The Challenge
SmartAsset operates one of the largest advisor-to-investor marketplaces, reaching 59M monthly users. You'll architect a scalable, AI-native B2B GTM motion that drives advisor pipeline growth across RIAs, broker-dealers, and hybrid firms.
Your Mission
Map ICP segmentation across advisor verticals (RIAs, broker-dealers, hybrids) and validate messaging resonance through advisor interviews
Audit current multi-channel acquisition strategy (paid, LinkedIn, outbound, lifecycle) and identify top 3 optimization opportunities
Partner with GTM Engineer to document and automate top 5 manual workflow bottlenecks in the current funnel
Establish baseline MQL→SQL→Revenue conversion metrics and attribution model to track against
Launch redesigned multi-channel acquisition strategy driving 30%+ improvement in advisor pipeline velocity
Scale webinar and co-hosted event program to generate 25%+ of qualified advisor pipeline
Build and activate 5+ scalable co-marketing partnerships with complementary fintech/advisor platforms
Reduce MQL→SQL cycle time by 20% through structured experimentation and AI-driven lifecycle automation
KPIs You'll Own
Advisor Pipeline Revenue Attributed
Monthly revenue impact tied directly to marketing-sourced advisor acquisitions and expansion
MQL→SQL Conversion Rate
Percentage of marketing-qualified leads that convert to sales-qualified opportunities within 30 days
Cost Per Qualified Advisor (CPQA)
Blended acquisition cost across all channels to land a high-intent advisor prospect in sales pipeline
Advisor Segment Penetration
Market share and win rate by advisor vertical (RIAs, broker-dealers, hybrids) quarter-over-quarter
Lifecycle Automation Engagement
Open, click, and conversion rates on nurture campaigns and workflow automation touchpoints
Tools & Stack
Your Team
Your Manager
Executive Leadership (likely VP/Head of Sales or Chief Revenue Officer)
Current Team
Likely small GTM team; you'll partner closely with a dedicated GTM Engineer
New role to drive next phase of growth
The Package
Salary
$180K-$220K base
Variable
Likely 15-25% performance bonus tied to pipeline/revenue targets
Equity
Expected for Director-level at $1B+ unicorn
Remote
On-site (location not specified; verify with company)
Benefits & Perks
Company Intelligence
SmartAsset is a $1B+ fintech platform reaching 59M monthly users with educational financial content, personalized tools, and a B2B advisor marketplace (AMP). Recognized on Inc. 5000 (#2574, 2023) and Deloitte Tech Fast 500 (#250, 2022); backed by $110M Series D and ranked in Y Combinator's Top 100 Companies.
Funding
$110M Series D (2021)
Customers
59M monthly users; 1000s of RIAs, broker-dealers, hybrid advisors
Culture
High-agency, execution-focused, systems-driven; hands-on leadership expected
Is This Role For You?
- You've spent 5-10 years marketing to financial advisors or fintech firms and understand RIA/broker-dealer buyer psychology deeply
- You tie every campaign to pipeline and revenue; you obsess over conversion funnels and attribution
- You think in systems: building scalable workflows and automation, not managing one-off campaigns
- You're comfortable with ambiguity and thrive as a high-agency operator who ships fast and iterates
- You need hand-holding; this role demands scrappy, self-directed execution and willingness to wear multiple hats
- You avoid quantitative work or get squeamish about tying marketing spend to revenue outcomes
- You prefer working remotely; this is on-site and requires tight alignment with executive leadership and sales
Interview Process
Initial Screen
Hiring manager explores your advisor marketing background and understanding of RIA/broker-dealer dynamics
Deep Dive (VP/CMO or CRO)
Discuss your go-to-market philosophy, funnel optimization approach, and how you've tied marketing to revenue
Case Study or GTM Design
Likely ask you to outline a multi-channel advisor acquisition strategy or analyze a mock funnel scenario
GTM Engineer Collaboration
Conversation with your future engineering partner to assess working style and systems-thinking alignment
Executive Round
Final conversation with executive leadership to validate culture fit and revenue ownership mindset
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.