The Senior Director of Acquisition Marketing will lead product and segment marketing teams to drive strategic marketing initiatives to meet revenue and client diversification goals by acquiring new direct and channel clients. Serving as a member of the Marketing Leadership team, this role requires a visionary leader with a deep understanding of market dynamics, customer needs, competitive landscape, regulatory affairs, and product offerings and positioning strategies.
This individual will lead a team responsible for the development and execution of multi-channel marketing programs that build brand position, drive demand generation, and provide product marketing and sales enablement aligned to raising brand awareness and demand with employers and value-added reseller channel partners. More specifically, this leader will be instrumental in building brand awareness and demand nurturing with health plans, benefit advisors, employers, and financial institutions. The ideal candidate has experience in acquisition and channel marketing in the financial services industry, keeps up with marketing technology changes, is passionate about data, and likes working in a collaborative, fast paced environment and is focused on driving business results. The Sr. Director will be responsible for developing and communicating the goals, metrics, and execution plan for their function and delivering timely results, developing and meeting their approved budget plan.
Core Responsibilities:
- Leadership & Management: Build a business marketing team, including recruiting, hiring, and managing staff. Provide leadership, mentorship, and direction to the product and segment marketing teams. Foster a collaborative and high-performance culture, mentoring others to grow their skills and deliver outcomes.
- Strategic Planning: Guide the team in developing and implementing marketing strategies that support business objectives, including market segmentation, product positioning, competitive intelligence, and go-to-market plans in collaboration with sales, account management, and growth leaders.
- Market Analysis: Guide the team in conducting thorough market research and analysis to identify trends, opportunities, and competitive threats. Use insights to inform marketing strategies and tactics, as well as key performance metrics.
- Product Marketing: Oversee the development and execution of product marketing plans, including product commercialization and launches, messaging, and promotional activities.
- Segment Marketing: Oversee segment marketing efforts to target specific customer groups, ensuring tailored marketing campaigns that resonate with each segment and respective buying committees.
- Stakeholder Communications: Work closely across marketing and with sales, product development, and other departments to ensure alignment and integration of marketing efforts. Represent the marketing team in Business Councils and with Sr. Leadership.
- Sales Enablement: Ensure delivery of effective selling materials such as presentation decks, cutsheets, landing pages, videos, emails, and field events.
- Brand Management: Ensure consistent brand messaging and positioning across all marketing channels. Enhance brand awareness and reputation.
- Performance Metrics: Establish and monitor key performance indicators (KPIs) to measure the effectiveness of marketing initiatives. Adjust strategies as needed to achieve desired outcomes.
- Budget Management: Manage marketing budgets effectively, ensuring optimal allocation of resources to achieve marketing goals.
- Innovation & AI: Stay abreast of industry trends and emerging technologies, including AI both for accomplishing work and in the evolving positioning of the product and platform offerings. Implement innovative marketing techniques to stay ahead of the competition.
Supervisory Responsibilities:
- Recruits, interviews, hires, and trains new staff.
- Accountable for the daily workflow, assignments, and output of the department.
- Provides constructive and timely performance evaluations.