Manager - Payment Marketing (HSN)

QVC

About The Position

Reporting to the Director Payment QVC & HSN Payment Strategy, Marketing and Operations, the Manager will lead HSN’s payment marketing team, which consists of marketing strategy, planning and execution of HSN payment initiatives driving: (1) profitable growth and increased customer loyalty of the $400M+ HSN Private Label Credit Card (PLCC) portfolio driving increased sales penetration from 30% to 40%+, (2) relaunch of HSN’s gift card portfolio if/when applicable (3) and optimization of new/existing alternative forms of payment (i.e. PayPal, ApplePay, etc.) as relevant. Primary focuses include owning strategy and creation of the lifecycle and mass payments marketing calendars, optimization of the marketing funds in conjunction with Synchrony Bank, leading cross-acceptance PLCC marketing across partner brands and strategic planning and execution of lifecycle marketing campaigns driving new customer accounts, incremental spend, increased share of wallet across all customer segments, and deepening customer loyalty to HSN. The Manager works cross-functionally with key internal and external stakeholders to strategically plan, manage, and execute industry leading marketing strategies/campaigns centered on payments that (1) acquire new customers/cardholders, (2) increase spend from existing light and heavy customers, and (3) retain/reactivate spend from inactive customers/cardholders. Works closely with Business Unit Partners (Merch, Planning, Email, Campaign Management, Testing, Broadcast, Creative, Brand, Digital, Performance Marketing, Legal and Customer Service), to execute the HSN payment marketing vision through fact-based decisions guided by robust reporting, analytics and insights. Leads in the partnership and coordination of the Synchrony Bank marketing account team, ensuring compliant execution of all marketing strategies/promotions/assets. Leads a team that is responsible for execution of mass and targeted acquisition/lifecycle marketing roles and responsibilities. % of Time and Key Accountabilities 40%: HSN Payment Marketing (Strategy and Planning): Create, manage, and optimize the HSN Card acquisition and lifecycle marketing calendars ensuring that campaigns are driving incremental sales and profitable customer acquisition Oversee and ensure successful execution of payment marketing campaigns driving profitable growth of the HSN Card portfolio and gift card program (if/when applicable) Drive strategy and execution of targeted and mass customer acquisition/lifecycle campaigns across multiple channels including digital, broadcast, email, direct mail, mobile, call center, and 3rd party communications (i.e. bank email channel, statement messaging; gift card vendor platform). Ensure close partnership with Finance, Data Science and Consumer Insights/Analytics teams to test/implement programs for profitable growth within key segments/channels Lead cross-acceptance PLCC marketing between QVC and HSN. Provide regular performance updates and optimize marketing campaigns cross-departmentally including the leadership team; provide future recommendations based on performance results. Cultivate and manage the Synchrony Bank partnership to ensure alignment in marketing strategy and seamless execution of payment roadmap through highly curated marketing campaigns. Participate in monthly/quarterly business performance reviews with internal/external stakeholders to present marketing plan and results. Lead meetings with Synchrony Bank (and gift card / alternative forms of payment partners, when applicable) to discuss Marketing plans, new products, resolve open issues and provide progress updates. Partner with the Payment Strategy and Operations team to deepen key vendor/partner relationships to identify and maximize payment marketing opportunities to drive new names, increased customer loyalty, incremental spend and increased share of wallet to preferred forms of payment. Integrate customer surveys, insights and campaign performance into future marketing plans and activities Research and monitor industry trends, innovations and marketing best practices including those in payments, credit cards, and mobile commerce. 25%: HSN Payment Marketing Campaign Execution: Partner closely with internal and external stakeholders to ensure payment campaigns are communicated and executed seamlessly across all platforms and channels. Monitor in-flight campaigns to identify potential issues and troubleshoot with internal and external partners Oversee and support the Specialist - Payment Marketing with tactical execution of marketing assets. 10%: HSN Payment Marketing and Innovation Funds: Plan, track and optimize the ~$8M+ annual HSN Card Marketing budget, ~$2M QVC/HSN Innovation Fund budget and existing ~$300k QVC/HSN Research Fund budget in conjunction with Synchrony Bank to ensure proper allocation of funds and maximum ROI for all mass and targeted marketing campaigns, platform investments and customer/cardholder research Execute, monitor and amend marketing plan/timelines through close coordination with the HSN Manager of Payment Operations resulting from projects enhancing the HSN technology platforms Assist in the development of the annual budget planning process each year to maximize lifecycle marketing opportunities Research and prioritize marketing opportunities that require operating or capital investments for projects utilizing the innovation funds in conjunction with Synchrony Bank, ensuring optimal return on investment for the PLCC program 25%: Leader of Others: Lead a high performing payment marketing team delivering exciting and compelling marketing campaigns on-time and accurately that increases customer/cardholder engagement and loyalty to the HSN brand while optimizing the business unit processes and leveraging key whole-house marketing events and programming. Mentor and develop the marketing team member(s), advocating for their career development and aspirations while providing growth/stretch opportunities and leadership visibility among key internal/external stakeholders

Requirements

Lifecycle marketing experience (mass and targeted)
Prior payments / finance / banking experience desired
Proactive, self-directed individual with proven ability to independently manage multiple projects, balancing strategy with day-to-day execution
Strategic thinker providing expertise in developing short-and long-term marketing roadmaps, campaigns and calendars
Broad understanding of the rapidly changing payment ecosystem, banking/financial landscape and/or lifecycle marketing
Ability to both influence and collaborate with others, adjusting quickly to changing priorities, aggressive timelines and multiple objectives
Excellent written and verbal communication skills; proven executive communication skills (both written and verbal)
Demonstrated analytical skills. Ability to quickly derive and apply insights from research and analysis
Experience negotiating with and managing external vendors/partners
Prior experience managing team members through direct or dotted line reporting structures
Prior project management / program management experience within the marketing realm preferred
Demonstrated proficiency in MS Office applications, specifically MS Excel, PowerPoint, Word and Outlook
Bachelor’s Degree in Marketing, Communications or related field
5+ years in Marketing, Payments/Financing Marketing, Retail, E-Commerce, or other business related field with a concentration in Marketing/Advertising
Maintain regular and punctual attendance.
Ability to comply with all company policies and procedures.
Excellent oral and written communication skills.
Ability to sit for long periods of time.

Responsibilities

Create, manage, and optimize the HSN Card acquisition and lifecycle marketing calendars ensuring that campaigns are driving incremental sales and profitable customer acquisition
Oversee and ensure successful execution of payment marketing campaigns driving profitable growth of the HSN Card portfolio and gift card program (if/when applicable)
Drive strategy and execution of targeted and mass customer acquisition/lifecycle campaigns across multiple channels including digital, broadcast, email, direct mail, mobile, call center, and 3rd party communications (i.e. bank email channel, statement messaging; gift card vendor platform).
Ensure close partnership with Finance, Data Science and Consumer Insights/Analytics teams to test/implement programs for profitable growth within key segments/channels
Lead cross-acceptance PLCC marketing between QVC and HSN.
Provide regular performance updates and optimize marketing campaigns cross-departmentally including the leadership team; provide future recommendations based on performance results.
Cultivate and manage the Synchrony Bank partnership to ensure alignment in marketing strategy and seamless execution of payment roadmap through highly curated marketing campaigns.
Participate in monthly/quarterly business performance reviews with internal/external stakeholders to present marketing plan and results.
Lead meetings with Synchrony Bank (and gift card / alternative forms of payment partners, when applicable) to discuss Marketing plans, new products, resolve open issues and provide progress updates.
Partner with the Payment Strategy and Operations team to deepen key vendor/partner relationships to identify and maximize payment marketing opportunities to drive new names, increased customer loyalty, incremental spend and increased share of wallet to preferred forms of payment.
Integrate customer surveys, insights and campaign performance into future marketing plans and activities
Research and monitor industry trends, innovations and marketing best practices including those in payments, credit cards, and mobile commerce.
Partner closely with internal and external stakeholders to ensure payment campaigns are communicated and executed seamlessly across all platforms and channels.
Monitor in-flight campaigns to identify potential issues and troubleshoot with internal and external partners
Oversee and support the Specialist - Payment Marketing with tactical execution of marketing assets.
Plan, track and optimize the ~$8M+ annual HSN Card Marketing budget, ~$2M QVC/HSN Innovation Fund budget and existing ~$300k QVC/HSN Research Fund budget in conjunction with Synchrony Bank to ensure proper allocation of funds and maximum ROI for all mass and targeted marketing campaigns, platform investments and customer/cardholder research
Execute, monitor and amend marketing plan/timelines through close coordination with the HSN Manager of Payment Operations resulting from projects enhancing the HSN technology platforms
Assist in the development of the annual budget planning process each year to maximize lifecycle marketing opportunities
Research and prioritize marketing opportunities that require operating or capital investments for projects utilizing the innovation funds in conjunction with Synchrony Bank, ensuring optimal return on investment for the PLCC program
Lead a high performing payment marketing team delivering exciting and compelling marketing campaigns on-time and accurately that increases customer/cardholder engagement and loyalty to the HSN brand while optimizing the business unit processes and leveraging key whole-house marketing events and programming.
Mentor and develop the marketing team member(s), advocating for their career development and aspirations while providing growth/stretch opportunities and leadership visibility among key internal/external stakeholders