Gen
FinTech
Director,BrandformanceMarketing
“Director, Brandformance Marketing at Gen. Skills: Brand strategy, Full-funnel media, Performance accountability, Brandformance. Own brand strategy. Evolve brand strategy”
What You'll Achieve.
Drive activation; Drive intent; Drive revenue; Move customers awareness; Move customers conversion; Move customers long-term value; Deliver measurable outcomes; Deliver traffic lift; Deliver intent lift; Deliver conversion lift; Impact site traffic; Impact assisted conversions; Impact incremental CAC
Industry & Context.
Manage complex problem
What They're Looking For.
Must Have
12+ years experience, Bachelor's degree marketing, Bachelor's degree business, Bachelor's degree communications, Bachelor's degree advertising
Nice to Have
Fintech experience, Financial services experience, Regulated industries experience
What You'll Do.
Evolve brand strategy
Define brand archetype
Define messaging frameworks
Partner with Product Marketing
Partner with Creative
Partner with Growth leaders
Ensure brand positioning
Serve as brand steward
Ensure brand consistency
Lead full-funnel media strategy
Connect upper-funnel investment
Drive downstream performance
Ensure brand campaigns sequenced
Integrate brand campaigns
Partner with Head of Growth Acquisition
Partner with Head of Growth Retention
Deliver coordinated initiatives
Own upper-funnel channels
Execute upper-funnel channels
Optimize upper-funnel channels
Vet sponsorship opportunities
Evaluate sponsorship opportunities
Prioritize sponsorship partners
Structure sponsorships
Structure partnerships
Define success metrics
Define brand investment metrics
Define activation metrics
Partner with Analytics
Partner with Growth Ops
Partner with agency partners
Run incrementality tests
Run brand lift studies
Run MMM-informed analysis
Refine investment mix
Lead competitive analysis
Analyze competitive spend
Analyze share-of-voice
Analyze media mix benchmarks
Compare investment levels
Assess spend efficiency
Inform media allocation
Inform creative strategy
Inform channel prioritization
Act as senior agency lead
Align agency incentives
Hold agency accountable
Drive cross-agency collaboration
Drive cross-functional collaboration
Align teams on execution
Align teams on learnings
Influence leadership decision-making
Translate media performance
How You'll Work.
Team & Collaboration
Product Marketing; Creative leaders; Growth leaders; Analytics; Growth Ops; Agency partners; Cross-agency teams; Cross-functional teams
Communication Scope
Translate complex media
Applying for this Director, Brandformance Marketing role?
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