OneMain Financial · 1 month ago
VP/Director, Upper Funnel Paid Media
DC-Baltimore Area
Full-time
Hybrid
Senior Level, Lead/Staff
$150K/yr - $200K/yr
8+ years expOneMain Financial is the leader in offering nonprime customers responsible access to credit and is dedicated to improving the financial well-being of hardworking Americans. They are seeking a seasoned Director of Upper Funnel Paid Media to lead digital awareness and acquisition efforts across online and Connected TV channels, driving qualified demand through upper-funnel campaigns. The role involves developing media strategies, collaborating with cross-functional teams, and optimizing campaigns to maximize efficiency and ROI.
CreditFinanceFinancial ServicesInsuranceWealth Management
Responsibilities
Develop and own the upper-funnel paid media strategy across digital and Connected TV channels to drive awareness, consideration, and high-quality loan applications
Partner with the media agency to design, launch, and manage full-funnel media campaigns, ensuring alignment with business goals and KPIs
Lead ongoing performance analysis to identify opportunities for optimization across audience targeting, creative execution, and channel mix
Recommend campaign adjustments including which audiences or creatives to pause, scale, or test further based on data-driven insights
Collaborate with analytics teams and 3rd-party data providers to develop and refine audience segments, lookalike models, and targeting strategies
Test and evaluate new data sources, audience definitions, and targeting methods to improve efficiency and conversion quality
Write strategic creative briefs and partner with creative teams to develop engaging, performance-driven assets tailored for each channel
Analyze creative performance metrics and lead ideation of new concepts and iterations to improve campaign impact
Ensure all creative executions reinforce brand identity while optimizing for media effectiveness
Partner closely with analytics, creative, and product marketing teams to ensure campaigns are strategically sound, insight-led, and performance-optimized
Serve as the key point of contact between internal stakeholders and the media agency for campaign performance, insights, and optimization recommendations
Continuously evaluate media mix performance to maximize efficiency and ROI
Translate campaign data into actionable insights and executive-level reporting
Bring a commercial mindset to marketing, balancing brand goals with cost efficiency and business outcomes
Qualification
Required
8–12+ years of experience in digital media, performance marketing, or brand marketing, including significant hands-on experience with paid digital and Connected TV channels
Proven track record of leading upper-funnel campaigns that drive measurable business outcomes (preferably in financial services, fintech, or performance-oriented industries)
Deep expertise in audience strategy, data-driven targeting, and media optimization
Strong analytical skills with experience in media measurement, attribution, and ROI analysis
Experience collaborating with external agencies and internal creative and analytics teams
Excellent communication and presentation skills — able to translate complex insights into clear, actionable strategies
Strategic thinker who is equally comfortable executing and iterating at a tactical level
Bachelor's degree required or equivalent years of experience; MBA or advanced degree a plus
Benefits
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)
Company
OneMain Financial
OneMain Financial has been offering responsible and transparent loans for over 100 years.
10001+ employees
Funding
Current Stage
Public CompanyTotal Funding
$2.9B2025-03-13Post Ipo Debt· $600M
2024-11-04Post Ipo Debt· $900M
2018-01-04Post Ipo Secondary· $1.4B
Leadership Team
Doug Shulman
Chairman and Chief Executive Officer
Recent News
2025-11-08
2025-10-29
Company data provided by crunchbase