Director of Advisor Marketing

AssetMark•Concord, CA

32d•$140,000 - $190,000•Hybrid

About The Position

The Director of Advisor Marketing will serve as a strategic partner and right-hand leader to the Senior Director, Strategic Initiatives, helping lead AssetMark's advisor marketing strategy, programs, and team. This role will manage two direct reports and be accountable for building, scaling, and measuring marketing resources that help independent financial advisors attract new prospects, grow their practices, and deepen relationships with clients. The Director will oversee end-to-end advisor marketing initiatives, including content development, best-practice guidance, content calendars, campaigns, educational programming, and lead-prospecting initiatives. The Director will also lead thought leadership and survey initiatives; develop programs that help advisors understand, navigate, and apply artificial intelligence (AI) responsibly; and assess AI vendors and other third-party marketing technologies for advisor relevance, usability, and value. This role will oversee FMG's Marketing Advantage, AssetMark's white-label advisor marketing program; partner closely with Business Consulting on showcasing Business Consulting value and create advisor-facing content; and collaborate with Corporate Marketing to secure effective promotion and adoption of advisor programs and resources. Success requires strong cross-functional leadership, sound judgment, and accountability for advisor engagement, adoption, and business growth outcomes. The ideal candidate is an experienced, collaborative marketing leader who is energized by helping financial advisors build stronger businesses. They bring a strong background in advisor marketing, digital marketing, content strategy, lead generation, and program management; can translate complex ideas into practical resources and compelling communications; and can create and deliver high-quality educational programs and presentations. The ideal candidate is comfortable leading thought leadership and survey work, evaluating emerging AI tools and vendors, and partnering across Corporate Marketing, Sales, Business Consulting, and external providers. Experience in financial services, wealth management, or working directly with financial advisors is strongly preferred. We can consider candidates for this position who are able to accommodate a hybrid work schedule and are close to our office location in Concord, CA, Charlotte, NC, or Phoenix, AZ.

Requirements

Demonstrated knowledge of the financial services and wealth management industry, or experience working directly with independent financial advisors
Ability to develop and execute integrated marketing strategies that support advisor engagement, lead generation, adoption, and growth
Excellent written, verbal, and executive communication skills
Strong presentation and facilitation skills, with the presence and judgment to lead educational programs and stakeholder discussions
Excellent program and project management skills, including prioritization, planning, execution, and measurement
Strong relationship management and interpersonal skills, including high emotional intelligence
Demonstrated ability to lead through influence and collaborate effectively across Sales, Corporate Marketing, Business Consulting, and other functions
Client service orientation and commitment to delivering an exceptional advisor experience
Success partnering with Sales on campaigns and initiatives that support business growth
Critical thinker who is highly analytical and data-driven
Bias for action, sound judgment, and a practical approach to problem-solving
Curiosity about emerging technologies and the ability to explain complex topics, including AI, in practical and responsible ways
Ability to work effectively in a fast-paced, sometimes ambiguous environment and adapt to changing priorities
Energy, optimism, and a commitment to continuous learning and improvement
Working knowledge of CRM, marketing automation, analytics, and collaboration tools, such as Salesforce, HubSpot, Google Analytics, and similar platforms
10+ years of experience in marketing and digital marketing, including responsibility for strategy and execution
Bachelor's degree in marketing, communications, business, or a related field, or equivalent experience
10+ years of management experience, including direct people leadership, coaching, and team development
Experience developing content, content calendars, campaigns, educational programs, and advisor-facing resources
Experience evaluating, implementing, and managing marketing technology, automation tools, and third-party vendors
Experience with CRM and marketing automation platforms
Experience in financial services, wealth management, or a related industry
Experience working directly with financial advisors or RIA audiences
Experience overseeing B2B, B2C, B2B2C, or sales marketing functions
Experience with white-label advisor marketing programs or platforms, including FMG's Marketing Advantage
Experience conducting thought leadership research, surveys, or market analysis and translating findings into actionable content
Experience evaluating AI tools, martech vendors, or other third-party technology solutions

Nice To Haves

Experience in financial services, wealth management, or working directly with financial advisors is strongly preferred.

Responsibilities

Serve as the right-hand leader to the Senior Director, Strategic Initiatives for Advisor Marketing, helping set priorities, make decisions, manage the roadmap, and advance cross-functional initiatives
Lead and develop a team of two direct reports by setting clear expectations, coaching for performance and growth, and creating a culture of accountability, collaboration, and advisor-centered execution
Translate advisor and business needs into clear priorities, plans, and deliverables for the team and partner organizations
Stay current on evolving industry trends, advisor needs, and practice management challenges, translating those insights into relevant, practical marketing programs, resources, and guidance
Strong understanding of digital marketing channels and practices, including content strategy, social media, email marketing, paid media, SEM, SEO, retargeting, and lead generation
Build and maintain a strong understanding of third-party technology systems, marketing platforms, and emerging AI tools used to deliver advisor marketing solutions; evaluate vendors and champion the development, implementation, and continuous improvement of solutions that support advisor needs
Serve as the advisor marketing subject matter expert and advocate within Sales, Business Consulting, Corporate Marketing, and the broader advisor community
Create and deliver educational presentations, webinars, workshops, and demonstrations that build awareness, adoption, and effective use of advisor marketing solutions
Share practical best practices that advisors can apply to strengthen their marketing and business growth
Demonstrate a strong working knowledge of marketing and digital marketing, including content strategy, social media, email marketing, search engine marketing (SEM), search engine optimization (SEO), paid and retargeting media, marketing automation, and lead-generation campaigns
Lead the development of advisor marketing content, best-practice resources, content calendars, campaigns, and communications that address advisor needs and support AssetMark's growth priorities
Lead thought leadership and survey initiatives, including research design, stakeholder coordination, analysis, and translation of findings into actionable insights and advisor-facing content
Develop and advance programs that help advisors understand, navigate, and apply AI in their practices, including guidance on use cases, responsible adoption, and evaluation of AI vendors and tools
Collaborate closely with Corporate Marketing, Sales, Business Consulting, and other internal teams to ensure a cohesive advisor and client experience and strong promotion of advisor programs and resources
Partner with Business Consulting to support advisor initiatives, strengthen best-practice marketing solutions, and develop content for the Business Consulting Newsletter and other advisor communications
Identify, attract, nurture, and maintain relationships with key stakeholders, business partners, and third-party providers to drive the success of advisor marketing programs
Establish and reinforce the Director's role as the subject matter expert across the full breadth of advisor marketing solutions
Own the Advisor Marketing roadmap and feedback loop, using advisor and internal feedback to identify gaps, prioritize opportunities, and ensure issues are resolved
Create awareness, enthusiasm, and commitment for advisor marketing programs internally and with advisors, helping translate program value into clear, compelling messages and actions
Create compelling, advisor-centered content and resources that support program adoption, effective implementation, and advisor business growth
Define and monitor key metrics across advisor marketing solutions, including reach, engagement, adoption, lead activity, and return on investment (ROI); use insights to improve programs and demonstrate value
Structure complex analytics and business information into clear recommendations; own plans, timelines, reporting, and follow-through for business growth outcomes
Steward AssetMark's resources, relationships, and reputation with discipline, sound judgment, and care
Oversee FMG's Marketing Advantage, including vendor coordination, program performance, advisor experience, content and resource quality, and continuous improvement of the white-label offering
Develop and execute lead-prospecting and other lead-generation initiatives that help advisors identify, attract, nurture, and convert prospective clients.
Plan and deliver educational programs as needed, from needs assessment and curriculum development through promotion, facilitation, and measurement
Partner with Corporate Marketing to ensure programs, resources, thought leadership, surveys, and campaigns receive coordinated promotion and launch support
Manage Business Consulting Newsletter content, ensuring it is timely, relevant, practical, and aligned to advisor needs and business priorities