AVP SMB Media Strategy

Synchrony; Remote; ZAR 1 282 000 - 1 764 000; Full time

Job summary

A leading consumer financial services firm seeks an AVP, SMB Media Strategy to enhance its media planning efforts. This role involves leading the development and execution of media strategies across multiple digital channels, such as SEM and paid social, focusing on the SMB segment. The ideal candidate will have significant experience in digital marketing and media strategy, strong analytical capabilities, and a collaborative approach to managing campaigns. This position offers a chance to drive impactful growth and customer engagement in a dynamic environment.

Benefits

Flexibility in work hours

Enhanced choice in scheduling

Qualifications

• Minimum 6 years of integrated digital marketing or media experience.
• At least 3 years of full-funnel media planning experience.
• Experience in executing integrated paid media campaigns.

Responsibilities

• Lead development of media strategies for SMB segment.
• Collaborate with agency teams on media campaigns.
• Analyze customer data for audience strategy.

Skills

Digital marketing experience

Media strategy

Analytical skills

Stakeholder management

Customer data analysis

Education

Bachelor’s degree or high school diploma with 10+ years of experience in digital marketing

Master’s degree in a relevant field

Tools

Google Analytics

Adobe Omniture

Job description

Overview

Role Title: AVP SMB Media Strategy (L11) position

Company Overview: Synchrony (NYSE: SYF) is a premier consumer financial services company delivering one of the industry’s most complete digitally enabled product suites. Our experience, expertise and scale encompass a broad spectrum of industries including digital, health and wellness, retail, telecommunications, home, auto, outdoors, pet and more.

Synchrony is building a world-class Performance Media and Creative Agency dedicated to driving meaningful results for our retail and payments partners while delivering exceptional customer experiences. Within this agency, our Paid Media Team is focused on growth through data-driven decision-making, creating relevant and impactful interactions with existing and prospective customers.

We are seeking an AVP, SMB Media Strategy to lead media planning efforts with a focus on SEM, paid social, display, and video (both direct and programmatic). This role will own the digital media planning strategy across our SMB marketing ecosystem, ensuring a balanced and optimized media mix aligned with business objectives, ultimately driving measurable impact and customer engagement.

Role Summary / Purpose

As AVP, SMB Media Strategy, you will spearhead the development and execution of media and channel strategies that align with Synchrony’s business goals. You will collaborate closely with cross-functional agency teams, platform owners, and vendors to orchestrate paid media campaigns that maximize reach, engagement, and conversion within the SMB segment, primarily across SEM, paid social, and display/video channels. This position requires a strategic thinker with strong analytical skills, coupled with deep knowledge of media landscape dynamics, paid media capabilities, and customer journey orchestration within a B2B and SMB context.

Key Responsibilities

• Lead the development of comprehensive media and channel strategies for the Synchrony SMB segment and enterprise marketing campaigns.
• Collaborate with platform owners and in-house agency teams to ensure optimal media mix, orchestration, and performance across SEM, paid social, programmatic display, and video channels.
• Analyze customer data, segmentation insights, and attribution models to build precise audience strategies and continuously optimize media plans.
• Drive end-to-end customer experience assessment across all paid media touchpoints to ensure seamless messaging and engagement.
• Actively monitor campaign performance and recommend optimizations informed by analytics and channel-specific reporting to improve ROI and business outcomes.
• Proactively identify new media opportunities, emerging platforms, and channel innovations; build well-articulated business cases to influence stakeholders.
• Partner with broader channel teams to communicate media insights, share best practices, and co-develop innovative campaign solutions.
• Navigate a complex, matrixed organization to align cross-functional stakeholders behind media strategies that support unified business goals.
• Manage vendor relations including negotiations, media buys, and tracking implementations ensuring compliance with technical and regulatory standards.
• Lead special projects as assigned that improve media planning processes and team effectiveness.

Required Skills/ Knowledge

• Bachelor’s degree, or high school diploma with 10+ years of relevant digital marketing and media strategy experience or in lieu of a degree 12+ years of relevant experience.
• Minimum 6 years of integrated digital marketing, media, or analytics experience.
• At least 3 years of hands-on full-funnel media planning experience, with emphasis on upper funnel and awareness-building tactics.
• 4+ years of direct marketing experience leveraging customer data and segmentation to inform targeting and media execution.
• Minimum 3 years’ experience with digital marketing analytics tools such as Google Analytics, Adobe Omniture, or equivalent platforms.
• Proven experience planning and executing integrated paid media campaigns across SEM, paid social, and programmatic display/video channels.
• Experience working with financial services, retail, or healthcare industries is highly preferred.
• Demonstrated client account management or cross-functional stakeholder engagement experience (3+ years).

Desired Skills/Knowledge

• Agency experience (3+ years) ideally in a media strategy role supporting B2B or SMB clients.
• Strong understanding of paid media technical requirements such as pixel tracking, tag management, audience data integrations, and programmatic media buying platforms.
• Robust quantitative and analytical skills with proficiency in campaign measurement and performance optimization.
• Experience executing direct response campaigns and tying media results directly to business outcomes.
• Excellent communication and stakeholder management skills with the ability to influence in a matrixed environment.
• Account or communications planning experience is a plus.

Eligibility Criteria

• Bachelor’s degree, or high school diploma with 10+ years of relevant digital marketing and media strategy experience or in lieu of a degree 12+ years of relevant experience.
• Minimum 6 years of integrated digital marketing, media, or analytics experience.
• At least 3 years of hands-on full-funnel media planning experience, with emphasis on upper funnel and awareness-building tactics.

Work Timings

2.00 PM to 11.00 PM IST (Flexible to stretch as per business requirement) beside work timings. This role qualifies for Enhanced Flexibility and Choice offered in Synchrony India and will require the incumbent to be available between 06:00 AM Eastern Time – 11:30 AM Eastern Time (timings are anchored to US Eastern hours and will adjust twice a year locally). This window is for meetings with India and US teams. The remaining hours will be flexible for the employee to choose. Exceptions may apply periodically due to business needs as this is a front-facing role. Please discuss this with the hiring manager for more details.

For Internal Applicants

• Understand the criteria or mandatory skills required for the role, before applying
• Inform your manager and HRM before applying for any role on Workday
• Ensure that your professional profile is updated (fields such as education, prior experience, other skills) and it is mandatory to upload your updated resume (Word or PDF format)
• Must not be any corrective action plan (Formal/Final Formal LPP)
• L9+ Employees who have completed 18 months in the organization and 12 months in their current role and level are only eligible.
• L9+ Employees can apply

Level / Grade: 11

Job Family Group: Marketing