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Marketing Lead - Brand

Fort Wayne, Indiana
Posted: 03/09/2021

Howard Bailey Financial is seeking a detail-oriented Marketing Lead to join their growing team. The Marketing Lead – Brand will manage marketing funnels that drive leads and growth for the organization, while overseeing communication strategies to our existing client base. The ideal candidate excels at developing high-level marketing strategies that drive long-term company growth, while also understanding intricate analytical details that gauge the performance of these efforts. This role will have a hand in email and digital strategies, as well as print-based communications. The ability to manage and prioritize multiple initiatives at once is critical.

The Marketing Lead – Brand reports to the Director of Marketing & Storytelling, and is peer to another marketing manager, a multi-media designer, copywriter, events manager, and a handful of third-party partners. Perks include company-sponsored health insurance, generous paid time off, a health and wellness package, and 401k eligibility after one year – all while working within a company that continues to experience multi-year growth.

FUNCTION

The Marketing Lead of Brand will oversee strategies that generate new leads and keep existing clients and prospective clients engaged, leveraging various lead funnels including website, email, direct mail, paid social, webinar and third-party digital lead-gen platforms.

ESSENTIAL DUTIES & RESPONSIBILITIES
(Note: Other duties may be assigned)

  • Oversee lead-generating marketing strategies, driven by weekly First Appointment goals
  • Oversee content and communication strategies to maintain high satisfaction scores among existing clients, keeping them engaged and informed
  • Oversee the development and/or implementation of marketing funnels through branding and building of landing pages, registrations, pre- and post- email drip communications, paid social, and the like
  • Leverage marketing touch points including direct mail, paid social, in-person events and webinars to raise awareness about the Howard Bailey brand, its events and services
  • Oversee the email marketing strategy, including email cadence and drip campaigns, while monitoring performance like subscriber count, open rates, click-through rates, and unsubscribe counts
  • Stay informed on company-produced content like podcasts, editorial, TV and radio, and whitepapers, and leverage this content to inform and provide value to both clients and leads across all branded platforms
  • Oversee the development of pre- and post- lead nurturing and contact strategies, leveraging 1:1 email, drip email, SMS messaging, and live phone calls
  • Monitor the performance of all lead funnels to gauge performance and ROI, and make recommendations on how to optimize marketing programs
  • Assist in the branding and development of brand products and marketing, including client communications (brochures, product sheets, letterheads, etc.), financial plan delivery materials (binders, folders, one-sheets, etc.), events and more
  • Protect and advocate for the brand in all applications, both digital and physical

EDUCATION AND/OR EXPERIENCE

  • Bachelor’s degree in Marketing or related field required
  • 4+ years’ experience in driving strategic marketing initiatives
  • Marketing agency or financial marketing communications department experience preferred
  • Experience in executing email, social and direct mail campaigns a plus

KNOWLEDGE, SKILLS, AND ABILITIES

  • Mac skills utilizing Google Suite, Microsoft Office, Slack, Facebook, Calendly, SMS, Constant Contact, Asana and similar digital platforms
  • Detail oriented with the ability to manage multiple campaigns simultaneously
  • Excellent organization and follow through skills
  • Excellent interpersonal, written and verbal communication skills