The Challenge
U.S. Bank is scaling credit card acquisition across consumer, SMB, and partner portfolios. You'll own the complete direct marketing funnel—from audience modeling to paid media to conversion optimization—driving profitable growth at enterprise scale.
Your Mission
Map current acquisition funnel across all channels (paid digital, direct mail, email, affiliate); identify performance gaps and quick wins
Establish baseline KPI dashboards tracking CAC, conversion rates, and ROI by audience segment and channel
Conduct full audit of deepening vs. prospecting models; recommend AI/analytics upgrades to existing segmentation
Align with creative center of excellence on messaging strategy for Q2-Q3 campaign calendar
Launch 2-3 high-impact prospecting campaigns across ConnectedTV, paid social, and direct mail with 15%+ improvement vs. prior year baseline
Rebuild audience targeting framework using advanced segmentation; implement new AI-driven propensity models for credit card holders
Optimize site conversion funnel; A/B test landing pages and application flow to lift application completion rate by 8%+
Build and mentor direct reports; establish weekly stakeholder cadence with underwriting, product, and analytics teams
KPIs You'll Own
Customer Acquisition Cost (CAC)
Track blended CAC across all channels; benchmark against industry standard and prior year trends.
Conversion Rate by Channel
Monitor application-to-approval conversion across paid digital, direct mail, email, and organic channels.
Return on Ad Spend (ROAS)
Measure revenue generated per dollar spent on paid media campaigns; optimize channel mix quarterly.
Funnel Velocity & Drop-Off Rate
Track applicant flow from impression to approval; identify and fix conversion bottlenecks in real time.
Lifetime Value (LTV) by Cohort
Assess long-term profitability of acquired customers; tie acquisition strategy to retention outcomes.
Tools & Stack
Your Team
Your Manager
EVP or Chief Marketing Officer (Credit Cards)
Current Team
3-5 direct reports managing digital media, direct mail, analytics, and audience strategy; cross-functional partnerships with product, underwriting, creative
Backfill; team structure may be refined on hire
The Package
Salary
$180K-$220K base
Variable
15-20% annual bonus tied to acquisition targets and ROI
Remote
On-site, New York, NY. U.S. Bank expects VP-level leadership presence in office 4-5 days/week.
Benefits & Perks
Company Intelligence
U.S. Bank is a top-10 US financial services firm with ~75,000 employees, serving millions of consumers and businesses. The Credit Card division is a major growth engine, competing with Chase, Amex, and Citi in consumer and SMB segments.
Founded
1863
Team Size
75000
Funding
Public (USB); no venture funding
Customers
Millions of retail and business customers across US
Culture
Large enterprise with structured decision-making; emphasis on compliance, risk management, and data-driven growth; collaborative cross-functional teams
Is This Role For You?
- You've led acquisition campaigns at scale in financial services or direct marketing (10+ years, 5+ in management)
- You're fluent in full-funnel optimization: audience modeling, paid media mix, landing page testing, email, direct mail, affiliate
- You live and breathe CAC, ROAS, LTV, and conversion funnels; you can translate metrics into strategy for stakeholders
- You thrive in large, regulated organizations where compliance and stakeholder alignment matter as much as performance
- You've never managed credit card, lending, or regulated financial product acquisition; banking compliance will slow you down
- You're uncomfortable with on-site/hybrid work in NYC or unwilling to report in-person regularly
- You lack hands-on experience with audience segmentation, paid digital, and direct mail; this is not a pure strategy role
Interview Process
Initial Screen (30 min)
Recruiter confirms background in credit card acquisition, leadership experience, and geographic fit.
Manager Conversation (60 min)
Hiring manager digs into funnel optimization wins, team building, and strategic approach to blending acquisition channels.
Panel Interview (90 min)
Meet with analytics lead, creative partner, and cross-functional stakeholder; case study on acquisition strategy and metrics.
Executive Round (45 min)
VP or CMO conversation on vision for credit card growth, regulatory awareness, and long-term roadmap.
Offer & Background Check
Standard financial services vetting; reference calls; offer timeline typically 2-3 weeks post-interview.
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.