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VP/D Digital Analytics Optimization

Apply Now Full Job Title: VP/D Digital Analytics Optimization Job Number: R2110-27648 Location: Wilmington, Delaware Date Posted: 10/13/2021

About Us
OneMain Financial is the country’s largest lending-exclusive financial company, proudly serving millions of customers with safe, affordable and transparent installment loans. Our customers turn to us every day—online and at 1,500 branches in 44 states—to help them take control and improve their financial lives with solutions for debt consolidation, medical expenses, household bills, home improvements and auto purchases. Our talented and dedicated team members constantly look for responsible ways to serve our customers when, where and how they want. It’s all about doing the right thing—a mission that hasn’t changed for more than 100 years. 

The Role
We are seeking a VP/Director of Digital Analytics Optimization to join our team in Wilmington, DE. As a key member of the analytics leadership team, this individual will manage data-centric analysts, while partnering with the Marketing, Digital, and Operations teams to develop and execute a Customer Conversion strategy.

Digital marketing is a key area of focus for OneMain Financial as we continue our diversification from a branch-centric acquisition strategy to one that is digitally focused. This role requires deep expertise in digital marketing and understanding of omnichannel customer experience, a strong analytical mindset, and cross-functional leadership skills. Working with various partners, the role will also have responsibilities of reporting, strategy implementation and validation, and ad-hoc analyses spanning the entire customer lifecycle, from lead to booking.

A successful candidate will have the ability to represent the company and engage with key business stakeholders and external vendors. This individual’s skills enable them to be versatile. They can be successful leading various types of functions or initiatives across multiple disciplines of our business. 


  • Develop, own, and manage our Customer Conversion strategy, focused on two key elements of marketing funnel optimization: converting leads to applicants, and converting approved applications to booked loans

  • Develop deep expertise on OneMain’s current prospect journeys and user experience, from first touchpoint to booking; understand the main reasons for funnel falloffs, and develop hypotheses on opportunities to maximize conversion rates

  • In partnership with the Marketing Analytics team (focusing on online acquisition channels) and the Operations Analytics team (focusing on OneMain’s branch network and call centers), develop learning agendas to test conversion rate improvement opportunities, including, but not limited to landing page testing, personalized customer journeys, offer customization, and lead routing strategies, leveraging both online and offline conversion channels

  • Develop analytical tools and frameworks to drive test design and post-test analytics, supported by statistical significance calculations, KPI dashboards and data visualization tools

  • Partner with the Marketing, Digital and Ops teams to execute new tests, tools and programs

  • Serve as a subject matter expert on advanced analytical tools and concepts, such as de-anonymizing and de-duping prospects, matching leads to personas, customer path analytics, etc.

  • Partner with Data Science to influence the development of new models to help improve conversion rates

  • Stay on top of evolving marketing technology trends, identify and build business cases for new platforms, technological/analytical solutions, third party data sources and other partnership opportunities to continuously improve OneMain’s customer journey, and enhance the sophistication of our conversion rate optimization tools and measurement platforms

  • Partner with other members of the Marketing Analytics team, as well as with Finance and Risk to provide input to forecasts and budgets, and to prioritize initiatives based on ROI targets

  • Communicate with senior leaders across the organization to evangelize Customer Conversion Strategy, and keep key stakeholders, up to the CEO level, abreast of latest results and developments

  • Manage a team of high-performing associates


  • Bachelor’s Degree in a quantitative discipline, such as Engineering, Statistics, Economics, Data Analytics or Computer Science. MBA or Master’s with a focus on Marketing preferred

  • 7+ years of analytical experience in digital marketing with a focus on conversion rate optimization

  • Strong experience with offline customer routing and contacts strategies (branches and/or call centers)

  • 3+ years of experience managing people; proven ability to build, manage and incentivize high-performance analytical teams

  • Advanced Excel skills required; experience with SQL, SAS and/or Python is preferable to perform data aggregation, segmentation, and reporting

  • Hands-on experience with conversion rate optimization tools (Adobe Target, VWO, Optimizely, etc.), conversion analytics tools (Heap, Google Analytics, Adobe Analytics, etc.)

  • Experience with web heatmapping tools (Hotjar, Crazy Egg, etc.)

  • Experience leveraging data visualization and digital marketing tools such as Power BI, Tableau or Looker

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

  • Lending or consumer finance industry experience preferred

Because we want our team members to bring us their very best every day, we believe they deserve the right opportunities and benefits. That’s why we packed our comprehensive benefits package for full- and some part-timers with: 
•    Health and wellbeing options for team members and their dependents
•    Up to 4% matching 401(k)
•    Tuition reimbursement
•    Continuing education
•    Bonus eligibility 
•    Paid time off
•    Paid volunteer time 


OneMain Holdings, Inc. is an Equal Employment Opportunity (EEO) and Affirmative Action (AA) employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status.

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