Head of Direct Marketing- Credit Card Acquisitions

U.S. Bank • Horsham, PA

6d

About The Position

At U.S. Bank, we’re on a journey to do our best. Helping the customers and businesses we serve to make better and smarter financial decisions and enabling the communities we support to grow and succeed. We believe it takes all of us to bring our shared ambition to life, and each person is unique in their potential. A career with U.S. Bank gives you a wide, ever-growing range of opportunities to discover what makes you thrive at every stage of your career. Try new things, learn new skills and discover what you excel at—all from Day One. Job Description We are seeking a strategic and people-focused Head of Direct Marketing for the Credit Card department, responsible for driving our next stage of customer growth through innovative and effective direct marketing channels. This customer-centric leader will deliver acquisition growth across the U.S. Bank credit card portfolio by managing audience creation of deepening and prospecting models, leading strategic investment decisions across paid marketing channels and have a focused-on lens on full-funnel optimization to scale growth efficiently. The ideal candidate will demonstrate a proven expertise in acquisition funnel management and a passion for driving organic growth. This person will work with USB colleagues and 3rd parties to build the strategic roadmap to acquire new card members profitably and at scale. They will identify, size, and prioritize acquisition investments, capabilities, and campaigns to drive growth by attracting new applicants and driving conversion across our U.S. Bank Branded Consumer Cards, Small Business cards, and our Partner Cards. This leader should have strong knowledge of audience and analytical tools to reach the right customers and prospects, at the right moment, with the right product. They will partner closely with internal stakeholders and a creative center of excellence to build alignment between audience, paid investments and messaging to maximize performance. The role requires experience in customer acquisition in credit cards, including targeting, testing, digital marketing, direct mail, and funnel optimization.

Requirements

• 10+ years of banking experience
• 5+ years of management experience
• BA/MBA in finance, accounting, or other related field
• Well-developed leadership abilities and strategic management skills
• Knowledge of unit(s) and relation to industry
• Well-developed verbal and written communication skills
• Well-developed analytical, decision-making and problem-solving skills
• Considerable tact, diplomacy and people skills.

Nice To Haves

• Proven experience managing and mentoring a high-performing marketing team.
• Demonstrate deep expertise in leveraging AI and advanced analytics to design, validate, and optimize acquisition, deepening, and prospecting models, translating insights into measurable business impact.
• Proven track record in managing direct marketing channels, including digital, affiliate, mail, and email
• Extensive experience leading acquisition funnels for credit card or financial products.
• Experience with website optimization and conversion rate improvement initiatives.
• Excellent organizational and communication skills with the ability to drive accountability and alignment.
• Effective communication skills and the ability to present complex ideas clearly.
• Expertise in digital marketing tools, analytics platforms, and CRM systems.
• Ability to thrive in a fast-paced, results-driven environment.
• Strategic thinker with a bias for action and results
• Innovation and bias to test/ experiment
• Cross-functional leadership and collaboration

Responsibilities

• Lead the development and execution of customer acquisition strategies for the credit card portfolio.
• Create and refine target audiences using advanced segmentation and modeling techniques.
• Guide the team in building and optimizing deepening and prospecting models to maximize acquisition effectiveness, with experience in leveraging AI model development and analytics.
• Manage all paid digital media campaigns, including ConnectedTV, Linear TV, paid social, organic social, paid search, display advertising, influencer, and PR.
• Oversee affiliate marketing partnerships to expand reach and drive qualified leads.
• Direct the planning and execution of direct mail and email campaigns to support acquisition goals.
• Optimize website content and user experience for improved conversion rates and lead generation.
• Analyze campaign data, customer insights, and conversion metrics to inform decision-making and report on KPIs to executive leadership.
• Lead a high-performing team that influences and fosters a collaborative environment across the organization
• Ensure compliance with corporate policies and regulatory requirements

Benefits

• Healthcare (medical, dental, vision)
• Basic term and optional term life insurance
• Short-term and long-term disability
• Pregnancy disability and parental leave
• 401(k) and employer-funded retirement plan
• Paid vacation (from two to five weeks depending on salary grade and tenure)
• Up to 11 paid holiday opportunities
• Adoption assistance
• Sick and Safe Leave accruals of one hour for every 30 worked, up to 80 hours per calendar year unless otherwise provided by law

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level