The Tidal Financial Group is a leading ETF investment technology platform dedicated to creating, operating, and growing ETFs. We combine expertise and innovative partnership approaches to offer comprehensive, value-generating ETF solutions. 

Our platform offers best-in-class strategic guidance, product planning, trust and fund services, legal support, operations support, marketing and research, and sales and distribution services.

About the role

YieldMax is a category-defining, retail-investor-first ETF brand with a strong market presence and a rapidly growing investor following. Built around income-focused, options-based strategies, YieldMax has earned credibility, visibility, and loyalty among modern retail investors.

We are entering our next phase of growth — one driven by brand authority, investor trust, and influencer-led distribution at scale.

We are seeking a Vice President of Brand to lead this evolution. This is a senior leadership role for a proven retail investor marketer with deep experience in the fin-fluencer ecosystem, social-first brand building, and performance-driven execution.

This role is not theoretical brand strategy. It is about shaping investor perception, owning influencer-led growth, and translating sophisticated investment products into compelling, trusted narratives for a highly engaged retail audience - while operating fluently within the regulatory framework governing registered investment products.

Only candidates with demonstrated, hands-on experience managing influencer relationships and scaling social-led brand strategies in financial services will be considered.

What you'll do

This role is for a brand leader who:

• Has built and scaled brands directly targeting retail investors, not enterprise or institutional audiences

• Has personally managed and grown high-impact fin-fluencer relationships and understands creator economics, incentives, and performance measurement

• Is fluent in social-first brand building and understands how modern investors discover, validate, and trust investment products

• Brings real working knowledge of options-based investment strategies and income-focused ETFs

• Is comfortable operating at the intersection of marketing, compliance, and regulation  -  and sees regulatory constraints as a design challenge, not a blocker

• Has deep, practical understanding of SEC communications requirements under the Investment Company Act of 1940 and has operated within those rules at scale

• Leads with data, accountability, and clarity, not vanity metrics or abstract brand language

• Can set strategy at the executive level and still drive high-quality execution through teams and partners

As VP of Brand, you will:

• Lead the end-to-end YieldMax brand strategy, positioning the firm as the premier income-focused ETF brand for retail investors

• Build and scale an influencer-first brand engine, owning strategy, relationships, contracts, performance measurement, and long-term partnership development

• Serve as the senior steward of YieldMax’s reputation across social platforms, retail investor communities, media, and digital channels

• Translate complex, options-based investment strategies into clear, compelling, and compliant retail investor messaging

• Own brand and marketing communications governance under the Investment Company Act of 1940, ensuring all public-facing content, influencer activity, and social communications meet SEC regulatory and disclosure requirements

• Partner closely with legal and compliance leadership to design scalable, influencer-compatible communication frameworks that protect the firm while preserving authenticity and speed

• Develop and lead a high-performance brand team across content, social, influencer marketing, creative, and communications

• Establish a rigorous, data-driven brand operating model with clear KPIs tied to awareness, trust, engagement, and investor growth

• Partner closely with executive leadership, product, legal/compliance, and distribution teams to ensure alignment and execution excellence

• Anticipate shifts in retail investor behavior, social platforms, creator dynamics, and regulatory expectations to keep YieldMax ahead of the market

Qualifications

• Senior-level brand leadership experience within retail investing, ETFs, trading platforms, or adjacent financial services

• Deep, proven experience in the fin-fluencer ecosystem, including direct management of high-impact influencer relationships

• A strong command of social media strategy across platforms such as YouTube, X, Instagram, TikTok, and emerging retail investor channels

• Meaningful understanding of options-based investment products and income strategies - enough to guide messaging, challenge assumptions, and build credibility

• Deep, practical knowledge of SEC regulatory communications requirements under the Investment Company Act of 1940, including experience designing and approving compliant marketing, social, and influencer communications for registered funds

• A track record of building brands through measurable, performance-oriented marketing, not just awareness

• Experience leading and scaling teams with high standards for execution, accountability, and creative excellence

• Strong judgment operating in highly regulated environments while maintaining relevance, clarity, and brand momentum

Why YieldMax

• A recognized, trusted ETF brand with strong momentum in the retail market

• A rare opportunity to shape the future of investor-first, influencer-led financial brands within a registered investment framework

• Executive visibility and influence during a critical growth phase

• The mandate, resources, and leadership support to build something category-defining