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
- Experience with website optimization and conversion rate improvement initiatives
- Excellent organizational and communication skills with the ability to drive accountability and alignment
- Effective communication skills and the ability to present complex ideas clearly
- Expertise in digital marketing tools, analytics platforms, and CRM systems
- Ability to thrive in a fast-paced, results-driven environment
- Strategic thinker with a bias for action and results
- Innovation and bias to test/experiment
- Cross-functional leadership and collaboration
Benefits
- Healthcare (medical, dental, vision)
- Basic term and optional term life insurance
- Short-term and long-term disability
- Pregnancy disability and parental leave
- 401(k) and employer-funded retirement plan
- Paid vacation (from two to five weeks depending on salary grade and tenure)
- Up to 11 paid holiday opportunities
- Adoption assistance
- Sick and Safe Leave accruals of one hour for every 30 worked, up to 80 hours per calendar year unless otherwise provided by law
- Incentive and recognition programs
- Equity stock purchase
Important Details
- Reporting structure: Reports directly to the Head of Credit Card Marketing and leads a team of direct marketing professionals within the credit card department
About the Company
U.S. Bank is on a journey to help customers and businesses make better financial decisions and enable communities to grow and succeed.
