AVP, Lifecycle and Loyalty – Ashley Furniture Portfolio

Job Description:

Role Summary/Purpose:

The L11 Lifecycle & Loyalty Marketing Lead will play a strategic role in owning the end-to-end cardholder lifecycle strategy—from acquisition through long-term engagement—for the Ashley Furniture credit card program. This role will define the customer journey and key touchpoints, lead the planning and execution of lifecycle and loyalty initiatives, and drive deeper engagement to maximize cardholder lifetime value, repeat purchase, and portfolio growth.

This individual will serve as a thought leader and internal subject matter expert on retail loyalty/rewards best practices, lifecycle marketing trends, and competitive intelligence, translating insights into clear recommendations and a forward-looking roadmap. The role partners closely with Ashley marketing stakeholders and Synchrony cross-functional teams (Analytics, Digital, Sales, Risk, IT, Legal/Compliance, etc.) to prioritize opportunities, enable new capabilities, and deliver measurable outcomes.

Our Way of Working

We’re proud to offer you 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 will be required to commute or travel for in person engagement activities such as business or team meetings, training and culture events. 

*Field Sales and some Commercial team roles may have varied location requirements based upon partner obligations or preferences. 

Essential Responsibilities:

• Develop and own the overall lifecycle strategy for Ashley cardholders—aligning journey design, segmentation, and channel strategy to drive engagement, repeat purchase, and program value.

• Define key lifecycle touchpoints and campaign architecture, including (but not limited to) Early Month on Books, national/promotional sales events, and trigger-based life stage marketing.

• Plan, execute, and optimize lifecycle and loyalty campaigns; monitor budget, performance, identify gaps, and recommend strategic and tactical enhancements to improve program outcomes.

• Serve as the loyalty and rewards thought leader for the Ashley program—bringing forward POVs on reward structures, engagement tactics, omni-channel experience improvements, and emerging loyalty trends.

• Lead competitive and industry reviews of retail rewards, loyalty programs, and lifecycle best practices; benchmark against best-in-class programs and translate findings into actionable recommendations and differentiation opportunities.

• Leverage analytics and customer insights (e.g., CRM inputs, data sharing, campaign measurement) to identify opportunities, quantify impact/ROI, and “sell in” strategies to stakeholders.

• Incorporate Ashley’s business objectives, strategic vision, and marketing calendar into lifecycle and loyalty planning to ensure tight alignment and timely execution.

• Partner cross-functionally with Client Marketing, Digital, Sales, Risk, and IT to support enablement of new products and capabilities (e.g., platform enhancements, targeting/automation improvements), including requirement definition and prioritization.

• Build and maintain strong relationships with key internal partners and Ashley marketing leaders to ensure alignment, clear governance, and consistent delivery.

• Ensure compliance-by-design by partnering with Legal and Compliance to understand regulatory considerations impacting loyalty/rewards and embedding controls without sacrificing customer experience.

• Lead/support special projects that advance the loyalty and lifecycle roadmap and strengthen Ashley’s competitive positioning.

• Perform other duties and/or special projects as assigned.

Qualifications/Requirements:

• Bachelor's Degree or, in lieu of a degree, a high school equivalent, 7 years of progressive experience in a marketing or customer analytics role at financial services organization.

• 3+ years of lifecycle marketing customer experience-oriented role within Financial Services, high-tech industries or retail

• Ability to travel as needed; ~15% (for client meetings, internal planning sessions, and key program milestones).

• Ability and flexibility to travel for business as required

Desired Characteristics:

• Breadth of knowledge and experience in marketing B2C/B2B/B2B2C.

• Highly effective working with external clients; able to negotiate and influence to define and deliver on priorities.

• Strong stakeholder management and communication skills; ability to influence cross-functional teams and senior leaders and drive alignment across priorities.

• Demonstrated expertise in lifecycle marketing and loyalty/rewards strategy, preferably in retail and/or financial services (consumer financing strongly preferred).

• Strong analytical orientation with experience using segmentation, test-and-learn, performance measurement, and customer insights to optimize marketing effectiveness and demonstrate ROI.

• Proven ability to conduct competitive intelligence, speak to the latest trends, and translate insights into practical roadmaps, program enhancements, and executive-ready recommendations.

• Experience with loyalty platforms, CRM, and/or marketing automation tools.

• Positive, high-energy attitude with a passion for digital and/or product marketing.

• Enjoy a balance of strategic work with hands-on-implementation.

• Organized, resourceful and results driven. Tenacity to get stuff done.

• High attention to detail and proven ability to manage multiple, competing priorities simultaneously.

• Can self-manage and work autonomously with a remote, dispersed team.

Grade/Level: 11

The salary range for this position is 90,000.00 - 155,000.00 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: