Director of Growth & Audience Acquisition in Bethesda, Maryland at Potomac

At Potomac, we’re not for everyone—and that’s by design. We attract people who think critically, communicate clearly, and execute with urgency. People who care deeply about their work and don’t need handholding to make things happen. 

We’re a boutique tactical asset manager with a differentiated product that serves the independent broker-dealer and RIA channel

Headquartered in Bethesda, MD, we combine institutional-grade investment expertise with a quantitative process that is Built to Conquer Risk®. 

We're looking for a systems thinker who connects outbound, paid media, and content distribution into one coordinated growth engine and holds it all accountable to revenue.

This is not a channel specialist role. As Director of Growth & Audience Acquisition, you will own the full architecture of how our content, events, and production capabilities reach the right audiences and convert them into pipeline. You'll define the KPIs, build the dashboards, and ensure every campaign ladders up to measurable business impact

Outbound & Cold Outreach Engine

• High-intent pipeline creation through multi-touch campaigns across email, LinkedIn (organic + automation), and strategic partnerships.
• Design and manage outbound campaigns and build target account and persona segmentation frameworks for RIA firms, advisors, and enterprise partners
• Develop and oversee the marketing-to-sales funnel: inbound lead tracking in HubSpot, lead scoring oversight, and follow-on campaigns
• Partner with the Communications team on brand consistency and conversion-focused messaging
• Partner with the sales enablement for CRM management

Paid Media & Distribution Strategy

• Multi-platform advertising strategy across the full funnel.
• Own paid strategy across LinkedIn (B2B primary), YouTube/Connected TV, Meta/Instagram, and emerging niche platforms relevant to financial advisors
• Build full-funnel campaigns from awareness through consideration to conversion
• Translate content into modular ad creative systems and optimize spend allocation based on performance.

Content Distribution Architecture

• Ensuring every asset has a defined path to audience.
• Define how every content asset is used: long-form → short-form → ads → outbound → event promotion
• Build repeatable campaign playbooks for event promotion cycles, podcast amplification, and thought leadership rollouts
• Partner with Platform Strategy Producer and Video/Design teams to package assets for distribution

Event Audience Growth & Monetization Support

• Filling rooms with the right people, not just full rooms.
• Work with the Events Manager to layer outbound and paid strategies that drive qualified attendance
• Build pre- and post-event engagement flows to activate VIP targets and strategic accounts
• Support the transition from event attendance to relationship to revenue opportunity

Analytics, Attribution & Optimization

• Clear line from campaign to revenue influence.
• Define KPIs tied to business impact: cost per meeting, cost per qualified attendee, engagement-to-conversion rates
• Partner with the Data Associate to build reporting dashboards and surface audience insights and behavioral patterns
• Continuously optimize messaging, channel mix, and creative formats based on performance data

Required

• Bachelor's Degree in Marketing, Business Administration, Communications or related field.
• Ability to work on-site in Bethesda, MD.
• 8-12 Years in demand generation and B2B outbound and paid media.
• Proven experience scaling:
• • Cold outreach programs
  • Multi-channel paid campaigns
  • Funnel management + CRM expertise (Hubspot)
  • Background in agencies or high-growth in-house teams

Potomac is not your typical asset manager. We cut through the industry BS with brutal transparency and an obsession with execution. If you’re looking for a slow pace and low volume, this isn’t for you.

If you want to drive, build, and scale, this is your shot.

• Medical insurance
• Vision insurance
• Dental insurance
• Health savings account option
• 401(k) & other retirement benefits
• Paid maternity leave
• Paid paternity leave
• Commuter benefits
• Disability insurance
• Paid time off