Sue Yasav
Sue Yasav is the VP of Thought Leadership at Synchrony Financial. She's responsible for developing strategic insights through surveys, social listening and academic studies on topics related to the financial services and retail industries. She authors white papers on consumer trends and articulates impactful strategies for marketers in the areas of digital transformation, customer experience and insights into specific growth segments of the U. S. population. Sue has 20 years of experience in the credit card industry, encompassing 10 years at Citi Cards as VP in the Finance and Marketing organizations. In the past 11 years at Synchrony Financial, Sue has been a Lean/Six Sigma Master Black Belt, a marketing leader for a high-end retail partner in NYC and the leader of Value Proposition Development.
Malls Bank on Experiences for a Successful Holiday Season
Performance Marketing
The holiday shopping season is in full swing! Where are consumers expecting to spend most of their shopping time? Not at a mall, according to the Synchrony Financial "2017 Pre-Holiday [...]
Top Holiday Season Digital Trends
Performance Marketing
The holiday season is nearly in full swing. How will it be different than past seasons? The most striking difference is not in what consumers are buying, it’s how they [...]
Should You Create a Mobile App?
Performance Marketing
As a marketer, you’ve created a Web page, established a social media presence and even experimented with mobile marketing. Is it time for the next step? Should you create a [...]
Are You Meeting Your Customers’ Mobile Needs?
Performance Marketing
Most of the U.S. population — 61 percent — say they use mobile phones for shopping activities, according to the 2017 Synchrony Financial Digital Study recently completed. But, what would [...]
Back-to-School Shopping Season Is Here, Marketers
Performance Marketing
Welcome to the second biggest shopping season of the year: It’s Back-to-School season and it’s promising to be a good one. According to a survey conducted by Synchrony Financial of [...]
Machine Learning: More Common Than You Think
Performance Marketing
There’s a lot of buzz lately about machine learning. In many ways, it’s transforming the consumer experience and improving the products and operations of many companies. Plus, it’s not just [...]
The Effectiveness of Pop-Up Shops and Partnerships
Performance Marketing
During a recent visit to New York City, I passed through Grand Central Station. There, I saw a hotbed of shopping activity: A section of Grand Central had been converted [...]
Retail’s Future: The Store as Entertainment
Performance Marketing
When was the last time you went to a store and felt happy just by being there? Remember the movie, “Breakfast at Tiffany’s”? In it, Holly Golightly lovingly looks into [...]
Don’t Ignore Baby Boomers
Performance Marketing
Quick quiz: Which generation is huge in size, interested in experiences, loves to travel, owns digital devices and is active in social media? Millennials? No, it’s actually Baby Boomers. Surprised? [...]
The Consumer’s Journey in Making Big-Ticket Purchases
Performance Marketing
When we look at consumer behavior and what drives the purchase decision, it’s helpful to look specifically at smaller price points vs. big-ticket items. There are definite differences in the [...]