Director of Retail Product Marketing in West Mclean, VA

$200K - $250K(Ladders Estimates)

FOLIOfn   •  

West Mclean, VA 22103

Industry: Finance & Insurance


5 - 7 years

Posted 47 days ago


The Director of Retail Digital Marketing will manage engagement with prospective and current retail clients and play a critical role in how retail investors view and experience the Folio Financial brand. This role will focus on building awareness, relevance, a community with engagement, and demand for products and services to support a social investment environment. This digital native will have end-to-end accountability for the development, launch, and performance of multi-channel campaigns that drive prospect customer enrollment and utilization.

Successful candidate will be the chief steward in defining and fostering relationships with existing and emerging social platforms. This position will report to the Chief Retail Officer and will help shape our retail investor product roadmap and customer experience - helping make Folio Financial the destination for people who want to understand, build and manage their financial health.


  • Own the full-funnel marketing strategy for Folio's retail products across acquisition and retention
  • Create and execute innovative marketing strategies and integrated campaigns to drive awareness, product adoption, and retention
  • Lead and execute ROI-positive digital and social marketing campaigns for Folio's Retail business across existing and emerging channels
  • Create, own, and champion go-to-market (GTM) strategy for new product features including setting objectives, goals, audience definition, marketing and communication strategy, and measurement
  • Develop product positioning, value propositions, and key messaging to be used in marketing campaigns
  • Drive recommendations grounded in consumer insight and analysis and contribute to retail product and growth strategies. Represent the voice of the consumer and partner with cross-functional stakeholders
  • Manage day-to-day key social and digital media including creation and management of an editorial calendar, promotions, virtual events, and commercial support and integration
  • Collaborate across internal functional areas (ex. Marketing, Development, Client Service) to ensure social and digital media strategy is executed and integrated within all areas of Folio's retail business
  • Review competitor products and marketing and educate stakeholders on key areas for growth and ongoing differentiation
  • Create a community and build energy for Folio's retail offerings


  • 8+ years of B2C direct response digital marketing experience, driving profitable acquisition exceeding ROI goals and contributing to revenue growth
  • At least 5+ years experience in digital and product marketing
  • At least 3+ years experience within the financial services industry serving retail investors
  • Influential thinker and impeccable communicator of ideas
  • Proven track record of delivering success via organic content on social and digital platforms
  • Passion for emerging media trends and technology, especially social platform products
  • Deep understanding of digital and social media metrics
  • Expert presentation skills
  • Extraordinary project management capabilities
  • Start-up mentality with the poise of a seasoned product marketing executive
  • Bachelor's degree required

Valid Through: 2019-10-29