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.
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 multiple 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 with the ability to interpret data, generate insights, and optimize marketing strategies.
Education & Experience:
- Minimum of 10 years of experience in marketing, with a focus on lifecycle, client journey product, and retention marketing.
- Strong verbal and written communication skills, with experience in messaging strategy, copywriting, and editing.
- Experience with digital marketing tools and platforms, including Salesforce, marketing automation systems, and data management tools.
- Proven experience leading multi-channel marketing campaigns and managing funnel optimization.
- Bachelor’s degree in Business Administration or related field - preferred.
- Experience with content management systems and digital asset management tools - preferred.
- Knowledge of the competitive landscape and best practices in lifecycle marketing for the financial services industry - preferred.
Compensation: The Base Salary range for this position is between $95,000-$140,000.
This information reflects a base salary range that AssetMark reasonably expects to pay for the position based on a number of factors which may include job-related knowledge, skills, education, experience, and actual work location. This position will also be eligible for additional variable incentive compensation and competitive benefits.
Candidates must be legally authorized to work in the US to be considered. We are unable to provide visa sponsorship for this position.
Who We Are & What We Offer:
AssetMark’s mission is centered around helping financial advisors make a difference in the lives of their clients. To help them do that, we aim to provide advisors with holistic support. We offer compelling technology that facilitates a better client experience, consulting services that ensure advisors’ businesses are running at their best and a comprehensive suite of investment solutions. AssetMark’s platform empowers advisors to provide the highest level of service possible to their clients.
AssetMark’s culture is driven by our mission and connected by our values; Heart, Integrity, Excellence and Respect. You will join a team that lives these values every day by doing the best and what is right in all we do and encouraging different ideas for continual success and innovation. Additionally, we offer a wide range of benefits to meet the needs of our team members and their families.
- Flex Time Off or Paid Time/Sick Time Off.
- 401K – 6% Employer Match.
- Medical, Dental, Vision – HDHP or PPO.
- HSA – Employer contribution (HDHP only).
- Volunteer Time Off.
- Career Development / Recognition.
- Fitness Reimbursement.
- Hybrid Work Schedule.
As an Equal Opportunity Employer, AssetMark is committed to building a diverse and inclusive workplace where everyone feels valued.
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