Lilian Cheng, Creative Director at Finance of America (FOA), is a visionary leader who blends creativity with strategic thinking to elevate the FOA brand. Since joining the company as a graphic designer just four years ago, she has rapidly distinguished herself through meticulous attention to detail, elite design skills and the ability to transform complex ideas into compelling visual narratives. Now at the helm of FOA’s creative strategy, she is redefining how reverse mortgages are marketed, ensuring that FOA reaches and resonates with its customers in new and meaningful ways.
A driving force behind FOA’s brand transformation, Cheng played a pivotal role in unifying the Finance of America Reverse (FAR) and American Advisors Group (AAG) brands under a single identity in 2024. Her work has streamlined marketing efforts, increased efficiency and positioned FOA for long-term success. Her promotion from Art Director to Creative Director is a testament to her strategic vision and deep passion for both her craft and the company’s mission.
Cheng’s leadership extends beyond her creative work — she fosters a collaborative, high-performing team where innovation thrives. She is deeply committed to mentorship, helping designers and copywriters grow while cultivating a culture of continuous learning. Her ability to tackle challenges with grace and turn obstacles into opportunities has set a powerful example within FOA. Through her unwavering commitment to excellence, Cheng has not only revitalized FOA’s creative strategy but has also made a lasting impact on the reverse mortgage industry.
What is one thing you would tell a younger version of yourself?
Worry less. Everything will be OK. Yes, you will fall, and it will hurt. You won’t get into your dream art school, you’ll get fired, you’ll get laid off and you’ll question your self-worth. But if you treat people right, you’ll be blessed with friends and colleagues who’ll lift you back up.
Name:
Lilian Cheng
Age:
31
Title:
Creative Director
Company Name:
Finance of America
