Vice President

• Lead the development of new card origination strategies and marketing optimization across direct mail, digital, branch, and call centers
• Lead and operate the product within strict regulatory compliance
• Responsible for making recommendations on targeted acquisition segmentation, product offering optimization, risk/marketing eligibility criteria, and pricing strategies
• Oversee existing credit and debit card account engagement analytics, including plastic/purchase activation, customer loyalty and rewards strategies, inactive/dormant reactivation, and retention
• Responsible for growing portfolio balances, revenue, and profitability
• Conduct business analysis through customers' behavior (revolver/transactor/dormant) and demographics, credit risk attributes, and other internal/external data elements, to identify 1) segments with high growth potential & profitable prospects, and 2) segments that are underperforming, provide recommendations to optimize marketable universe, targeted product offering, and marketing investments, then regularly present key findings, and recommendations to senior executives
• Partner with the marketing team to enhance effective test and learn opportunities, design the appropriate marketing campaign test, and offer a plan that would significantly increase card usage across all phases of the cardholder lifecycle, including acquisition, usage, and retention
• Coordinate with credit risk management to support developing the card product-specific credit policy (approve/decline and line assignment) for both targeted and untargeted prospects, providing the full P&L analysis based on projected risk mitigation and market/revenue growth
• Support member and non-member campaign performance evaluations across all existing and prospect touchpoints, including direct mail, digital, call center, and branches
• Assist the evaluation and implementation of targeted statistical models built by modeling team and/or vendors into campaign test design, measure model performance scorecards used in card marketing analytics, and make recommendations
• Partner with Consumer Banking and other cross-functional teams to enhance cross-sell/bundle opportunities to deliver a compelling value add for our customers
• Interpret analytic findings and formulate recommendations to share with key decision-makers
• Clearly articulate findings and observations and make recommendations as appropriate
• Regularly partner with Marketing, Operations, Credit Risk, Finance, and external vendors as appropriate
• Respond to compliance, internal audit, 3rd party audit, OCC, and any other regulatory requests

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