Director, Brandformance Marketing

Gen Digital Inc.•New York, NY

4d•Hybrid

About The Position

We’re hiring a Director of Brandformance Marketing to lead the evolution of MoneyLion’s brand and growth strategy across the full funnel. This role sits at the intersection of brand strategy, upper‑funnel media, and performance accountability—ensuring our brand investment not only builds awareness, but measurably drives activation, intent, and revenue. You’ll own how the brand shows up across channels and moments, define our brand strategy as the business evolves, and ensure brand media is tightly integrated with digital paid media, acquisition, and retention efforts. This is a senior leadership role for someone who believes brand and performance are not tradeoffs—but multipliers.

Requirements

Bachelor’s degree in marketing, business, communications, or advertising
12+ years of experience across brand marketing, media strategy, or brandformance, ideally within a performance-oriented organization.
Proven experience owning brand strategy (archetype, voice, positioning) alongside measurable media outcomes.
Deep understanding of CTV, streaming audio, video, sponsorships, and how they drive both awareness and activation.
Strong grasp of media measurement methodologies including brand lift, incrementality testing, MMM, and competitive benchmarking.
Exceptional cross-functional leadership skills with the ability to influence Growth, Product Marketing, Creative, Analytics, and agency partners.
Experience in fintech, financial services, or other regulated industries is required
Visionary leader with a strategic mindset and a passion for leveraging data to drive decision making.
Ability to thrive in a fast-paced, high-tech environment and manage complex problem.

Responsibilities

Own and evolve MoneyLion’s brand strategy, including brand archetype, voice, tone, and messaging frameworks as the business and product portfolio scale.
Partner closely with Product Marketing, Creative, and Growth leaders to ensure brand positioning reflects customer needs, category dynamics, and long-term business goals.
Serve as the internal steward of brand consistency—ensuring alignment across upper‑funnel, mid‑funnel, and performance media touchpoints.
Lead full‑funnel media strategy that connects upper‑funnel investment (CTV, streaming audio, video, sponsorships) with downstream performance outcomes.
Ensure brand campaigns are intentionally sequenced and integrated with digital paid media efforts across search, social, affiliate, and lifecycle channels.
Partner deeply with the Head of Growth – Acquisition and Head of Growth – Retention to deliver holistic, coordinated marketing initiatives that move customers from awareness through conversion and long-term value.
Own planning, execution, and optimization of upper‑funnel channels including CTV, streaming audio, YouTube, programmatic video/display, and sponsorships.
Vet and evaluate sponsorship opportunities with a brand + activation lens, prioritizing partners that can deliver measurable outcomes—not just brand health metrics.
Structure sponsorships and partnerships to include clear activation paths, tracking frameworks, and ROI accountability tied to traffic, intent, or conversion lift.
Define success metrics for brand investments across both awareness and activation, including reach, frequency, brand lift, site traffic, assisted conversions, and incremental CAC impact.
Partner with Analytics, Growth Ops, and agency partners to run incrementality tests, brand lift studies, and MMM-informed analysis.
Ensure brand spend is evaluated with the same rigor as performance media—using insights to continuously refine strategy and investment mix.
Lead analysis of competitive advertising spend, share-of-voice, and media mix benchmarks to understand market dynamics and efficiency opportunities.
Compare MoneyLion’s brand and upper‑funnel investment levels against key competitors to assess spend efficiency for awareness, intent, and downstream performance.
Use competitive insights to inform media allocation, creative strategy, and channel prioritization.
Act as senior lead for brand and media agency partners—setting strategy, aligning incentives, and holding partners accountable to both brand and performance outcomes.
Drive cross-agency and cross-functional collaboration to ensure creative, media, and measurement teams are aligned on goals, execution, and learnings.
Influence leadership decision-making by translating complex media performance into clear, actionable insights.