AVP, Specialty & Wellness Marketing, Focus Markets

Role Summary/Purpose:

Synchrony is seeking a dynamic, flexible, and entrepreneurial-minded marketer to accelerate growth across our Specialty & Wellness focus markets.  This new role will own client- and market-level marketing strategy and activation for a portfolio that includes contractual partnerships and independent providers. The AVP will serve as the industry expert for key Wellness markets, translating market trends, customer needs, and buyer journeys into innovative, data-driven plans that expand partnerships and drive acquisition, activation, usage, retention, and meaningful business results.

This role will partner closely with Sales, Client Management, Analytics, Digital, Lifecycle/CRM, Product, and agency teams to deploy B2B and B2B2C programs that drive provider/location engagement, consumer applications, purchase volume, usage/retention, and sales from key markets.

Essential Responsibilities:

Industry Market Management and Campaign Execution

• Manage marketing for Focus Markets by building plans that drive business growth goals across multiple products and industries. Manage marketing relationships with independent providers, clients, and partners.
• Translate relevant Specialty & Wellness consumer and provider market trends and buyer journeys into data-driven client/partner and industry marketing plans.  Ability to build multi-touch, multi-channel campaigns using paid media, social, influencers, email, direct mail, training, and sales enablement.
• Partner regularly with GMs and Sales to translate business strategy into marketing priorities and key strategies.
• Manage and present marketing plans, business reviews, and marketing calendars to leadership, stakeholders, and partners.

• Drive point-of-sale/in-location conversion through toolkits, signage, scripts, and training/enablement materials that make financial conversations easier for front-line teams.
• Lead end-to-end execution of multi-channel B2B and B2B2C campaigns across markets to drive:

• provider/location onboarding and engagement
• consumer applications, approvals, and purchase volume growth
• offers, pricing, and promotions to improve usage and retention

• Build and optimize market acquisition and lifecycle marketing including email automation and journey mapping (e.g., Salesforce Marketing Cloud or similar platforms) working with cross-functional teams.
• Create and manage content to support acquisition and engagement objectives (case studies, webinars, one-pagers, playbooks, emails, partner toolkits). Optimize content for GEO and LLMs.
• Identify and manage KOL and influencer campaigns in partnership with cross-functional teams.
• Manage CareCredit brand presence in-market in partnership with Brand and ensure consistent execution across client and partner touchpoints.
• Manage industry event execution across assigned markets.

Client/Partner Ownership & Planning

• Serve as the marketing owner and primary point-of-contact for assigned clients/partners; align marketing priorities to partner objectives and Specialty & Wellness growth goals.
• Build industry relationships and execute partnership marketing plans designed to achieve key business goals.
• Develop quarterly/annual client marketing plans, integrated calendars, and activation roadmaps; coordinate priorities with Sales and Client leaders.
• Support partner operating rhythms including campaign plans, program updates, and QBR content.
• Execute targeted account-based/segment-based marketing for priority partner segments and locations.

Measurement, Insights, and Optimization

• Use analytics, testing, and segmentation to optimize performance; recommend improvements to targeting, messaging, channel mix, and offers/promotions (where applicable).
• Track and communicate outcomes against KPIs (e.g., lead volume, conversion, applications, approvals, purchase volume, usage, ROI).

• Use market research and customer insights to inform plans, optimize performance, and improve return on investment.
• Manage budget and expense tracking for assigned marketing programs.
• Leverage AI and MarTech capabilities to improve execution efficiency, measurement, and operating rhythm.

Cross-Functional Leadership (No Direct Reports)

• Influence and coordinate work across internal partners (Sales, Client Management, Lifecycle, Product, Operations, Risk/Compliance, Finance, Creative/Agency) to deliver quality work on time.
• Perform other duties and/or special projects as assigned.

• Manage cross-functional projects and drive collaboration across multiple levels of management.
• Serve as a Specialty & Wellness industry subject-matter expert when partnering with cross-functional marketing teams on omni-channel campaigns.

Qualifications/Requirements:

• Bachelor’s degree or in lieu of a degree, a high school diploma/GED and 8+ years of relevant marketing experience.
• Minimum 4+ years of experience developing and executing multi-channel marketing campaigns (email/CRM, digital, social, direct mail and/or in-location).
• Client-facing experience with comfort presenting plans, results, and recommendations to partner stakeholders.
• Demonstrated experience in B2B marketing; B2B2C experience strongly preferred.
• Willingness to travel up to 30%.
• Ability and flexibility to travel for business as required

Desired Characteristics:

• Experience with multi-location, franchise, or enterprise partner models.
• Healthcare/wellness, specialty services, or financial products marketing experience is a plus.
• Experience with Salesforce CRM and Marketing Cloud (or comparable platforms).
• Digitally savvy with working knowledge of paid media concepts, landing pages, tagging/measurement, and optimization.
• Strong project management and prioritization skills; thrives in ambiguity and fast-paced, matrixed organizations.
• Strong communicator and collaborator with the ability to influence without authority.

• Ability to interpret campaign and market analytics and pivot plans and tactics to drive further growth.
• Creative agency account management experience.

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, or 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.

Job Family Group:

Marketing