Marketing Communications & Lead Generation Strategist

RFG Advisory; Birmingham (AL); On-site; USD 75,000 - 80,000; Full time

Benefits offered by this job

Bonus pool

PTO and holidays

Health, dental, vision insurance

HSA

401(k)

Job summary

RFG Advisory seeks a Marketing Communications Strategist to drive growth through integrated demand generation, brand visibility, and executive communications. You will own webinars, partner marketing, and GTM initiatives while using HubSpot and AI tools to measure performance and optimize outcomes.

The role blends strategy with execution, focusing on registrations, conversions, pipeline, and Advisor engagement to move the business forward. Hybrid in Birmingham, AL.

Qualifications

• 5+ years of experience in marketing communications, demand generation, growth marketing, integrated marketing, or a related B2B marketing role.
• Demonstrated success developing and executing lead generation campaigns that drive measurable business results.
• Experience managing webinars, partner marketing, go-to-market campaigns, and marketing attribution.
• Experience supporting executive thought leadership, public relations, or corporate communications.
• B2B, financial services, wealth management, fintech, or professional services experience preferred.

Responsibilities

• Develop and execute integrated lead generation strategies through webinars, partner marketing, go-to-market campaigns, and strategic marketing initiatives.
• Own webinar strategy from planning through performance, using webinars as a core demand generation channel to drive registrations, conversions, and pipeline growth.
• Build and execute partner marketing programs that expand reach, generate qualified leads, and strengthen business development efforts.
• Continuously optimize campaigns using performance data, audience insights, and conversion metrics to maximize business impact.
• Develop dashboards and KPIs that measure campaign effectiveness, pipeline contribution, marketing ROI, and conversion performance.
• Leverage HubSpot, AI-powered tools, marketing automation, and reporting to improve campaign execution, lead nurturing, operational efficiency, and business results.
• Develop and execute go-to-market communication strategies that support new initiatives, product launches, and strategic business priorities.
• Translate organizational priorities into internal and external communications that drive awareness, adoption, engagement, and retention.

Skills

Strategic marketer

Data-driven mindset

Excellent communication

Project management

Cross-functional collaboration

Ownership mindset

Education

Bachelor's degree in Marketing

Tools

HubSpot

Marketing automation

AI tools (ChatGPT/Claude)

Job description

This isn't a traditional marketing communications role. At RFG, marketing communications is a growth engine. As the Marketing Communications Strategist, you'll develop and execute integrated marketing strategies that generate leads, strengthen our brand, accelerate Advisor adoption, and support business growth.

You'll own demand generation initiatives like webinars and partner marketing, lead go-to-market and internal communications for strategic initiatives, support executive visibility and public relations, and use HubSpot and AI-powered tools to measure and optimize performance.

This role blends strategy with execution. Success isn't measured by the volume of communications you produce. It's measured by registrations, conversions, pipeline, Advisor engagement, and business impact.

If you're a marketer who thinks beyond content and communications, and loves building campaigns, measuring results, and using data to drive growth, this role is for you.

Location: Birmingham, AL (Hybrid, 3 days a week in office)

Reports to: Senior Director of B2B Marketing

What You'll Do

Demand Generation & Lead Sourcing

• Develop and execute integrated lead generation strategies through webinars, partner marketing, go-to-market campaigns, and strategic marketing initiatives.
• Own webinar strategy from planning through performance, using webinars as a core demand generation channel to drive registrations, conversions, and pipeline growth.
• Build and execute partner marketing programs that expand reach, generate qualified leads, and strengthen business development efforts.
• Continuously optimize campaigns using performance data, audience insights, and conversion metrics to maximize business impact.

Marketing Performance & Attribution

• Own marketing attribution, lead tracking, and funnel performance reporting across all communications and demand generation initiatives.
• Develop dashboards and KPIs that measure campaign effectiveness, pipeline contribution, marketing ROI, and conversion performance.
• Leverage HubSpot, AI-powered tools, marketing automation, and reporting to improve campaign execution, lead nurturing, operational efficiency, and business results.

Go-to-Market Communications & Advisor Engagement

• Develop and execute go-to-market communication strategies that support new initiatives, product launches, and strategic business priorities.
• Translate organizational priorities into internal and external communications that drive awareness, adoption, engagement, and retention.
• Partner with business leaders to develop messaging, launch strategies, and communication plans that accelerate Advisor adoption of key programs, technology, and services.

Brand Visibility & Public Relations

• Develop and execute strategies that strengthen RFG's market presence through awards, executive thought leadership, public relations, and strategic partnerships.
• Partner with RFG's public relations agency to execute media strategies, press releases, executive interviews, award announcements, and corporate storytelling.
• Own firm and Advisor awards strategy, including annual planning, nominations, submissions, and recognition campaigns that increase industry visibility and brand credibility.
• Maintain key firm statistics, website content, corporate messaging, and marketing collateral to ensure brand consistency and accurate, up-to-date information across all channels.
• Identify and execute opportunities to amplify executive thought leadership through speaking engagements, media opportunities, strategic partnerships, and earned media.

Requirements

Experience

• 5+ years of experience in marketing communications, demand generation, growth marketing, integrated marketing, or a related B2B marketing role.
• Demonstrated success developing and executing lead generation campaigns that drive measurable business results.
• Experience managing webinars, partner marketing, go-to-market campaigns, and marketing attribution.
• Experience supporting executive thought leadership, public relations, or corporate communications.
• B2B, financial services, wealth management, fintech, or professional services experience preferred.

Skills & Competencies

• Strategic marketer with a proven ability to translate business objectives into integrated communications campaigns.
• Strong understanding of demand generation, marketing attribution, lead nurturing, and conversion optimization.
• Excellent communication, project management, and cross-functional collaboration skills.
• Data-driven mindset with a passion for measuring, optimizing, and improving marketing performance.
• Takes ownership, executes with urgency, and thrives in a fast-moving environment.

Technology & Tools

• Advanced experience with HubSpot, including CRM, Marketing Hub, automation, workflows, attribution reporting, and campaign analytics.
• Experience with webinar platforms, marketing automation, and digital marketing tools.
• Proficiency with AI tools such as ChatGPT and Claude to improve productivity, campaign execution, and workflow efficiency.

Education

• Bachelor's degree in Marketing, Communications, Business, or a related field; or equivalent professional experience.

Benefits And Compensation

Salary: $75,000-$80,000

• Competitive salary + bonus pool
• Generous PTO, holidays, and a Charitable Service Day
• Health, dental, vision insurance + RFG Advisory stipend
• Flexible Spending Account (Health and Dependent Care) + HSA for applicable coverage
• Lifestyle Spending Account
• 401(k) with Safe Harbor contribution
• Paid parental leave, short- and long-term disability, life insurance
• Surface Pro + home office setup
• Pet Insurance
• Continuing education and professional development support

We are an Equal Opportunity Employer and do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, protected veteran status, genetic information, or any other status protected by applicable law. We will provide reasonable accommodations for qualified individuals with disabilities during the application and hiring process.