OneMain Financial Looking for Vice President/Director (Vice President/D) – Direct Mail Marketing AnalyticsApply Now at Wilmington, Delaware Full Time

In the Role

The successful candidate will combine the skills of a strategic thinker and a thorough day-to-day execution manager. On the strategy front, this person will continuously look out for opportunities to optimize and grow the channel and present insights and recommendations up to C-level executives. On the execution side, they will be able to manage multiple workstreams with a high attention to detail. Ability to partner well with peers and senior leaders outside of analytics within our marketing team is a must, as our marketing analytics organization does not operate in a silo.

Key Responsibilities

• Lead and develop an analytics team whose primary function is to manage a monthly DM investment decision process that maximizes both response and NPV.
• Build a deep understanding of our end-to-end mail execution process that involves multiple teams (Campaign Execution, Credit, Marketing, etc.) and how we capture DM response data within our prospect database that feeds future insights, and execute this process on a monthly basis with minimum errors.
• Build a strategic understanding of the key levers that can be used to improve and/or expand the program, and build/execute a learning agenda to help accomplish these strategic objectives. Examples include develop tests around mail cadence, segmentation of prospects, incorporation of new data sources, etc., and partnering with the core Marketing Team to support our ongoing A/B creative testing process.
• Re-evaluate and improve our holdout strategies that allow for measurement of the mail channel’s incremental contribution to the overall business.
• Analyze cross-channel interactions ie, how DM influences other marketing channels and other channels’ impact to DM.
• Build deep expertise in our DM Targeting models, partner with Data Science team to continuously improve our targeting efficiency.
• Understand the reporting needs of the business and enhance/streamline reports where necessary.
• Monitor and report on the broader macro-environment for personal lending, specifically other lenders behavior in Direct Mail through competitive intelligence. Use those insights to inform our own DM decision making.

Requirements

Bachelors degree in a quantitative discipline such as Engineering, Statistics, Economics, Business Management, or Computer Science (advanced degree strongly desired) and at least ten (10) years of experience in directly related field.

• Thorough understanding of how DM marketing campaigns are designed and executed, from identifying prospects to be mailed in our prospect database, culminating in sending out marketing solicitations through our print vendors. Experience quickly developing a deep understanding of end-to-end DM processes and bring new insights to challenge and improve those processes.
• At least seven years of experience in direct marketing analysis
• At least five years of management experience, specifically managing a Direct Mail Analytics function with P&L oversight/ownership
• A thorough understanding of the applicable laws and regulations that govern Direct Mail loan solicitations
• Current experience using SQL/SAS to pull data that feeds our decision making/reporting
• Experience using bureau data and non-bureau data within a prospect database solution (ie, Acxiom)