Embrace Home Loans created a digital marketing division as more potential customers are researching their lending options online.

The new division is producing a data-driven marketing program across the entire mortgage sales cycle. This includes brand awareness, lead generation, lead nurturing, loan closing and advocacy.

The program is integrated with Middletown, R.I.-based Embrace's customer relationship management technology and covers all consumer touchpoints, including web, mobile, text messaging, email, telephone, mail and in-person.

Embrace has made three hires for the New York-based division.

Linda Benowitz has joined Embrace as digital marketing director. Most recently she was at Citibank and prior to that, Cablevision and JPMorgan Chase. She has experience in database marketing, credit and risk management, and marketing planning.

Tony Branda was hired as chief data and analytics officer late last year. He will develop the enterprise data and analytics strategy and infrastructure.

"Borrowers will be able to complete online lead forms that we can integrate into our CRM, enabling us to further nurture those leads digitally. Over time, we'll increase efficiency and drive digital traffic," Branda said in a press release.

Finally, Jorgen Persson will manage search engine optimization and paid media.

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