Develop and own the strategic roadmap for multi-channel demand generation programs, driving high-quality MQL volume through paid digital, content, email, events, and organic channels
Design and execute sophisticated, multi-touch acquisition campaigns leveraging an ABM mindset applied to B2C audience segmentation, behavioral signals, and life-stage targeting
Activate content and events as demand drivers through nurture sequences and follow-up campaigns structured to move prospects efficiently through the funnel
Champion customer-centric acquisition approaches leveraging behavioral insights, propensity data, and audience intelligence to deliver personalized experiences at scale
Support the end-to-end experience from prospect identification and lead capture through campaign execution and field team handoff
Partner with the Analytics team to define audience segmentation frameworks, identify high-value acquisition cohorts, and build propensity models that inform targeting strategy and channel investment
Establish comprehensive measurement frameworks and KPIs connecting demand generation activity to MQL volume and quality, pipeline contribution, cost per acquisition, and downstream conversion rates
Collaborate with Analytics to design and govern a rigorous testing agenda including A/B, multivariate, and holdout group analysis to continuously improve campaign effectiveness across channels and segments
Use attribution modeling and ongoing channel effectiveness analysis to optimize media mix and reallocate investment toward highest-performing programs
Develop executive-level reporting and storytelling that translates complex data into clear strategic recommendations for stakeholders across Digital, Advice, Retirement Solutions, CRM, and Distribution
Serve as the conduit between upstream acquisition and downstream conversion, aligning with CRM, marketing operations, and field teams on MQL criteria, lead scoring, and handoff protocols
Build and maintain strong relationships with diverse stakeholders, navigating competing priorities and building consensus around shared pipeline goals
Lead cross-functional working teams to execute complex initiatives requiring coordination across technology, creative, legal, compliance, and marketing operations
Present campaign strategies, performance results, and recommendations to executive audiences, adapting communication style to different stakeholder needs
Provide strategic direction and mentorship to marketing professionals supporting demand generation and lifecycle initiatives
Stay current on growth marketing and digital acquisition best practices to identify opportunities for differentiation and efficiency
Explore emerging channels, technologies, and methodologies — including AI-driven personalization and predictive audience modeling — that could enhance acquisition effectiveness

Requirements

5+ years of progressive marketing experience with demonstrated expertise in lifecycle marketing or campaign management
Bachelor's degree in Marketing, Business Administration, Communications, or related field
7–10+ years of progressive marketing experience, including 3–5+ years in financial services, wealth management, or a similarly regulated industry
Proven success developing omnichannel campaigns with measurable results, including paid digital acquisition (paid search, social, programmatic, video) with fluency in CPL, CPA, and ROAS metrics
Strong analytical skills with experience in marketing automation platforms (Salesforce Marketing Cloud, Adobe Experience Cloud), CRM systems, segmentation, propensity modeling, or lead scoring
Ability to manage complex, cross-functional initiatives, influence without direct authority, and translate data into compelling executive narratives
Knowledge of financial services regulations (FINRA, SEC) and familiarity with wealth management, retirement planning marketing, and lead management prioritization with front-line or field staff

Benefits

Comprehensive Total Rewards package
Superior retirement program
Highly competitive health, wellness, and work-life offerings

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools

lifecycle marketingcampaign managementomnichannel campaignspaid digital acquisitionCPLCPAROASaudience segmentationpropensity modelinglead scoring

Soft Skills

analytical skillsinfluence without authorityexecutive storytellingrelationship buildingcross-functional collaborationmentorshipcommunication adaptabilitystrategic directionconsensus buildingnavigating competing priorities