VP of Brand — YieldMax ETFs

Tidal Financial Group

3d

About The Position

YieldMax is a category-defining, retail-investor-first ETF brand with a strong market presence and a rapidly growing investor following. Built around income-focused, options-based strategies, YieldMax has earned credibility, visibility, and loyalty among modern retail investors. We are entering our next phase of growth — one driven by brand authority, investor trust, and influencer-led distribution at scale. We are seeking a Vice President of Brand to lead this evolution. This is a senior leadership role for a proven retail investor marketer with deep experience in the fin-fluencer ecosystem, social-first brand building, and performance-driven execution. This role is not theoretical brand strategy. It is about shaping investor perception, owning influencer-led growth, and translating sophisticated investment products into compelling, trusted narratives for a highly engaged retail audience - while operating fluently within the regulatory framework governing registered investment products. Only candidates with demonstrated, hands-on experience managing influencer relationships and scaling social-led brand strategies in financial services will be considered. This role is for a brand leader who: Has built and scaled brands directly targeting retail investors, not enterprise or institutional audiences Has personally managed and grown high-impact fin-fluencer relationships and understands creator economics, incentives, and performance measurement Is fluent in social-first brand building and understands how modern investors discover, validate, and trust investment products Brings real working knowledge of options-based investment strategies and income-focused ETFs Is comfortable operating at the intersection of marketing, compliance, and regulation - and sees regulatory constraints as a design challenge, not a blocker Has deep, practical understanding of SEC communications requirements under the Investment Company Act of 1940 and has operated within those rules at scale Leads with data, accountability, and clarity, not vanity metrics or abstract brand language Can set strategy at the executive level and still drive high-quality execution through teams and partners

Requirements

• Senior-level brand leadership experience within retail investing, ETFs, trading platforms, or adjacent financial services
• Deep, proven experience in the fin-fluencer ecosystem, including direct management of high-impact influencer relationships
• A strong command of social media strategy across platforms such as YouTube, X, Instagram, TikTok, and emerging retail investor channels
• Meaningful understanding of options-based investment products and income strategies - enough to guide messaging, challenge assumptions, and build credibility
• Deep, practical knowledge of SEC regulatory communications requirements under the Investment Company Act of 1940, including experience designing and approving compliant marketing, social, and influencer communications for registered funds
• A track record of building brands through measurable, performance-oriented marketing, not just awareness
• Experience leading and scaling teams with high standards for execution, accountability, and creative excellence
• Strong judgment operating in highly regulated environments while maintaining relevance, clarity, and brand momentum

Responsibilities

• Lead the end-to-end YieldMax brand strategy, positioning the firm as the premier income-focused ETF brand for retail investors
• Build and scale an influencer-first brand engine, owning strategy, relationships, contracts, performance measurement, and long-term partnership development
• Serve as the senior steward of YieldMax’s reputation across social platforms, retail investor communities, media, and digital channels
• Translate complex, options-based investment strategies into clear, compelling, and compliant retail investor messaging
• Own brand and marketing communications governance under the Investment Company Act of 1940, ensuring all public-facing content, influencer activity, and social communications meet SEC regulatory and disclosure requirements
• Partner closely with legal and compliance leadership to design scalable, influencer-compatible communication frameworks that protect the firm while preserving authenticity and speed
• Develop and lead a high-performance brand team across content, social, influencer marketing, creative, and communications
• Establish a rigorous, data-driven brand operating model with clear KPIs tied to awareness, trust, engagement, and investor growth
• Partner closely with executive leadership, product, legal/compliance, and distribution teams to ensure alignment and execution excellence
• Anticipate shifts in retail investor behavior, social platforms, creator dynamics, and regulatory expectations to keep YieldMax ahead of the market

Benefits

• A recognized, trusted ETF brand with strong momentum in the retail market
• A rare opportunity to shape the future of investor-first, influencer-led financial brands within a registered investment framework
• Executive visibility and influence during a critical growth phase
• The mandate, resources, and leadership support to build something category-defining

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Education Level: No Education Listed
• Number of Employees: 51-100 employees