Director of Business Lending Acquisition Marketing

UnitedHealth-Grou; Draper (UT); On-site; USD 135,000 - 231,000; Full time

Job summary

UnitedHealth Group in Draper, UT is seeking a Director of Business Lending Acquisition Marketing to lead end-to-end growth for business lending products across channels. You will partner with Lending Product, Marketing, Analytics, Digital, and Risk teams to drive demand, optimize conversions, and grow the portfolio.

The role requires seasoned leadership in multi-channel acquisition, deep lending knowledge, and the ability to manage multi-million-dollar budgets while ensuring regulatory

Qualifications

• 10+ years of experience leading acquisition, growth, digital marketing, or customer lifecycle strategies.
• 5+ years of experience within a bank, fintech, online lender, marketplace lender, payments company, or other regulated financial services organization.
• Demonstrated experience marketing lending products, including small business loans, lines of credit, commercial lending products, consumer lending products, or payment solutions.
• Experience leveraging data, AI, predictive modeling, and customer segmentation to improve acquisition performance and campaign ROI.
• Demonstrated experience in executive communication and stakeholder management skills, with experience influencing senior leaders and cross-functional teams.
• Experience managing multi-channel digital acquisition programs including SEM, SEO, paid social, affiliate marketing, partnerships, and performance media.
• Deep understanding of the lending lifecycle, including customer acquisition, underwriting, onboarding, servicing, retention, and portfolio growth.
• Solid understanding of banking regulations, fair lending requirements, UDAAP, privacy requirements, and compliance considerations within marketing and customer acquisition.
• Expertise in conversion rate optimization, customer journey mapping, and digital funnel management.
• Proven ability to partner effectively across Product, Analytics, Risk, Compliance, Technology, and/or Operations organizations.
• Proven ability and willingness to travel up to 25%.

Responsibilities

• Own the end-to-end customer acquisition strategy across all business lending products, including demand generation, lead acquisition, conversion optimization, and portfolio growth.
• Develop and execute multi-quarter and multi-year acquisition roadmaps aligned with business objectives and growth targets.
• Establish customer acquisition goals, performance metrics, and optimization frameworks to maximize marketing effectiveness and lending volume.
• Lead acquisition efforts across digital marketing channels, including paid search, paid social, affiliates, SEO, display, and emerging platforms.
• Manage and optimize acquisition budgets to achieve customer growth, cost efficiency, and ROI objectives.
• Oversee campaign development and execution from strategy through launch, testing, measurement, and optimization.
• Identify opportunities to improve the end-to-end borrower journey and digital application experience.
• Utilize customer journey mapping, funnel analysis, and behavioral insights to reduce friction and improve application completion rates.
• Partner with Product, UX, Operations, and Technology teams to implement customer experience enhancements.

Skills

Acquisition marketing

Leadership

Digital marketing

SEM

SEO

Budget management

Data-driven marketing

Cross-functional collaboration

Regulatory compliance

Travel up to 25%

Job description

Improve the lives of others while Caring. Connecting. Growing together.

Job Description - Director of Business Lending Acquisition Marketing (2391323)

Director of Business Lending Acquisition Marketing - 2391323

Optum is a global organization that delivers care, aided by technology to help millions of people live healthier lives. The work you do with our team will directly improve health outcomes by connecting people with the care, pharmacy benefits, data and resources they need to feel their best. Here, you will find a culture guided by inclusion, talented peers, comprehensive benefits and career development opportunities. Come make an impact on the communities we serve as you help us advance health optimization on a global scale. Join us to start Caring. Connecting. Growing together.

As the Director of Business Lending Acquisition Marketing within Optum Bank Small Business Lending, you will be responsible for driving profitable customer growth across the bank's business lending portfolio, including small-dollar and large-dollar lending solutions. Serving as the primary bridge between Lending Product, Marketing, Analytics, Digital, and Risk teams, you will own the end-to-end acquisition strategy and marketing roadmap designed to increase awareness, generate demand, improve conversion, and accelerate portfolio growth.

This role operates at the intersection of product strategy, customer acquisition, digital marketing, analytics, and customer experience. You will act as the central orchestrator for lending initiatives, ensuring cross-functional alignment and execution of integrated, data-driven marketing programs that deliver measurable business results. The successful candidate will combine deep acquisition marketing expertise, lending industry knowledge, and strong leadership skills to optimize borrower acquisition and enhance the end-to-end customer journey. In this role, you will oversee multi-million-dollar acquisition budgets across paid search, paid social, affiliates, SEO, and emerging digital channels to drive qualified traffic, improve conversion performance, and maximize return on investment.

Primary Responsibilities:

• Strategic Growth & Acquisition Leadership
  • Own the end-to-end customer acquisition strategy across all business lending products, including demand generation, lead acquisition, conversion optimization, and portfolio growth
  • Develop and execute multi-quarter and multi-year acquisition roadmaps aligned with business objectives, lending product strategies, and growth targets
  • Establish customer acquisition goals, performance metrics, and optimization frameworks to maximize marketing effectiveness and lending volume
• Lead acquisition efforts across digital marketing channels, including paid search (SEM), paid social, affiliates, SEO, display, and emerging acquisition platforms
• Manage and optimize acquisition budgets to achieve customer growth, cost efficiency, and return-on-investment objectives
• Oversee campaign development and execution from strategy through launch, testing, measurement, and optimization
• Customer Experience & Conversion Optimization
  • Identify opportunities to improve the end-to-end borrower journey and digital application experience
  • Utilize customer journey mapping, funnel analysis, and behavioral insights to reduce friction and improve application completion rates
  • Partner with Product, UX, Operations, and Technology teams to implement customer experience enhancements that drive improved conversion outcomes
• Analytics & Performance Management
  • Partner with Analytics, Data Science, and Modeling teams to identify target audiences, build segmentation strategies, and develop acquisition models
  • Establish performance dashboards and executive reporting that provide visibility into acquisition, funnel conversion, portfolio growth, and campaign effectiveness
  • Analyze marketing and lending performance metrics to identify opportunities for optimization and continuous improvement
• Product & Cross-Functional Leadership
  • Serve as the primary marketing liaison for Business Lending Product teams, translating product priorities into comprehensive go-to-market and acquisition plans
  • Coordinate across product, marketing, digital, technology, user experience, legal, compliance, and risk stakeholders to ensure successful execution of strategic initiatives
  • Drive alignment across teams to ensure marketing strategies remain compliant with applicable banking and lending regulations
• Monitor competitive market activity, industry trends, lending products, acquisition tactics, and customer preferences
• Partner with market research teams to develop customer insights that strengthen positioning, messaging, and acquisition effectiveness
• Lead, mentor, and develop a high-performing team of acquisition marketing professionals and analysts
• Foster a culture of accountability, innovation, data-driven decision making, and continuous improvement

You’ll be rewarded and recognized for your performance in an environment that will challenge you and give you clear direction on what it takes to succeed in your role as well as provide development for other roles you may be interested in.

Required Qualifications:

• 10+ years of experience leading acquisition, growth, digital marketing, or customer lifecycle strategies
• 5+ years of experience within a bank, fintech, online lender, marketplace lender, payments company, or other regulated financial services organization
• Demonstrated experience marketing lending products, including small business loans, lines of credit, commercial lending products, consumer lending products, or payment solutions
• Experience leveraging data, AI, predictive modeling, and customer segmentation to improve acquisition performance and campaign ROI
• Demonstrated experience in executive communication and stakeholder management skills, with experience influencing senior leaders and cross-functional teams
• Experience managing multi-channel digital acquisition programs including SEM, SEO, paid social, affiliate marketing, partnerships, and performance media
• Deep understanding of the lending lifecycle, including customer acquisition, underwriting, onboarding, servicing, retention, and portfolio growth
• Solid understanding of banking regulations, fair lending requirements, UDAAP, privacy requirements, and compliance considerations within marketing and customer acquisition
• Expertise in conversion rate optimization, customer journey mapping, and digital funnel management
• Proven ability to partner effectively across Product, Analytics, Risk, Compliance, Technology, and/or Operations organizations
• Proven ability and willingness to travel up to 25%

Preferred Qualifications:

• Experience working within both traditional banking and fintech environments, with a solid understanding of the strengths, capabilities, and operating models of each
• Experience launching or scaling digital lending products, including SMB lending, business lines of credit, embedded finance, marketplace lending, or digitally originated commercial lending products
• Experience supporting partnerships with fintechs, digital distribution partners, referral marketplaces, or embedded lending channels
• Experience building and leading high-performing acquisition marketing teams within rapidly growing financial services organizations
• Familiarity with modern fintech acquisition technologies, customer data platforms, marketing automation tools, and digital analytics platforms
• Proven strategic thinker with a demonstrated track record of driving customer acquisition, portfolio growth, and digital transformation initiatives

Pay is based on several factors including but not limited to local labor markets, education, work experience, certifications, etc. In addition to your salary, we offer benefits such as, a comprehensive benefits package, incentive and recognition programs, equity stock purchase and 401k contribution (all benefits are subject to eligibility requirements). No matter where or when you begin a career with us, you’ll find a far-reaching choice of benefits and incentives. The salary for this role will range from $134,600 - $230,800 annually based on full-time employment. We comply with all minimum wage laws as applicable.

At UnitedHealth Group, our mission is to help people live healthier lives and make the health system work better for everyone. We believe everyone–of every race, gender, sexuality, age, location and income–deserves the opportunity to live their healthiest life. Today, however, there are still far too many barriers to good health which are disproportionately experienced by people of color, historically marginalized groups and those with lower incomes. We are committed to mitigating our impact on the environment and enabling and delivering equitable care that addresses health disparities and improves health outcomes — an enterprise priority reflected in our mission.

UnitedHealth Group is an Equal Employment Opportunity employer under applicable law and qualified applicants will receive consideration for employment without regard to race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or protected veteran status, or any other characteristic protected by local, state, or federal laws, rules, or regulations.

UnitedHealth Group is a drug - free workplace. Candidates are required to pass a drug test before beginning employment.

UnitedHealth Group is committed to working with and providing reasonable accommodations to individuals with physical and mental disabilities. If you need special assistance or accommodation for any part of the application process, please call 1-866-566-8715 to be connected to Recruitment Services. Recruitment Services hours of operation are 7 a.m. to 7 p.m. CT, Monday through Friday.

UnitedHealth Group is a registered service mark of UnitedHealth Group, Inc. The UnitedHealth Group name with the dimensional logo, as well as the dimensional logo alone, are both service marks for the UnitedHealth Group, Inc.

Diversity creates a healthier atmosphere: UnitedHealth Group is an Equal Employment Opportunity/Affirmative Action employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, protected veteran status, disability status, sexual orientation, gender identity or expression, marital status, genetic information, or any other characteristic protected by law.

UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test before beginning employment.