Vice President of Marketing, Financial Services - Hybrid (Kansas City, MO. or Atlanta, GA.)

When you ask people what gives them peace of mind to live their best life, having a sense of financial security is usually at the top of the list. Our financial services include employer-based benefits like retirement planning so employers can help their people plan for a comfortable life after they stop working. We also provide personalized financial planning and investment services to help families succeed in every stage of life.

Our Newest Opportunity: 

The VP of Marketing for the Financial Services Practice will lead the strategic marketing vision to drive business growth, establish market leadership, and enhance the client experience across OneDigital’s retirement, wealth, and executive benefits offerings. Reporting to the Senior Vice President of Marketing, this role will collaborate closely with practice leaders, sales teams, client service, product development, and field marketing to position the firm as a market leader in financial services.

This individual will shape distinct go-to-market strategies for financial services, elevate the brand’s credibility in all three sectors, and spearhead demand generation efforts for scalable growth. The role requires a leader who is both visionary and execution-focused, adept at leveraging data-driven insights, innovative marketing strategies, and cross-functional partnerships to deliver measurable business outcomes. This role and its team will play a crucial role in driving adviser enablement, ensuring that marketing is not just a liaison function but an active driver of field adoption, education, and sales support.

Key Responsibilities & Duties

Strategic Leadership & Go-to-Market Initiatives

• Develop and execute comprehensive marketing strategies for Retirement Plan Advisory, Retirement Planning, Wealth, and Executive Benefits solutions, focusing on brand leadership, market differentiation, and growth acceleration.

• Partner with financial services leadership and field marketing teams to define target markets, audience segmentation, and value propositions tailored to retirement plan sponsors, pre-retirees, High-Net-Worth Individuals (HNWI), corporate executives, business owners, etc.

• Lead integrated go-to-market plans for new retirement plan advisory services (401(k) plan consulting, fiduciary services, investment management for retirement plans, etc.), retirement planning solutions (individualized financial planning, tax-efficient withdrawal strategies, etc.), wealth management offerings (investment strategies, estate planning, etc.), and executive benefits solutions (non-qualified deferred compensation, executive retirement planning, executive life and disability insurance, etc.), ensuring alignment with overall business goals.

• Drive thought leadership initiatives that position the firm as an innovator in retirement plan advisory, retirement readiness, wealth-building strategies, and executive compensation planning, leveraging content marketing, public relations, and executive visibility.

Brand & Market Positioning

• Strengthen the brand’s authority in the retirement, wealth, and executive benefits spaces through strategic storytelling, consistent messaging, and differentiated positioning.

• Ensure cohesive brand identity across all touchpoints, collaborating with internal and external stakeholders, including field marketing, to maintain alignment with the master brand vision.

• Lead the development of targeted campaigns that showcase the firm’s fierce advocacy and commitment to client-first excellence across financial services practice.

Growth & Demand Generation

• Oversee multi-channel marketing campaigns to drive lead generation, pipeline acceleration, and client acquisition for all financial services solutions.

• Implement data-driven marketing strategies to optimize ROI, including digital marketing, SEO/SEM, paid media, and account-based marketing (ABM), tailored to each sector.

• Collaborate with sales enablement and field marketing teams to actively drive adviser engagement, equipping advisers with tailored content, tools, and training that enhance their effectiveness in presenting and selling financial services solutions.

• Lead initiatives to ensure marketing is embedded in adviser workflows, providing strategic coaching, education, and adoption of key marketing initiatives within the field.

• Utilize market intelligence and client insights to refine marketing strategies, improve conversion rates, and enhance client retention across all four sectors.

Operational Excellence & Team Leadership

• Lead, mentor, and develop a high-performing marketing team, fostering a culture of innovation, collabo