PRIMARY PURPOSE OF THE POSITION
The Lead Manager, Investor Marketing, will be responsible for the ongoing support of Investor Marketing existing client growth programs including a focus on developing and executing against client segmentation marketing strategies. Leverage owned channels (Direct Mail, Email, Outbounding, AAX messaging, etc…) while partnering with Acquisition on paid media targeted to existing clients with the goal of increasing existing client sales and number of account registrations. In this capacity, this person is responsible for understanding client segment needs, touch points and accompanying experiences, supporting the strategic direction set forth by the Sr. Manager, Investor Marketing, and coordinating any new campaigns/initiatives.
Strategic Development and Management
Supports the development and implementation of the Client Growth Marketing plan for Individual Investors, which will increase client stickiness and drive results for the firm. Conceives, develops and implements new programs and offers targeted at our existing clients. Independently leads initiatives by defining the vision, developing the business case, aligning resources and developing communication plans. The incumbent in this role manages projects from inception through completion. Helps lead idea generation, concept development and execution of campaigns promoting products, offers and solutions in order to optimize the client experience. Programs include, but are not limited to:
Manages the execution of the strategic Client Growth Marketing plan by developing and implementing highly complex, multi-faceted client growth strategies aimed at acquiring additional assets and new account registrations from existing clients. Partners with other members of the Individual Investor Marketing team, Marketing Services, CMI, Client Development as well as Technology teams (GBS&T) as necessary. The Lead Manager is responsible for using data and program analytics to drive existing client purchases and additional accounts.
Monitors Performance, Evaluates Effectiveness, Identifies Growth Opportunities and Makes Recommendations
Scans environment, competitive landscape, monitors client and prospect trends, and incorporates voice of customer feedback to identify gaps and opportunities for potential client engagements. Manages and evaluates the effectiveness of existing client growth strategies. Leverages understanding of segments, their mindset and competitive and industry insights to develop recommendations for program enhancements. This role will be responsible for monitoring and managing the key metrics for existing clients. Partners to enhance and package analytics to ensure key driver and outcome metrics are available to help understand program impact.