Senior Director of Product Targeting Strategy

Piper Companies is seeking a Sr Director of Product Targeting Strategy to join a leading Credit Union based in Tysons, Virginia. This hybrid role will be responsible for leading the strategic development and execution of targeted marketing campaigns across consumer lending products including credit cards, personal loans, and auto loans. The ideal candidate will bring deep expertise in data-driven marketing, campaign analytics, and cross-functional leadership to drive smart growth and profitability.

Responsibilities:

• Lead the development of targeting frameworks, systems, and processes for consumer lending campaigns.
• Collaborate with Product, Marketing, and Decision Science teams to build targeting, propensity, and response models.
• Establish a rigorous test-and-learn framework to continuously improve marketing effectiveness and ROI.
• Oversee direct mail, email, and digital marketing strategies to optimize campaign performance.
• Manage a team of analysts to evaluate data sources, analyze trends, and execute segmentation strategies.
• Partner with internal stakeholders and external data providers (e.g., credit bureaus) to enhance targeting capabilities.
• Monitor campaign performance and lead ROI studies to assess marketing impact.
• Stay current on industry trends and guide strategic responses to platform and data changes.
• Define and oversee the full analytics lifecycle to improve credit performance and member acquisition.
• Lead research initiatives to support segmentation, competitive positioning, and product strategy.

Qualifications:

• Bachelor’s degree in Marketing, Business, Economics, Statistics, Computer Science, or related field (Master’s preferred).
• 12+ years of experience in targeted marketing campaign strategy and analytics.
• 5+ years of management experience, preferably in financial services.
• Proven success in developing campaigns for credit card, auto, and personal lending products.
• Strong knowledge of statistical modeling (linear/logistic regression, machine learning).
• Experience with CRM and marketing platforms such as Salesforce and Experian Ascend.
• Proficiency in SQL, R, Python, Excel, and PowerPoint.
• Exceptional communication and leadership skills with a track record of transforming strategy into results.

Application Period: Opens September 29, 2025. Applications will be accepted for a minimum of 30 days from the posting date.

Keywords:

#LI-CG1 #TargetingFrameworks #PropensityModeling #ResponseModeling #SegmentationStrategy #DirectMailCampaigns #EmailMarketing #DigitalOptimization #CreditBureauData #ROIAnalysis #MachineLearning #SQL #R #Python #Salesforce #ExperianAscend #FinancialServices #ConsumerLending #StrategicGrowth