Senior Manager, Marketing

About the Role

Willow Wealth is seeking a Senior Manager of Marketing to develop and lead its customer marketing strategy. This is a hands-on, execution-oriented role for a direct marketer who is equally comfortable setting strategy and building campaigns themselves. You will own the full customer lifecycle - from awareness through conversion, engagement, and retention - and be directly accountable for driving revenue outcomes through disciplined, data-driven direct marketing.

Key Responsibilities

• Own the customer journey and segmentation strategy
• Define and evolve the end-to-end customer lifecycle, from awareness and onboarding through conversion, engagement, and retention
• Develop audience segmentation strategies based on behavioral, transactional, and predictive data to deliver relevant, personalized communications at scale
• Align lifecycle initiatives to business goals and continuously prioritize based on data and customer behavior
• Own personalization strategy ensuring messaging reflects each investor's lifecycle stage, product holdings, and on-platform behavior
• Own retention and reactivation programs including win back journeys, lapse prevention, and re-engagement campaigns for dormant investors
• Execute compelling direct marketing campaigns across channels
• Build and manage multi-channel campaigns - email, SMS, and on-platform messaging - with a strong emphasis on the digital journey
• Write and produce high-quality direct marketing copy for email sequences, one-pagers, social content, launch announcements, and investor-facing materials
• Drive conversion, cross-sell, and relationship deepening through well-timed, well-targeted communications that move investors to action
• Own measurement and program optimization
• Define and track KPIs across the lifecycle; build reporting routines that surface performance clearly and quickly
• Lead a test-and-learn roadmap to continuously improve conversion, retention, and customer lifetime value
• Collaborate with data and marketing technology teams to strengthen automation, audience targeting, and measurement capabilities
• Drive specific revenue outcomes
• Take direct ownership of marketing's contribution to investor acquisition, activation, and retention targets
• Translate program performance into actionable insights and strategic recommendations for leadership
• Partner and lead collaboratively
• Work closely with CRM, Product, Product Strategy, and customer-facing teams to align lifecycle programs with platform capabilities, product launches, and broader go-to-market moments
• Partner with Data to apply predictive models and propensity scoring to lifecycle targeting
• Work within compliance guidelines to ensure all communications meet regulatory requirements

Qualifications

• Bachelor's degree in Marketing, Communications, Business, Finance, or a related field
• 6–8 years of progressive marketing experience in wealth management, asset management, fintech, private markets, or financial services
• Proven track record of owning and executing direct marketing programs that drive measurable revenue growth in a regulated environment
• Demonstrated ability to operate end-to-end - from strategy through execution - independently and without heavy resourcing
• Experience creating materials for complex financial products or highly regulated industries
• Deep expertise in B2C direct marketing - lifecycle strategy, campaign execution, segmentation, and demand generation
• Strong direct response writing skills; you craft copy that drives action, not just awareness
• Results-oriented and metrics-driven; you measure everything and optimize relentlessly against conversion, retention, and lifetime value
• Able to bring this expertise to the broader marketing team and help build organizational capability in this area
• Proficient with marketing automation, email service providers, CRM, and customer data platforms (Braze, Salesforce, Google Analytics, Looker, or similar)
• Hightly organized, pragmatic, and collaborative; effective across Product, Investments, Compliance, and leadership
• Resourceful operator with ability to multitask and handle multiple projects simultaneously
• Familiarity with private markets or alternative investments strongly preferred
• Experience at a mid-stage startup is a plus

Pay

The base salary range for this position is USD 140,000 to 170,000 annually, depending on experience and qualifications. This role is eligible for equity compensation as part of the total compensation package.