Head of Digital Marketing & Customer Acquisition

Position Summary Applied Data Finance (ADF) is seeking a senior, results-driven Head of Digital Marketing & Customer Acquisition to own and scale all digital acquisition and lifecycle marketing for the Personify brand. This role is accountable for end-to-end digital growth—from first customer touch through application, onboarding, and ongoing engagement. The ideal candidate blends performance marketing rigor with customer-centric UX leadership, ensuring that marketing, messaging, and digital workflows operate as a single, optimized system. Reporting directly to the Chief Revenue Officer, this leader will serve as the single owner of digital growth, accountable for strategy, execution, and performance. The role requires a rare combination of strategic vision, hands-on operational leadership, and comfort operating in a regulated consumer lending environment.

Key Responsibilities

Digital Acquisition & Performance Marketing

• Accountable for all digital customer acquisition channels, including paid search (SEM), paid social, display, affiliates, and other DTC digital channels.
• Scale originations profitably while maintaining disciplined CAC, margin, and credit-quality guardrails.
• Lead ongoing experimentation across creatives, offers, landing pages, bidding strategies, and funnel design.
• Partner closely with Product, Finance, Risk, and Data Science to align acquisition volume with credit appetite and portfolio performance.

User Experience (UX) & Digital Workflow Ownership

• Accountable for conversion performance across the full digital funnel—from click to funded loan:
• Marketing landing pages
• Application and prequalification flows
• Offer presentation and selection
• Onboarding and post-origination experiences
• Lead and manage a team of UX and product designers, setting standards for usability, accessibility, and conversion.
• Partner with Product, Engineering, and Data to translate customer insights into high-impact UX improvements.
• Establish a consistent design language and experience principles across acquisition and lifecycle touchpoints.
• Ensure UX decisions balance conversion optimization, compliance, and long-term customer trust.

Lifecycle Marketing & Contact Strategy

• Establish and govern a holistic contact management strategy across Email, SMS, RVM, and future channels.
• Rationalize customer communications to eliminate channel conflict, over-contacting, and inconsistent messaging.
• Define channel prioritization, frequency caps, sequencing logic, and escalation paths across the customer lifecycle.
• Ensure acquisition, lifecycle, and servicing communications are coordinated into a unified customer experience.

Email Channel Modernization & Deliverability

• Lead a full modernization of the email channel, including:
• Refresh of templates and creative standards (mobile-first, conversion-optimized).
• Evaluation and evolution of the email platform (ESP), automation capabilities, and data integrations.
• Establishment of best-in-class deliverability practices (sender reputation, inbox placement, compliance).
• Build scalable lifecycle journeys (onboarding, engagement, reactivation, cross-sell, win-back).

AI, Search & Emerging Channels

• Define and execute Personify’s strategy for AI-driven discovery and search (e.g., ChatGPT, Gemini, and other answer engines).
• Rethink SEO and content strategies for AI-native, answer-based customer journeys
• Explore responsible uses of AI for personalization, creative generation, and campaign optimization.
• Establish internal playbooks and testing frameworks for emerging acquisition channels.

Compliance, Brand & Customer Trust

• Ensure all digital marketing practices comply with regulatory, legal, and brand standards.
• Partner with Legal and Compliance to proactively identify risks and build scalable guardrails.
• Balance growth objectives with long-term customer trust and brand integrity.

Qualifications & Experience

• 10–15+ years of experience in digital marketing, growth, or customer acquisition leadership.
• Proven track record scaling paid digital and lifecycle channels with clear ROI accountability.
• Deep experience in SEM, performance marketing, CRM/lifecycle marketing, and experimentation.
• Experience modernizing marketing platforms and data infrastructure.
• Strong understanding of unit economics, CLTV, and performance measurement.
• Experience in fintech, lending, or regulated consumer products is strongly preferred.
• Comfortable operating cross-functionally with Credit, Risk, Product, Data, and Compliance teams.

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