Head of Direct Marketing - Credit Card Acquisitions

About This Role

This leadership role drives customer growth for the credit card department through innovative and effective direct marketing channels. The leader will focus on acquiring new customers and deepening existing relationships across the U.S. Bank credit card portfolio by managing audience creation, strategic investment decisions across paid marketing channels, and full-funnel optimization. The position involves working with colleagues and third parties to build a strategic roadmap for profitable and scalable new card member acquisition, identifying and prioritizing acquisition investments, capabilities, and campaigns.

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

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
• 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