Lead Demand Generation Director

RPOA Advisors Inc•Plano, TX

About The Position

Retirement Planners of America (RPOA) is seeking a hands-on Lead Demand Generation Director to manage and evaluate lead generation sources, sustain a pipeline of qualified prospective clients, and improve conversion throughout the sales process. The role combines analytical skills with a strong understanding of the sales funnel, evaluating the full lifecycle of leads from vendors and determining which sources produce meaningful business results. The Director investigates why prospects progress or drop off and recommends improvements to lead acquisition, nurturing, and follow-up. Working closely with Marketing Leadership, Sales, the Salesforce Team, external vendors, and Compliance, this role supports informed decisions about investment, partnerships, and strategy. Success means leadership has reliable, current metrics covering lead performance through funded client relationships; the organization understands which sources produce qualified prospects and cost-effective growth; funnel bottlenecks are addressed; and nurturing and follow-up improvements produce measurable conversion gains.

Requirements

Five or more years of relevant experience in demand generation, lead acquisition, marketing analytics, or sales operations.
Demonstrated experience evaluating lead sources and improving conversion throughout a sales funnel.
Strong analytical skills, including the ability to interpret data, investigate underlying causes, and recommend action.
Experience with Salesforce or a comparable CRM, including lead lifecycle tracking, attribution, reporting, and data quality.
Proficiency in Excel and experience building dashboards using CRM reporting or business intelligence tools.
Understanding of lead qualification, routing, nurturing, and sales follow-up processes.
Experience managing lead generation vendors and evaluating return on investment.
Strong communication skills, including the ability to explain findings clearly to technical and nontechnical stakeholders.
Strong organization, attention to detail, and follow-through.
Ability to work independently while coordinating across teams.
Authorization to work in the United States without sponsorship.

Nice To Haves

Experience in financial services, wealth management, or another regulated or professional services environment.
Consumer lead generation experience involving trust-based decisions and longer sales cycles.
Experience marketing to individuals approaching or entering retirement.
Experience with marketing automation, database segmentation, and prospect reactivation.
Experience building reporting and lead management processes within an evolving organization.

Responsibilities

Evaluate lead generation vendors and sources based on lead quality, conversion, acquisition costs, and resulting client relationships.
Analyze the full lead lifecycle, from initial acquisition through contact, appointments, signed agreements, and funded accounts.
Identify the strongest-performing lead sources and recommend where to increase, reduce, or redirect investment.
Investigate conversion patterns and bottlenecks, including the effects of lead quality, response time, follow-up, and prospect readiness.
Partner with sales leadership to turn findings into practical improvements to the prospect experience and sales process.
Work with the Salesforce team to ensure leads are accurately sourced, tagged, and tracked throughout the sales pipeline.
Define business requirements for lead routing, source attribution, and follow-up workflows, coordinating implementation with technical partners.
Maintain visibility into conversion at every stage of the prospect journey and help resolve tracking gaps, routing issues, and data quality problems.
Establish consistent metric definitions for reliable comparisons across sources and time periods.
Develop and optimize segmented nurture journeys based on prospect interests, needs, and readiness to engage.
Lead database reactivation initiatives to reconnect with existing prospects and generate appointments.
Partner with content and sales teams to develop relevant messaging and effective follow-up sequences.
Evaluate nurture programs based on appointment generation, client conversion, and funded relationships.
Build and maintain dashboards for lead volume, lead quality, funnel conversion, cost per lead, and cost per acquired client.
Keep performance metrics current, accurate, and accessible to decision-makers.
Deliver weekly performance updates and monthly leadership reporting that explain results, their significance, and recommended actions.
Establish benchmarks and monitor trends by vendor, source, and lead cohort, accounting for lead conversion timelines.
Recommend vendor investment and acquisition strategy changes based on performance evidence.
Manage day-to-day relationships with lead generation vendors and hold partners accountable for quality, deliverables, and reporting accuracy.
Evaluate vendor performance and support renewal, expansion, or termination recommendations.
Partner with sales leadership to align lead volume and routing with advisor capacity and follow-up expectations.
Coordinate with marketing, Salesforce, and sales teams to address performance issues and implement improvements.
Collaborate with Compliance on applicable lead generation and prospect communication requirements.