolio growth, and campaign effectiveness
Analyze marketing and lending performance metrics to identify opportunities for optimization and continuous improvement
Serve as the primary marketing liaison for Business Lending Product teams, translating product priorities into comprehensive go-to-market and acquisition plans
Coordinate across product, marketing, digital, technology, user experience, legal, compliance, and risk stakeholders to ensure successful execution of strategic initiatives
Drive alignment across teams to ensure marketing strategies remain compliant with applicable banking and lending regulations
Monitor competitive market activity, industry trends, lending products, acquisition tactics, and customer preferences
Partner with market research teams to develop customer insights that strengthen positioning, messaging, and acquisition effectiveness
Lead, mentor, and develop a high-performing team of acquisition marketing professionals and analysts
Foster a culture of accountability, innovation, data-driven decision making, and continuous improvement