Marketing Manager, Retail and Wealth Management Channel Marketing

Legg Mason   •  

Baltimore, MD

Industry: Accounting, Finance & Insurance

  •  

5 - 7 years

Posted 161 days ago

This job is no longer available.

We're looking for a bright, enthusiastic individual who will work with leaders in Sales and Business Analytics to identify distinct segments within the US financial advisor population and understand their goals, needs and preferences in engaging with an asset manager;  determine the ideal communication tactics and content to familiarize them with Legg Mason products and services Identifying and pursuing cross-product promotional opportunities, work with marketing functional experts in program development, digital, email, and social media to outline the goals, timeline and responsibilities of each function; work with thought leadership and product marketing to craft messaging and own the development and execution of the complimentary marketing plan.

 Key Responsibilities & Duties Include, but not Limited to

Partner with members of the Business Analytics Team, Digital Strategy, Thought Leadership, Product Marketing, Brand and Creative and Business Management to develop the strategic marketing plan to drive growth in this segment of advisors (new business, increased share, broadened set of products in use) and develop and deliver on the tactical aspects of the agreed upon integrated marketing plan for the ‘Marketing Only’ business segment, including:

 

  • Partner with members of the Business Analytics Team to develop detailed sub-segmentation analysis that identifies the core characteristics and behaviors (activity and transaction) of this group, monitor all campaigns and optimize both communication methods and content
  • Partner with members of the Digital Strategy, Thought Leadership, Product Marketing and Business Management groups to develop the strategic marketing plan to drive growth (new adopters, increased wallet share, deepened product penetration) and satisfaction (likelihood to recommend, NPS, etc.) among segment advisors
  • Establish goal setting and measurement protocols for the outcomes (new advisors, advisor penetration, number of products sold) and tactical activities (communication engagement, website visits, etc.)
  • Develop targeted content, communications and events to demonstrate Legg Mason’s capabilities and products and build advisors understanding of, and affinity for Legg Mason and our affiliated investment partners
  • Make effective and collaborative use of various marketing tools such as email, social, paid content, search, virtual events and advertising to create a compelling, consistent and purposeful client experience.

 

Ideal Qualifications and Experience

  • 5-7 years of financial services marketing experience, particularly focused on data analysis, market segmentation, and A/B testing methodologies
  • Demonstrated success in the development and execution financialretail and/or institutional go-to-market plans independent of person-to-person sales efforts
  • Deep understanding of, and hands-on experience in the use of social media, paid content, search marketing, direct and email marketing to engage and influence financial advisors
  • Strong project management and measurement skills
  • Demonstrated leadership potential
  • Excellent interpersonal and communication skills
  • Ability to work collaboratively in a fast paced, changing environment
  • Entrepreneurial, innovative spirit
  • Ability to effectively influence and collaborate with internal stakeholders
  • Series 7 Licensed