VP, Performance Media

Job Description:

Role Summary/Purpose:

Synchrony is continuing to build a world-class Performance Marketing Organization committed to driving results with our partners while delivering leading customer experiences. Within this organization, our Media Team is focused on growth and engagement by making data-driven decisions to create meaningful interactions with existing and potential customers across all media channels, including paid media, SEO/SEM, and emerging technologies.

We are seeking a VP, Performance Media to lead our in-house media team. This role will own strategy and oversight for all media channels—paid media, search (SEO/SEM), programmatic, social, video, and emerging AI-powered media technologies—and is responsible for building and leading a team of subject matter experts. This position reports directly to the SVP, Growth Marketing, Demand Generation.

The VP, Performance Media will serve as both a strategist and internal evangelist across all media disciplines. The role will drive media investment strategy, media planning, execution, and measurement elevation, while leveraging innovations including AI tools and automation to maximize performance and efficiency. This leadership role will ensure media strategies align with overall business objectives and support profitable growth, brand awareness, and customer acquisition, including managing complex markets at various levels of maturity.

This individual will also collaborate cross-functionally to build and scale Growth Marketing, Demand Generation initiatives, establish operational best practices, and partner with Synchrony Business Leaders across platforms and clients to drive growth through external digital channels and owned properties. The VP will promote thought leadership on campaign strategies, audience segmentation, data-driven media plans, and apply industry-leading technologies to optimize program outcomes.

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:

• Lead the digital and media strategy across Paid Media, SEO/SEM, programmatic, social, video, and emerging media channels worldwide, ensuring alignment with Synchrony’s business goals and global marketing objectives
• Develop and articulate a clear, compelling vision and strategy for the overall media function that both supports Synchrony’s brand awareness and drives customer acquisition and engagement across diverse markets
• Manage and scale a team of 25+ media experts across paid social, paid search, SEO, affiliate marketing, display, video, programmatic, and emerging AI-powered channels
• Oversee comprehensive media planning and buying strategies across all channels, including search, social, programmatic, connected TV (CTV), affiliates, and emerging platforms, ensuring budget planning, allocation, and forecasting optimize efficiency and scalability
• Forecast media investments and deliver measurable business growth, consistently communicating insights, challenges, and successes to senior leadership
• Partner cross-functionally with Marketing, Creative, Sales, Analytics, and other internal stakeholders to deliver full-funnel campaigns and maximize profitability and lifetime customer value
• Identify and drive key initiatives that advance innovation, operational efficiency, and responsiveness to industry shifts such as privacy changes, cookie-less/IDFA-less environments, and AI-driven media dynamics
• Champion the integration and ethical application of AI-powered tools for media planning, audience targeting, personalization, bid management, and optimization, leveraging automation and analytics to maximize ROI
• Take accountability for global media budget effectiveness by ensuring optimal allocation of resources and rigorous measurement of media performance against business objectives
• Collaborate closely with analytics and insights teams to develop and implement multi-channel attribution models, KPIs, and ongoing performance optimization frameworks
• Lead the development and continuous improvement of media practices, driving innovation in media technologies and programmatic solutions aligned with Synchrony’s digital transformation goals
• Drive campaign testing, performance analysis, and agile optimization by shifting resources to high-impact tactics while disseminating learnings across the organization
• Provide regular, insightful reporting and business growth recommendations to executive leadership, influencing strategy and decision-making
• Manage relationships with media agency partners and technology vendors, ensuring high standards of service delivery and innovation adoption
• Lead, mentor, and inspire a high-performing team of media professionals, fostering a culture of collaboration, inclusion, and excellence
• Participate as a key industry thought leader in marketing and media innovation, continuously scanning the competitive landscape to keep Synchrony at the forefront of emerging marketing technologies and best practices
• Perform other duties and/or special projects as assigned

Qualifications/Requirements:

• Bachelor’s degree or, in lieu of degree, a high school diploma/GED and 12+ years of marketing or agency experience driving digital growth—including SEO, SEM, paid media, and emerging digital media landscape
• 8+ years of experience leading media strategy and execution across paid search, SEO, display/video advertising, and paid social with demonstrated business impact
• 7+ years of direct people management and leadership experience with a demonstrated ability to grow and inspire teams

Desired Characteristics:

• Proven success managing media planning and buying efforts across diverse channels including search, social, programmatic, CTV, affiliates, and emerging technology platforms
• Deep familiarity with the digital marketing ecosystem and vendor landscape, including programmatic technologies, media buying tools, and AI-driven solutions for media
• Experience overseeing multi-million-dollar media budgets, resource allocation, and financial forecasting to maximize ROI and scalability
• Proven track record building and managing vendor relationships and leveraging new tools and tech to drive growth and efficiency
• Strong analytical skills and proficiency with audience tools (e.g., LiveRamp, CDPs) and multi-channel media attribution methodologies
• Experience leading digital transformation and change management initiatives to continually evolve media capabilities and practices
• Ability to build compelling business cases for pilot programs and communicate insights and results effectively to executive leadership and business partners
• Knowledge of retail POS, merchant data, and credit card/consumer finance industry dynamics is preferred
• Strong interpersonal and influencing skills to collaborate effectively across cross-functional teams
• Knowledge of retail POS, merchant data, and credit card/consumer finance industry dynamics is preferred
• Strong interpersonal and influencing skills to collaborate effectively across cross-functional teams
• Grade/Level: 14

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

Job Family Group:

Marketing