Seeking to position itself as the premier omnichannel mortgage provider, Embrace Home Loans has launched a new digital marketing division designed to build data-driven digital marketing capabilities to support the full mortgage sales cycle from awareness, lead generation, nurture, close and advocacy.
The new division has been established in response to changing consumer expectations. Today, more prospective borrowers are researching lending opportunities through multiple digital channels. In order to adapt to this new generation of buyers, Embrace Home Loans is building a digital marketing ecosystem that will integrate with its customer relationship platform. The omnichannel strategy is designed to integrate all customer touch points – Web, mobile, SMS, email, mail, phone and in-person sales.
Based in New York, the division will be headed by several newly hired executives, including Linda Benowitz, digital marketing director; Tony Branda, chief data and analytics officer; and Jorgen Persson, manager of digital demand generation.
Benowitz was most recently at Citibank, where she built a global digital insights team and accelerated data-driven digital techniques across the global consumer bank. She has been in the digital space for more than 10 years and has experience in many aspects of banking, including database marketing, credit and risk management, and marketing planning. Previously, she held positions at Cablevision and JP Morgan Chase in similar capacities.
Branda, who has nearly 25 years of experience in the banking industry, stepped in as chief data and analytics officer late last year. Previously, he worked in executive positions with Citibank, Advance Publications Inc., RBS National Bank, Wells Fargo and Bank of America. Branda also serves as an adjunct professor of digital marketing and consumer intelligence at Pace University’s Lubin Graduate School of Business.
Persson, who is well-versed in the digital marketing field, previously worked as senior marketing manager of Nordics and EU strategic partnerships at Vistaprint, co-founder of JAG Media Group, and director of marketing at Testive Inc.