Sr. Marketing Officer, Direct Mail

Propel International Bank, Inc.•San Juan, PR

23h

About The Position

Propel Bank is seeking a hands-on, data-driven marketer to own and optimize its Direct Mail (DM) program. This role will focus on direct-to-consumer DM strategy, execution, performance analytics, and optimizations to grow the program. In addition to managing the Direct Mail program, the position will also assist with the customer referral program, online reviews for the company's consumer brands, and other marketing initiatives. The marketing team is actively pursuing new initiatives, offering significant opportunities for this role to lead high-impact projects.

Requirements

5+ years of experience in performance marketing, CRM, or growth marketing; at least 2–3 years working directly on Direct Mail or offline acquisition programs (or equivalent experience in credit card/loan acquisition analytics).
Strong analytical skills; highly proficient in Excel (pivot tables, lookups, large datasets) and comfortable with campaign‑level and cohort analysis, including building and interpreting dashboards and presentations.
Experience working with BI tools and large datasets (e.g., Domo or similar) and interpreting DM dashboards for both performance and issue detection.
Experience with file‑based marketing operations (SFTP transfers, file formats, ID integrity, record‑count reconciliations, version control) and comfort working with technical and data teams to troubleshoot issues.
Demonstrated experience running A/B tests, interpreting results, and turning insights into clear recommendations and next steps.
Excellent project management skills with the ability to juggle multiple campaigns, DM drops, remails, and stakeholder groups simultaneously.
Strong verbal and written communication skills, with the ability to present complex analysis and process risks in a clear, concise, and business‑friendly way.
High attention to detail, ownership mindset, and comfort working within governance, risk and compliance frameworks.

Nice To Haves

Experience in financial services or other regulated industries is strongly preferred.
Experience in consumer credit, lending, or other consumer financial products.
Familiarity with AI-powered tools for analytics, insights generation, or content/communication support.

Responsibilities

Own and continuously evolve the end-to-end Direct Mail program for our brands, from annual plans and channel mix to individual campaigns and tests.
Translate acquisition and profitability targets into DM volume plans, selection criteria, offers and test roadmaps in partnership with internal teams.
Manage Direct Mail budgets and forecasts, ensuring campaigns are delivered on time and on budget while meeting CPA/ROI targets.
Work closely with external partners (e.g., agencies, printers, mail houses, data providers) and internal stakeholders to bring campaigns to life and ensure operational excellence.
Maintain an up-to-date DM schedule across brands and products and communicate changes and performance updates to stakeholders on time.
Own the end-to-end operational workflow for Direct Mail, from suppression and selection through enrichment, creative/laser approvals, uploading to internal systems and performance monitoring.
Partner with internal teams and external partners to design, maintain and continuously improve controls that prevent and detect issues.
Lead incident triage and remediation for DM-related issues and feed learnings back into the process.
Maintain clear documentation, checklists and runbooks for the DM process to ensure repeatability, auditability and effective knowledge transfer.
Design and execute a robust test roadmap across targeting, offer strategy, creative and format, and contact strategy to drive continuous performance improvements.
Lead post-campaign and cohort analyses to quantify impact by segment, product, and test cell; summarize insights and recommendations for senior leadership.
Continuously look for opportunities to improve efficiency and scale the DM program (better targeting, improved response and conversion, lower CPAs, healthier credit performance, more robust controls).
Own and maintain our brand presence and profiles across key review platforms, in partnership with internal teams.
Design and manage the process to proactively collect customer reviews, including working with internal teams to integrate review requests into key customer touchpoints.
Coordinate with internal teams to ensure reviews are triaged and responded to in a timely, brand-appropriate, and compliant way, escalating when needed.
Identify themes and insights from reviews to help improve customer experience, product, and operations, and track review volume, ratings, and key themes over time to share with Marketing and CX leadership.
Lead or support competitive reviews across direct mail, email, web, and other channels, leveraging internal and external sources (e.g., competitive DM scans, email, landing pages).
Synthesize competitor messaging, offers, formats, and customer experience into clear summaries and recommendations for the team.
Support other Acquisition & Growth initiatives as needed (e.g., testing new channels).