Integrated Brand & Social Strategy Manager

OneMain Financial; Baltimore (MD); On-site; USD 90,000 - 110,000; Full time

Job summary

OneMain Financial is seeking a strategic marketer to build integrated organic brand strategies across social, employer brand and emerging AI-powered discovery channels. This role focuses on organic channels, owns content production budgets, and guides cross-functional teams to deliver measurable brand and business impact.

The ideal candidate will translate business challenges into campaigns, lead the editorial calendar, and collaborate with Legal, Corporate Communications, HR and business

Qualifications

• 7+ years of marketing experience.
• Experience marketing a large, consumer-facing brand.
• Strong editorial judgment and brand storytelling skills.
• Executive presence and experience influencing senior leaders.
• Experience directing creative teams, agencies or production partners.
• AI fluency and understanding of AI-powered search experiences.

Responsibilities

• Build and lead OneMain's integrated organic brand strategy grounded in business priorities and measurable goals.
• Translate business challenges into marketing strategies and campaigns across social, employer brand and AI-driven discovery channels.
• Define the editorial strategy and content roadmap, and own the enterprise editorial calendar.
• Partner with paid media, SEO and integrated marketing teams to connect organic strategy to broader campaigns and business initiatives.
• Ensure a consistent, differentiated brand voice across customer, employer and reputation content.
• Own measurement and reporting across organic channels, connecting results to business outcomes.

Skills

Strategic marketing

Brand storytelling

Organic social strategy

Executive collaboration

Project management

AI fluency

Education

Bachelor's degree in Marketing or related field

Job description

The Role

We are seeking a strategic, well-rounded marketer to build integrated brand strategies that solve business problems and drive measurable results across social, employer brand and emerging AI-powered discovery channels. This role owns how OneMain shows up organically for customers, prospective employees, community partners and other key external audiences.

This is a marketer-first role with strong social media fluency. The right person starts with the business problem, builds the plan, makes the case to senior leaders and directs creative and production partners to bring it to life. They partner closely with Corporate Communications, HR, Talent Acquisition, Legal/Compliance and business leaders, and they are comfortable championing ideas through a thorough, multi-layer review process. This role focuses on organic channels and does not manage paid media. It does own content production budgets, including photography, video production and freelance/contractor resources

Key Responsibilities

• Build and lead OneMain's integrated organic brand strategy, grounded in business priorities and measurable goals.
• Translate business challenges into marketing strategies and campaigns across social, employer brand and AI-driven discovery channels.
• Define the editorial strategy and content roadmap, and own the enterprise editorial calendar.
• Partner with paid media, SEO and integrated marketing teams to connect organic strategy to broader campaigns and business initiatives.
• Ensure a consistent, differentiated brand voice across customer, employer and reputation content.

• Present recommendations and performance insights to senior leaders, and advocate for new ideas, including when they meet initial resistance.
• Guide work through Legal/Compliance, Corporate Communications and business stakeholder review while keeping initiatives moving.
• Direct the creative team and external production partners through clear briefs, constructive feedback and high quality standards.
• Manage photography, video and freelance production budgets and external partner relationships.
• Own the cross-functional content governance process.

• Translate OneMain's Employer Value Proposition (EVP) into compelling recruiting and employer brand content across LinkedIn, Glassdoor, Handshake and other talent-facing channels.
• Partner with HR and Talent Acquisition to elevate employee stories, executive voices and authentic employee advocacy.
• Set the approach for community engagement across owned channels, ensuring it reflects brand voice and sound judgment.
• Monitor audience sentiment, industry trends and competitive activity to inform strategy and identify new growth opportunities.

• Own measurement and reporting across organic channels, connecting results to business outcomes rather than engagement alone.
• Turn data into clear, actionable recommendations for senior leaders.
• Partner with SEO/GEO initiatives to strengthen OneMain's visibility within AI-generated search and discovery experiences.
• Establish standards for responsible use of AI in content, including brand voice guardrails and review practices for accuracy and compliance.
• Continuously test new formats, platform features and storytelling approaches.

Qualifications Required

• 7+ years of marketing experience, with a proven track record of building strategies and campaigns tied to business problems and measurable results.
• Experience marketing a large, consumer-facing brand within an enterprise or matrixed organization.
• Strong understanding of organic social strategy and experience with social publishing, listening and analytics platforms.
• Experience developing employer brand and recruitment marketing content.
• Executive presence and experience influencing senior leaders, including gaining buy-in for new ideas.
• Experience directing creative teams, agencies or production partners and managing production budgets.
• Strong editorial judgment and brand storytelling skills.
• AI fluency, including an understanding of how brands appear in AI-powered search experiences.
• Strong project management skills and the ability to drive multiple initiatives independently.
• Bachelor's degree in Marketing, Communications or a related field.

Preferred

• Experience in financial services or another regulated industry, including partnering with Legal/Compliance on content review.
• Experience with GEO/AI search visibility initiatives or governance for AI-assisted content.

What Success Looks Like

• Organic brand strategy is clearly tied to business priorities, with results senior leaders can see.
• OneMain's reputation strengthens with customers, prospective employees and community audiences, including in AI-driven search.
• Strong ideas make it through review and into market.
• Serves as a trusted strategic partner across Marketing, HR and Corporate Communications.
• Keeps OneMain's brand presence modern, relevant and visible across evolving digital and AI-driven channels.

• Target base salary range is $90,000-110,000, 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