Head of Direct Marketing- Credit Card Acquisitions

 

At U.S. Bank, we’re on a journey to do our best. Helping the customers and businesses we serve to make better and smarter financial decisions and enabling the communities we support to grow and succeed.  We believe it takes all of us to bring our shared ambition to life, and each person is unique in their potential. A career with U.S. Bank gives you a wide, ever-growing range of opportunities to discover what makes you thrive at every stage of your career. Try new things, learn new skills and discover what you excel at—all from Day One.

Job Description

We are seeking a strategic and people-focused Head of Direct Marketing for the Credit Card department, responsible for driving our next stage of customer growth through innovative and effective direct marketing channels. This customer-centric leader will deliver acquisition growth across the U.S. Bank credit card portfolio by managing audience creation of deepening and prospecting models, leading strategic investment decisions across paid marketing channels and have a focused-on lens on full-funnel optimization to scale growth efficiently. The ideal candidate will demonstrate a proven expertise in acquisition funnel management and a passion for driving organic growth.

This person will work with USB colleagues and 3rd parties to build the strategic roadmap to acquire new card members profitably and at scale. They will identify, size, and prioritize acquisition investments, capabilities, and campaigns to drive growth by attracting new applicants and driving conversion across our U.S. Bank Branded Consumer Cards, Small Business cards, and our Partner Cards. 

This leader should have strong knowledge of audience and analytical tools to reach the right customers and prospects, at the right moment, with the right product.  They will partner closely with internal stakeholders and a creative center of excellence to build alignment between audience, paid investments and messaging to maximize performance. 

The role requires experience in customer acquisition in credit cards, including targeting, testing, digital marketing, direct mail, and funnel optimization.

Key Responsibilities

• Lead the development and execution of customer acquisition strategies for the credit card portfolio.
• Create and refine target audiences using advanced segmentation and modeling techniques.
• Guide the team in building and optimizing deepening and prospecting models to maximize acquisition effectiveness, with experience in leveraging AI model development and analytics.
• Manage all paid digital media campaigns, including ConnectedTV, Linear TV, paid social, organic social, paid search, display advertising, influencer, and PR.
• Oversee affiliate marketing partnerships to expand reach and drive qualified leads.
• Direct the planning and execution of direct mail and email campaigns to support acquisition goals.
• Optimize website content and user experience for improved conversion rates and lead generation.
• Analyze campaign data, customer insights, and conversion metrics to inform decision-making and report on KPIs to executive leadership.
• Lead a high-performing team that influences and fosters a collaborative environment across the organization
• Ensure compliance with corporate policies and regulatory requirements

Essential Qualifications:                                                                                 

• 10+ years of banking experience                                                                     
• 5+ years of management experience                                                              
• BA/MBA in finance, accounting, or other related field                                                         
• Well-developed leadership abilities and strategic management skills                               
• Knowledge of unit(s) and relation to industry                                                            
• Well-developed verbal and written communication skills                                                    
• Well-developed analytical, decision-making and problem-solving skills                           
• Considerable tact, diplomacy and people skills.                                                              

Preferred Skills/Experience:

• Proven experience managing and mentoring a high-performing marketing team.
• Demonstrate deep expertise in leveraging AI and advanced analytics to design, validate, and optimize acquisition, deepening, and prospecting models, translating insights into measurable business impact.
• Proven track record in managing direct marketing channels, including digital, affiliate, mail, and email
• Extensive experience leading acquisition funnels for credit card or financial products.
• Experience with website optimization and conversion rate improvement initiatives.
• Excellent organizational and communication skills with the ability to drive accountability and alignment.
• Effective communication skills and the ability to present complex ideas clearly.
• Expertise in digital marketing tools, analytics platforms, and CRM systems.
• Ability to thrive in a fast-paced, results-driven environment.
• Strategic thinker with a bias for action and results
• Innovation and bias to test/ experiment
• Cross-functional leadership and collaboration

Reporting Structure

This position reports directly to the Head of Credit Card Marketing and leads a team of direct marketing professionals within the credit card department.

If there’s anything we can do to accommodate a disability during any portion of the application or hiring process, please refer to our disability accommodations for applicants.

Benefits: 

Our approach to benefits and total rewards considers our team members’ whole selves and what may be needed to thrive in and outside work. That's why our benefits are designed to help you and your family boost your health, protect your financial security and give you peace of mind. Our benefits include the following:

• Healthcare (medical, dental, vision)

• Basic term and optional term life insurance

• Short-term and long-term disability

• Pregnancy disability and parental leave

• 401(k) and employer-funded retirement plan

• Paid vacation (from two to five weeks depending on salary grade and tenure)

• Up to 11 paid holiday opportunities

• Adoption assistance

• Sick and Safe Leave accruals of one hour for every 30 worked, up to 80 hours per calendar year unless otherwise provided by law

Review our full benefits available by employment status here.

U.S. Bank is an equal opportunity employer. We consider all qualified applicants without regard to race, religion, color, sex, national origin, age, sexual orientation, gender identity, disability or veteran status, and other factors protected under applicable law.

E-Verify

U.S. Bank participates in the U.S. Department of Homeland Security E-Verify program in all facilities located in the United States and certain U.S. territories. The E-Verify program is an Internet-based employment eligibility verification system operated by the U.S. Citizenship and Immigration Services. Learn more about the E-Verify program.

The salary range reflects figures based on the primary location, which is listed first. The actual range for the role may differ based on the location of the role. In addition to salary, U.S. Bank offers a comprehensive benefits package, including incentive and recognition programs, equity stock purchase 401(k) contribution and pension (all benefits are subject to eligibility requirements). Pay Range: $193,035.00 - $227,100.00

U.S. Bank will consider qualified applicants with arrest or conviction records for employment. U.S. Bank conducts background checks consistent with applicable local laws, including the Los Angeles County Fair Chance Ordinance and the California Fair Chance Act as well as the San Francisco Fair Chance Ordinance. U.S. Bank is subject to, and conducts background checks consistent with the requirements of Section 19 of the Federal Deposit Insurance Act (FDIA). In addition, certain positions may also be subject to the requirements of FINRA, NMLS registration, Reg Z, Reg G, OFAC, the NFA, the FCPA, the Bank Secrecy Act, the SAFE Act, and/or federal guidelines applicable to an agreement, such as those related to ethics, safety, or operational procedures.

Applicants must be able to comply with U.S. Bank policies and procedures including the Code of Ethics and Business Conduct and related workplace conduct and safety policies.

Posting may be closed earlier due to high volume of applicants.