AVP, B2B Lifecycle Marketing

Role Summary/Purpose The Health and Wellness team is looking for a B2B Lifecycle Marketer who will be responsible for developing and executing lifecycle marketing strategies that drive provider engagement, adoption, loyalty, and growth across the provider journey. This role partners closely with cross‑functional teams to design scalable, data‑driven experiences that deliver the right message, through the right channel, at the right time. Key Responsibilities Develop and own the lifecycle marketing strategy for provider segments across onboarding, engagement, growth, retention, and reactivation. Build journey frameworks that align business objectives with provider needs and behaviors. Identify opportunities to improve the end‑to‑end experience through personalized, data‑driven strategies. Work closely with provider marketing teams and sales to identify opportunities and discuss where/when industry specific content gets added to the journeys. Socialize and share journeys with our B2B provider marketing team and sales teams. Partner with Salesforce Marketing Cloud team, Product, CRM, Analytics, Operations, and Creative teams to define lifecycle priorities and deliver integrated marketing programs. Establish segmentation, targeting, and personalization strategies based on behaviors, lifecycle stage, engagement, and business opportunity. Translate business priorities into scalable, automated journey strategies that increase activation, utilization, and long‑term provider value. Develop strategic marketing briefs that define campaign objectives, customer insights, messaging strategy, channel recommendations, and success metrics. Leverage customer insights, research, and performance data to continuously optimize lifecycle strategies and identify new growth opportunities. Define success metrics, KPIs, and measurement plans to evaluate marketing effectiveness and communicate business impact to leadership. Champion a test‑and‑learn culture by developing experimentation roadmaps, A/B testing strategies, and optimization recommendations. Drive governance and best practices for lifecycle marketing, ensuring consistency across customer experiences and marketing initiatives. Present strategic recommendations, performance insights, and roadmap updates to senior leadership. Manage budget including forecasting and tracking Perform other duties and/or special projects as assigned Qualifications/Requirements Bachelor's Degree or, in lieu of a degree, a high school equivalent AND 9+ years of lifecycle marketing within the credit card industry. 5+ years of experience in lifecycle marketing, CRM, customer journey strategy, or marketing strategy to include: Proven experience developing lifecycle marketing strategies in a B2B environment. Strong understanding of customer segmentation, personalization, journey orchestration, and marketing automation. Experience translating customer insights and analytics into actionable marketing strategies – strong problem solver. Demonstrated ability to influence cross‑functional stakeholders and lead strategic initiatives. Strong analytical, communication, and presentation skills. Experience with Salesforce Marketing Cloud or similar marketing automation platforms is preferred. Experience with customer journey mapping, testing strategies, and performance measurement. Ability and flexibility to travel for business as required Desired Characteristics Bachelor's degree in Marketing, Business, Communications, or a related field. Strong working knowledge of multi‑channel marketing campaigns Flexible, high energy, self‑starter with an emphasis on action Able to work in a fast paced environment and manage multiple projects with little supervision Collaborative team player Excellent verbal and written communication and presentation skills Experience managing creative agencies Attention to detail is critical Workfront experience Success Measures Increased provider activation and engagement across lifecycle stages. Improved customer retention and expansion opportunities. Growth in marketing‑driven utilization and revenue. Increased adoption of personalized lifecycle journeys. Improved campaign performance through continuous optimization and testing. Strong cross‑functional partnership and successful execution of strategic initiatives. Grade/Level: 11 The salary range for this position is 90,000.00 - 155,000.00 USD Annual and is eligible for an annual bonus based on individual and company performance. Actual compensation offered within the posted salary range will be based upon work experience, skill level or knowledge. Salaries are adjusted according to market in CA, NY Metro and Seattle. Our Way Of Working We’re proud to offer you flexibility. At Synchrony, our way of working allows you to have the option to work from home near one of our Hubs or come into one of our offices. You will be required to commute to your nearest Hub (either virtual or physical) for in‑person engagement activities such as regular business or team meetings, training and culture events. Field Sales and some Commercial team roles may have varied location requirements based upon partner obligations or preferences. Eligibility Requirements 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. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, and veteran status. Our Commitment When you join us, you’ll be part of an inclusive culture where your individual skills, experience, and voice are not only heard – but valued. Together, we’re building a future where we can all belong, connect, and turn ideals into action. More than 50% of our workforce is engaged in our Employee Resource Groups (ERGs), where community and passion intersect to offer a safe space to learn and grow. This starts when you choose to apply for a role at Synchrony. We ensure all qualified applicants will receive consideration for employment without regard to age, race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or veteran status. We’re proud to have an award‑winning culture for all. Reasonable Accommodation Notice Federal law requires employers to provide reasonable accommodation to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment. If you need special accommodations, please call our Career Support Line so that we can discuss your specific situation. We can be reached at View phone number on click.appcast.io. 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