Director of Advisor Marketing

Job Description:

The Job/What You'll Do:

The Director of Advisor Marketing will serve as a strategic partner and right-hand leader to the Senior Director, Strategic Initiatives, helping lead AssetMark's advisor marketing strategy, programs, and team. This role will manage two direct reports and be accountable for building, scaling, and measuring marketing resources that help independent financial advisors attract new prospects, grow their practices, and deepen relationships with clients. The Director will oversee end-to-end advisor marketing initiatives, including content development, best-practice guidance, content calendars, campaigns, educational programming, and lead-prospecting initiatives.

The Director will also lead thought leadership and survey initiatives; develop programs that help advisors understand, navigate, and apply artificial intelligence (AI) responsibly; and assess AI vendors and other third-party marketing technologies for advisor relevance, usability, and value. This role will oversee FMG's Marketing Advantage, AssetMark's white-label advisor marketing program; partner closely with Business Consulting on showcasing Business Consulting value and create advisor-facing content; and collaborate with Corporate Marketing to secure effective promotion and adoption of advisor programs and resources. Success requires strong cross-functional leadership, sound judgment, and accountability for advisor engagement, adoption, and business growth outcomes.

The ideal candidate is an experienced, collaborative marketing leader who is energized by helping financial advisors build stronger businesses. They bring a strong background in advisor marketing, digital marketing, content strategy, lead generation, and program management; can translate complex ideas into practical resources and compelling communications; and can create and deliver high-quality educational programs and presentations. The ideal candidate is comfortable leading thought leadership and survey work, evaluating emerging AI tools and vendors, and partnering across Corporate Marketing, Sales, Business Consulting, and external providers. Experience in financial services, wealth management, or working directly with financial advisors is strongly preferred.

We can consider candidates for this position who are able to accommodate a hybrid work schedule and are close to our office location in Concord, CA, Charlotte, NC, or Phoenix, AZ.

Responsibilities:

Leadership & Team Management:

• •Serve as the right-hand leader to the Senior Director, Strategic Initiatives for Advisor Marketing, helping set priorities, make decisions, manage the roadmap, and advance cross-functional initiatives
• •Lead and develop a team of two direct reports by setting clear expectations, coaching for performance and growth, and creating a culture of accountability, collaboration, and advisor-centered execution
• •Translate advisor and business needs into clear priorities, plans, and deliverables for the team and partner organizations

Knowledge & Strategy:

• •Stay current on evolving industry trends, advisor needs, and practice management challenges, translating those insights into relevant, practical marketing programs, resources, and guidance
• •Strong understanding of digital marketing channels and practices, including content strategy, social media, email marketing, paid media, SEM, SEO, retargeting, and lead generation
• •Build and maintain a strong understanding of third-party technology systems, marketing platforms, and emerging AI tools used to deliver advisor marketing solutions; evaluate vendors and champion the development, implementation, and continuous improvement of solutions that support advisor needs
• •Serve as the advisor marketing subject matter expert and advocate within Sales, Business Consulting, Corporate Marketing, and the broader advisor community
• •Create and deliver educational presentations, webinars, workshops, and demonstrations that build awareness, adoption, and effective use of advisor marketing solutions
• •Share practical best practices that advisors can apply to strengthen their marketing and business growth
• •Demonstrate a strong working knowledge of marketing and digital marketing, including content strategy, social media, email marketing, search engine marketing (SEM), search engine optimization (SEO), paid and retargeting media, marketing automation, and lead-generation campaigns
• •Lead the development of advisor marketing content, best-practice resources, content calendars, campaigns, and communications that address advisor needs and support AssetMark's growth priorities
• •Lead thought leadership and survey initiatives, including research design, stakeholder coordination, analysis, and translation of findings into actionable insights and advisor-facing content
• •Develop and advance programs that help advisors understand, navigate, and apply AI in their practices, including guidance on use cases, responsible adoption, and evaluation of AI vendors and tools

Influence & Collaboration:

• •Collaborate closely with Corporate Marketing, Sales, Business Consulting, and other internal teams to ensure a cohesive advisor and client experience and strong promotion of advisor programs and resources
• •Partner with Business Consulting to support advisor initiatives, strengthen best-practice marketing solutions, and develop content for the Business Consulting Newsletter and other advisor communications
• •Identify, attract, nurture, and maintain relationships with key stakeholders, business partners, and third-party providers to drive the success of advisor marketing programs
• •Establish and reinforce the Director's role as the subject matter expert across the full breadth of advisor marketing solutions
• •Own the Advisor Marketing roadmap and feedback loop, using advisor and internal feedback to identify gaps, prioritize opportunities, and ensure issues are resolved
• •Create awareness, enthusiasm, and commitment for advisor marketing programs internally and with advisors, helping translate program value into clear, compelling messages and actions

Execution & Measurement:

• •Create compelling, advisor-centered content and resources that support program adoption, effective implementation, and advisor business growth
• •Define and monitor key metrics across advisor marketing solutions, including reach, engagement, adoption, lead activity, and return on investment (ROI); use insights to improve programs and demonstrate value
• •Structure complex analytics and business information into clear recommendations; own plans, timelines, reporting, and follow-through for business growth outcomes
• •Steward AssetMark's resources, relationships, and reputation with discipline, sound judgment, and care
• •Oversee FMG's Marketing Advantage, including vendor coordination, program performance, advisor experience, content and resource quality, and continuous improvement of the white-label offering
• •Develop and execute lead-prospecting and other lead-generation initiatives that help advisors identify, attract, nurture, and convert prospective clients.
• •Plan and deliver educational programs as needed, from needs assessment and curriculum development through promotion, facilitation, and measurement
• •Partner with Corporate Marketing to ensure programs, resources, thought leadership, surveys, and campaigns receive coordinated promotion and launch support
• •Manage Business Consulting Newsletter content, ensuring it is timely, relevant, practical, and aligned to advisor needs and business priorities

Knowledge, Skills, and Abilities:

• •Demonstrated knowledge of the financial services and wealth management industry, or experience working directly with independent financial advisors
• •Ability to develop and execute integrated marketing strategies that support advisor engagement, lead generation, adoption, and growth
• •Excellent written, verbal, and executive communication skills
• •Strong presentation and facilitati