VP/D of Direct Mail Marketing Strategy and Analytics

OneMain (Formerly Springleaf & OneMain Financials).•Wilmington, DE

46d•Hybrid

About The Position

We are seeking a Director of Direct Mail Marketing Strategy and Analytics to join our marketing leadership team. OneMain Financial is the nation's leading direct mailer for sub-prime and near-prime personal loans. As such, our direct mail ("DM") marketing program is highly analytical and requires a large amount of strategic oversight. The candidate will lead a team of analysts and will be responsible for leveraging advanced analytics to resiliently grow our Direct Mail channel. This includes DM strategy development, analysis, mail selection optimization, performance reporting, and development of robust learning agenda to drive continued innovation. In the Role The successful candidate will combine the skills of a strategic thinker with the ability to run a complex execution engine. On the strategy front, this person will continuously look out for opportunities to optimize and grow the channel and present insights and recommendations up to C-level executives. On the execution side, they will be able to manage multiple workstreams with a high attention to detail. Ability to partner well with peers and senior leaders outside of analytics within our marketing team is a must as well.

Requirements

Bachelors degree in a quantitative discipline such as Engineering, Statistics, Economics, Business Management, or Computer Science (advanced degree desired)
10+ years of experience driving informative decisions through analyses; Master's or PHD degrees may offset experience
5+ years of analytics leadership experience, building and prioritizing teams and objectives based on company strategy
Deep knowledge of analytical tools and techniques to drive business outcomes. Advanced analytical skillset using tools such as SQL, SAS, R, or Python. Experience leveraging data visualization and digital marketing tools such as Power BI
Innovative and capable of developing a highly analytical approach to solving problems; strong data and insights intuition, intellectual curiosity
Strong cross-functional communication and influencing skills, including experience presenting to and getting buy-in on strategy from senior executives
Experience in marketing and in particular direct mail marketing is preferred
Lending or consumer finance industry experience preferred

Nice To Haves

Thorough understanding of direct mail marketing campaigns are designed and executed, from identifying prospects to be mailed in our prospect database, culminating in sending out marketing solicitations through our print vendors.
Experience using bureau data and non-bureau data within a prospect database solution (i.e., Acxiom)

Responsibilities

Lead and develop an analytics team whose primary function is to manage a monthly DM investment decision process that maximizes both response and NPV.
Build a deep understanding of our end-to-end mail execution process that involves multiple teams (Campaign Execution, Credit, Marketing, etc.) and how we capture DM response data within our prospect database that feeds future insights, and execute this process on a monthly basis with minimum errors.
Build a strategic understanding of the key levers that can be used to improve and/or expand the program, and build/execute a learning agenda to help accomplish these strategic objectives. Examples include develop tests around mail cadence, segmentation of prospects, incorporation of new data sources, and ongoing A/B creative testing process.
Re-evaluate and improve our holdout strategies that allow for measurement of the mail channel's incremental contribution to the overall business and marginal incrementality
Analyze cross-channel interactions i.e., how DM influences other marketing channels and other channels' impact to DM.
Build deep expertise in our DM Targeting models, partner with Data Science team to continuously improve our targeting efficiency.
Understand the reporting needs of the business and enhance / streamline reports where necessary.
Monitor and report on the broader macro-environment for personal lending, specifically other lenders behavior in Direct Mail through competitive intelligence. Use those insights to inform our own DM decision making.

Benefits

Health and wellbeing options including medical, prescription, dental, vision, hearing, accident, hospital indemnity, and life insurances
Up to 4% matching 401(k)
Employee Stock Purchase Plan (10% share discount)
Tuition reimbursement
Paid time off (15 days' vacation per year, plus 2 personal days, prorated based on start date)
Paid sick leave as determined by state or local ordinance, prorated based on start date
Paid holidays (7 days per year, based on start date)
Paid volunteer time (3 days per year, prorated based on start date)

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