As vice president of marketing at Finance of America Reverse, Ashley Smith has fundamentally transformed the company’s marketing structure. Rethinking FAR’s team structure has enabled Smith to spearhead dramatic changes in the company’s marketing strategy heading into 2021. Recently, Smith has spearheaded a series of disruptive, eye-catching campaigns that put the focus on potential FAR customers and demonstrate that FAR truly understands seniors’ retirement concerns and dreams. Through her close involvement in securing FAR’s strategic partnership with the Stanford Center on Longevity, Smith has helped to break the mold for reverse mortgages. Additionally, her efforts to nurture ongoing relationships with the Financial Planning Association and the Academy for Home Equity and Financial Planning have led to new opportunities to market FAR’s products and expertise to a wider range of audiences. While many in the industry were caught off guard last summer over changes in guidelines from Google and Facebook regarding ad-targeting permissions, Smith’s digital-first experience gave FAR a competitive advantage. By maximizing a behavioral targeting strategy based on research-backed attitudinal segmentation, Smith was able to maintain cost-efficient marketing activations and sustain FAR’s success in driving leads.
Finance of America Reverse