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Synchrony AVP, Audience Data Management in MARLBOROUGH, Massachusetts

Job Description:

Role Summary/Purpose:

Synchrony is continuing to build a world class Performance Media and Creative Agency committed to driving results with our retail and payments partners while also delivering leading customer experiences.   Within this agency, our Measurement Team is focused on providing analytics and insights to support data-driven decision making across all channels and customer touchpoints. The AVP, Audience Data Management will leverage digital platform expertise combined with database targeting and selection experience to develop audiences for personalized, omni-channel communication strategies.

This position is remote, where you have the option to work from home. On occasion we may request for you to commute to our nearest office for in person engagement activities such as team meetings, training and culture events. To ensure the safety of our colleagues and communities, we require employees who come together in-person to be fully vaccinated. We’re proud to offer you choice and flexibility.

Essential Responsibilities:

  • Build, monitor and govern digital marketing audiences across first, second and third-party data assets utilizing multiple digital marketing platforms (e.g., Google Marketing Platform, onboarders, social media publishers, CDP, etc) as well as CRM and data warehouse systems

  • Responsible for end to end process from identifying key audiences to enabling successful campaign execution and optimization

  • Leverage campaign performance results to make data-driven audience recommendations to reach audiences across formats and platforms; working within Google Audiences, AdTech and MarTech tools, such as CDP.

  • Manage and execute the data onboarding and identity resolution process[es] leveraging leading platforms and suppliers

  • Perform data validation and auditing on all audience builds, creating automated processes and efficiency to ensure data accuracy

  • Work cross-functionally with Channel Marketing and Digital Media teams to ensure audience delivery to downstream publishers and destinations

  • Serve as Marketing’s foremost expert on execution and data processes associated with audience creation tools, DSP and data onboarding.

  • Leverage campaign performance data to make data-driven audience recommendations, working within Google Analytics, Martech and AdTech tools to reach audiences across formats and platforms.

  • Serve as a thought leader in evaluating audience trends and optimization opportunities to drive growth and minimize risk

  • Perform other duties and/or special projects as assigned


  • Bachelor Degree or, in lieu of degree, a high school diploma/GED and 6 years of database marketing, marketing analytics or digital-audience experience

  • 3+ years of digital experience, to include (can be concurrent):

  • 2 years experience working directly within large-scale Digital Platforms, including but not limited to digital and onboarding platforms (ex. Google Marketing Cloud, LiveRamp, Dynamic Yield, BlueKai)

  • 2 years experience in direct digital audience creation, selection and segmentation

  • 2 years experience with the digital marketing landscape including display, mobile, video and email

  • 1 year experience as a Business Analyst (‘BA’) or similar role; analyzing information, evaluating opportunities/solutions and communicating across organizations.

Desired Characteristics:

  • Deep understanding and subject matter expertise of Digital Marketing Platforms, taxonomy, personalization and omni-channel strategies

  • Extensive experience with database management and segmentation tools/languages (ex. SAS, SQL, Unix) with consideration to data governance and data hygiene/quality/controls is highly desired

  • Background in database marketing segmentation platforms and digital marketing stack implementations.

  • Comfort with massive data sets, complex segmentation structures and striated campaign strategies.

  • Familiarity with leading-edge data mining techniques and analytic platforms to feed a strong data management foundation

  • Experience in Agile methodologies, processes and mindset

  • Highly motivated, assertive self-starter with the ability to work autonomously or as a strong team participant

  • Demonstrated ability to creatively solve problems, develop new tactics and address implementation obstacles

  • Experience with R, Python is highly desirable

  • Experienced with consumer financial services, ideally with exposure to credit card marketing or retail marketing, and familiar with consumer protection, privacy and related laws and policies.

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 24 months’ time in position before they can post. All internal employees must have at least a “consistently meets expectations” performance rating 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 requirement).

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.

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 1-866-301-5627. Representatives are available from 8am – 5pm Monday to Friday, Central Standard Time.

The salary range for this position is 60,000.00 - 130,000.00 USD Annual

Salaries are adjusted according to market in CA and Metro NY and some positions are bonus eligible.

Grade/Level: 10

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