About the Role:

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

Key Responsibilities:

1. Brand Strategy & Identity Leadership

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.

2. Full-Funnel Brandformance Strategy

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.

3. Upper-Funnel Media & Sponsorships

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.

4. Performance Accountability & Measurement

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.

5. Competitive Spend & Efficiency Intelligence

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.

6. Agency Leadership & Cross-Functional Influence

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.

About you:

Education: Bachelor's degree in marketing, business, communications, or advertising

Experience: 12+ years of experience across brand marketing, media strategy, or brandformance, ideally within a performance-oriented organization.

Skills:
• 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

Personal Attributes:
• 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.

Location: NYC Office (Onsite 3 days per week)

The annual base salary for this position is expected to be between $180,000 and $220,000. Base salary is one component of Gen's total compensation package, which includes 401(k) match, health insurance options, disability coverage, life insurance, and unlimited paid time off. Actual salaries will vary based on a candidate's qualifications, experience, skills, and competencies related to the role.

What's Net

After you submit your application, you can expect the following steps in the recruitment process:
• TA Call
• Hiring Manager (Virtual)
• Final Interview - Hiring Manager (Virtual or face-to-face)