• Build a deep understanding of TU’s brand positioning and our primary audiences—younger anglers, outdoorsy families, and avid outdoors people—and what motivates them to be part of our community • Develop campaigns & strategies that build brand awareness among primary audiences; collaborate with colleagues in Communications, Digital Marketing, Development, Engagement and Conservation to build them • Promote an authentic, distinct and consistent visual identity for TU and manage its implementation across the organization; advise on sub-brand campaigns • Manage and oversee outside creative agencies and third-party graphic designers • Identify partnership opportunities that build TU’s brand and collaborate with TU partnership staff to bring them to life • Develop strategies for using merch and our online store to promote the TU brand • Own TU’s brand standards and promote their consistent adoption by both staff and grassroots leaders at the national, regional, council and chapter levels • Oversee the design of practical tools and templates that make it simple for TU staff and volunteers to put TU’s branding to use in their outreach • Define and track key metrics for monitoring TU’s brand equity and brand share versus peers

• Own and execute the company’s brand strategy, messaging, and visual identity across all channels. • Manage HubSpot CRM as the central marketing and sales enablement platform, including pipeline visibility, lead nurturing, and reporting. • Develop and publish content across website, blog, social media, and email channels to drive engagement and support SEO and AEO goals. • Lead SEO and AEO strategy to improve organic search rankings and AI-driven search visibility. • Plan, execute, and optimize multi-channel digital campaigns, including search, social, display, and email. • Build and manage email marketing workflows, segmentation, automation, and A/B testing within HubSpot. • Track and report on key marketing metrics using tools such as Semrush, HubSpot, and Google Analytics. • Collaborate with sales, leadership, and operations to align marketing with pipeline and retention goals.

• Author strategic frameworks (brand positioning, messaging, architecture, etc.) that clarify how our brand shows up to consumer audiences. • Identify opportunities and collaborate cross-functionally to ensure our brand is activated across the consumer ecosystem (campaigns, experiences, content, stories, etc.). • Steward and evolve our brand strategy to ensure brand health, strength, and clarity. Consult and guide teams related to naming, brand identity, etc. • Report on the state of the brand via qualitative and quantitative tracking research, ensuring we have meaningful feedback on the health of our brand with our consumer audiences. • Monitor and dissect the competitive landscape. • Immerse with key stakeholders to understand their business context and complexity; consult on how the brand is accelerated through their work (product roadmap, experience design, business model, etc.). • Develop a deep understanding of our consumer audiences in order to help internal teams develop understanding and empathy; Lead creative ways to inspire those teams with clarity around our brand promise and impact.

• Define and lead Finance of America’s long-term brand strategy, positioning, and messaging framework • Act as a strategic adviser to the executive leadership team • Ensure the brand strategy improves performance efficiency across the entire marketing funnel • Plan, oversee and monitor brand advertising campaigns • Analyze competitor positioning to develop and implement strategies that help Finance of America win greater market share • Oversee creative excellence across the entire marketing funnel • Establish and govern enterprise-wide brand and messaging standards that meet regulatory requirements • Build and lead a senior team across brand, creative, communications, and PR