This a Full Remote job, the offer is available from: United States
Founded in 2017, Trust & Will is the leading digital estate planning platform, trusted by over one million users. We provide modern, accessible solutions to help families protect their legacies with attorney-approved, legally valid documents tailored to individual state requirements. Our seamless online platform simplifies the estate planning and settlement process, empowering individuals to create wills and trusts while also partnering with financial advisors, attorneys, and institutions to make legacy planning more inclusive and affordable.
As a Full Funnel B2B Marketing Manager II, you will be joining our B2B marketing team within marketing and report directly to the Head of B2B Marketing. This role will help elevate our B2B strategy for financial advisors, providing them with a personalized experience from their first brand touchpoint through to purchase and beyond. This role offers a unique opportunity to join a mission-driven, growth-stage startup at an integral time in company history allowing you to have a direct impact on the lives of millions.
About You:
You collaborate and communicate well cross-functionally. You lead with curiosity and are always willing to help out. You take pride in your work and have great attention to detail. You possess a natural eagerness to glean insights from multiple perspectives and data to inform strategic initiatives.
Specifically, you’re a full funnel marketing aficionado, you revel in the nuances of crafting personalized journeys and communication plans, ensuring every touchpoint resonates with partners throughout their lifecycle. Your passion for experimentation drives you to constantly refine strategies, eagerly running A/B tests, and fine-tuning campaigns to maximize engagement and conversion rates. You have solid experience in paid advertising and email marketing (specifically in Iterable and Hubspot) and are adept at integrating these channels to amplify lifecycle marketing efforts. If you're an experienced B2B marketer ready to make a profound impact in a dynamic company poised for growth, then this could be the role for you!
About the Role:
• Own the development and execution of B2B marketing strategies, specifically within the financial advisor industry, to support customer acquisition, retention, and growth objectives across various channels such as email, paid ads, webinars, events, social, product, and content marketing.
• Collaborate with cross-functional teams including Sales, Business Development, Product, and Advisor Success to gather insights and data on customer behavior, preferences, and needs to inform initiatives.
• Own the creation of segmented journeys and personalized communication plans tailored to different segments in Iterable and Hubspot, ensuring relevant and timely engagement throughout the partner lifecycle and troubleshooting the funnels as needed.
• Drive data analysis and performance measurement across all marketing initiatives, identifying strategic optimization opportunities, and presenting insights and recommendations to leadership.
• Lead email marketing strategy and program management in Iterable and Hubspot, including advanced automation, lead nurturing frameworks, Advisor onboarding programs, and expansion initiatives.
• Complete execution of email flows and campaigns, including content creation, email design, A/B testing, scheduling, and deployment, while maintaining accuracy and attention to detail.
• Manage paid advertising campaigns, including planning, execution, monitoring, and optimization to ensure effective budget utilization and maximized ROI.
• Collaborate with the Content and Design teams to create compelling assets and collateral for campaign use, ensuring alignment with brand guidelines and messaging.
• Partner with Sales leadership to develop comprehensive enablement strategies and materials that accelerate pipeline conversion and revenue growth.
Qualifications:
• 8-10+ years experience in a B2B marketing role, with specific experience developing email marketing programs, managing paid advertising campaigns, with at least 3 years in a lead capacity.
• Proven track record of driving measurable business impact and revenue growth.
• Advanced proficiency with marketing automation and CRM platforms, specifically HubSpot and Iterable, including custom workflows, advanced segmentation, and integration capabilities.
• Excellent writing, proofreading, and editing abilities.
• Expert-level understanding of email marketing concepts, HTML, metrics, and the laws governing business email use and an emphasis on experimentation.
• Advanced experience in running logic queries to build segmentation and lists.
• Strong analytical capabilities with proven ability to synthesize marketing data, identify trends, derive strategic insights, and make data-driven recommendations that impact business outcomes.
• Strong organizational and project management abilities