Director of Demand Gen & Pipeline Growth

RPOA Advisors Inc; Plano (TX); On-site; USD 120,000 - 180,000; Full time

Job summary

Retirement Planners of America (RPOA) is seeking a Lead Demand Generation Director to manage and optimize its lead generation, sustain a pipeline of qualified prospects, and improve conversion across the sales funnel. You will partner with Marketing Leadership, Sales, Salesforce Team, and Vendors to drive data-driven decisions and maximize ROI.

This hands-on role requires strong analytical skills, experience with Salesforce, dashboards, and vendor management, plus the ability to translate

Qualifications

• Five or more years of relevant experience in demand generation, lead acquisition, marketing analytics, or sales operations.
• Demonstrated experience evaluating lead sources and improving conversion throughout a sales funnel.
• Strong analytical skills, including the ability to interpret data, investigate underlying causes, and recommend action.
• Experience with Salesforce or a comparable CRM, including lead lifecycle tracking, attribution, reporting, and data quality.
• Proficiency in Excel and experience building dashboards using CRM reporting or business intelligence tools.
• Understanding of lead qualification, routing, nurturing, and sales follow-up processes.
• Experience managing lead generation vendors and evaluating ROI.
• Strong communication skills, with the ability to explain findings clearly to technical and nontechnical stakeholders.
• Strong organization, attention to detail, and follow-through.
• Ability to work independently while coordinating across teams.

Responsibilities

• Evaluate lead generation vendors and sources based on lead quality, conversion, acquisition costs, and resulting client relationships.
• Analyze the full lead lifecycle, from initial acquisition through contact, appointments, signed agreements, and funded accounts.
• Identify which sources generate the strongest results and recommend where to increase, reduce, or redirect investment.
• Investigate conversion patterns and bottlenecks to understand how lead quality, response time, follow-up, and prospect readiness affect outcomes.
• Partner with sales leadership to translate findings into practical improvements to the prospect experience and sales process.
• Work with the Salesforce team to ensure leads are accurately sourced, tagged, and tracked throughout the sales pipeline.
• Define business requirements for lead routing, source attribution, and follow-up workflows, coordinating implementation with technical partners.
• Maintain visibility into conversion at each stage of the prospect journey.
• Identify and help resolve tracking gaps, routing issues, and data quality problems.
• Establish consistent metric definitions so teams can reliably compare performance across sources and time periods.
• Develop and optimize segmented nurture journeys based on prospect interests, needs, and readiness to engage.
• Lead database reactivation initiatives to reconnect with existing prospects and generate appointments.
• Partner with content and sales teams to develop relevant messaging and effective follow-up sequences.
• Evaluate nurture programs based on appointment generation, client conversion, and funded relationships.
• Build and maintain dashboards covering lead volume, lead quality, funnel conversion, cost per lead, and cost per acquired client.
• Keep performance metrics current, accurate, and accessible to decision-makers.
• Deliver weekly performance updates and monthly leadership reporting that explain what is happening, why it matters, and what action to take.
• Establish benchmarks and monitor trends by vendor, source, and lead cohort, accounting for the time required for leads to convert.
• Recommend changes to vendor investment and acquisition strategy based on performance evidence.
• Manage day-to-day relationships with lead generation vendors and hold partners accountable for quality, deliverables, and reporting accuracy.
• Evaluate vendor performance and support renewal, expansion, or termination recommendations.
• Partner with sales leadership to align lead volume and routing with advisor capacity and follow-up expectations.
• Coordinate with marketing, Salesforce, and sales teams to address performance issues and implement improvements.
• Collaborate with compliance on applicable lead generation and prospect communication requirements.

Skills

Demand generation

Lead acquisition

Marketing analytics

Sales operations

CRM reporting

Excel

Data analysis

Vendor management

Communication

Organization

Independence

Tools

Salesforce

Job description

Retirement Planners of America (RPOA) is seeking a Lead Demand Generation Director to manage and optimize its lead generation, sustain a pipeline of qualified prospects, and improve conversion across the sales funnel. You will partner with Marketing Leadership, Sales, Salesforce Team, and Vendors to drive data-driven decisions and maximize ROI.

This hands-on role requires strong analytical skills, experience with Salesforce, dashboards, and vendor management, plus the ability to translate