Job description
Job Description:
General Function / Summary:
Do you have a passion for Marketing and Demand Generation? Our Director, Demand Generation position is an excellent opportunity for you to utilize your experience to help our organization build out an in-house lead by generation program! The Director, Demand Generation is responsible for formulating and executing strategies to identify, acquire, convert and monetize consumer lead generation demand for personal lending products. They are responsible for effectively developing lead ping-tree strategies and executing those strategies to drive conversion and optimize marketing spend. In addition, they will develop tools to effectively manage lead source traffic to ensure the Company is purchasing the appropriate lead volume at the appropriate times; and develop relationships with existing traffic partners and continually develop partnerships to generate new sources to effectively grow the Company portfolio.
The Director, Demand Generation will be expected to continually innovate and identify new growth segments, channels and opportunities in line with company growth and risk tolerance metrics. They will manage internal and external teams and partners, including agency, technology and vendor partners, to execute multiple projects simultaneously and efficiently and ultimately drive business results.
Essential Duties:
- Develop, optimize, and report on lead generation and development programs
- Design, test and execute progressive nurturing campaigns with marketing automation.
- Build strong relationships with lead provider and affiliate counterparts through weekly status phone calls, weekly reporting exchanges, etc.”
- “Create, manage, test and analyze new customers acquisition campaigns with lead providers and direct affiliate partners from recruitment, to testing, and execution
- Develop, drive and report an internal lead development organization to convert marketing qualified leads to qualified opportunities and revenue.
- Work with Marketing, Business Operations, Risk/Credit Analytics and Retail Operations to ensure message optimization and cross-functional alignment.
- Build processes that will track and report on key performance metrics. Use data to optimize campaign strategies on an ongoing basis.
- Manage budgets, allocate resources between channels, reporting on pipeline targets, and continually optimize campaigns to increase ROI.
- Drive customer growth through cross-sell and upsell campaigns.
- Implement testing methodologies within campaigns to maximize lead capture and traffic conversion.
- Align demand generation efforts with product release schedules.
- Manage invoicing and partner payouts
- Assist with new product launches
Minimum Education and Experience Required:
- Bachelor’s degree in relevant field or equivalent experience
- Experience driving Demand Generation for a financial services company
- Advanced knowledge of B2C marketing practices, the marketing technology stack, and rules-based lead nurturing
- An understanding of lead generation partnership marketing business models
- Strong CRM and marketing automation skills, Salesforce preferred
- Experience writing and presenting ROI-driven marketing campaign plans
- Familiarity in managing relationships with distributed teams and agencies in multiple geographies
- Excellent collaboration and communications skills with the ability to work cross-functionally
- 5+ years of experience with a financial or lending business preferred
- Strong problem solving, collaboration, time management, and organization skills
- Strong understanding of finance, marketing, and business strategy
- Strong business acumen
- Detail-oriented team player with ability to handle multiple projects and tasks
- Customer first attitude
- Proficient in Microsoft office programs
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