Marketing Manager – Prospect Segment
Alderson Loop, Owings Mills, MD, United States
A Fortune 500 investment firm is seeking a Marketing Manager – Prospect Segment to lead audience strategy, messaging, and performance for prospect acquisition initiatives. This role acts as the business owner of prospect marketing efforts, partnering closely with internal paid media and creative teams to ensure campaigns are aligned with business goals and optimized for conversion.
This is a strategic, non-executive role—ideal for someone who understands paid media but operates at the audience, messaging, budget stewardship, and performance‑insights level, rather than hands‑on campaign execution.
Key Responsibilities Audience Strategy & Targeting
Define and prioritize target audiences for prospect acquisition campaigns
Leverage available data and insights to refine segmentation and improve targeting over time
Messaging & Offer Development
Develop and evolve messaging and offers tailored to prospect segments
Partner with creative teams to ensure alignment between messaging, audience needs, and campaign goals
Partner with internal paid media teams and agencies to guide campaign direction
Provide clear inputs on audience strategy, messaging, and success metrics
Monitor performance and provide feedback to optimize campaigns
Budget Ownership & Stewardship
Manage and allocate budget across prospect‑focused initiatives (paid media and other channels)
Evaluate performance and reallocate spend based on results and business priorities
Performance Measurement & Insights
Interpret campaign performance data and translate into actionable insights
Track key metrics such as conversion rates, CPL, and pipeline contribution
Partner with analytics teams for deeper analysis when needed
Lead Nurture & Funnel Optimization
Support and evolve lead nurture strategies to improve prospect conversion over time Identify opportunities to improve the end‑to‑end prospect journey
Cross‑Functional Collaboration
Work closely with paid media, creative, analytics, and business stakeholders
Communicate performance insights and recommendations to inform strategy
Required Qualifications
Bachelor’s degree in Marketing, Business, or a related field
5–10 years of experience in marketing, with a focus on audience strategy, campaign ownership, and performance marketing
Strong understanding of paid media channels (search, social, display, video), including how campaigns are structured and measured
Experience partnering with paid media teams or agencies (without needing to execute campaigns directly)
Ability to interpret performance data and translate insights into strategic recommendations
Experience managing or influencing marketing budgets and prioritizing spend based on performance
Strong understanding of paid media metrics (e.g., CTR, CPL, ROAS) and how they tie to business outcomes.
Preferred Qualifications
B2C marketing experience (highly relevant for this role)
Experience working in an enterprise environment
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This is a strategic, non-executive role—ideal for someone who understands paid media but operates at the audience, messaging, budget stewardship, and performance‑insights level, rather than hands‑on campaign execution.
Key Responsibilities Audience Strategy & Targeting
Define and prioritize target audiences for prospect acquisition campaigns
Leverage available data and insights to refine segmentation and improve targeting over time
Messaging & Offer Development
Develop and evolve messaging and offers tailored to prospect segments
Partner with creative teams to ensure alignment between messaging, audience needs, and campaign goals
Partner with internal paid media teams and agencies to guide campaign direction
Provide clear inputs on audience strategy, messaging, and success metrics
Monitor performance and provide feedback to optimize campaigns
Budget Ownership & Stewardship
Manage and allocate budget across prospect‑focused initiatives (paid media and other channels)
Evaluate performance and reallocate spend based on results and business priorities
Performance Measurement & Insights
Interpret campaign performance data and translate into actionable insights
Track key metrics such as conversion rates, CPL, and pipeline contribution
Partner with analytics teams for deeper analysis when needed
Lead Nurture & Funnel Optimization
Support and evolve lead nurture strategies to improve prospect conversion over time Identify opportunities to improve the end‑to‑end prospect journey
Cross‑Functional Collaboration
Work closely with paid media, creative, analytics, and business stakeholders
Communicate performance insights and recommendations to inform strategy
Required Qualifications
Bachelor’s degree in Marketing, Business, or a related field
5–10 years of experience in marketing, with a focus on audience strategy, campaign ownership, and performance marketing
Strong understanding of paid media channels (search, social, display, video), including how campaigns are structured and measured
Experience partnering with paid media teams or agencies (without needing to execute campaigns directly)
Ability to interpret performance data and translate insights into strategic recommendations
Experience managing or influencing marketing budgets and prioritizing spend based on performance
Strong understanding of paid media metrics (e.g., CTR, CPL, ROAS) and how they tie to business outcomes.
Preferred Qualifications
B2C marketing experience (highly relevant for this role)
Experience working in an enterprise environment
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