Digital Marketing Lead, Client Engagement Platforms

Digital Marketing Lead, Client Engagement Platforms

Summary:

The Digital Marketing Lead is responsible for implementing and executing GW&K’s overall digital marketing roadmap across all market channels, with a focus on email marketing, CRM integration, and website management platforms. The successful candidate will work collaboratively with Distribution, Channel Marketing, Content, and Creative to deliver targeted, data‑driven campaigns that ultimately generate leads and expand GW&K’s overall footprint within our market channels.

Responsibilities:

• Email Marketing:
  • Build and execute segmented email campaigns, workflows, and nurture programs within Hub Spot.
  • Leverage personalization, dynamic content, and A/B testing to improve engagement.
  • Monitor campaign performance (open rates, CTR, conversions) and continuously optimize.
  • Maintain database hygiene, segmentation logic, and lead scoring frameworks.
  • Support distribution teams through content delivery and tracking via our sales enablement tool.
  • Ensure consistent messaging across all digital and sales touchpoints.
  • Develop lifecycle campaigns aligned to advisor and institutional client journeys.
• Website and CMS Management:
  • Manage website content, landing pages, and campaign microsites using our CMS tools.
  • Partner with Content to publish insights as well as thought leadership.
  • Establish a seamless process for content posting, partner with internal teams to optimize the user experience, and improve website design.
  • Optimize user experience, SEO, and conversion pathways.
  • Incorporate GA4/SEO best practices and develop a data‑driven marketing strategy.
  • Develop a roadmap for enhancements & future web development in conjunction with Marketing and senior management.
• Analytics & Optimization:
  • Partner with the Enterprise Data & Analytics team to efficiently use our CRM system for segmentation of contacts and capturing and evaluating results.
  • Provide insights to marketing and sales leadership; develop reporting dashboards showing results, customizing for various internal partners, including senior management, Marketing management, distribution leaders, and members of our sales teams.
  • Analyze campaign effectiveness and optimize segmentation, messaging, and timing.
  • Ensure solid governance to meet legal and regulatory requirements on digital channels.
• Social Media & Linked In:
  • Support the ongoing management and growth of GW&K’s Linked In presence, building on recent increases in content output and engagement.
  • Partner with Content and Channel Marketing teams to publish and promote posts, ensuring consistency in messaging and alignment with broader campaigns.
  • Track basic engagement metrics (followers, impressions, engagement) and provide insights to help inform content strategy and improve performance over time.
  • Assist in evaluating opportunities for and setting up paid Linked In campaigns, including audience targeting and content amplification, as the firm evolves its social media strategy.
  • Ensure Linked In activity is coordinated with email, website, and broader marketing initiatives to support a consistent client experience.

Qualifications:

• Digital Marketing & Lifecycle Strategy: Bachelor’s degree required. Must have 8+ years of digital marketing experience, with a strong focus on email marketing, automation, and lifecycle campaign development. Experience with in financial services or intermediary/institutional channels preferred.
• Marketing Automation & CRM Platforms: Must have hands‑on experience building and optimizing campaigns in automation platforms such as Hub Spot. Requires working knowledge of CRM systems. Ability to translate business needs into scalable workflows, segmentation, and lead management processes.
• Segmentation & Personalization: Proven ability to build and manage audience segmentation, personalization strategies, and lead scoring frameworks to enhance engagement and conversion across channels.
• Website & CMS Management: Experience managing and optimizing websites and landing pages using Word Press or similar CMS platforms; understanding of UX/UI best practices, conversion optimization, and content publishing workflows. Visual design skills are a plus.
• Sales Enablement…