Director, Consumer Acquisition
About this role
Credit Acceptance is proud to be an award-winning company recognized both locally and nationally across multiple workplace categories. Our world-class culture is shaped by dedicated team members who are driven to succeed as professionals individually and together as a team. Backed by a strong product, exceptional people, and a stable financial foundation, we’ve grown into a leading provider of used and new car financing across the country.
Our Support teams work with multiple departments in a dynamic environment that promotes flexibility and autonomy, while offering the opportunity to collaborate with a diverse group of professionals. We work to comply with our company standards, exceed customer expectations, and drive our Great Place to Work culture. We deliver high-quality services aligned to business needs, driving innovative improvements that support our company strategy and modern operating principles.
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.
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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
Our Company Values:
To be successful in this role, Team Members need to be:
- Positive by maintaining resiliency and focusing on solutions
- Respectful by collaborating and actively listening
- Insightful by cultivating innovation, accumulating business and role specific knowledge, demonstrating self-awareness and making quality decisions
- Direct by effectively communicating and conveying courage
- Earnest by taking accountability, applying feedback and effectively planning and priority setting
To create an environment where people do their best work, we focus on the dimensions of Organizational Health. All leaders must:
- Identify the Right People by recognizing top talent
- Set Clear Expectations by managing change and directing others
- Train team members and focus on developing talent
- Performance Manage by ensuring accountability and driving results
- Create the Right Environment by establishing trust and managing conflict
- Maintain the Right Number of team members needed to build an effective team
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.
Credit Acceptance is dedicated to providing a safe and inclusive working environment for all. As part of our Culture of Compliance, we are proud to be an Equal Opportunity Employer and value our culturally diverse workforce. All qualified applicants will receive consideration for employment regardless of the person’s age, race, color, religion, sex, gender, sexual orientation, gender identity, national origin, veteran or disability status, criminal history, or any other legally protected characteristic.
California Residents: Please clickherefor the California Consumer Privacy Act (CCPA) notice regarding the personal information Credit Acceptance may collect from you.
Play the video below to learn more about our Company culture.
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