Sr. Manager, Performance Marketing

Overview

PenFed is hiring a (Hybrid) Sr. Manager, Performance Marketing at our Tysons, Virginia location. This role serves as the gateway between Marketing, Product, Finance, Analytics, and Strategy teams, ensuring that marketing investments are aligned to business priorities and delivering maximum member growth, revenue, and profitability. The Senior Manager will leverage advanced analytics, forecasting, and optimization techniques to inform investment decisions and improve return on marketing spend across Deposits, Credit Cards, Consumer Lending, Mortgage, Auto, and Membership initiatives.

The incumbent combines strong financial acumen, marketing analytics expertise, strategic thinking, and executive communication skills to influence resource allocation decisions and drive measurable business outcomes.

Responsibilities

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties, and the position will perform other duties as assigned.

Marketing Investment Strategy & Planning

• Lead annual and on-going marketing budget planning processes across all product lines and marketing channels.
• Develop and maintain an enterprise-wide marketing investment framework aligned with PenFed strategic priorities.
• Partner with Product, Finance, and Marketing leaders to evaluate budget requests and prioritize investments based on expected business impact.
• Establish investment guardrails and governance processes to ensure efficient use of marketing resources.
• Support long-range planning and multi-year investment forecasting.

Budget Management & Forecasting

• Own enterprise marketing budget tracking, forecasting, and performance reporting.
• Monitors spend against budget and proactively identify risks, opportunities, and reallocation recommendations.
• Develop forecasting models for marketing expenditures, acquisition volumes, revenue contribution, and ROI.
• Partner with Finance to support budgeting, forecasting, accruals, and variance analysis.

Marketing Performance & Optimization

• Partner with teams to measure marketing performance across channels, products, and geographies to identify optimization opportunities.
• Use Marketing Mix Modeling (MMM), attribution, incrementality testing, and advanced analytics to improve investment effectiveness.
• Identify opportunities and partner with teams to shift spending toward higher-performing products, audiences, channels, and campaigns.
• Develop recommendations to maximize member acquisition, engagement, cross-sell, retention, and profitability.

Analytics & Insights

• Create reporting and KPIs to measure marketing effectiveness and investment returns.
• Translate complex analytical findings into actionable business recommendations.
• Lead deep-dive analyses to understand marketing drivers impacting growth, product penetration, member lifetime value, and profitability.
• Partner with analytics teams to enhance marketing measurement capabilities and decision support tools.

Cross-Functional Leadership

• Collaborate with leaders across Marketing, Product, Finance, Digital, Brand, Consumer Banking, Mortgage, and Auto businesses.
• Facilitate alignment among stakeholders with competing priorities and investment demands.
• Serve as a trusted advisor to senior executives on marketing investment decisions.
• Present findings, recommendations, and performance updates to executive leadership.

Process Improvement & Governance

• Establish best practices for performance measurement, investment evaluation, and budget governance.
• Drive continuous improvement in marketing planning processes, reporting automation, and resource allocation methodologies.
• Ensure data quality, consistency, and transparency across marketing reporting.

Qualifications

Equivalent combination of education and experience is considered.

• Bachelor's degree in marketing, Business, Economics, Finance, Statistics, Analytics, or related field.
• Minimum 7 years of experience in marketing analytics, marketing strategy, FP&A, business analytics, or investment optimization.
• Minimum 2 years of people leadership or project leadership experience.
• Strong understanding of marketing measurement, attribution, ROI analysis, forecasting, and financial modeling.
• Experience with Marketing Mix Modeling, multi-touch attribution, customer lifetime value modeling, and marketing performance optimization.
• Experience managing large marketing budgets and working with cross-functional stakeholders.
• Advanced proficiency in Excel, SQL, Power BI, Tableau, or similar analytics platforms.
• Strong storytelling and executive presentation skills.
• Experience using AI tools preferred.

Supervisory Responsibility

This positon will supervise employees.

Licenses and Certifications

Chartered Financial Analyst (CFA) preferred.

Work Environment

While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.

*Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.*

Travel

Ability to travel to various worksites and be on call may be required.

Pay Transparency
The anticipated starting salary range for this role is $84,700.00 - $168,741.00
This position is eligible for an organizational performance based annual bonus, subject to board discretion and approval.
This position is eligible for an individual performance based annual bonus.

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