Brand Director

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At Finance of America, we help homeowners unlock the joy that comes from realizing the full potential of their retirement. Many people have significant wealth tied up in their homes and want to use it meaningfully in their next chapter. Our unique range of reverse mortgages allow homeowners 55+ to access that wealth while maintaining control over their home and financial future. With options tailored to their unique goals, we provide the financial flexibility they need to move forward with confidence.
Finance of America is guided by five values: We are customer obsessed, they are why we exist. We raise the bar. We take extreme ownership. We practice genuine collaboration. And we unleash our excellence. Together we are actualizing our vision to be the most beloved brand for homeowners in their next chapter.
To learn more about us, visit www.financeofamerica.com
Purpose of Role
Responsible for driving business growth through technical brand management practices. Serves as the steward of brand equity, shaping awareness, perception, and salience. Plays a key role in the development of marketing strategy and enhancing the customer experience. Working cross-functionally, supports strategic initiatives such as market research, voice of customer programs, brand activations, innovation launches, and performance optimization to increase market penetration and deliver long-term value to the business.
Builds an annual brand brand inclusive of quarterly milestones.
Partners cross-functionally to ensure a cohesive cross-channel brand experience across the user journey.
Drives alignment by setting standards, publishing guidelines, and conducting audits.
Translates brand marketing questions and knowledge gaps into tactical learning agendas.
Drives recurring and ad hoc qualitative and quantitative brand research projects, such as the annual Harris Poll study and segmentation refreshes.
Envisions a strategic voice of customer feedback loop, establishing systems and managing ongoing program execution with Customer Office.
Manages external research vendors as needed.
Collaborates with the Analytics team to maximize leverage of data and to adopt an AI-forward approach to surfacing, socializing, and applying insights.
Synthesizes primary, secondary, and first-party customer data to deepen understanding of customer and brand impact.
Contributes to innovation strategy by conducting consumer and competitor research to validate and position new product ideas.
Coordinates innovation initiatives including rollout strategies and multi-team collaboration.
Uses data and insights to guide planning across Comms, Content, Creative, Growth/Acquisition, Digital, and external agencies, prioritizing target segment needs and differentiation.
Partners with the Organizational Development team to execute internal initiatives that align employees to brand values.
Owns the brand advertising budget.
Develops marketing campaigns from brief through execution with internal and agency resources, ensuring strategy alignment and proper asset deployment.
Develops a content strategy to educate and nurture the audience.
Manages brand presence on social media and oversees community engagement.
Aligns with Acquisition teams to ensure brand is reflected in a full-funnel marketing approach.
Establishes measurement processes to track brand efforts and correlate them to CX and business performance.
Manages the Brand Tracker and implements Marketing Mix Modeling (MMM) and other measurement initiatives.
Partners with Data & Analytics to evaluate campaign performance and applies test-and-learn methodologies to optimize brand campaigns.
Works with Marketing leadership to refine the overall marketing ecosystem.
Conducts competitive analyses and post-campaign evaluations.
Presents results to leadership and communicates insights through compelling, visually clear storytelling that drives action.
Performs other duties as assigned.
Reports To
SVP, Brand Marketing & Strategic Communications
Direct Reports
Qualifications
Qualifications – Education Requirements
Bachelor’s Degree
Qualifications – Education – Preferred
MBA
Qualifications – Experience/Skills/Competencies
Minimum 8 years of prior experience in brand strategy, marketing leadership and planning at consumer brands.
Demonstrates a history of contribution margin achievement.
Comfort in analysis across Brand impact (revenue, contribution margin, net, etc.).
Experience with integrating on and offline attribution.
Familiarity with econometrics MMM, SOV modeling, Share of Search modeling, etc.
Excellent market research know-how, including designing studies, crafting surveys, analyzing data and developing compelling readouts.
Experience combining quantitative research results with behavioral or transactional data.
Strong organizational, analytical, writing and presentation skills.
Compensation
The base salary range for this position is ($146,100 - $180,000 ) inclusive of all geographical differences in the labor market. The base salary for the position will be determined based on factors such as the candidate’s work location, skills, education, and experience. In addition to those factors, we believe in the importance of pay equity and consider the internal equity of our current team members in determining any final offer. We offer a competitive benefits package including health, dental, vision, life insurance, paid time-off benefits, flexible spending account, 401(k) with employer match, and ESPP.
Additional Information
The application deadline for this job opportunity is 8/18/2025.
The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified.
Finance of America is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, sex (including pregnancy), sexual orientation, religion, creed, age, national origin, physical or mental disability, gender identity and/or expression, marital status, veteran status or other characteristics protected by law.
Seniority level Seniority level Director
Employment type Employment type Full-time
Job function Job function Marketing
Referrals increase your chances of interviewing at Finance of America by 2x
Inferred from the description for this job Medical insurance
Vision insurance
401(k)
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