Marketing Director - Demand Generation (Financial Services industry)

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Director of Demand Generation – Financial Services Growth & Pipeline Marketing
Location: Manhattan, NY – Onsite 3 Days per Week
Salary: $190,000–$225,000

Must have the following:
Demand generation ownership, pipeline growth, funnel optimization, attribution modeling, conversion optimization, paid media, SEO/SEM, email marketing, marketing automation (Marketo/HubSpot), financial services marketing, growth marketing, acquisition strategy, performance analytics

Responsibilities:
Demand Generation & Pipeline Growth

• Build and scale a modern, data-driven demand generation engine focused on measurable pipeline and revenue impact
• Develop and execute integrated multi-channel acquisition programs across paid media, email, SEO/SEM, partnerships, digital campaigns, and marketing automation platforms
• Own pipeline creation strategy from top-of-funnel acquisition through lead nurturing and conversion optimization
• Drive measurable improvements in lead quality, funnel conversion, pipeline velocity, and marketing-attributed revenue
• Design and execute scalable programs that generate qualified pipeline rather than awareness-only engagement metrics

Campaign Execution & Optimization

• Personally execute and optimize campaigns across digital channels in a highly hands-on capacity
• Continuously test audience segmentation, messaging, channel mix, and conversion strategies to improve performance
• Build attribution frameworks and performance measurement models to evaluate marketing effectiveness
• Analyze funnel performance and identify opportunities to improve acquisition efficiency and downstream conversion
• Partner closely with marketing operations to maintain data integrity, reporting consistency, and campaign tracking accuracy

Sales & Business Alignment

• Work directly with business development and leadership teams to align demand generation initiatives with growth priorities
• Establish clear lead qualification standards, handoff processes, and pipeline accountability metrics
• Drive alignment between marketing and sales to improve lead follow-up, conversion rates, and revenue outcomes
• Collaborate with content and brand teams to activate thought leadership into measurable demand generation performance

Analytics & Performance Management

• Own campaign reporting, dashboards, attribution analysis, and ROI measurement
• Develop KPI frameworks focused on pipeline contribution, conversion rates, CAC efficiency, and revenue impact
• Use data-driven insights to optimize programs and drive continuous performance improvements
• Present performance insights and strategic recommendations to senior leadership stakeholders

Requirements:

• 8–12 years of B2B marketing experience with at least 5 years directly owning demand generation and pipeline growth functions
• Proven experience building and scaling demand generation programs end-to-end, not simply supporting broader marketing initiatives
• Strong background in financial services, wealth management, asset management, alternative investments, or related industries
• Experience marketing to high-net-worth, advisor, institutional, or wealth channel audiences strongly preferred
• Deep expertise in acquisition marketing, funnel optimization, attribution modeling, and conversion performance
• Hands-on experience managing paid media, SEO/SEM, email marketing, lead nurturing, and digital acquisition campaigns
• Strong experience with marketing automation and CRM platforms such as Marketo, HubSpot, Salesforce, or similar tools
• Demonstrated ability to drive measurable pipeline growth and marketing-attributed revenue outcomes
• Strong analytical mindset with expertise in campaign reporting, performance measurement, and optimization
• Ability to operate independently in a lean, execution-oriented environment
• Strong cross-functional collaboration and stakeholder management skills

Ideal Candidate Profile:
We are specifically seeking a true builder/operator with a modern growth marketing mindset. This is not a broad-based brand, communications, customer engagement, or lifecycle marketing leadership role.
The ideal candidate has personally:

• Built demand generation engines from the ground up
• Owned pipeline generation metrics and revenue accountability
• Led acquisition-focused growth initiatives
• Optimized funnel conversion and attribution frameworks
• Executed hands-on campaigns while also shaping strategy

Candidates coming from integrated marketing, communications, thought leadership, customer engagement, or omnichannel marketing backgrounds without direct pipeline ownership will likely not be a fit.

Strongly Preferred Backgrounds:
Ideal candidates may come from:

• Alternative asset managers
• Wealth management firms
• Asset management platforms
• High-growth RIAs
• Financial services organizations building sophisticated wealth distribution channels

Demand generation, growth marketing, pipeline generation, revenue marketing, funnel optimization, attribution modeling, marketing automation, Marketo, HubSpot, Salesforce, financial services marketing, wealth management marketing, asset management marketing, alternative investments marketing, performance marketing, paid media, SEO SEM, digital acquisition, lead generation, conversion optimization, B2B demand generation, pipeline growth, revenue pipeline, campaign optimization, marketing analytics, lead nurturing, institutional marketing, high net worth marketing, acquisition strategy, ROI optimization, demand gen leadership