The Group: Marketing and Communications creates integrated communications and campaigns that aim to make the Morningstar brand tribal. Consisting of marketing managers, designers, writers, corporate communications professionals, digital strategists, behavioral scientists, and more, this collaborative team serves our marketing needs across our business. We are data-driven experimenters who work to deliver the right messages to the right people at the right time. We also drive demand by developing go-to-market strategies for Morningstar products. The team works globally to maintain a consistent brand experience everywhere Morningstar serves investors.
The Role: Morningstar is committed to helping investors meet their financial goals. One way we accomplish this is by offering independent research and great products to the financial community. We believe that when the investor wins, we all win. Our Segment Marketing team is critical to achieving this goal. We are looking for an exceptional marketing leader to drive our advisor segment marketing initiatives, to increase client demand, and accelerate contribution to pipeline.
In this role, you will be responsible for developing and executing the marketing plan for the advisor segment, including wirehouses, broker dealers, online brokerage, RIAs, and emerging advisor fintech, leveraging Morningstar’s complete product portfolio. As a leading voice in the Segment Marketing group, you will help us create visually impactful, on-brand experiences and materials that drive deeper engagement and growth opportunities within our Advisor segment. You’ll be part of a team supporting the orchestration of elegant client engagements, working to bring to life a comprehensive marketing experience that resonates with Advisors.
These efforts will require strong collaboration across different teams and disciplines, such as brand strategy, business development, demand generation, and product marketing. The primary focus will be across software, indexes, managed portfolios, and data and research business lines but includes all Morningstar business lines.
Marketing Strategy: Develop the cross-product / cross-firm marketing strategy at the segment level, creating a resonant, brand-aligned voice for Advisors that aligns to product level marketing strategies. The segment strategy serves to enhance product go-to-market objectives and make it easier for customers to more quickly navigate all of the great products and services we offer. Work closely with a design partner to bring key strategic concepts to life across all channels.
Sales Enablement: Tell a compelling story through the development of segment and sub-segment level marketing messages and materials to enable our sales teams. This includes discerning key messages and levels of specificity for the different audiences and personas within the subsegments of the advisor market and connecting high-level segment marketing messages to specific offerings and products. Leverage high-level narratives, product messaging and materials to create compelling and engaging content for field engagement. Work with product marketers to align key segment messages across business units.
Training: Work with the sales and services training teams to ensure a strong training curriculum focused on the nuances of the segment, sub-segment, and personas, developing improved seller credibility as segment experts and enabling a consultative selling experience.
Advisor Segmentation: Partner with the Head of Advisor Solutions, Director of Portfolio Marketing, and our Digital Brand Experience and Marketing Operations teams to better define the advisor market segmentation for the firm.
Public Relations: Partner with the communications team to create an executive visibility plan for the advisor solution leader and, over time, partner with the solution leaders to create a second layer of segment brand ambassadors within Morningstar.
- 5-7 years of industry marketing experience
- Proven track record developing and implementing multi-channel marketing programs
- Knowledge of the financial services industries/segments, traditional and modern marketing ecosystem, industry event landscape and regulatory/legal trends
- Must be data-driven and understand how to translate marketing metrics into opportunities for action.
- Deep appreciation for the role of creative and design in marketing effectiveness
- Significant experience working with dynamic teams and internal stakeholder groups
- Knowledge of user testing tools such as UserZoom, Usabilla, ChartBeat, and Google Optimize preferred; AEM experience a plus
- Bachelor’s degree; MBA or other advanced degree/accreditation preferred
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