Director, Brandformance Marketing

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

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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.
• 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, a

Benefits

Additional Information

About Gen: Gen is a global company dedicated to powering Digital Freedom through its trusted consumer brands including Norton, Avast, LifeLock, MoneyLion and more. Our combined heritage is rooted in financial empowerment and cyber safety for the first digital generations, and today we deliver award-winning cybersecurity, online privacy, identity protection and financial wellness solutions to nearly 500 million users in more than 150 countries. Together, we share a collective passion and vision to protect consumers and help them grow, manage and secure their digital and financial lives. We're always looking for smart, fearless and high-impact talent who see AI as a teammate - leveraging it to move faster and deliver meaningful results. When you're part of Gen, you'll have the flexibility, tools and support to do your best work and grow your career - from flexible working options and time off to competitive pay, benefits and well-being programs. At Gen, we are scrappy and relentlessly customer driven. We create room for healthy debate, experimentation and continuous learning, and we seek out people with different experiences, identities and ideas to join our team. You'll work with people who back each other, respect each other and understand that our differences are a competitive advantage. If this sounds like you, we'd love you to be part of Gen.

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