Full Funnel B2B Marketing Manager II, Financial Advisors

Overview

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. 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 are essential for overseeing multiple marketing initiatives, setting priorities, and ensuring timely execution.
• Excellent communicator and collaborator.
• Intellectually curious: you’re constantly seeking to understand and internalize various subject areas of a technical business model along with industry best practices and trends.
• Entrepreneurial, results-driven, and outside-of-the-box thinker looking to tie programs to measurable business results.
• This position is available to candidates residing in the following states only: California (CA), Colorado (CO), Florida (FL), Georgia (GA), Idaho (ID), Illinois (IL), Maryland (MD), New Jersey (NJ), New York (NY), North Carolina (NC), Pennsylvania (PA), Texas (TX), Vermont (VT)

Bonus Points for

• Experience working within the financial advisory industry or financial institutions.
• Experience running paid campaigns in Google, LinkedIn, Meta and Reddit.
• Experience designing and executing events strategies including webinars and industry conferences.

Employee Benefits & Perks

• Compensation: Salary + Equity
• Our salary range for this position is $110,000 - $140,000 in addition to compensation we also include an employee equity package as a component of our offer along with other benefits and perks outlined below.
• PTO
• Flexible time off that you are encouraged to use
• Generous paid company holidays and breaks throughout the year
• Monthly friends & family day
• Paid time off to volunteer in your community
• Health and Wellness Benefits
• Fantastic health benefits including medical, dental, vision, life insurance, and generous parental leave
• Financial wellness benefits (Financial coach support, and employer-sponsored 401k with an employer match)
• Guest speakers & reimbursement for learning opportunities
• Extra
• Flexible work schedule + hours
• Family-friendly work environment. We support the complexity of a remote world with the needs of families
• Optional company-sponsored events and travel throughout the year
• $500 Work from home stipend + Apple accessories

About Trust & Will

• We are a remote-first company, giving our employees the flexibility they need to work in an environment that best suits their needs. Our hiring process is also conducted virtually unless otherwise noted. We are a company that was founded in San Diego, CA, and offer a collaborative co-working space that is available for you to use if you'd like but not required. #LI-Remote
• We are proud to be a certified B Corporation, using business as a force for good. We are committed to building a healthy, sustainable, and engaging working environment for all employees, their families, and communities. We publish an annual impact report to outline our positive contributions to our world and set an example for all employers.
• Trust & Will's mission is to help every family leave their legacy through affordable, accessible estate planning. That starts with the people we hire and the ways in which we support the development of their unique talents and capabilities. We are committed to prioritizing ways to make our company and industry more inclusive. This means we must be revolutionary in the way we value diversity to revolutionize our business sector. At Trust & Will, everyone has a seat at the table and space to be their authentic selves because only in a company that is inclusive and diverse can we truly stand in our members' shoes.
• California Privacy Notice: Trust & Will collects personal information from applicants including identifiers, professional/employment history, and education information to evaluate qualifications and communicate about your application. California residents have the right to know what information we collect, request a copy, correct inaccuracies, or request deletion (subject to exceptions). To exercise these rights, contact [email protected]. For more information, visit our privacy policy.

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