VP, OnePay Funnel Optimization & Growth Strategy

Synchrony•San Francisco, CT

1d•Hybrid

About The Position

Reporting the VP, Digital Growth & Acquisition Marketing, this role will serve as a core operator within the acquisition engine, responsible for driving measurable improvements in funnel performance, conversion efficiency, and test-driven growth across the OnePay and Walmart credit portfolio. This leader will combine marketing expertise with strong quantitative rigor to design, execute, and scale structured experimentation across offers, channels, and customer experiences. The role is critical in translating performance data into clear decisions that accelerate growth and improve acquisition efficiency. The ideal candidate brings deep experience in funnel optimization, performance marketing, martech, and experimentation frameworks, with the ability to move fluidly between strategy, analysis, and execution. This role will partner closely across marketing, product, analytics, and credit teams to continuously improve acquisition outcomes within a highly regulated environment. Essential Responsibilities: Funnel Optimization & Performance Own performance end-to end acquisition funnel, from impression through application, approve and booking Identify and prioritize conversion gaps and friction points across digital and in-store entry points Drive continuous improvement of key funnel metrics including prequal, application, start, approval and funded account rates Experimentation Strategy & Execution Build and manage a scalable experimentation system, including hypotheses design, test structure, measurement approach and result interpretation Develop repeatable testing frameworks and templates to improve speed, consistency, and decision quality Partner with analytics and data teams to ensure accurate tracking, attribution, and measurement integrity Identify opportunities to automate test readouts, performance tracking and insight generation Offer & Channel Optimization Evaluate performance across paid media, owned channels, and Walmart ecosystems placements Isolate drivers of performance across offer, audience, channel and creative variables Recommend and implement optimizations to improve conversion, efficiency and volume Partner on budget allocation decisions informed by performance insights Data Translation & Insight Generation Translate complex data into clear, actionable insights and recommendations Develop repeatable frameworks to improve decision speed and clarity Cross-Functional Execution & Alignment Partner with Product, UX, Analytics, Legal and Compliance to enable test execution and funnel improvements Ensure all experimentation and optimization efforts align with regulatory and operational constraints Support integration of acquisition strategies into broader campaign, merchandising, and seasonal initiatives. Perform other duties and/or special projects as assigned.

Requirements

Bachelor's Degree or, in lieu of a degree, a high school equivalent and 12+ of marketing within the credit card industry
8+ years of experience in digital marketing, preferably within financial services, fintech, or retail media
5+ years in full-funnel optimization marketing, experimentation and/or performance marketing
Proven track record of driving measurable improvements in conversion rates, acquisition efficiency, or growth outcomes
Strong analytical capability with proficiency in Excel or equivalent tools for performance analysis
Experience improving or building testing infrastructure, reporting systems or performance frameworks
Ability and flexibility to travel for business as required
You must be 18 years or older
You must have a high school diploma or equivalent
You must be willing to take a drug test, submit to a background investigation and submit fingerprints as part of the onboarding process
You must be able to satisfy the requirements of Section 19 of the Federal Deposit Insurance Act.
New hires (Level 4-7) must have 9 months of continuous service with the company before they are eligible to post on other roles.
Once this new hire time in position requirement is met, the associate will have a minimum 6 months’ time in position before they can post for future non-exempt roles.
Employees, level 8 or greater, must have at least 18 months’ time in position before they can post.
All internal employees must consistently meet performance expectations and have approval from your manager to post (or the approval of your manager and HR if you don’t meet the time in position or performance expectations).
Legal authorization to work in the U.S. is required.
We will not sponsor individuals for employment visas, now or in the future, for this job opening.

Nice To Haves

Strong quantitative and structured thinker with the ability to break down complex problems and testable components
Demonstrated ability to balance data-driven decision making with business and commercial judgement
Comfortable operating in ambiguity and identifying the highest-impact opportunities within complex systems
Clear and concise communicator with the ability to translate data into executive ready insights
High ownership mindset with a bias toward action and continuous improvement
Collaborative and adaptable, with the ability to work effectively across cross functional teams
Strong attention to detail with a focus on execution quality and follow through

Responsibilities

Own performance end-to end acquisition funnel, from impression through application, approve and booking
Identify and prioritize conversion gaps and friction points across digital and in-store entry points
Drive continuous improvement of key funnel metrics including prequal, application, start, approval and funded account rates
Build and manage a scalable experimentation system, including hypotheses design, test structure, measurement approach and result interpretation
Develop repeatable testing frameworks and templates to improve speed, consistency, and decision quality
Partner with analytics and data teams to ensure accurate tracking, attribution, and measurement integrity
Identify opportunities to automate test readouts, performance tracking and insight generation
Evaluate performance across paid media, owned channels, and Walmart ecosystems placements
Isolate drivers of performance across offer, audience, channel and creative variables
Recommend and implement optimizations to improve conversion, efficiency and volume
Partner on budget allocation decisions informed by performance insights
Translate complex data into clear, actionable insights and recommendations
Develop repeatable frameworks to improve decision speed and clarity
Partner with Product, UX, Analytics, Legal and Compliance to enable test execution and funnel improvements
Ensure all experimentation and optimization efforts align with regulatory and operational constraints
Support integration of acquisition strategies into broader campaign, merchandising, and seasonal initiatives.
Perform other duties and/or special projects as assigned.