The posting
As a member of the Go-to-Market team, the Senior Director, Marketing-R&W build and lead an integrated, standalone function that drives growth, client diversification, brand leadership, customer engagement, and revenue across Inspira’s Retirement & Wealth businesses. This leader will translate business priorities into marketing strategies for financial institutions, intermediaries, strategic partners, and individual account holders while establishing the talent, operating model, technology, and measurement capabilities needed for current priorities and future growth.
The role will lead the transition from today’s shared-services support model to a dedicated Retirement & Wealth marketing organization, creating the structure, governance, capabilities, and partnerships required for sustainable growth. The ideal candidate is a strategic, hands-on financial services marketing leader with a track record of building teams, transforming capabilities, and connecting investment to measurable business outcomes.
Marketing Organization and Business Leadership
- Build and lead a multidisciplinary marketing organization spanning product and segment marketing, brand and communications, demand generation, digital and lifecycle marketing, sales enablement, creative services, marketing operations, and the Account Holder Engagement capability.
- Lead the transition from shared-services support to a dedicated operating model, establishing the organization’s structure, talent strategy, governance, processes, performance expectations, and culture of accountability, collaboration, innovation, and continuous improvement.
- Recruit, develop, and coach a high-performing team and determine the right mix of dedicated talent, shared capabilities, agencies, vendors, and other external expertise.
- Serve as a strategic advisor to business leadership on growth priorities, market expansion, client diversification, customer experience, and reputation, aligning Sales, Product, Client Engagement, Technology, Operations, and other stakeholders around shared goals.
- Own the annual marketing and go to market communications plan and budget, aligning priorities, resources, investments, roadmaps, capabilities, and performance goals with business strategy and financial objectives.
Product, Segment, and Go-to-Market Strategy
- Lead integrated B2B, B2C, and B2B2C strategies across institutional, intermediary, partner, employer, and individual account-holder audiences.
- Use customer research, competitive intelligence, segmentation, and market insights to develop differentiated positioning, value propositions, messaging, and commercialization plans.
- Build repeatable go-to-market approaches for products, strategic partnerships, acquisitions, platform transitions, and market-expansion opportunities.
- Develop co-marketing programs with recordkeepers, advisors, third-party administrators, financial institutions, and other strategic partners to advance shared growth and client engagement.
Brand, Communications, Content, and Experiences
- Own Retirement & Wealth brand positioning, messaging, standards, and reputation across internal, external, executive, and customer communications.
- Lead public relations, thought leadership, industry engagement, executive visibility, crisis communications planning and response, and clear, compelling content across digital, print, events, and sales channels.
- Own the event and sponsorship strategy, including conferences, client events, strategic sponsorships, experiential activation, and measurement of business impact.
- Lead creative and content development, translating complex financial products and experiences into communications that build understanding, trust, and action.
- Partner with Legal, Compliance, enterprise communications, Privacy, and Information Security to establish review processes, communications governance, and adherence to applicable regulatory and data-protection requirements, including FINRA and SEC considerations.
Demand Generation and Sales Enablement
- Lead acquisition and demand generation across owned, earned, and paid channels, including website strategy, SEO/SEM, social media, content, events, account-based marketing, lead generation, and nurture programs.
- Partner with Sales and account management to improve pipeline creation, conversion, client expansion, cross-sell, and partner engagement.
- Equip sales teams and distribution partners with differentiated messaging, tools, content, and scalable national and local marketing programs that support business development.
Account Holder Engagement and Asset Growth
- Lead the Account Holder Engagement strategy, capability, and team, owning lifecycle programs from account establishment through activation, onboarding, education, engagement, retention, consolidation, and lifetime value growth.
- Use customer journeys, behavioral insights, segmentation, experimentation, and trigger-based communications to deliver relevant next-best actions, deepen relationships, improve contactability and digital adoption, reduce friction, and support participant outcomes.
- Establish account-holder economics, lifetime value models, cohort analysis, scorecards, and business cases to prioritize investment and measure asset retention, leakage reduction, consolidation, voluntary rollover conversion, revenue per account, and cost to serve.
- Partner across Product, Operations, Technology, Service, Finance, Compliance, Distribution, and Relationship Management to improve the participant experience and advance digital onboarding, self-service, financial wellness, and new growth solutions.
Marketing Technology, Operations, Data, and Performance
- Own the marketing technology roadmap, including CRM integration, automation, campaign orchestration, customer data and analytics, lead management, personalization, and the responsible use of AI and predictive analytics.
- Establish scalable campaign execution, creative production, reporting, compliance-review, consent, channel-preference, and customer-data governance processes.
- Define KPIs, attribution approaches, and executive dashboards that connect marketing investment to pipeline, revenue, engagement, asset retention, brand and communications impact, event and sponsorship returns, and operating efficiency.
- Embed testing, learning, and optimization into marketing programs and operating processes to improve productivity, personalization, and business results.
- Bachelor’s degree or equivalent combination of education and relevant professional experience required; advanced degree preferred.
- 15+ years of progressive marketing experience, including 7+ years leading multidisciplinary teams.
- Deep financial services experience, preferably in retirement, wealth, employee benefits, or fintech.
- Demonstrated success building or transforming marketing organizations, including talent, operating models, processes, technology, budgets, external partners, and organizational change.
- Experience developing B2B, B2C, and B2B2C strategies across institutional, intermediary, partner, employer, and individual customer audiences.
- Proven ability to connect product marketing, demand generation, lifecycle engagement, communications, and sales enablement to measurable growth.
- Strong command of segmentation, customer insights, digital marketing, marketing technology, analytics, attribution, and ROI measurement.
- Leadership experience across brand, internal and external communications, executive communications, public relations, thought leadership, events, sponsorships, crisis communications, and reputation management.
- Experience leading complex cross-functional initiatives and customer communications in a regulated environment, including appropriate privacy, consent, and compliance governance.
- Executive presence, strong storytelling and influencing skills, sound judgment, and a hands-on leadership style.
- Success developing talent, managing budgets and external partners, and leading through ambiguity and change.
- Ability to travel as business needs require and work within the company’s established location and workplace model.
Other Requirements:
- Typical schedule is Monday–Friday, 8 am to 5 pm
- Occasional travel
- Prolonged periods of sitting and operating standard office equipment
