4 months ago
AVP, Lifecycle and Loyalty – Ashley Furniture Portfolio
Synchrony
Minneapolis, MN (Hybrid)Full time$90K/yr – $155K/yr
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AVP, Lifecycle and Loyalty – Ashley Furniture Portfolio
Minneapolis, MN (Hybrid)
$90K/yr – $155K/yrSenior Level7+ years expFull time
Posted 4 months ago
Top 1% of applicants do these two things.
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Job Summary
Drive Ashley cardholders’ loyalty by owning the end-to-end lifecycle strategy and campaign architecture across channels.
- Own the lifecycle strategy, touchpoints, and campaign architecture.
- Must-have: 3+ years in lifecycle marketing in financial services, tech, or retail.
- Standout: Cross-functional leadership with Marketing, Digital, Sales, Risk, and IT.
Job Description
Responsibilities
- Develop and own the overall lifecycle strategy for Ashley cardholders—aligning journey design, segmentation, and channel strategy to drive engagement, repeat purchase, and program value.
- Define key lifecycle touchpoints and campaign architecture, including (but not limited to) Early Month on Books, national/promotional sales events, and trigger-based life stage marketing.
- Plan, execute, and optimize lifecycle and loyalty campaigns; monitor budget, performance, identify gaps, and recommend strategic and tactical enhancements to improve program outcomes.
- Serve as the loyalty and rewards thought leader for the Ashley program—bringing forward POVs on reward structures, engagement tactics, omni-channel experience improvements, and emerging loyalty trends.
- Lead competitive and industry reviews of retail rewards, loyalty programs, and lifecycle best practices; benchmark against best-in-class programs and translate findings into actionable recommendations and differentiation opportunities.
- Leverage analytics and customer insights (e.g., CRM inputs, data sharing, campaign measurement) to identify opportunities, quantify impact/ROI, and “sell in” strategies to stakeholders.
- Incorporate Ashley’s business objectives, strategic vision, and marketing calendar into lifecycle and loyalty planning to ensure tight alignment and timely execution.
- Partner cross-functionally with Client Marketing, Digital, Sales, Risk, and IT to support enablement of new products and capabilities (e.g., platform enhancements, targeting/automation improvements), including requirement definition and prioritization.
- Build and maintain strong relationships with key internal partners and Ashley marketing leaders to ensure alignment, clear governance, and consistent delivery.
- Ensure compliance-by-design by partnering with Legal and Compliance to understand regulatory considerations impacting loyalty/rewards and embedding controls without sacrificing customer experience.
Requirements
- Bachelor's Degree or, in lieu of a degree, a high school equivalent, 7 years of progressive experience in a marketing or customer analytics role at financial services organization.
- 3+ years of lifecycle marketing customer experience-oriented role within Financial Services, high-tech industries or retail
- Ability to travel as needed; ~15% (for client meetings, internal planning sessions, and key program milestones).
- Ability and flexibility to travel for business as required
Preferred
- Breadth of knowledge and experience in marketing B2C/B2B/B2B2C.
- Highly effective working with external clients; able to negotiate and influence to define and deliver on priorities.
- Strong stakeholder management and communication skills; ability to influence cross-functional teams and senior leaders and drive alignment across priorities.
- Demonstrated expertise in lifecycle marketing and loyalty/rewards strategy, preferably in retail and/or financial services (consumer financing strongly preferred).
- Strong analytical orientation with experience using segmentation, test-and-learn, performance measurement, and customer insights to optimize marketing effectiveness and demonstrate ROI.
- Proven ability to conduct competitive intelligence, speak to the latest trends, and translate insights into practical roadmaps, program enhancements, and executive-ready recommendations.
- Experience with loyalty platforms, CRM, and/or marketing automation tools.
- Positive, high-energy attitude with a passion for digital and/or product marketing.
- Enjoy a balance of strategic work with hands-on-implementation.
Benefits
- More than 50% of our workforce is engaged in our Employee Resource Groups (ERGs).
- We’re proud to have an award-winning culture for all.
Synchrony
At Synchrony, our driving force is to be essential to people's everyday lives by making it easier for the many millions of people who rely on us to access their essential needs and everyday wants with consumer financing that works for them – from their first credit card to a lifetime of flexibility. We do this by helping people make informed, smart credit choices so they can live healthier financial lives and by connecting them to Synchrony's ecosystem of hundreds of thousands of small- and mid-sized businesses and health and wellness providers that are the backbone of the U.S. economy.
Traffic Signals
Monthly Visitors
42.3M
Monthly Google Ads Budget
$121.9K
Traffic Source Mix
Search
9.2%
Direct
69.1%
Referral
20.8%
Social
0.2%
Paid
0.6%
Headcount Trend
Current headcount: ~15.7K
Marketing Team
Marketing Team Size
616 (4% of company)
Median Career Experience
22 years
Median Tenure
8.6 years
Marketing Roles Posted (Last 30 Days)
6
People
HR / Recruitment
Marketing Leadership
Maha Madain
Chief Marketing Officer, Consumer Bank
At the company for 8 months
Kristen Manginelli, CPA
Chief Marketing Officer - Health & Wellness
At the company for 2 years 3 months
Chris Merrill
Chief Marketing Officer, Digital
At the company for 12 years 7 months
Heather Giese
Chief Marketing Officer, Diversified & Value and Lifestyle Client Partnerships at Synchrony
At the company for 11 years 4 months
Funding
Total Funding
$500M
Last Raise
$500M
Post IPO Equity, 2 years ago
Funding History
- Feb 2024Post IPO Equity • $500M