VP, B2B Marketing Strategist

Do you have experience developing a B2B marketing strategy that delivers measurable outcomes for your business partners? Do you have a successful track record of driving demand via scalable, data-driven lead generation and lead nurture programs?

Are you innovative, creative, and can think outside of the box to define and implement differentiated marketing campaigns, raise awareness, encourage engagement, and drive results within target audiences? If so, LPL may have a Marketing role for you!

LPL Financial (Nasdaq: LPLA) was founded on the principle that the firm should work for the advisor, and not the other way around. Today, LPL is a leader* in the markets we serve, supporting more than 22,000 financial advisors, 1,000+ institution-based investment programs and 450+ independent RIA firms nationwide. We are steadfast in our commitment to the advisor-centered model and the belief that Americans deserve access to personalized guidance from a financial advisor. At LPL, independence means that advisors have the freedom they deserve to choose the business model, services, and technology resources that allow them to run their perfect practice. And they have the freedom to manage their client relationships, because they know their clients best. Simply put, we take care of our advisors, so they can take care of their clients.

Job Overview

The LPL Financial Institution Marketing Team is seeking a B2B Marketing Strategist for our institution business who will spearhead and establish the strategic approach for driving scalable growth within our existing institution clients. You will develop plans for an integrated, orchestrated experience built on data, automation, customer journeys, and content marketing within this fast-growing area within LPL.

You possess a unique blend of creativity and analytical acumen with expertise in B2B lead generation and nurture strategies. You’ll be part of a larger team with responsibility for planning, building, executing, reporting on, and optimizing Marketing programs in support of our fast-growing institution business. We are looking for someone who can think at the strategic level (generating bold and innovative marketing strategies to drive growth) and execute at the tactical level (ensure campaigns are executed on-strategy, on-time, and on-budget). Solid understanding of B-to-B marketing, data-driven targeting, segmentation, demand gen, lead nurture, and MROI will be critical. You will also have proven experience deploying a full suite of integrated marketing solutions (traditional channels, digital channels including paid media and advertising, content marketing and experiential event marketing) along with a solid knowledge of content marketing approaches and sales enablement efforts.

The Marketing Strategist should be comfortable with solving marketing challenges, thinking differently, testing big ideas, measuring results, and applying learnings to future campaigns. You are able to see the big picture while also able to drive flawless, rapid execution, and you work well across multiple projects to get things done. You’re flexible, able to adapt to a changing business environment, and driven to achieve measurable results.

This role will work in close alignment with marketing shared resource teams, business strategy and relationship managers to develop and coordinate a strategic approach that aligns with organizational priorities.

Responsibilities

Develop the strategy and corresponding plans for integrated, orchestrated experiences across the various institution segments designed to generate demand, drive engagement, nurture leads and create measurable results Leverage your deep knowledge of digital marketing, demand generation, lead nurture, content marketing, customer journeys and traditional marketing tactics to develop and implement robust marketing campaigns inclusive of direct mail, email, webinars, content, events, conferences, digital properties etc.) to drive growth in support our fast-growing Institution businessBecome a deep expert in the Institution space including client segments and profiles to inform your strategies, campaigns, messaging, and tacticsWork across multiple teams to create campaign assets, engaging content, and digital experiences within your cross-channel marketing campaigns (Key partners include creative and external agencies, digital marketing, and our marketing operations team)Partner closely with product and services marketing teams to represent the unique needs of our institution segments by informing and guiding their strategies as well as leading select launch efforts of new Institution offeringsIdentify specific category trends and drivers behind trends and help optimize spend and performance and develop recommendations to help drive growthHelp deliver insightful reporting and analytics that show how marketing programs impact revenue; define and track key metrics to optimize marketing campaigns, maintain dashboards, and deliver ad-hoc analyses as neededLeverage a test and learn approach to continuously optimize campaign and channel performanceWork across the broader Marketing team and collaborate with other critical partners to enhance the Institution experience including other Institution Marketing peers, Marketing Operations, Content Strategy, Services Marketing, Product Marketing, Digital Marketing, etc.

What are we looking for?

We want strong collaborators who can deliver a world-class client experience. We are looking for people who thrive in a fast-paced environment, are client-focused, team oriented, and can execute in a way that encourages creativity and continuous improvement.

Requirements

7+ years of proven experience in financial services marketing strategy roles demonstrating significant and measurable results including leading development of GTM strategies3+ years of B2B Marketing experienceBachelor’s degree, preferably with a concentration in marketing2-3 years of people manager experiencePrior success in developing and executing lead generation and nurture marketing programs and campaigns (including digital and direct marketing, events, webinars, etc.)

Core Competencies

Ability to think strategically and to translate conceptual initiatives into campaignsStrong decision-making, organizational, planning, and problem-solving skillsTeam player with the confidence to ask questions and offer suggestionsStrong collaboration, communication and presentations skills, comfortable interacting with senior executives

Preferences

Experience/knowledge within Wealth management and/or Financial Advisors, credit unions, banks, or broker dealersSome exposure to marketing automation, Salesforce Marketing Cloud, and customer journey developmentUnderstanding of campaign messaging, value propositions, assets, and content marketingAbility to report on the most relevant insights that accurately describe the campaign performance, the impact metrics (revenue, pipeline)Strong analytical skills and experience gathering and leveraging business and customer insights, analytics, and prior campaign performance data to guide marketing plans and to properly target prospects.Understands the demand waterfall, and how to measure progress against goal attainment at each stage of the waterfall.Experience working with multiple internal business partners; demonstrated ability to align on common goals, objectives, and actions.

Pay Range

$129,120-$193,680/year

Actual base salary varies based on factors, including but not limited to, relevant skill, prior experience, education, base salary of internal peers, demonstrated performance, and geographic location. Additionally, LPL Total Rewards package is highly competitive, designed to support your success at work, at home, and at play – such as 401K matching, health benefits, employee stock options, paid time off, volunteer time off, and more. Your recruiter will be happy to discuss all that LPL has to offer!

Why LPL?

At LPL, we believe that objective financial guidance is a fundamental need for everyone. As the nation’s leading independent broker-dealer, we offer an integrated platform of proprietary technology, brokerage, and investment advisor services. We provide you with a work environment that encourages your creativity and growth, a leadership team that is supportive and responsive, and the opportunity to create a career that has no limits, only amazing potential.

We are one team on one mission. We take care of our advisors, so they can take care of their clients.

Because our company is not too big and not too small, you can seize the opportunity to make a real impact. We are committed to supporting workplace equality, and we embrace the different perspectives and backgrounds of our employees. We also care for our communities, and we encourage our employees to do the same. This creates an environment in which you can do your best work.

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Join the LPL team and help us make a difference by turning life’s aspirations into financial realities. Please log in or create an account to apply to this position. Principals only. EOE.

Information on Interviews

LPL will only communicate with a job applicant directly from an @lplfinancial.com email address and will never conduct an interview online or in a chatroom forum. During an interview, LPL will not request any form of payment from the applicant, or information regarding an applicant’s bank or credit card. Should you have any questions regarding the application process, please contact LPL’s Human Resources Solutions Center at (855) 575-6947.