Growth Marketing Manager; Direct to Consumer

Position: Growth Marketing Manager (Direct to Consumer)
Janney is an award-winning full-service financial services firm committed to understanding our clients' needs and providing advice beyond investments. We are equally committed to building a diverse workforce and inclusive culture where employees can use their talents to thrive and grow professionally with the firm.

Janney is seeking a strategic and execution-oriented Growth Marketing leader to help advance our direct-to-client growth strategy.

This role is responsible for driving qualified leads, improving conversion rates, and supporting client acquisition through data-driven, multi-channel marketing programs. You will play a key role in shaping how prospects move through the funnel-from initial engagement through conversion-by developing and executing lifecycle marketing and demand generation strategies.

A central focus of this role is designing and managing client journeys, including segmentation, triggers, and conversion paths, leveraging Salesforce Marketing Cloud (SFMC) as a core platform. You will partner closely with the Marketing Strategy Lead and cross-functional teams to translate strategy into execution and continuously improve performance.

As Janney continues to build and mature its marketing capabilities, this role will also help support the evolution of key foundations, including lifecycle structure, data inputs, and measurement approaches.

What You'll Do

Lifecycle Marketing & Journey Execution

• Design and execute lifecycle marketing programs across the prospect journey (lead → nurture → conversion)

• Build and manage end-to-end journeys in Salesforce Marketing Cloud, including audience segmentation, entry and exit criteria, triggers, and messaging flows

• Translate strategic priorities into actionable journey plans and campaigns

• Continuously monitor and optimize journey performance to improve engagement and conversion outcomes

• Leverage segmentation and audience insights to support targeting and personalization strategies
  Demand Generation & Campaign Execution

• Execute and optimize demand generation programs to drive qualified leads and support client acquisition

• Support development and scaling of full-funnel marketing initiatives aligned to direct-to-consumer priorities

• Identify opportunities to improve lead generation, engagement, and conversion across digital channels

• Partner with external agencies to support execution across paid channels (search, social, display)
  Marketing Infrastructure & Data Alignment

• Partner with Marketing Leadership, PCG and CRM teams to support alignment of lead definitions, lifecycle stages, and funnel structure

• Work cross-functionally to ensure marketing data is available and usable for segmentation, journey execution, and reporting

• Identify gaps in current marketing data, processes, and tools; recommend practical improvements

• Support ongoing development of marketing attribution and measurement capabilities
  Funnel Performance & Optimization

• Support performance across the marketing funnel, identifying gaps and opportunities to improve conversion rates

• Contribute to testing and optimization initiatives (A/B testing across messaging, journeys, and landing pages)

• Help improve lead quality and progression through the funnel
  Analytics & Insights

• Track and analyze campaign and journey performance against key metrics

• Help establish and refine measurement approaches to support performance tracking

• Translate data into actionable insights to inform optimization and decision-making

• Support reporting on marketing's contribution to lead generation and client acquisition
  Cross-Functional Collaboration

• Partner closely with Marketing Leadership to align on priorities, roadmap, and performance goals

• Collaborate with CRM, PCG, Marketing Operations, Compliance, and other internal teams to ensure effective execution

• Coordinate with internal and external stakeholders to move campaigns and journeys from concept through launch
  What You Bring

• 5-8+ years of experience in lifecycle marketing, demand generation, or digital marketing

• Hands-on experience building and managing marketing automation journeys (Salesforce Marketing Cloud or similar platforms preferred)

• Strong understanding of how marketing programs drive…