Director, Consumer Acquisition

We are seeking a Director of Consumer Acquisition to join the Credit Acceptance marketing team, reporting to the VP of Consumer Marketing. Credit Acceptance helps people with credit challenges buy a vehicle and build a stronger financial future. This leader owns how we find those consumers, earn their trust enough to take the next step, and connect them to a Credit Acceptance dealer who can get them into a car — and is accountable for the incremental contracts that result. This role owns the consumer acquisition engine across owned, organic and paid channels, along with a dedicated innovation agenda for the new channels, markets and value propositions that will drive the next stage of growth. That includes the Digital Vehicle Marketplace — giving consumers the ability to shop for and purchase a vehicle online from a Credit Acceptance dealer. This leader builds the demand that brings shoppers to it and takes it into new markets. This leader is expected to define where consumer acquisition should be in the next several years, set the growth target and investment plan that gets us there, and make the calls on what to fund, scale or stop. Success requires sharp critical thinking and business judgment, the habit of framing problems in numbers before solving them, and someone who moves fluidly between strategy and execution. Outcomes and Activities: - This position will work from home; occasional planned travel to our Southfield, Michigan office may be required. However, this position is permitted to work at our Southfield, Michigan office if requested by the team member. - Own the consumer acquisition strategy, growth target and investment plan, directly accountable for incremental acquisition contracts, blended customer acquisition cost and visit-to-lead conversion. - Allocate budget across owned, organic, paid and new bets, and make the channel mix tradeoffs explicit based on contract outcomes rather than lead volume alone. - Grow owned and organic demand — search and AI-driven discovery, content strategy, owned audiences and re-engagement of shoppers who did not convert — to build a growth engine that does not depend on paid media. - Optimize paid demand across search, paid social, affiliates and direct mail, including targeting, bid strategy, creative testing and cost-per-lead management toward contract outcomes. - Lead an acquisition innovation agenda that pilots new channels, markets and consumer value propositions, including entry into new Digital Vehicle Marketplace markets, and hands proven plays off to scale. - Act as the business owner for acquisition initiatives and seasonal promotions: set the success measure, baseline and size in the brief, and make the go / no-go and scale-or-stop calls. - Set the acquisition goal and brief for the partner teams that build and deliver the work: Digital (website, prequalification and dealer finder), Creative (campaigns and offer language), Dealer Marketing (preparing dealers before an offer reaches consumers) and Insights (sizing and measurement). - Build, lead and develop a high-performing team across owned and organic growth, re-engagement, paid growth and acquisition innovation. - Other duties as assigned. Knowledge and Skills: - Growth Marketing Leadership: Proven ownership of a multi-channel consumer acquisition program and the contract or revenue outcomes it delivers — able to set a multi-year direction and break it into plays that ship. - Channel Depth: Working command of search, AI-driven discovery, content, paid social, affiliates and direct mail, and how they work together across the funnel. - Unit Economics: Fluent in customer acquisition cost, cost per lead, lead-to-contract conversion and incrementality; manages spend to outcomes, not activity. - Experimentation & Innovation: Designs tests with clear controls, reads results honestly, and knows when to scale, iterate or stop a new bet. - Critical Thinking & Business Judgment: Breaks ambiguous problems into their parts, forms a clear point of view with incomplete information, and makes sound calls on tradeoffs between growth, cost and risk. - Quantitative Framing & Problem Solving: Frames every problem in numbers first — sizes the opportunity, sets the baseline and states what result would change the decision; comfortable with napkin math. - Executive Communication: Confident, polished communicator able to present and influence at the executive level. - Cross-Functional Collaboration: Builds strong partnerships across digital, creative, dealer marketing, analytics, legal and compliance to deliver shared outcomes. - Team Leadership: Builds and develops a high-performing team, with genuine commitment to treating consumers well. Requirements: - Bachelor’s degree in Marketing, Business, or a related field, or equivalent experience. - 10+ years of experience in consumer acquisition, growth or performance marketing, with at least 5 years in a leadership role. - Proven track record growing consumer acquisition across owned, organic and paid channels while improving acquisition efficiency. - Experience owning a significant marketing budget and the investment decisions behind it. - Experience running an experimentation program and measuring incremental impact. - Demonstrated problem solving and business judgment, with a track record of framing ambiguous problems quantitatively and making sound investment calls. - Experience partnering with digital product, creative and analytics teams to bring acquisition initiatives from brief to launch. - Demonstrated experience presenting to and influencing senior/executive audiences. - Working knowledge of ad platforms, analytics, testing tools and CRM. - Excellent written and verbal communication skills. Preferred: - MBA or other advanced degree. - Experience in financial services, fintech, or subprime/near-prime lending. - Experience with marketplace, ecommerce or vehicle retailing acquisition. - Experience marketing regulated financial products, including offer terms and disclosures. - Experience with AI-driven search and discovery and its impact on organic acquisition. Targeted Compensation: $229,500 - $267,750 base salary + annual bonus plan. This position is not currently open to individuals who require sponsorship now or in the future to work legally for Credit Acceptance, such as H-1b / H-4 or F-1 OPT visa holders. #LI-Remote #zip Benefits - Excellent benefits package that includes 401(K) match, adoption assistance, parental leave, tuition reimbursement, comprehensive medical/ dental/vision and many nonstandard benefits that make us a Great Place to Work Expectations: - Remain compliant with our policies processes and legal guidelines - All other duties as assigned - Attendance as required by department Advice! We understand that your career search may look different than others. Our hiring team wants to make sure that this would be a fit not just for us, but for you long term. If you are actively looking or starting to explore new opportunities, send us your application! P.S. We have great details around our stats, success, history and more. We’re proud of our culture and are happy to share why – let’s talk! Required degrees must have been earned at institutions of Higher Education which are accredited by the Council for Higher Education Accreditation or equivalent.