VP, Customer Journeys Marketing - OnePay

Job Description:

Role Summary/Purpose:

Reporting to the SVP, OnePay Marketing Leader, the VP of Customer Journeys will define and lead the end-to-end lifecycle marketing strategy for the OnePay and Walmart credit portfolio — from onboarding and activation through retention and loyalty. This leader will champion a data-driven approach to deliver highly personalized, multi-channel experiences that deepen customer engagement, drive outside-Walmart spend, and increase lifetime value.

The ideal candidate is a proven marketing innovator who blends analytical rigor with creative storytelling. They bring experience building CRM and personalization programs at scale, integrating lifecycle, loyalty, and omnichannel engagement into a cohesive journey framework that drives measurable outcomes for both Synchrony and Walmart.

Our Way of Working

We’re proud to offer you choice and 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. Occasionally you may be required to commute to our nearest office for in person engagement activities such as business or team meetings, training and culture events.

Essential Responsibilities:

Customer Lifecycle Strategy & Journey Design

• Own the full customer journey strategy across key lifecycle stages — activation, engagement, cross-sell, and retention.

• Lead development of customer segmentation and journey frameworks using behavioral and transactional insights.

• Influence partner on appropriate test-design process to optimize profitable returns

• Design trigger-based, automated lifecycle campaigns that drive outside-Walmart spend and multi-category card usage.

• Partner with Data Science and Analytics teams to identify key moments of opportunity and predict next-best actions.

• Develop test-and-learn roadmaps to continuously optimize personalization, channel mix, and creative impact.

Loyalty & Personalization Leadership

• Oversee loyalty and rewards engagement strategies that reinforce OnePay’s everyday value proposition.

• Partner with Rewards and Product Marketing teams to evolve redemption experiences and communications.

• Drive experimentation with personalization tools, dynamic content, and real-time targeting across channels.

• Champion use of first-party data and MarTech capabilities to enhance message relevance and performance tracking.

Cross-Functional Orchestration

• Collaborate closely with Product, Digital, and Acquisition leaders to ensure lifecycle marketing aligns with acquisition promises and onboarding experiences.

• Partner with Analytics, Legal, and Compliance to deliver compliant, data-informed communications that support both Synchrony and Walmart objectives.

• Represent the customer journey lens in leadership reviews, budget planning, and business prioritization forums.

Walmart + OnePay Partnership Stewardship

• Build strong alignment with Walmart and OnePay marketing partners to deliver integrated engagement campaigns.

• Ensure lifecycle and loyalty programs are embedded into merchandising, omnichannel, and seasonal strategies.

• Lead key partnership moments (e.g., holiday, back-to-school, new feature launches) with a lifecycle-first mindset.

Qualifications/Requirements:

• Bachelor’s degree and 10+ years of experience in lifecycle, CRM, or customer experience marketing, preferably in financial services, fintech, or retail media.

• 5+ years leading teams in CRM or personalization marketing with proven success driving measurable engagement growth.

• Demonstrated expertise in multi-channel journey design (email, push, SMS, in-app, paid media).

• Experience with MarTech tools (Salesforce, Braze, Adobe Experience Cloud, etc.) and customer data platforms (CDPs).

Desired Characteristics:

• Thought leader in customer journey design and omnichannel engagement strategy.

• Passion for creating frictionless, human-centered experiences that drive business outcomes.

• Strong executive presence, storytelling ability, and cross-functional influence.

• Values-driven leader who promotes collaboration, curiosity, and bold innovation.

• Deep understanding of test-and-learn, personalization, and retention marketing frameworks.

• Analytical mindset with a passion for experimentation, insights, and continuous improvement.

Grade/Level: 14

The salary range for this position is 150,000.00 - 250,000.00 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.

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.

• 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

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