Description
The Cobrand Director will play a pivotal role in driving the growth of our Cobrand portfolio during a critical time for the business. This role involves overseeing new card member acquisitions, managing media strategies, and maintaining the overall branding for the portfolio. The position is part of the Co-Brand Cards organization within Chase's Consumer & Community Banking group.
Job Summary:
As an Cobrand Acquisitions Marketing Strategy Director within our business team, you will be responsible for leading the strategy to acquire new cardmembers. Your role will also involve overseeing media, branding, and customer research to promote growth for the Cobrand portfolio. This is a crucial period for our business, and we need a strategic leader like you to navigate us through it. In collaboration with the partner and internal Chase stakeholders, including risk, finance, marketing, product, and technology groups, you and the acquisitions team will devise and execute the acquisition strategy for the co-brand program. You will play a key role in expanding a Cobrand portfolio by offering card products that enhance the customer’s travel experiences. This role provides the opportunity to create and implement acquisition and marketing strategies on a large scale, while partnering with key marketing and product leaders across Chase and the partner. Your expertise will be crucial in consistently promoting new account growth for an industry-leading co-brand program, significantly influencing brand awareness and portfolio growth. Your duties will include developing strategic plans, executing cross-channel initiatives, and collaborating with the partner and stakeholders to grow our portfolio and enhance brand presence.
Job responsibilities:
- Develop and oversee strategies for acquiring new Cobrand card customers. This includes making informed investment decisions, planning offers, and executing channel strategies to drive portfolio growth.
- Identify growth opportunities in underpenetrated customer segments and then work with key stakeholders to capture the opportunity while staying within Chase’s risk appetite.
- Define offer, targeting, pricing and channel strategy for driving new account growth for the program.
- Implement strategic plans to achieve key acquisition goals. Ensure flawless execution across all channels by leading and coordinating with the team.
- Partner with partner to expand market penetration within key audiences and explore new channels, such as On Property, to increase reach and engagement.
- Drive ongoing process enhancements to increase application conversion rates while improving the customer experience.
- Support testing and other operational steps associated with developing and launching new acquisition offers, creatives and tactics.
- Manage media efforts in upper funnel channels, including programmatic, social, and sponsored content, to boost card awareness and attract new customers.
- Lead the customer research agenda, conducting studies to understand customer behaviors, needs, and preferences. Use insights to inform the product roadmap and enhance customer experience.
- Own the branding strategy for the entire card portfolio. Collaborate with the partner on brand refreshes and ensure adherence to brand guidelines.
- Work closely with internal and external stakeholders to influence and drive key business decisions, ensuring alignment with overall business objectives; lead and mentor a team of 2-4 individuals.
Required qualifications, capabilities, and skills:
- 10+ years of work experience with a background in credit card marketing, strategy, and knowledge of card economics
- Subject Matter Expert for key acquisition tactics and channels including; instant credit in purchase path, pre-screen, SEO and paid Search, direct mail, refer-a-friend and on-property acquisition.
- Experience in credit card acquisitions.
- Excellent analytical skills with mastery of P&L drivers and risk management.
- Customer obsessed with proven track record of identifying key consumer insights and turning them into effective marketing & growth initiatives.
- Familiar with emerging technology, digital and mobile trends
- Strong expertise in business strategy, strategic frameworks, investment processes and P&L
- Ability to present facts, thoughts, and ideas in a clear, concise, and convincing manner to senior stakeholders and partners
- Executive presence and strong relationship management skills, ability to influence and advocate for their views/ideas
- Team player with great interpersonal skills, ability to work cross-functionally
- Minimum Bachelor's degree required
Preferred Qualifications, capabilities, and skills:
- Specific experience with a travel Cobrand is a plus