Director of Marketing

XYPN•Bozeman, MT

1d•Remote

About The Position

At XYPN, we’re redefining what’s possible for independent financial planners. As the Director of Marketing, you’ll develop and execute the marketing strategy that drives member growth, engagement, and long-term value. You’ll ensure we attract the right advisors, convert them into members, and engage them throughout their lifecycle, shaping and strengthening our reputation in the market along the way. With focused, intentional growth goals, you’ll bring together brand, demand generation, content, and lifecycle communications within a small, high-performing team. You’ll identify where we invest, where we experiment, and how we measure success, bringing clarity to competing priorities and focusing the team’s energy on the work that drives the greatest impact. As a hand-on, results-driven leader, you’ll work with the VPs of Emerald and Sapphire to set marketing strategy and define positioning, ensuring day-to-day marketing efforts translate into measurable, sustainable growth outcomes. You’ll collaborate closely with Sales, Sales & Marketing Operations, Member Success, and Product to translate business goals into clear marketing priorities and ensure alignment across the funnel.

Requirements

5+ years of experience owning marketing outcomes across the funnel, including acquisition, conversion, and engagement, not just individual channels.
A track record of defining strategy and driving execution in an environment, where you’ve had to prioritize, make tradeoffs, and focus on what matters most.
Strong judgment in deciding where to invest, what to test, and how to measure success, with the ability to make decisions without perfect information.
Experience connecting brand, demand generation, and lifecycle efforts into a cohesive approach that breaks through the noise and drives measurable results.
Ability to shape and strengthen a reputation through PR, developing narratives and guiding execution.
Comfort operating as a hands-on leader, able to set direction while also stepping in to move work forward when needed.
Experience leading and developing small, multidisciplinary teams, creating clarity, focus, and accountability.
A clear, practical understanding of how marketing drives growth, including funnel dynamics, conversion, and customer lifecycle.
Strong communication skills, with the ability to translate complex ideas into clear messaging and align cross-functional partners.
A bias toward action, paired with the ability to step back, assess what’s working, and adjust course.
Legally authorized to live and work in the United States without present or future need for sponsorship.

Nice To Haves

Experience leading a marketing function, including defining priorities, processes, and measurement.
Experience with HubSpot, Google Analytics, GoogleAds (including YouTube), MetaAds, Reddit Ads and any other ad platforms.
Experience evolving a human, approachable brand voice, and holding a high standard for how it shows up across all marketing touchpoints.
Experience in a membership, subscription, or community-driven business model.
Familiarity with or experience in financial services, fintech, or adjacent industries.
Experience improving funnel conversion and driving measurable growth.
Experience working closely with Sales and operations teams to align on pipeline, lead quality, and conversion.
A strong point of view on how brand and performance marketing should work together.

Responsibilities

Lead and manage the Marketing team and oversee contractor and agency relationships, setting direction, creating focus, and ensuring strong execution.
Optimize the funnel to drive predictable new member acquisition.
Manage XYPN’s brand and market reputation, including brand voice, positioning, and PR, working with an external partner to drive visibility and earned media.
Partner with Product to align new product positioning, launches, and messaging with broader marketing initiatives.
Develop scalable, multi-channel demand generation programs, driving awareness, engagement, and qualified leads.
Identify, test, and prioritize the most effective acquisition channels, including paid media, organic, and partnerships.
Design campaigns that leverage content, webinars, digital channels, partnerships, and events.
Oversee website performance, messaging, positioning, and key conversion assets.
Develop and optimize landing pages, website experiences, and digital assets to improve qualified contact acquisition.
Drive qualified traffic through search, including SEO, AEO, GEO, and evolving channels.
Own lifecycle marketing strategy across the prospect and member journey and drive engagement, retention, and revenue expansion through tailored, well-timed member communication.
Partner with Sales & SMOPS to design and optimize nurture programs, segmentation strategies, and funnel progression.
Collaborate with Product and Member Success to align lifecycle messaging with the member portal experience and product adoption.
Own and analyze key marketing metrics, including lead generation, conversion rates, pipeline contribution, and channel performance.
Partner closely with SMOPS to ensure accurate reporting, attribution, and visibility into marketing performance.

Benefits

100%- employer-funded Employee Stock Ownership Plan (ESOP).
Unlimited vacation days to maintain work-life harmony (we require that you take a minimum of 3 weeks of vacation per year)
9 paid holidays (we offer flexible holidays!)
401(k) with match; you put in 6%, and we put in 4.5%.
12 weeks paid parental leave for the birth or adoption of a child.
Health insurance w/ employer contribution.
Dental, Vision, Voluntary Life and AD&D, and Accident insurance options.
Pet insurance availability
Health Savings & Flex Spending (Health, Limited & Dependent Care) Accounts available
Employer-paid Life and AD&D insurance.
Employer-paid Long Term Disability coverage.
Up to $150/month to cover the cost of working with a financial planner, plus up to $500 toward the upfront fee.
$2000/year (prorated by start date) to put towards professional development
$250/quarter to spend on yourself specific to our core value of "Be Well Being You.”
$500 donated to a non-profit organization of your choice when you volunteer 40 hours within the calendar year.
A sabbatical program that includes a cash bonus and extra time off at 5, 10, and 15 years.
Subsidized employer-sponsored childcare through our internal child care program. (Subject to availability)
Various Gym discounts
Company-owned laptop computer provided (Apple Products).