About SmartAsset:
SmartAsset is the largest investor-to-advisor marketplace in the U.S. We help millions of consumers make smarter financial decisions and connect high-intent investors with vetted financial advisors through our Advisor Marketing Platform (AMP). SmartAsset is building an AI-native growth engine to serve the advisor ecosystem with our high intent referrals and marketing automation tools. For the right B2B marketing leader, this is an opportunity to architect and scale the go-to-market motion for a category-defining platform. If you’re motivated by building systems that compound, influencing an entire industry, and turning strategic partnerships into measurable revenue, SmartAsset offers both the platform and the mandate to do it.
About the Job:
SmartAsset is hiring a Director of Advisor Marketing to own its B2B marketing engine.
We operate one of the largest marketplaces connecting investors with financial advisors. Our next phase of growth requires a high-agency B2B leader who understands the advisor ecosystem deeply: RIAs, broker-dealers, hybrid advisors - and can architect a scalable, modern, AI-native go-to-market motion.
This role owns advisor pipeline growth across direct acquisition, lifecycle automation, firm partnerships and co-marketing initiatives, webinars and events, and multi-channel performance strategy.
You will work directly with executive leadership and partner closely with a GTM Engineer to build systems - not just campaigns.
This is a revenue-owning, systems-building leadership role. You will be hands-on.
Responsibilities:
- Own advisor pipeline growth targets tied to revenue outcomes
- Develop ICP segmentation across RIAs, hybrid advisors, and broker-dealers
- Craft clear positioning and messaging that resonates with advisors
- Design and oversee multi-channel acquisition strategy (Paid, LinkedIn, outbound, lifecycle)
- Partner with PR to amplify customer success stories and social proof
- Develop scalable partner enablement assets (email sequences, case studies, marketing collateral)
- Own webinar strategy end-to-end, including co-hosted events and post-event pipeline conversion
- Partner with GTM Engineer to automate workflows and standardize AI-driven GTM processes
- Improve MQL → SQL → Revenue conversion through structured experimentation
- Align tightly with sales leadership to ensure marketing drives measurable revenue
- Build and expand co-marketing partnerships
Skills/Experience you have:
- 5–10+ years marketing to RIAs, broker-dealers, or fintech serving financial advisors
- Deep understanding of advisor psychology, objections, and buying cycles
- Strong command of B2B performance marketing fundamentals (paid, outbound, lifecycle)
- Demonstrated ability to tie marketing programs to pipeline and revenue impact
- Experience leading webinars or event-driven pipeline programs
- Fluency with CRM and marketing automation tools (Salesforce, HubSpot, Marketo, etc.)
- Quantitative orientation and comfortable working with attribution and funnel metrics
- High agency, strong execution velocity, and comfort operating in ambiguity
- Systems thinker who builds scalable processes rather than managing tasks
Physical Requirements:
- Prolonged periods of sitting at a desk and working on a computer
- Must be able to communicate via phone calls and/or video conferences (mainly for concierge and sales roles)
Available Benefits and Perks:
- Fully Remote Work: All roles are fully remote within the contiguous U.S., giving you flexibility to do your best work from where you thrive.
- Comprehensive Health Coverage: Multiple Medical, Dental, and Vision plan options through trusted national carriers—so you can choose what fits your needs.
- Life & Disability Protection: Company-paid Life/AD&D coverage, with options to add supplemental life and disability plans for extra peace of mind.
- Financial Wellness: 401(k) with employer match, pre-tax savings through FSA and HSA options, and equity packages offered for every role.
- Time Off That Works: Generous vacation, sick, and parental leave policies—because balance matters.
- Additional Perks: Pet insurance, home office stipend, and Employee Assistance Program (EAP)
SmartAsset is an equal opportunity employer committed to fostering an inclusive, innovative environment with the best employees. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. If you have a disability or special need that requires accommodation, please contact us at Recruiting@smartasset.com.
California, Colorado, Connecticut, Maryland, Nevada, Rhode Island, Washington, and New York City residents* [] + RSUs + benefits.
Salary at SmartAsset is determined based on permissible, non-discriminatory factors such as skills, experience, and geographic location within the contiguous United States.