Advisor Marketing Senior Manager

SmartAsset provides consumer-focused financial information, educational content, calculators, tools, and an Advisor Marketing Platform that connects consumers with fiduciary financial advisors. The Senior Manager of Advisor Marketing will develop and execute advisor-facing demand-generation programs, including positioning, integrated campaigns, partnerships, webinars, events, content, and channel strategy. The role will co-own MQL, SAL, and advisor pipeline growth while optimizing campaign performance through experimentation and cross-functional collaboration.

Responsibilities:

• Co-own MQL, SAL, and advisor pipeline growth targets with the Senior Marketing Operations Manager and leadership, with clear accountability for the marketing programs and market inputs that drive those outcomes
• Develop advisor ICPs, personas, and segment strategies across RIAs, hybrid advisors, broker-dealers, and other priority audiences; partner with Marketing Operations to translate those strategies into activated audiences and measurable campaigns
• Craft clear positioning, messaging, value propositions, and offers that reflect advisor needs, objections, buying cycles, and the differentiated value of the Advisor Marketing Platform
• Build and execute demand-generation campaigns across paid media, outbound, lifecycle, organic, webinar, and event channels
• Translate advisor research, customer insights, frontline sales feedback, and performance data into campaign strategies, content briefs, creative concepts, and testable hypotheses
• Lead webinar and event strategy end-to-end, including programming, promotion, partner participation, sales follow-up strategy, and post-event engagement
• Develop scalable advisor-facing content and enablement assets, including case studies, email programs, landing pages, campaign content, and sales collateral
• Define campaign requirements and partner with Marketing Operations to automate workflows, establish tracking, and scale successful programs
• Partner with Marketing Operations and Sales to identify funnel friction and run structured experiments that improve MQL-to-SAL and SQL-to-revenue conversion
• Monitor program and channel performance, communicate actionable insights, and recommend changes to budget allocation, channel mix, messaging, offers, and campaign priorities
• Establish repeatable campaign playbooks and operating rhythms that allow successful programs to scale efficiently rather than relying on one-off campaigns

Requirements:

• 5-7 years of experience marketing to financial advisors, RIAs, broker-dealers, or fintech companies serving the advisor ecosystem
• Understanding of advisor psychology, objections, buying cycles, and the operational realities of growing an advisory firm
• Demonstrated ability to build and execute multi-channel programs that generate qualified demand and measurable pipeline impact
• Strong command of positioning, messaging, audience strategy, campaign development, and performance marketing fundamentals
• Experience managing programs from strategy through execution, including campaign briefs, content development, launch coordination, performance analysis, and iteration
• Experience leading webinars, events or other programs that create and convert B2B demand
• Quantitative orientation and comfort working with funnel metrics, attribution, campaign performance, and conversion data in partnership with Marketing Operations and analytics teams
• Working fluency with CRM and marketing automation platforms such as Salesforce, HubSpot, Pardot, or Marketo; this role does not need to be the system administrator but must be able to define clear business and campaign requirements
• Strong cross-functional partnership skills and the ability to influence Sales, Marketing Operations, Product, PR, and other stakeholders without relying on formal authority
• High agency, strong execution velocity, and comfort operating in a fast-paced, ambiguous environment
• A systems mindset focused on building repeatable programs, scalable playbooks, and durable growth processes
• Experience using generative AI and large language models to accelerate content development, creative iteration, research, and campaign testing
• Prolonged periods of sitting at a desk and working on a computer
• Must be able to communicate via phone calls and/or video conferences (mainly for concierge and sales roles)