Head of Marketing
About Andesa
Andesa is the leading provider of policy and plan administration solutions in the Advanced Markets space, including policy transaction management and NQDC recordkeeping. These solutions simplify the ongoing administration of complex life insurance and annuity products in BOLI, COLI, ICOLI, and Private Placement. Using market and product expertise, configurable capabilities for complex products, and security and reliability at scale, Andesa improves speed to market and empowers carriers and brokers to serve high-value markets with confidence.
The Opportunity
This is a chance to build a marketing function from the ground up for a concentrated B2B market within the life insurance and annuities space. With a universe of fewer than 150 accounts across brokers and carriers, every target buyer can be named, mapped, and engaged individually. The work that wins in this market is due to brand positioning and industry relevant content coupled with strong field marketing and ABM programs that help a lean go-to-market team close the accounts that matter. Pipeline is built one account at a time, through reputation and trust.
What You'll Own
Brand Strategy and Industry Positioning
Lead the development of a refreshed brand identity, positioning, and messaging
Design, build, and launch a new company website
Account-Based Marketing (ABM) and Intelligence
Build and maintain a named-account program across brokers and carriers, including the personas, decision-makers, and influencers within each
Develop account-level intelligence and prioritization: who is a priority account, who is warming, and who needs nurturing
Design and execute ABM programs tailored to account needs and personas
Executive Content and Thought Leadership
Develop a thought leadership program that establishes credibility in our industry
Produce content that buyers and analysts in this market actually read and engage with
Field Marketing and Events
Partner with Client Success to set the strategy for industry events, user conferences, and other proprietary events (e.g., webinars, round tables)
Support field marketing execution: conference presence, speaking opportunities, sponsored activations, pre- and post-event campaigns, and ROI measurement
Sales and Go-To-Market Enablement
Help produce sales enablement materials, including playbooks, pitch decks, case studies, battle cards, and account-specific collateral
Partner with Sales and Client Success on account planning and outbound sequences, and ensure go-to-market alignment
Agency Partnerships and Public Relations
Establish and manage relationships with marketing agencies, freelancers, and contractors to strategically extend capacity
Build relationships with trade press, industry analysts, and influencers in the broker and carrier ecosystem
Marketing Operations
Select and implement marketing tools and integrations to enable ABM, account intelligence, CRM integration, and content infrastructure
Establish dashboards and reporting on marketing metrics and KPIs, and report on them to the senior leadership team
Enable SEO and digital marketing in support of brand and content strategy
What We're Looking For
A blend of strategic vision and hands-on execution
Part brand marketer, part ABM program manager, part content and PR strategist
With strong industry instincts and the credibility to engage with prospects and clients
Must have 8+ years of B2B marketing experience
Demonstrated success building and running ABM programs in a concentrated market or named account environment
Experience selecting and implementing marketing platforms
Strong content instincts: with input from SMEs and agency support, you can write, edit, and direct credible, executive content and thought leadership that engages our market audience
Track record of building brand and category presence, including events, PR, analyst relations, and executive positioning
Comfort with both strategy (positioning, planning, measurement) and execution (creating content, briefing designers, building drip campaigns, and email sequences)
Experience managing agency and contractor relationships effectively
Excellent collaboration with sales leadership and a clear point of view on how marketing and sales should operate together
Nice to Have
Experience launching or relaunching a brand identity and website for a B2B company
Background in SaaS / Technology (e.g., InsurTech, FinTech), Insurance, Financial Services, and/or Broker-Carrier like ecosystem
Prior experience establishing and scaling a marketing function in a concentrated market
Familiarity with more complex, B2B sales processes and cycles
How To Apply
Send your resume and a cover letter about why this role interests you by clicking the "Apply now" application link. If you have examples of brand-building initiatives, demand-generation programs, or go-to-market strategies you’ve led, we’d love to review them.