VP, Growth Marketing

eMoney Advisor is a leading wealth management system dedicated to helping people talk about money. They are seeking a VP of Growth Marketing who will be responsible for driving client acquisition and retention through strategic marketing initiatives, managing a team, and optimizing marketing operations.

Responsibilities:

• Build monthly, quarterly, and annual marketing plans for the team in line with budget and revenue growth goals
• Lead a team of retention marketing professionals to establish effective strategies for growing adoption of our products and services across our client base, while creating campaigns designed to drive growth and expansion among this audience
• Develop adoption metrics and KPIs to measure and track campaign effectiveness across client accounts
• Manage the creation and optimization of upselling, cross-sell campaigns and identify opportunities to improve ROI, conversion, and audience expansion
• Identify and propose new media channels, growth strategies, and tactics
• Establish program measurement methodology and analyze results in terms of ROI and success criteria (attraction, engagement, qualification, acceleration)
• Oversee the marketing operations team to ensure key reporting mechanisms are providing marketing and sales with insights into demand efforts and retention efforts for better decision making
• Design and execute a data strategy to enable the use of quality, enriched data and the associated standardized process to capture, maintain, and govern utilization
• Ensure data hygiene and governance processes are built and adhered to within our data strategy
• Improve marketing agility with documented processes and streamlined workflows to increase productivity and efficiency
• Lead efforts to drive improved performance measurement and insight: model and set performance targets across channels and ensure teams have access to insights to optimize marketing performance
• Collaborate with Sales leadership to establish alignment in processes for tracking, reporting, and actioning leads from sales hand-off through conversion
• Support Head of Marketing in strategic planning, reverse waterfall exercise for goal setting, and budget planning and management process
• Lead team in coordination with marketing communications, product marketing and sales enablement/operations to align activity in support of broader campaign initiatives
• Oversee and drive creation, testing, and implementation of multi-touch nurturing campaigns, including landing pages, content placement, etc
• Create and execute a digital strategy to support the company’s business objectives including improving SEO/SEM efforts and paid social campaigns such as LinkedIn and other paid targeting via cost per lead tactics
• Use digital metrics (e.g. site traffic, conversion rates) to test online performance and optimize marketing expenses
• Set lead goals and stage/conversion rates in the demand waterfall, measure and optimize results
• Oversee creation of integrated marketing campaigns; drive inbound and outbound digital and partner marketing tactics
• Oversee a robust events strategy that includes tradeshows, webinars, hosted VIP events, and an annual Summit with an eye toward performance reporting and ROI
• Collaborate with sales development and sales to establish, implement, and maintain lead to revenue processes aligned to business goals and GTM strategy
• Responsible for team’s performance management as well as the workforce planning of the group alongside the Head of Marketing

Requirements:

• Bachelor's Degree
• 15+ years of B2B demand generation experience
• 7+ years of management experience
• Strong experience with Eloqua (or other marketing automation platform), Salesforce, and Account-Based Technology platforms
• Deep expertise in paid acquisition, lifecycle marketing, and conversion rate optimization
• Experience working with BI platforms like Looker, PowerBI, and/or Google Data Studios
• Management of budgets and hiring needs across the team
• Previous experience working across all functions of Marketing, Business Development and Sales to define and develop scalable business processes designed to drive revenue