Senior Advisor Journey Marketing Lead

Job Description:

AssetMark is a leading strategic provider of innovative investment and consulting solutions serving independent financial advisors. We provide investment, relationship, and practice management solutions that advisors use to help clients achieve wealth, independence, and purpose.  

The Job/What You'll Do:

The Senior Advisor Journey Marketing Lead drives marketing initiatives targeted at advisors, helping to attract, nurture, and grow on our platform. This role requires strong expertise in lifecycle marketing, product marketing, and retention marketing. The Manager will develop and execute multi-channel marketing strategies, utilizing data-driven insights to optimize the advisor journey.

The ideal candidate is proactive, client-centric, and has a deep understanding of lifecycle marketing, funnel optimization, A/B testing, segmentation, and client retention strategies. 

We can consider candidates for this position who are able to accommodate a hybrid work schedule and are close to one of our following offices: Concord, CA, Phoenix, AZ, or Chicago, IL.

Responsibilities: 

Marketing Strategy Development:

• Develop and execute marketing strategies to attract, retain, and grow advisors
• Lead multi-channel marketing campaigns, including email, SMS, push notifications, direct mail, webinars, social media, and events
• Architect and manage a 360-degree data warehouse view of advisor engagement and behaviors, spanning email, direct mail, web interactions, social, text, and other channels
• Collaborate with sales, service, business consulting, compliance, and legal to understand advisor needs and craft tailored marketing plans that increase engagement and retention
• Drive campaign execution, analysis, segmentation, and qualification, ensuring continual optimization through A/B testing and data-driven insights
• Develop and refine value propositions and messaging strategies to position AssetMark's platform effectively within the competitive landscape
• Lead funnel optimization initiatives to increase conversion and engagement across various stages of the advisor journey

Advisor Marketing Programs:

• Define and refine advisor personas, advisor profiles, decision catalysts, and journeys by leveraging segmentation and client insights
• Manage advisor journey progression through targeted retention and loyalty marketing strategies, including rewards programs and community marketing
• Track and analyze KPI and OKR to assess the effectiveness of marketing efforts and provide actionable insights to stakeholders
• Lead retention strategies through engagement efforts utilizing mutiple channels, addressing community/ industry challenges, and promoting initiatives aimed at boosting loyalty
• Stay current with industry trends and marketing innovations, particularly within the financial services and wealth management spaces

Management and Leadership:

• Mentor others on the team ensuring that their work aligns with advisor journey marketing plans and the overall marketing strategy
• Oversee the planning, development, and optimization of content across various platforms, ensuring it’s engaging, relevant, and aligned with SEO best practices
• Ensure messaging is consistent across all touchpoints, maintaining the right tone and voice to enhance advisor engagement
• Support direct reports in creating high-quality content that achieves business goals and resonates with the advisor's audience
• Collaborate on content performance analysis to optimize future campaigns and ensure alignment with organizational goals.

Knowledge, Skills & Abilities:

• Lifecycle/ Client Journey Marketing: Expertise in email, SMS, push notifications, campaign execution, funnel optimization, digital lead gen, and marketing automation tools
• Product Marketing: Segmentation, persona definition, client insights, competitive landscape analysis, messaging strategy, and copywriting
• Retention & Loyalty Marketing: Experience with client journey and lifecycle management, rewards programs, community marketing, mobile engagement, and gamification
• Data-Driven Marketing: Proficient in architecting and managing data systems to track client behaviors across channels, driving segmentation and qualification efforts
• Financial Services Knowledge: Expertise with financial products and services, particularly within the financial advisory or wealth management sectors
• Multi-sided Platforms: Experience with B2C, B2SMB, B2B, and B2B2C models
• Adept at managing multiple projects and deadlines with strong organizational and project management skills
• Strong analytical skills