Gem Thomas
Head of Growth Marketing | Financial Services & Fintech | Performance Marketing | Direct Mail & Digital | P&L Ownership | Driving Scalable Growth in Regulated Environments
- Role
- Director of Marketing and Promotions at Discover
- Location
- Bellevue, WA, US
- LinkedIn followers
- 500 followers
About Gem Thomas
Over 15 years at Discover Financial Services, I grew a home equity marketing operation from $100M to $3B in annual loan originations, managing a $60M+ budget and a team of 20+ associates and vendors across every major acquisition channel: direct mail, paid search, digital, email, affiliate, and PR. My edge is the combination of a builder\'s instinct with a quant\'s rigor. I am an Engineer with an MBA at Kellogg. I apply systems thinking to marketing, fueling decisions with measurement frameworks, marginal-cost budgeting, and predictive modeling. In regulated financial services, I\'ve learned to move fast without breaking things. I\'ve built compliance processes, survived audits, and still delivered 30x volume growth across a Digital and Direct channels. What I do: Performance marketing at scale (SEM/PPC, direct mail, affiliate, display, paid social)Marketing measurement: marginal CPFL, multi-touch attribution, incrementality testingTeam and capability building in high-growth environmentsCross-functional P&L management with credit, pricing, and financeHands-on experience applying AI tools (Claude, OpenAI, Google AI Studio) to real marketing problems
Experience
Director of Marketing and Promotions
Jan 2022 — Present
Education
Northwestern University - Kellogg School of Management
Master of Business Administration (MBA)
Shreemati Nathibai Damodar Thackersey Women's University
B Tech, Electronics and telecom
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