Head of Marketing

About Luma Financial Technologies

Founded in 2018, Luma Financial Technologies (“Luma”) has pioneered a cutting-edge fintech software platform that has been adopted by broker/dealer firms, RIA offices, and private banks around the world. By using Luma, institutional and retail investors have a fully customizable, independent, buy-side technology platform that helps financial teams more efficiently learn about, research, purchase, and manage alternative investments as well as annuities. Luma gives these users the ability to oversee the full, end-to-end process lifecycle by offering a suite of solutions. These include education resources and training materials; creation and pricing of custom structured products; electronic order entry; and post-trade management. By prioritizing transparency and ease of use, Luma is a multi-issuer, multi-wholesaler, and multi-product option that advisors can utilize to best meet their clients’ specific portfolio needs. Headquartered in Cincinnati, OH, Luma also has offices in New York, NY, Miami, FL, Zurich, Switzerland and Lisbon, Portugal. For more information, please visit Luma’s website

About the role

Luma Financial Technologies is seeking a seasoned Head of Marketing, with deep domain expertise in Wealth Management, to drive pipeline generation, content strategy, and brand awareness in a high-growth, B2B fintech environment.   A critical position within our firm, previous wealth management industry experience is a must as it will play a key role in enabling the successful candidate to fuel revenue growth and position our brand as the go-to platform in enterprise wealth management across several global geographies (US, Canada, LatAm, EMEA). Note: Candidates without proven wealth management industry experience will not be considered.

You will be a player/coach, responsible for leading an existing team focused on demand generation, website marketing, content (product) marketing, social media, events and brand execution.  This is a hands-on role, where the successful candidate must be comfortable getting involved and executing on what is needed to drive the outcomes we seek. This role is externally focused—supporting sales, channels, and client-facing growth. This team is not responsible for internal company communications.

The Head of Marketing works closely with Sales, Product, Channel leaders, and Customer Support & Success to ensure alignment and measurable impact, while also having direct access to our Executive team and Channel leaders, respectively.

Key Responsibilities (Prioritized by Business Impact)

1. Pipeline & Revenue Growth (Demand Generation & Growth Marketing)

• Coordinate across channels to force-multiply impact by aligning conferences (events), referral partners, industry influencers, and account-based marketing to target top firms in each channel.
• Establish a measurement framework that tracks ROI across channels, campaigns, and events.
• Oversee the execution of industry events, conferences, and sponsorships across channels to drive brand visibility and pipeline growth. Establish a measurement framework that tracks ROI across channels, campaigns, and events.
• Own and execute multi-channel demand (Lead) generation programs (ABM, paid media, email, SEO, webinars, events) to drive high-quality pipeline for sales.
• Optimize the marketing-to-sales funnel with a focus on conversion rates across the client journey, pipeline velocity, and attribution.
• Collaborate with sales and channel leadership to align on ICP definition, targeting, lead scoring, and sales enablement for consistent pipeline contribution.
• Leverage marketing automation and analytics to optimize campaign performance and maximize ROI.

1. Content Strategy & Sales Enablement

• Launch an advisor and client engagement content engine delivering high-value insights, case studies, and thought leadership tailored to each stage of the customer journey.
• Build a structured client communication strategy—regular newsletters, market insights, platform updates, and thought leadership—to deepen engagement and strengthen brand credibility.
• Develop a content strategy that positions the company as a thought leader in enterprise wealth management.
• Oversee the creation of high-impact assets (case studies, whitepapers, blog posts, video content, webinars) that drive lead engagement.
• Enable the sales and channel teams with compelling messaging, decks, and collateral to support the buyer journey.
• Create content that can be leveraged for our partners for their own sales engagement with the market.

1. Brand Awareness, Website & Visual Identity

• Activate and apply our refined brand pillars and visual brand system, ensuring consistent identity across website, campaigns, and external touchpoints. uniformly across all channels and geographies globally.
• Proactively expand Luma’s industry presence and thought leadership by securing speaking opportunities, publishing insights, and building visibility with media, influencers, and strategic partners.
• Strengthen brand recognition and share of voice by consistently driving external awareness campaigns aligned to our brand pillars, ensuring Luma is top-of-mind in wealth management innovation.
• Manage the corporate website as a central hub for thought leadership, lead generation, and brand storytelling. Drive measurable increases in website engagement, time-on-page, and lead conversions.
• Partner with design resources to deliver a modern, tech-forward visual identity that reflects innovation, sophistication, and clarity across all digital and offline experiences.
• Build relationships with industry influencers, media, and strategic partners to amplify brand reach.
• Align our PR efforts leveraging our external PR firm, with broader marketing and sales initiatives.

1. Tech-forward Marketing Prowess & Analytics-Driven Decisions

• Leverage cutting-edge digital marketing technologies (AI, advanced analytics, automation platforms) to maximize marketing effectiveness and scale personalization.
• Define and track key performance indicators (KPIs) to measure marketing’s impact on pipeline and revenue.
• Continuously test, optimize, and report on campaign performance, making data-driven adjustments to maximize efficiency.
• Maintain clean marketing data and ensure alignment between marketing and sales tools (CRM, automation platforms).

What Success Looks Like (Accountability Metrics) in Order of Priority

Pipeline & Revenue Contribution

• Marketing generates at least 30% of total pipeline through demand generation (lead) initiatives.
• MQL-to-SQL conversion rate of 20%+, with marketing leads progressing efficiently through the funnel.
• Marketing-influenced revenue grows by 30%+ YoY, demonstrating demand generation efficiency.
• Customer acquisition cost (CAC) remains within target range, ensuring efficient spend allocation.
• Define and lead our digital SDR/BDR efforts

Content Performance & Sales Enablement

• 80%+ of sales reps actively use marketing-created content in sales conversations.
• Content engagement increases by 25%+ YoY (measured via web traffic, downloads, video views, and webinar attendance).
• Webinar and event-generated leads convert to pipeline at a 10%+ rate, showcasing event ROI.
• Increase time spent on website and blog by 20%+, indicating higher engagement.
• Sales team adoption and usage of marketing-created content leads to higher win rates and shorter sales cycles.

Brand Growth & Awareness

• Brand search volume increases 30% YoY, demonstrating growing market recognition.
• Industry event participation drives at least 100 net-new leads per event with a 10%+ conversion to opportunity.
• Earned media mentions grow by 20%+, increasing credibility and market influence.
• Data & Analytics Accountability
• Marketing campaign performance improves continuously, achieving a 3:1 or better ROI on demand gen spend.
• Lead attribution models accurately track marketing’s contribution to revenue, ensuring data-driven decision-making.
• Marketing and sales teams are fully aligned, with no more than a 10% lead drop-off rate between MQL and SQL stages.

Who You Are

• Revenue-Driven – You focus on marketing’s direct impact on sales pipeline and revenue growth.
• Strategic & Hands-On – You can craft the strategy but also execute with speed and agility.
• Collaborative & Cross-Functional – You work seamlessly with sales, channel leaders, product, and customer success teams.
• Data-Led & Analytical – You track and optimize marketing effectiveness using key metrics.
• Qualifications
• 10+ years of progressive marketing leadership experience, with at least 5+ years in wealth management marketing leadership required, with a track record in demand generation, content marketing, and brand awareness within wealth management. Candidates without wealth management experience will not be considered)
• Willing to be a player-coach and get involved daily in running the business
• Experience in enterprise software, fintech, or wealth management is a must
• Strong expertise in ABM, marketing automation (HubSpot, Salesforce), and campaign performance analytics.
• Exceptional storytelling, communication, and leadership skills.