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Brand Marketing Director

Vestwell

Vestwell

Marketing & Communications
New York, NY, USA
Posted on Friday, April 5, 2024

WHO ARE WE?

There are over 30M small businesses in the United States, but only a tiny fraction of them have a workplace savings program in place. As the savings gap in the country widens, it’s imperative that every worker has access to and participates in their company’s savings program, such as a 401(k) or 403(b). We believe that American workers should have easy access to an inexpensive, flexible, and intuitive solution to save for a brighter future.

Unfortunately, prior to Vestwell, small businesses have been neglected and underserved, with expensive, inflexible, poorly designed offerings built on old, mainframe software. Vestwell is changing that, starting with rebuilding the core infrastructure for the modern era.

Vestwell’s north star is to be the engine behind a $30T industry, powering all payroll-deducted workplace savings programs for small-to-midsize businesses, such as 401(k), 403(b), IRA, emergency savings accounts (ESA), health savings accounts (HSA), 529 college savings, and alike.

Vestwell’s focus is to build the most flexible, powerful workplace savings and investment platform, delivered through the hands and minds of their financial services partners with the help of payroll provider partners. The team at Vestwell makes the hard stuff look easy, by combining the expertise of financial advice with the sophistication of a technology provider.

As a result, workplace providers are able to bestow the advice and solution employers and employees have been asking for, while growing and scaling along the way. Employers get a cost-effective solution designed for their needs without all the headaches, and employees get a user-friendly portal that helps them achieve their long-term saving goals.

WHY VESTWELL?

With backing from leading FinTech investors, as well as a growing team of dedicated professionals of strong industry pedigree, Vestwell is at the forefront of a much-needed change in a 40-year old industry. Our team believes in the mission we’ve set out to achieve and we are working hard to get there. We’re ambitious, honest, thoughtful, and fun.

Who are we looking for?

The Marketing team at Vestwell is growing! We are looking for a creative and strategic Director of Brand Marketing to take the company into the next phase of growth. This position will play a pivotal role in shaping our brand identity, driving awareness, and driving loyalty among our clients and partners. The ideal candidate gets wildly excited about brand and messaging frameworks, naming principles, color palettes, and tone of voice guidelines.

This position is accountable for brand performance, increasing awareness, and for aligning brand growth objectives with broader company objectives. This role will be responsible for clearly differentiating the brand from its competitors, and driving desirability through creative storytelling, brand visuals, activations, and partnerships. The right candidate will have a track record of strong brand-building through meaningful storytelling, groundbreaking campaigns, and effective marketing.

Reporting to the SVP, Head of Marketing, you will be partnering closely with contractors, agencies, and the entire marketing team to help us shape our company’s narrative and ensure we fulfill our company mission of closing the savings gap. This position will be based in New York, New York.


What will you be doing?

  • Own and evolve Vestwell’s brand strategy, including naming, messaging frameworks, and standards across our channels; collaborate with various teams and divisions on brand architecture
  • Help develop updates to the Vestwell brand across our visual system, voice and tone, and guidelines for each of our marketing channels Manage the brand department's vision, goals, and budget, ensuring the team is supported and successful in bringing all initiatives to life
  • Be a steward of the brand internally and externally, ensuring all channels and departments are working toward the same brand vision and brand personality comes across in everything we do
  • Implement the brand strategy through differentiated and impactful marketing campaigns across all markets and key identified targets
  • Lead the planning, execution, and optimization of integrated brand campaigns across various channels, including digital advertising, social media, email marketing, events, and PR. Collaborate with cross-functional teams to ensure campaigns align with brand objectives and deliver measurable results. Ensure consistency and coherence across all brand touchpoints, including digital platforms, marketing materials, and product interfaces
  • Conduct market research, competitive analysis, and consumer insights studies to inform brand strategy development and optimization. Stay current with industry trends, regulatory changes, and consumer preferences to identify opportunities for brand innovation and differentiation
  • Establish key performance indicators (KPIs) and metrics to track the effectiveness of brand initiatives and campaigns. Analyze data and insights to evaluate brand performance, identify areas for improvement, and make data-driven recommendations for optimization.

Requirements

  • 7-10+ years’ experience and proven track record of success in brand management, marketing, or related roles, preferably in the fintech or financial services industry.
  • Strong strategic thinking and analytical skills, with the ability to translate business objectives into actionable brand strategies and initiatives.
  • Self-starter who can operate well in a collaborative team environment and adapt effectively to changing business priorities/strategies.
  • Excellent verbal and written communication and presentation skills
  • Expertise in, and hands-on experience with, corporate branding positioning, brand messaging and marketing communications with the ability to drive, implement, and operationalize the brand strategy in a matrixed, consensus-driven environment
  • Strong understanding of marketing campaigns, editorial content, and analytics and how they work together to inform decisions that affect the brand
  • Excellent leadership and communication skills, with the ability to inspire and influence cross-functional teams and stakeholders.
  • Creative thinker with a passion for innovation and a keen eye for design and visual aesthetics.
  • Demonstrated ability to drive results, meet deadlines, and manage multiple projects in a fast-paced, dynamic environment.

The expected salary range for this position is $130K - $150. Please note that salary bands are based on NY and other similar metro areas and may differ based on where the role is ultimately hired.

Attention California residents: In the course of conducting our business and complying with federal, state, and local government regulations governing such matters as employment, tax, insurance, etc., we must collect Personal Information from you. Should you accept employment with Vestwell you may view our California Privacy Rights Act here Vestwell’s California Privacy Rights Policy

OUR BENEFITS

We’re a growth stage startup with lots of exciting milestones ahead. We value health and wellness at Vestwell and in addition to a dedicated Employee Wellbeing Committee, we offer competitive health coverage and an open vacation policy. We have adopted a remote-hybrid office policy, but all employees are welcome at our bright, comfortable office with many workspace options in midtown Manhattan so everyone has a setting that is the most productive for them. We provide our team with all the equipment they need (plus a few perks!) to work effectively remotely. Oh, and naturally we have a great 401(k) plan!