VP, Digital

About Us

Finance of America helps homeowners 55+ access the equity they’ve built while staying in full control of their home and their financial future. Through a range of reverse mortgage solutions, we help customers shape the retirement they’ve earned while continuing to evolve how we serve and work together.

Joining Finance of America now means stepping into a period of momentum and growth, with teams actively shaping what comes next and opportunities to make an impact and grow your career.

To learn more about us, visit www.financeofamerica.com

Purpose of Role

Responsible for defining and executing the organization’s digital strategy to drive customer acquisition, engagement, and conversion across all digital touchpoints. Serves as the business owner for the company’s digital platforms and is accountable for performance, customer experience, and economic outcomes. Partners cross-functionally with Marketing, Product, Engineering, and Sales to deliver a seamless, data-driven customer journey from initial education through application and funding. 

Key Responsibilities and Expectations

• Defines and owns the end-to-end digital customer journey across awareness, education, consideration, conversion, funding, and retention, ensuring a seamless, intuitive, and high-performing experience aligned with business objectives and customer needs.
• Owns digital platform performance, with accountability for key metrics across engagement, application initiation, conversion, and overall funnel optimization.
• Leads cross-functional alignment with Marketing, Product, Engineering, Sales, and Operations to ensure digital strategies effectively balance business priorities and deliver measurable results.
• Leverages customer insights, behavioral data, and market research to identify opportunities, inform strategy, and prioritize enhancements through data-driven business cases and roadmaps.
• Establishes and scales a comprehensive experimentation and optimization framework, including A/B testing, user experience improvements, and content optimization, to drive continuous performance improvement.
• Develops and maintains performance dashboards and reporting to monitor results, inform decisions, and drive ongoing iteration based on data and user feedback.
• Leads the strategy and execution of digital experience transformation initiatives, including full website redesigns, ensuring alignment across brand, product positioning, compliance, and user experience.
• Defines customer-centric site architecture, user flows, and content strategies that support discovery, education, and conversion across key audience segments, including influencers and decision-makers.
• Partners with Product and Engineering to design and implement scalable digital, marketing technology, and data infrastructure that supports long-term growth and innovation.
• Establishes a foundation for personalization and advanced customer engagement strategies, including segmentation, lifecycle marketing, and AI-driven capabilities such as next-best action and propensity modeling.
• Enhances lead nurturing and lifecycle strategies across digital and assisted channels to support extended consideration cycles and improve conversion outcomes.
• Oversees site merchandising strategy and execution, including ownership of the digital merchandising calendar and optimization of content presentation to drive engagement and conversion.
• Builds and fosters a high-performing team, setting clear goals, driving accountability, and promoting a culture of innovation and continuous improvement.
• Leads through influence across executive leadership and cross-functional stakeholders, driving alignment, accountability, and successful delivery of strategic digital initiatives.
• Performs other duties as assigned.

Reports To

• SVP, Chief Customer Officer

Direct Reports

• To be determined based on candidate's background

Qualifications - Experience/Skills/Competencies

• Minimum 12 years of progressive experience in digital strategy, digital marketing, product, or omnichannel leadership roles.
• Demonstrated experience leading large-scale digital transformation initiatives and platform redesigns.
• Proven ability to drive measurable improvements in digital performance metrics and customer experience.
• Strong understanding of digital ecosystems, including web, mobile, analytics, and marketing technology platforms.
• Experience building and leading high-performing teams in a fast-paced, cross-functional environment.
• Expertise in data-driven decision-making, experimentation methodologies, and performance optimization.
• Ability to operate strategically and tactically, balancing long-term vision with executional excellence.
• Strong leadership, communication, and stakeholder management skills.

Qualifications - Education - Required

• Bachelor's Degree

Qualifications - Education - Field(s)/Profession(s)

• Business Administration, Marketing, Digital Media, Technology, or related field.

Qualifications - Education - Preferred

• Master of Business Administration (MBA) 

Compensation

The base salary range for this position is inclusive of all geographical differences in the labor market, plus annual bonus opportunity. The base salary for the position will be determined based on factors such as the candidate’s work location, skills, education, and experience. In addition to those factors, we believe in the importance of pay equity and consider the internal equity of our current team members in determining any final offer. We offer a competitive benefits package including health, dental, vision, life insurance, paid time-off benefits, flexible spending account, 401(k) with employer match, and ESPP.

Additional Information

The application deadline for the job opportunity is 7/1/2026.

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. 

Finance of America is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, sex (including pregnancy), sexual orientation, religion, creed, age, national origin, physical or mental disability, gender identity and/or expression, marital status, veteran status or other characteristics protected by law.