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OneMain Financial · 4 hours ago

VP/D of Direct Mail Marketing Strategy and Analytics

Wilmington, DE

Full-time

Hybrid

Senior Level, Lead/Staff

10+ years exp

OneMain Financial is the nation’s leading direct mailer for sub-prime and near-prime personal loans. They are seeking a Director of Direct Mail Marketing Strategy and Analytics to lead a team of analysts and leverage advanced analytics to grow their Direct Mail channel, focusing on strategy development, analysis, and performance reporting.

CreditFinanceFinancial ServicesInsuranceWealth Management

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, and 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 and marginal incrementality

Analyze cross-channel interactions i.e., 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

Qualification

Analytics leadershipDirect mail marketingAdvanced analytics toolsSQLData visualizationCross-functional communicationIntellectual curiosityCompetitive intelligenceProblem-solvingTeam collaboration

Required

Bachelors degree in a quantitative discipline such as Engineering, Statistics, Economics, Business Management, or Computer Science (advanced degree desired)

10+ years of experience driving informative decisions through analyses; Master's or PHD degrees may offset experience

5+ years of analytics leadership experience, building and prioritizing teams and objectives based on company strategy

Deep knowledge of analytical tools and techniques to drive business outcomes. Advanced analytical skillset using tools such as SQL, SAS, R, or Python. Experience leveraging data visualization and digital marketing tools such as Power BI

Innovative and capable of developing a highly analytical approach to solving problems; strong data and insights intuition, intellectual curiosity

Strong cross-functional communication and influencing skills, including experience presenting to and getting buy-in on strategy from senior executives

Experience in marketing and in particular direct mail marketing is preferred

Lending or consumer finance industry experience preferred

Preferred

Thorough understanding of direct mail 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 using bureau data and non-bureau data within a prospect database solution (i.e., Acxiom)