Senior Manager or Director, Demand Generation

About Us

Estate planning is vital for anyone who wants to ensure their loved ones are cared for when they’re gone. But traditional estate planning is broken. It’s confusing, expensive, and tedious, and it’s often done without regard to a person’s financial plan. Vanilla is here to change all that. We are reinventing estate planning for financial advisors, attorneys, and their clients. We’re transforming it into an ongoing conversation, where dense legal documents are brought to life through easy-to-understand visualizations, and considered  in concert with clients’ financial plans and evolving life milestones and goals.

Vanilla is the world’s first estate advisory platform, built by advisors and estate professionals to help deliver a modern, visual estate planning experience to their clients. Harnessing a purpose-built AI engine called VAI, the Vanilla platform provides valuable insights to advisors and attorneys while demystifying the planning process for clients at all levels of wealth. Vanilla supports the entire estate planning process, including understanding client goals and current plans, visualizing the plan, and strategizing on taxes. Clients can even create trusts, healthcare directives, powers of attorney, and more through Vanilla. The Vanilla platform enables advisors, planners, and attorneys to foster stronger relationships, achieve greater retention, and help their clients build meaningful legacies.

Job Description

As part of our mission to create a category, we are looking for a marketer who loves integrated campaigns and can leverage the full funnel to both create awareness and capture demand. This role is a net new addition to our marketing team reporting directly to the CMO. The Sr Manager/Director of Demand Gen will play a pivotal role in building and shaping how demand generation works. We need this role to drive Vanilla’s growth by building, managing, and scaling our pipe generation programs across both new logos and our customer base. This role will be responsible for managing our demand funnel and account based funnel. We sell to multiple segments and need someone who can flex on standing up account based tactics while still driving pipeline in our SMB and mid-market. You will work in deep partnership with our CMO and Marketing Ops manager while owning our advertising and digital budget, developing and executing demand generation strategies, and working closely with the sales and marketing teams to ensure alignment and achievement of growth goals. This is NOT a pure digital role. 

Key Responsibilities:

• Demand Generation Strategy: Develop and lead the demand generation strategy for Vanilla. This includes creating comprehensive plans to drive brand awareness, generate leads, and accelerate the sales pipeline.

• Integrated Marketing Campaigns: Design and execute integrated marketing campaigns that span various channels, including digital, social media, email marketing, content marketing, webinars, and events. These campaigns should effectively engage and nurture prospects at every stage of the buying journey.

• Account-Based Marketing (ABM): Drive the expansion of our account-based marketing efforts to target high-value accounts. Develop and execute personalized campaigns that resonate with key decision-makers and stakeholders within these accounts.

• Budget Ownership: Take ownership of the advertising and digital marketing budget. Allocate resources effectively to maximize ROI and continuously monitor campaign performance.

• Metrics and Reporting: Your key goal is marketing sourced opportunities. Together we need to backtest and establish key performance indicators (KPIs) to measure the effectiveness of demand generation initiatives. Regularly analyze and report on campaign performance, making data-driven adjustments to optimize results.

• Cross-Functional Collaboration: Foster strong collaboration between the marketing and sales teams to ensure alignment on target audiences, messaging, and goals. Act as a bridge between the two departments to drive revenue growth.

Qualifications:

First of all, we need a person that is comfortable with rolling up sleeves and doing the work. We are a startup where everyone, including the executives, do the work. This is a role for people who like to get things done. Beyond getting it done, here’s what we are looking for: 

• Experience: A proven track record in B2B demand generation, preferably within the tech or financial services industry. Minimum of 6-8 years of experience in demand generation and digital marketing.

• Strategic Thinker: Ability to think strategically and create data-driven demand generation plans that align with business objectives.

• Account-Based Marketing: Experience with ABM strategies and tactics, including targeting, personalization, and engagement with key accounts.

• Budget Ownership: Proficiency in managing budgets and optimizing spend to achieve ROI goals.

• Analytics: Strong analytical skills with the ability to interpret data and metrics to drive decisions and measure campaign effectiveness.

• Collaborative: A team player who can work effectively with cross-functional teams and foster alignment between marketing and sales.

• Marketing Technology: Strong expertise with Hubspot and Salesforce. Working experience with Figma, Wordpress, and analytics tools.

• Marketing Math: Understand how to do the math and justify your strategy with numbers. 

Join us at Vanilla and be part of our mission to revolutionize estate planning and help families create meaningful legacies. If you're passionate about demand generation, enjoy tackling complex challenges, and want to make a significant impact in a growing company, we'd love to hear from you.

Apply now and let's redefine estate planning together!

Vanilla Technologies Inc. (dba "Vanilla") provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

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