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Director, Brand Content and Reputation

As Director of Brand Content and Reputation, you will be the strategic, hands-on lead responsible for strengthening our brand reputation across multiple products, channels and audiences. You’ll shape how we talk about who we are—to customers, employees, and industry partners—partnering closely with Marketing, HR, and Corporate Reputation to drive and reinforce positive brand perception. You’ll lead and execute content strategy for organic and employee social channels, manage a high-performing community team and drive engagement on key review sites.

Key Responsibilities

Content strategy and activation

• 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

• 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 OneMain’s 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 (i.e. BBB rating badges, “best of” badging), 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.

Brand protection and monitoring

• 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.

Qualifications

• 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.

Location: Baltimore Maryland or Wilmington Delaware – Flexible Hybrid Schedule

Baltimore, MD: Target base salary range is 160,000-190,000, which is based on various factors including skills and work experience. In addition to base salary, this role is eligible for a competitive compensation program that is based on individual and company performance.

Who we Are

OneMain Financial (NYSE: OMF) is the leader in offering nonprime customers responsible access to credit and is dedicated to improving the financial well-being of hardworking Americans. Since 1912, we’ve looked beyond credit scores to help people get the money they need today and reach their goals for tomorrow. Our growing suite of personal loans, credit cards and other products help people borrow better and work toward a brighter future.

Driven collaborators and innovators, our team thrives on transformative digital thinking, customer-first energy and flexible work arrangements that grow lives, careers and our company. At every level, we’re committed to an inclusive culture, career development and impacting the communities where we live and work. Getting people to a better place has made us a better company for over a century. There’s never been a better time to shine with OneMain.

Because team members at their best means OneMain at our best, we provide opportunities and benefits that make their health and careers a priority. That’s why we’ve packed our comprehensive benefits package for full- and some part-timers with: 

• 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)