Marketing Director

Role Overview

The LWG Marketing Director is a leadership role responsible for building, executing, and optimizing the firm’s marketing engine to consistently deliver qualified leads at an efficient cost, convert those leads into First Appointment sale marketing performance through strong leadership, accountability, and data-driven decision-making.

This role owns marketing strategy, execution, people leadership, vendor management, budget oversight, and KPI performance. Success is measured by results, not activity. Previous financial/wealth management industry experience is required.

Key Outcomes & Core KPIs

The Marketing Director is directly accountable for

1. Total Number of Qualified Leads

2. Cost per Qualified Lead

3. Percentage and Number of Leads Converting to First Appointments Held

These KPIs form the foundation of performance reviews, bonus eligibility, and long-term growth within the organization.

Primary Responsibilities

Lead, Manage & Accountability (LMA)

• Lead the marketing department with clear expectations, accountability, and performance standards
• Establish and maintain KPI scorecards, dashboards, and weekly/monthly reporting rhythms
• Hold regular team meetings focused on performance, priorities, and problem-solving
• Foster a culture of ownership, continuous improvement, and results

Marketing Strategy & Campaign Planning

• Develop and execute comprehensive marketing strategies aligned with firm growth goals
• Plan, launch, and optimize multi-channel marketing campaigns (digital, referral, events, content, paid media, etc.)- implemented by Digital Marketing Specialist
• Ensure consistent brand messaging aligned with the firm’s value proposition and ideal client profile

Lead Generation & Optimization

• Own the end-to-end lead generation process, from traffic to qualified lead
• Continuously test, measure, and optimize campaigns to improve lead quality and cost efficiency
• Partner with sales/advisory leadership to refine qualification standards and handoff processes

Appointment Setting Oversight

• Oversee appointment setting processes and performance
• Ensure leads are contacted promptly, professionally, and consistently
• Monitor conversion rates from lead → appointment → Confidence Conversation

KPI, ROI & Performance Reporting

• Track and analyze marketing performance using clear KPIs and ROI metrics
• Produce regular reports and insights for leadership
• Use data to drive decisions, reallocate budget, and optimize campaigns

Budget & Vendor Management

• Own and manage the annual marketing budget
• Allocate spend to maximize ROI and KPI performance
• Manage external vendors, agencies, and platforms; negotiate contracts and ensure accountability

Team Leadership, HR & Development

• Hire, onboard, train, and develop marketing team members
• Set roles, responsibilities, and performance standards
• Conduct regular performance reviews and coaching
• Develop team capabilities through training and professional development

Team Bonus & Incentive Management

• Design, manage, and administer marketing team bonus structures tied to KPIs
• Ensure incentives align with firm goals and performance outcomes

Qualifications & Experience

• Wealth Management of Financial industry experience
• 7+ years of marketing experience, with at least 3+ years in a leadership role
• Proven success driving qualified lead generation at scale
• Strong understanding of KPI-driven marketing and ROI analysis
• Experience managing marketing budgets, vendors, and cross-functional teams
• Preferred experience in financial services, wealth management, or professional services (RIA experience a plus)
• Exceptional leadership, communication, and analytical skills

What Success Looks Like in This Role

• Consistent growth in qualified leads at or below target cost
• Increased conversion from lead to First Appointments held
• High-performing, accountable marketing team
• Clear visibility into marketing performance through scorecards and reporting
• Marketing viewed as a predictable, scalable growth engine for the firm