Director, Growth Marketing

The Director, Growth Marketing plays a critical role driving customer adoption, working closely with Sales, Product, Operations, Brand Marketing, and others. As our primary messaging and sales enablement engine, this position requires an obsession with the worlds of our customers and an ability to understand the unique points of view of multiple categories of customers, from financial institutions to financial advisors, to wealth management clients, to charities. This position requires a dynamic leader with a collaborative and team-centric approach, as well as a combination of strategic thinking, analytical skills, and hands-on execution to achieve business objectives.

Duties & Responsibilities:

• Perform market segmentation across our multiple categories of customers.
• Define our ICP and identify the relevant personas in the buying and usage journeys.
• Document the current buying journey, and lead the design of the ideal buying journey, working with our product, sales, and operations teams to bring this to life.
• Identify persona-specific pain points, goals, opportunities, and use cases, and craft our value proposition to different audiences to link directly to those needs.
• Define our competitive positioning and ensure this remains up to date with market and competitive developments as well as the identified customer needs and use cases.
• Articulate the key messages that align with our brand identity, customer segments and needs, and value prop of our product offering.
• Develop sales collateral and sales trainings to ensure a consistent delivery of these messages.
• Gather, aggregate, and interpret feedback from sales teams, service teams, technology teams, and customers directly to turn feedback into the “so what,” and systematically share these insights back out with constituent teams.
• Execute product launches, to ensure coordinated, additive messaging lands in the market.
• Define the strategy for and execute digital and in person demand generation campaigns for prospective customers and customer influencers, including financial advisors at large institutions, RIAs, family office, CPAs, estate lawyers, technology partners, and more
• Develop and execute co-marketing campaigns in partnership with referral partners or promotional partners
• Define the strategy for and execute digital and in person engagement campaigns for existing direct customers, reinforcing value they are receiving, increasing the value they receive via feature awareness, with the goal of driving satisfaction that produces repeat adoption and referrals.
• Support the ongoing development and prioritization of the product and broader technology roadmap.
• Participate in a cross-functional pricing committee, bringing synthesized insights about market perception of value and the competitive context.
• Foster a culture of experimentation and rapid iteration within the team, encouraging testing and learning to drive growth.
  
  
  

Education and Experience:

• Bachelor’s degree in marketing, Business or related required
• 8+ experience in marketing, sales, and/or product management, with at least 6 years+ experience in product marketing at B2B organization, ideally in B2B2C environments.
• Solid understanding of the financial services industry and its stakeholders, including financial advisors, or demonstrated ability to develop an intimate understanding of a sophisticated and/or technical customer base.
• Highly organized, self-directed, and action-oriented individual.
• Ability to work effectively in collaboration with diverse groups of people and teams.
• Distinctive verbal and written communication skills, with a habit of simplifying complex topics into what matters most and delivering that message memorably.
• An entrepreneurial mindset with a positive approach and work style; excited to “do” as much as design and lead.
• A team player and cross-functional contributor.
• Understanding of the role of philanthropy in overall financial advisory offerings & wealth management desired, but direct experience in philanthropic services or donor-advised funds not required.