Vice President of Channel Strategy & Optimization

The Consumer Banking Deepening Marketing Acquisition team drives profitable growth by acquiring new-to-deposit Checking and Savings customers from within the existing Chase customer base.

As a Vice President of Channel Strategy & Optimization on the Acquisition Marketing team, you will be responsible for setting and evolving the channel-level strategy to drive new-to-card acquisition growth from Chase’s existing-to-bank audience across Card, Auto, Home Lending, Business, and Wealth products. In this role you will support the Consumer Banking Deepening lead, establishing channel playbooks, cross-channel contact/orchestration rules, and a rigorous test-and-learn and measurement framework to accelerate growth by translating insights into scalable improvements and measurable incremental impact.

Job Responsibilities

• Define channel roles and “jobs-to-be-done” across customer segments and journey stages (e.g., awareness → consideration → conversion), ensuring each channel has a clear purpose and success criteria

• Develop and maintain channel playbooks for email, chase.com, branch, and direct mail, including: targeting approach, contact principles, message sequencing logic, offer presentation standards, and channel-specific KPIs

• Own cross-channel orchestration strategy, including sequencing, frequency guidance, suppression/conflict rules, and “next best channel” recommendations to maximize conversion

• Build and govern the channel experimentation: hypothesis backlog, roadmap prioritization, test design standards, learning agenda, and a decision log (scale/stop/iterate)

• Expand channel presence by identifying and scaling new channels and access points within existing channels (email, chase.com, branch, direct mail); proposes extensions where appropriate, covering end-to-end considerations including customer experience and journey fit, segment/eligibility rules, offer and message consistency, operational feasibility and capacity, technology dependencies and financial viability

• Partner with Analytics to set measurement standards (e.g., channel incrementality expectations, chase.com conversion funnel impacts, branch conversion tracking approach) and ensure insights are available and actionable

• Translate performance insights into strategy updates: identify root causes, recommend playbook changes, and propose channel mix/optimization opportunities to the holistic strategy lead

• Shape experience strategy requirements for digital and branch channels (e.g., chase.com placements and flows, branch prompts/scripting principles)

• Influence cross-functional stakeholders to align on scalable channel strategies and customer journeys across products and lines of business

Required qualifications, capabilities and skills:

• 6+ years of experience in channel strategy, growth strategy, lifecycle marketing strategy, performance marketing strategy, or related roles with multi-channel scope

• Demonstrated ability to build scalable systems: playbooks, governance, measurement standards, and test-and-learn operating models

• Strong analytical fluency (funnel analysis, attribution vs. incrementality concepts, experimentation design) and ability to translate data into clear strategic actions

• Proven stakeholder influence across cross-functional partners

• Excellent executive communication skills: crisp problem framing, trade-off articulation, and decision-focused storytelling

• Highly proficient in Microsoft Excel and Power Point