Director, Consumer Acquisition

Overview

Lead Credit Acceptance's consumer acquisition engine across owned, organic and paid channels, and own the innovation agenda for new channels, markets and value propositions, including the Digital Vehicle Marketplace. Reports to the VP of Consumer Marketing.

What you'll do

• 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, making channel mix tradeoffs explicit based on contract outcomes rather than lead volume alone.
• Grow owned and organic demand, including search and AI-driven discovery, content strategy, owned audiences and re-engagement of shoppers who did not convert.
• 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 business owner for acquisition initiatives and seasonal promotions, setting the success measure, baseline and size in the brief, and making go / no-go and scale-or-stop calls.
• Set the acquisition goal and brief for partner teams: 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.

What you'll need

• 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.

Nice to have

• 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.

Details

• Work from home; occasional planned travel to the Southfield, Michigan office may be required, and working from the Southfield office is permitted if requested by the team member.
• Targeted compensation: $229,500 - $267,750 base salary plus annual bonus plan.
• 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.