Marketing & Growth Manager

Planning Alternatives; Birmingham (MI); On-site; USD 90,000 - 140,000; Full time

Benefits offered by this job

Health insurance

Retirement plans

Paid time off

Job summary

Planning Alternatives is seeking a Marketing & Growth Manager who will own systems, audience intelligence, and follow-up that turn visibility into qualified client relationships. You’ll work under the executive team to execute the growth strategy, focusing on segments and opportunities discovered in data.

You’ll drive audience segmentation, nurture programs, and operational excellence across marketing channels, with a strong emphasis on HubSpot, Monday.com, and CMS workflows.

Qualifications

• 4–7 years in growth marketing, marketing operations, lifecycle marketing, or digital marketing.
• Hands-on HubSpot expertise: segmentation, workflows, lifecycle stages, CMS, email, and reporting.
• Ability to analyze audience data to extract commercially useful insights.
• Experience with event-driven and seminar marketing or thought leadership platforms.

Responsibilities

• Develop deep audience profiles and segmentations for targeted campaigns.
• Design and execute follow-up sequences and nurture programs across channels.
• OwnHubSpot as the lead engine for data, workflows, and reporting; manage CMS and website.
• Coordinate calendars, budgets, and content across email, social, website, and events.
• Build dashboards showing growth drivers by content, channel, campaign, and audience.

Skills

Growth marketing

HubSpot

Analytics

Segmentation

Project management

CRM

Content marketing

Tools

HubSpot

Monday.com

CMS

Canva

Job description

Planning Alternatives is a fiduciary firm dedicated to providing comprehensive financial planning and asset management services to our clients. We believe that true wealth is not solely about financial success but about enriching lives and fulfilling personal goals. Our mission is to leave clients better off by offering the experience, strategies, and solutions needed to support their vision of wealth. With a focus on integrity, strong relationships, and client-centric solutions, we are building the future of wealth management. As we continue to grow, we are seeking a Marketing & Growth Manager to own the systems, audience intelligence, and follow-up that turn our visibility into qualified client relationships.

Position Overview:

This is deliberately a behind-the-scenes, centralized role that supports the wealth management advisors – who are the face of the firm. This role will work under the guidance of the executive team to execute our existing business growth strategy and grow new client opportunities, across our target segments.

The defining requirement is a genuine curiosity about our target clients. We are not looking for someone who runs a campaign calendar and reports open rates. We are looking for someone who studies a room — a registration list, a webinar audience, a referral pattern from a center of influence — and sees the specific, timely opportunity sitting inside it. Where most people see a list of names, you should see life stages, ages, professions, and transitions, and an obvious next move that nobody asked you to find.

We are not looking for an order taker, but for someone who thinks critically and commercially about the work, contributes ideas that advance it, and gets genuinely excited about finding a better way to do something. Execution and meticulous follow through are essential to success in this role.

Key Responsibilities:

Audience Intelligence & Segmentation — the core of the role

• Develop deep, working fluency in our client profile: life stage, profession, liquidity events, family structure, wealth transfer timing, and the moments that make planning urgent
• Interrogate every audience list we touch — event registrations, webinar attendees, podcast listeners, subscribers, COI networks — for patterns worth acting on
• Build segmentation and contact data in HubSpot that reflects real client circumstances rather than generic marketing categories
• Bring forward specific, timely campaign, workshop, and event ideas grounded in what the data shows about a real group of real people — proactively, without being asked
• Understand enough about the business — planning, retirement, Medicare timing, wealth transfer, business exits — to tell a commercially meaningful observation from noise

Lead Follow-Up & Conversion

• Design and run follow-up specific to the person and the moment, not a one-size-fits-all drip
• Own the marketing-to-advisor handoff: every qualified contact routed to the right advisor, with context, before interest goes cold
• Build nurture sequences mapped to life stage and readiness
• Track movement from first touch to qualified conversation to client, and know precisely where prospects stall
• Work with advisors to understand what a productive first conversation sounds like, then build the marketing that produces more of them

Marketing Operations, Systems & Reporting

• Work with leadership to develop and track the marketing budget and support the optimal allocation of resources across each marketing channel and initiative.
• Own the master marketing and content calendar and execute campaigns across email, social, website, and events.
• Own the full arc of events — targeted invitation lists and pre-event segmentation, logistics and onsite support, structured post-event follow-up.
• Own HubSpot as the central engine for lead management, workflows, and conversion tracking, and manage the website through HubSpot CMS.
• Coordinate distribution of podcasts, newsletters, and thought leadership.
• Manage and collaborate with marketing vendors, such as external website contractors, designers and copywriters as required.
• Maintain and manage Monday.com workflows,
• Manage marketing compliance approvals for all required content, ensuring applicable compliance standards are met.
• Build reporting and dashboards that show leadership what is driving growth — by content, channel, campaign, and audience segment
• Come to the table with ideas — new formats, audiences, sequencing, targeting — rather than waiting for a brief
• Question how things are currently done, including work you inherited, and propose better approaches
• Test, measure, and iterate; try something small, learn from it, tell the team what you found
• Use AI as a force multiplier across research, list analysis, content, and reporting — with the judgment to direct these tools well rather than publish what they generate

Qualifications:

Required

• Marketing experience within a professional services environment — financial services, wealth management, consulting, technology, legal, accounting, or similar — where the offering is expertise and relationship rather than a product
• 4–7 years in growth marketing, marketing operations, lifecycle marketing, or digital marketing
• Hands-on HubSpot expertise: segmentation, workflows, lifecycle stages, CMS, email, and reporting
• Demonstrated ability to work a client and prospect list — to look at audience data and pull out a commercially useful insight
• Strong grasp of marketing funnels, lead qualification, and conversion, with analytical fluency to match
• Ability to operate autonomously, plus a track record of improving a process, campaign, or system.
• Excellent project management skills and comfort in a regulated, compliance-sensitive environment

Preferred

• Direct experience in wealth management, an RIA, or another fiduciary financial services firm
• Familiarity with the life events that drive planning — retirement, Medicare eligibility, business exits, inheritance, widowhood
• Experience with event-driven and seminar marketing, thought leadership platforms, podcasts, or webinars
• Familiarity with SEO, paid social, and design tools such as Canva

The Person We're Looking For

• Curious about people— you want to know who is on the list and what is going on in their life
• A tactician — you think in segments, triggers, and sequences, and you like building the mechanism more than presenting it
• Not an order taker — you think critically, contribute ideas, and push the thinking forward rather than waiting to be told
• Commercially minded and highly accountable — you own the result, not just the activity
• Comfortable out of the spotlight — your satisfaction comes from the meeting that got booked, not the byline
• We offer a competitive compensation package, including base salary, performance-based bonuses.
• Comprehensive benefits package, including health insurance, retirement plans, and paid time off.
• Opportunities for professional development and career advancement within a dynamic and growing organization.

Planning Alternatives is an equal opportunity employer. We encourage qualified individuals from all backgrounds to apply.