Director of Product & Lifecycle Marketing

Company Overview

For a complete understanding of this opportunity, and what will be required to be a successful applicant, read on.

XY Planning Network (XYPN) is the leading organization for fee-for-service financial advisors who want to serve Gen X and Gen Y clients, providing comprehensive financial planning services for a monthly subscription fee without product sales or asset minimums.

The Network offers a virtual community for new and established financial advisors who want to serve a younger clientele and provides its members compliance support services, marketing support, business tools and templates, and a wide range of technology solutions.

XYPN was nationally recognized as one of The 346 Best Places to Work in 2019 by Inc. magazine. In addition, we have earned accolades from 2018-2022 as one of the Fastest-Growing Private Companies in Montana and in the US by Inc.

magazine. This is an opportunity to join a rapidly growing company that is reshaping the financial services industry for the better.

About The Position

Here at XY Planning Network, we’re on a mission to help people live their great lives. From our core membership benefits to our robust support services to new BIG things on the horizon, XYPN comprehensively serves 1800+ financial planners as they run the independent firms of their dreams.

With an ever-evolving, complex set of solutions on the table, we need to level-up our go-to-market strategy. That’s where you come in.

We are in search of a Director of Product & Lifecycle Marketing to drive our overall membership and service offerings story focused on the financial planning market.

As an experienced product marketing leader, you’ll own the charter for go-to-market strategy for our core membership offering, new product initiatives, and expansion revenue into support services.

We’ll look to you to deeply understand our buyers and competitive insights to guide what we offer, how we sell, and why we build it.

You’ll also be a key storyteller for the company and manage (and hire!) a small Member Communications team to deliver a rich, compelling product lifecycle narrative full of value propositions for our Member financial planners.

You will be responsible for product marketing, lifecycle marketing & membership communication, support services launch activities, and GTM programs to drive adoption and engagement.

This is a high visibility role reporting into the VP of Sales & Marketing while also collaborating directly with key company leaders and cross-functional teams.

You will have a strong familiarity with product marketing, lifecycle marketing communications, and go-to-market strategies.

You are a self-starter, highly analytical, customer-obsessed go-getter that can bring a can-do attitude to help achieve market growth and leadership.

What You’ll Do :

• Own the ongoing evolution of personas and buyer journeys.
• Develop go-to-market strategy for new packages, membership tiers, support service lines, and more by ensuring products are positioned effectively in the market with a cross-functional plan to execute.
• Responsible for building content in support of launch and enablement channels, and ongoing member lifecycle communications.
• Join forces with support solutions and sales to launch and optimize pricing and packaging strategies that make sense to customers and drive business results.
• Oversee the translation of messaging / positioning and packaging strategies into briefs guiding demand generation campaign development.
• Build, lead and coach a squad of data-driven marketers and creative content folks.

Measurables :

• 50% or more of membership using support services.
• New leads (existing members) generated into support service pipelines.
• Operating Net Revenue per member 3-mo average.
• New offering launch goal-setting.

The Deets :

• Start Date : Immediately
• Status : Full-time (40-45 hours per week)
• Location : Bozeman, MT or remote
• Overtime Status : Exempt
• Team : Smarketing (XYPN Sales and Marketing department)
• Direct Reports : Product Marketing Managers and Specialists (to be hired)
• Reports to : VP of Sales & Marketing
• Travel : Up to 10% travel (e.g., 2-3 weeks / year) required for team retreats and other company events.

What You’ll Bring to the Table :

• 8+ years of relevant product marketing experience in B2B SaaS, financial services or other related business categories with a proven track record of building cross-functional programs.
• Exceptional people manager with a passion for leading a team and growing data-driven product marketers.
• Passionate storyteller who can articulate a compelling vision both verbally and in writing.
• Strong ability to quickly synthesize content into positioning’ for non-technical audiences and craft messaging that connects with both internal stakeholders and customers.
• Self-starter who can identify gaps and manage multiple initiatives simultaneously and energetically pursue them to completion.
• Driven leader who is comfortable in a start-up like environment and can operate independently to build out new programs and initiatives for an emerging segment.
• Team player with customer-first mentality who can work across an organization to build a plan, get alignment and execute it.
• Analytical mindset and a data-driven approach to problem solving.
• Desire to join a cause to support the growth of the next generation of financial planners!

What Would Make Us Drool :

• BA / BS in Business or similar degree in an applicable field, or relevant experience.
• Previous knowledge in personal finance or experience related to financial advisor facing topics is a plus, but not necessary.
• Experience introducing the discipline of product marketing to a growing organization.

Parents, military veterans and their spouses, recent graduates, retirees, career changers, and those interested in entering or re-entering the workforce are encouraged to apply! We welcome applications from individuals who may have had nontraditional career paths, or who may have taken time off for various reasons (e.

g. children, caring for disabled or elderly family), or who have achieved excellence in careers outside of the financial sector.

Compensation & Benefits :

• Salary : $97,621 / year.
• All team members at XYPN are owners! We offer a 100%- employer-funded Employee Stock Ownership Plan (ESOP).
• Unlimited vacation days to maintain work-life harmony (we require that you take a minimum of 3 weeks of vacation per year).
• 9 paid holidays.
• 401(k) with match; you put in 6%, and we put in 4.5%.
• 12 weeks paid parental leave for the birth or adoption of a child.
• Health insurance w / employer contribution.
• Dental, Vision, Voluntary Life and AD&D, and Accident insurance options.
• Pet insurance availability.
• Health Savings & Flex Spending (Health, Limited & Dependent Care) Accounts available.
• Employer-paid Life and AD&D insurance.
• Employer-paid Long Term Disability coverage.
• Up to $150 / month to cover the cost of working with a financial planner, plus up to $500 toward the upfront fee.
• $2000 / year (prorated by start date) to put towards professional development.
• $250 / quarter to spend on yourself specific to our core value of "Be Well Being You.
• $500 donated to a non-profit organization of your choice when you volunteer 40 hours within the calendar year.
• A sabbatical program that includes a cash bonus and extra time off at 5, 10, and 15 years.
• Subsidized employer-sponsored childcare through our internal child care program. (Subject to availability)
• Various Gym discounts.
• Company-owned laptop computer provided (Apple Products).

XY Planning Network believes that our team members, and the individual identities and experiences of our team members, are our key differentiators.

We won't settle for mere acceptance of each other's differences because we maintain that our team is better because of our differences, not in spite of them.

As such, our culture celebrates, champions, supports, protects, and thrives on our various and collective identity categories.

XYPN is beyond proud to be an equal opportunity employer.

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