LPL Financial

The LPL Financial Institution Marketing Team is seeking a B2B Marketing Strategist for our institution business who will help establish the strategic approach for driving scalable growth within our existing institution clients. You will support the development of 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 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 business
• Become a deep expert in the Institution space including client segments and profiles to inform your strategies, campaigns, messaging, and tactics
• Work 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 offerings
• Identify specific category trends and drivers behind trends and help optimize spend and performance and develop recommendations to help drive growth
• Help 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 needed
• Leverage a test and learn approach to continuously optimize campaign and channel performance
• Work 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:

• 5+ years of experience in marketing, preferably within financial services (including 2 years in B2B marketing)
• Bachelor’s degree, preferably with a concentration in marketing
• 1+ years of leadership experience
• Proven track record of developing and executing lead generation and nurture marketing programs and campaigns

Core Competencies:

• Ability to think strategically and translate conceptual initiatives into campaigns
• Strong decision-making, organizational, planning, and problem-solving skills
• Team player with the confidence to ask questions and offer suggestions
• Strong collaboration, communication and presentations skills, comfortable interacting with senior executives
• Confident strategists who can guide decision making and gain buy-in through influence and effective articulation

Preferences:

• Experience/knowledge within Wealth management and/or Financial Advisors, credit unions, banks, or broker dealers
• Experience with customer journey management or journey orchestration and Salesforce Marketing Cloud
• Strong knowledge of content marketing
• 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: $102,000-$153,000/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!