The Director of Marketing Strategy is responsible for designing, planning and executing marketing programs across all channels, supporting prospect lead generation, client retention, and business development objectives. This role will work in partnership with other marketing leaders, sales and technology to achieve the desired growth and revenue targets. Reporting to the Chief Marketing Officer, the successful individual will be a key leader across the enterprise.
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Build marketing programs to drive lead generation for prospective clients across mass, event, direct, and digital channels, supporting our super-regional strategy in 20 major markets
Mass: Build audience and presence for The Ric Edelman Show (TRES) as a means to generate client leads and build the brand; drive additional experiments in radio and TV advertising, and other mass channels
Event: Drive a successful seminar program to deliver high quality financial education, with emphasis on client lead generation
Direct: Build new capabilities to leverage direct mail and other media to effectively target potential clients and drive response
Digital: Partner with the digital team to leverage digital media as a means to both drive response and enhance engagement with non-digital promotion
Print: Identify and develop high-quality print marketing opportunities to drive lead generation
Develop programs to deepen engagement with clients to drive retention and increase referrals
Develop B2B programs to attract new affinity partners in different verticals, build clientele for our financial wellness program, and enroll additional affiliated professionals in our network
Articulate the Edelman Financial Services value proposition, and develop action-oriented messaging that drives qualified response across promotional channels
Identify and partner with third-party data providers to enrich our customer data for targeting purposes
Lead marketing research efforts to deepen our understanding of prospects and clients, their attitudes, preferences, and behavior
Lead competitive intelligence efforts to better understand key players in our category, and other relevant trends that impact our business
Collaborate with the planning and finance teams to set, track, and meet our budgeted objectives for leads, revenue, and expenses
Build and lead a team of highly qualified, capable marketing leaders
Be a key liaison with sales and technology to ensure marketing objectives are appropriately communicated, socialized, and understood
Requirements:
4-year college degree (preferably in Marketing or Business)
MBA preferred
10+ years experience in channel marketing, preferably with a combination of B2C and B2B, with financial services experience desired
Experience in direct response marketing
P&L and budget management experience preferred
Strong background in analytics and metrics-driven thinking
Strong project management skills
Ability to supervise and manage outside consultants, vendors, and agencies
Experience with CRM and marketing automation technology
Ability to travel as necessary
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