Growth Marketing Manager (Estately by FreeWill)

Full-time •  Excellent Benefits • Work from Anywhere in the US (except AL, CO, or LA)About the Role

FreeWill is revolutionizing estate planning with Estately, a new platform for financial advisors (FAs). We're searching for a passionate Growth Marketing Manager to join our mission and build a thriving B2B pipeline from the ground up. This is the first marketing role within the Estately team, which functions as an early-stage startup within a successful, later-stage startup. This is a fast-moving, full-stack marketing position responsible for establishing marketing strategy and repeatable go-to-market motions to reach financial advisor firms of various sizes. 

Developing and implementing creative, unconventional growth strategies to boost customer acquisition is job one, but ideally you have good product marketing instincts that will become more critical as Estately scales. The Growth Marketing Manager will accelerate Estately’s early success by scaling our lead funnel, establishing our web presence, formalizing the company’s brand and positioning and developing collateral and sequences for our growing sales activity. 

This role reports to our VP of Marketing and will have heavy collaboration and oversight with the General Manager of Estately. You’ll have access to the design and demand generation capabilities of our broader marketing team, but be deeply embedded in the Estately business. This role is remote.

You'll thrive if you:

• Prefer to Wear Multiple Marketing Hats: Look forward to solving different problems on the daily, as we develop Estately’s brand, experiment with different demand generation strategies, enable our growing sales team and refine positioning, packaging and messaging as we learn what’s resonating in the market 
• Have Demonstrated Success at Early-Stage Startups: You’ve been in a growth hacking or “marketer one” role, or a member of a founding team, for at least one high-velocity start-up
• Champion an Advisor-Centric Approach: Become the voice of the customer, understanding the needs experienced by financial advisors and developing content that speaks to their pain points
• Become an Estate Planning Expert: Champion Estately's innovative solution for comprehensive estate planning.

Bonus points for:

• Proven experience selling or marketing to financial advisors.
• A passion for building brands and developing GTM strategies from scratch and influencing the direction of an early-stage startup in a competitive market

FreeWill has set compensation and a non-negotiation policy for fairness reasons (we don't think that an individual's pay should be determined by how comfortable they are negotiating). As a result, we like to be transparent and up front about the compensation. When we make an offer, we provide multiple options so that employees can choose between compensation packages that prioritize salary or stock options. The offers for this role will be between $120,000 and $130,000.

If you are interested in the role, please apply via the Careers page on our website. Please do not contact Recruiters/employees by email or phone.

Responsibilities

• Develop, implement and test customer acquisition strategies and multi-channel marketing campaigns including email marketing, content marketing, influencer marketing, direct mail and co-marketing partnerships
• Partner with our demand generation team to create and optimize paid advertising and account-based marketing strategies
• Develop positioning and messaging frameworks for Estately that will differentiate our offerings, inform brand development efforts and drive our performance marketing creative
• Design a content marketing strategy, driving thought leadership around why estate planning is critical for financial advisors and creating webinars, industry reports, and content lead magnets to facilitate lead capture and generate top-of-the funnel interest
• Revamp Estately’s website and social channels to reflect new branding and positioning and continually optimize for lead generation and conversion
• Create repeatable sales tools and materials that differentiate our position in the market and create urgency for buyers – such as decks, one-pagers, case studies, outreach sequences and product videos and tours – and enable our small and nimble sales team to leverage it effectively
• Work closely with our operations team to set goals around marketing-driven leads and pipeline, closely monitor customer acquisition costs and implement best practices around lead routing/scoring and data hygiene
• Partner with Estately’s product manager, UX design, marketing, sales and partner success teams to release new products and features effectively while driving adoption and retention
• Own competitive research and share insights and product gaps with internal teams

Required Skills and Experience

• 4+ years marketing generalist experience – we’re looking for a “Swiss-Army knife” marketer who can switch gears between growth hacking/demand generation, content marketing and product marketing as needed. 
• Marketing or sales responsibility at 1-2 early-stage SaaS start-ups 
• Previous experience selling to financial advisors or institutions is preferred, but not required 
• Proficiency in marketing automation tools (preferably HubSpot) and familiarity with Google Analytics, SEO, SEM, social media advertising platforms, and CRM systems
• Strong organizational skills with the ability to manage multiple projects and deadlines simultaneously
• Stellar data analysis skills with the ability to turn insights into actionable strategies
• Experience with A/B testing, conversion rate optimization, and performance tracking.
• Boundless curiosity about our market, competitors and our customers
• Ability to successfully communicate our unique differentiation and value proposition to help grow new business and expansion revenue
• Strong storyteller, presenter, and verbal communicator 
• Results-oriented team player with a collaborative and “can do” attitude
• Experience collaborating effectively with sales and product to achieve results
• Comfortable working in an environment where change is constant

Hiring Process

  The hiring process for this role is as follows:

• Recruiter Phone Screen (30 minutes)
• Hiring Manager Phone Interview (30 minutes)
• Estately General Manager Interview (30 minutes)
• Work Sample (on your own time; 45 minutes maximum)
• Final interviews with 2-3 FreeWill team members (2-3 separate 30 minute interviews)
• Offer (contingent on positive references)

Please note that steps in the hiring process can and may change and the Recruiter will be your point of contact in sharing any updates in terms of the process. If you are selected to move forward in this process, the Recruiter will share more details about the hiring process and interviewers. However, this is a good estimate of what you can expect. For most roles, our hiring processes take an average of 4-6 weeks.

Benefits

In addition to the immense personal and professional satisfaction you’ll gain from helping to raise $1T for high impact nonprofits in a kind and joyful work environment, full time employees at FreeWill are eligible for the following benefits:

• Work from home 
• Unlimited PTO
• Flexible hours
• Competitive salary
• Commuter benefits
• Company stock options
• 401k
• Medical/Dental/Vision (some single coverage medical plans are 100% employer paid, subsidized rates for spousal, parent-child, and family coverage)
• Short-term and long-term disability insurance
• Life and AD&D insurance
• Free One Medical membership
• Paid parental leave for all parents

Perks

• Regular (virtual) team events
• $250 monthly co-working budget which can be used for local co-working spaces
• $300 annual budget to outfit your home office or cover utility bills
• $1,000 referral bonuses for growing our FreeWill community
• $1,000 annual professional development budget

FreeWill is an equal opportunity employer and we value diversity. We are committed to finding talent that is not determined on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status, or any other characteristic protected by law.

We are a remote-first company that’s able to hire in 47 states and D.C. Unfortunately, we are unable to hire in Colorado, Alabama, or Louisiana at this time. We also can’t sponsor working visas, so all applicants will need to have work authorization in the US.

Don’t check off every box in the requirements listed above? Please apply anyway! Studies have shown that marginalized communities - such as women, LGBTQ+ and people of color - are less likely to apply to jobs unless they meet every single qualification. FreeWill is dedicated to building an inclusive, diverse, equitable, and accessible workplace that fosters a sense of belonging – so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to still consider submitting an application. You may be just the right candidate for this role or another one of our openings!