Digital Marketing Lead, Client Engagement Platforms

About the role

The Digital Marketing Lead is responsible for implementing and executing GW&K's overall digital marketing roadmap across all market channels, with a focus on email marketing, CRM integration, and website management platforms. The successful candidate will work collaboratively with Distribution, Channel Marketing, Content, and Creative to deliver targeted, data-driven campaigns that ultimately generate leads and expand GW&K's overall footprint within our market channels.

Responsibilities

• Email Marketing:
• Build and execute segmented email campaigns, workflows, and nurture programs within HubSpot.
• Leverage personalization, dynamic content, and A/B testing to improve engagement.
• Monitor campaign performance (open rates, CTR, conversions) and continuously optimize.
• Maintain database hygiene, segmentation logic, and lead scoring frameworks.
• Support distribution teams through content delivery and tracking via our sales enablement tool.
• Ensure consistent messaging across all digital and sales touchpoints.
• Develop lifecycle campaigns aligned to advisor and institutional client journeys.
• Website and CMS Management:
• Manage website content, landing pages, and campaign microsites using our CMS tools.
• Partner with Content to publish insights as well as thought leadership.
• Establish a seamless process for content posting, partner with internal teams to optimize the user experience, and improve website design.
• Optimize user experience, SEO, and conversion pathways.
• Incorporate GA4/SEO best practices and develop a data-driven marketing strategy.
• Develop a roadmap for enhancements & future web development in conjunction with Marketing and senior management.
• Analytics & Optimization:
• Partner with the Enterprise Data & Analytics team to efficiently use our CRM system for segmentation of contacts and capturing and evaluating results.
• Provide insights to marketing and sales leadership; develop reporting dashboards showing results, customizing for various internal partners, including senior management, Marketing management, distribution leaders, and members of our sales teams.
• Analyze campaign effectiveness and optimize segmentation, messaging, and timing.
• Ensure solid governance to meet legal and regulatory requirements on digital channels.
• Social Media & LinkedIn:
• Support the ongoing management and growth of GW&K's LinkedIn presence, building on recent increases in content output and engagement.
• Partner with Content and Channel Marketing teams to publish and promote posts, ensuring consistency in messaging and alignment with broader campaigns.
• Track basic engagement metrics (followers, impressions, engagement) and provide insights to help inform content strategy and improve performance over time.
• Assist in evaluating opportunities for and setting up paid LinkedIn campaigns, including audience targeting and content amplification, as the firm evolves its social media strategy.
• Ensure LinkedIn activity is coordinated with email, website, and broader marketing initiatives to support a consistent client experience.

Requirements

• Digital Marketing & Lifecycle Strategy:
• Bachelor's degree required. Must have 8+ years of digital marketing experience, with a strong focus on email marketing, automation, and lifecycle campaign development. Experience within financial services or intermediary/institutional channels preferred.
• Marketing Automation & CRM Platforms:
• Must have hands-on experience building and optimizing campaigns in automation platforms such as HubSpot. Requires working knowledge of CRM systems. Ability to translate business needs into scalable workflows, segmentation, and lead management processes.
• Segmentation & Personalization:
• Proven ability to build and manage audience segmentation, personalization strategies, and lead scoring frameworks to enhance engagement and conversion across channels.
• Website & CMS Management:
• Experience managing and optimizing websites and landing pages using WordPress or similar CMS platforms; understanding of UX/UI best practices, conversion optimization, and content publishing workflows. Visual design skills are a plus.
• Sales Enablement Integration:
• Familiarity with tools such as Seismic or similar platforms; ability to align marketing campaigns with sales distribution efforts and ensure seamless content delivery and tracking.
• Data Analytics & Performance Optimization:
• Strong analytical mindset with experience leveraging tools such as Google Analytics (GA4) and CRM reporting to evaluate campaign performance; ability to derive actionable insights and continuously optimize targeting, messaging, and channel effectiveness.
• Project Management & Execution:
• Strong organizational skills with the ability to manage multiple campaigns and priorities simultaneously; experience working cross-functionally with marketing, content, creative, and sales teams to deliver integrated campaigns.
• Communication & Stakeholder Management:
• Excellent written and verbal commun

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