VP/Director, Brand Content and Reputation

About the Role

Key Responsibilities

• Develop content strategy and editorial calendar that reinforces our brand value proposition and introduces our products to consumers, driving engagement with customers/prospects and building brand consideration in organic social media (current and new channels).
• Evolve content strategy, narrative and brand storytelling for growing multiple products including credit cards, auto and financial wellness.
• Partner with Corporate Communications, Philanthropy and Human Resources to develop and activate content that demonstrates OneMain's thought leadership, advocacy, community support and employer brand through always-on editorial content for LinkedIn, recruiting sites and other reputational channels.
• Manage content strategy and messaging for OneMain's corporate reputational pages, including Careers, About Us and Investor Relations.
• Develop and manage production of customer and team member testimonials that reinforce the value of the brand and enable storytelling across internal and external channels.
• Track social trends, platform updates, and audience behavior to inform content strategy and channel optimization/expansion.
• Review strategy and activation to drive positive sentiment across key review platforms including Trustpilot, Google, BBB, Glassdoor, and Indeed—shaping content and response management to reinforce OneMain's brand promise and elevate its position among competitors.
• Develop and implement innovative tactics to maintain and improve ratings, targeting customers at key moments to leave feedback, developing cross-functional campaigns, encouraging employee advocacy.
• Collaborate with PR, corporate reputation and Marketing to develop strategies that strengthen OneMain's reputation through tactics such as partnership opportunities to leverage industry social proof, partner and affiliate content/publishing and PR outreach.
• Optimize and grow customer review solicitation program and channel presence to represent OneMain's growing suite of products, including personal loans, auto loans, credit cards and financial wellness.
• Expand and integrate review content into new partnerships, channels and AI.
• Leverage social listening and review responses to keep pulse on brand sentiment and provide key insights with internal partners to identify trends and action feedback.
• Lead strategy for proactively safeguarding OneMain's unique identity and brand value, including trademarks, domains and social handles for OneMain brands.
• Partner with cross-functional teams to manage enterprise response to reputational threats and risk to enable quick response, including centralized dashboard, quarterly reporting package and cross functional protocols.

Requirements

• 8-10+ years in brand or marketing, with extensive experience in content strategy, social media and brand management.
• 5+ years in a leadership role, managing people, cross functional teams, agencies or similar.
• Experience managing review site platforms and social listening tools, knowledge of SEO and web traffic metrics.
• Bachelor's degree in marketing, communications, public relations, journalism or related field preferred.
• Strategic thinker and thought leader who can understand business complexities and develop innovative plans.
• Effective communicator who is comfortable presenting to a variety of audiences and stakeholders at various levels.
• Exceptional leader and team player with proven ability to lead through influence and work effectively both independently and collaboratively within fast-paced, diverse cross-functional teams.
• Dynamic and adaptable project manager with a strong ability to establish processes and drive project execution with minimal guidance amidst multiple priorities and goals.
• Experience managing creative and media agency partnerships, including ability to create briefs, brief internal/external agencies, project manage production of ads from concept, approvals and launch.

Nice to Have

• Knowledge of social listening tools and SEO.
• Experience with review site platforms and reputation management.

Benefits & Perks

• Health and wellbeing options including medical, prescription, dental, vision, hearing, accident, hospital indemnity, and life insurances.
• Up to 4% matching 401(k).
• Employee Stock Purchase Plan (10% share discount).
• Tuition reimbursement.
• Paid time off (15 days' vacation per year, plus 2 personal days, prorated based on start date).
• Paid sick leave as determined by state or local ordinance, prorated based on start date.
• Paid holidays (7 days per year, based on start date).
• Paid volunteer time (3 days per year, prorated based on start date).