Head of Direct Marketing- Credit Card Acquisitions

About the role

We are seeking a strategic and people-focused Head of Direct Marketing for the Credit Card department, responsible for driving our next stage of customer growth through innovative and effective direct marketing channels.

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.

Qualifications

• 10+ years of banking experience
• 5+ years of management experience
• Bachelor’s/Master’s degree 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
• Certain preferred skills/experience:
• 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
• Able 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