Director of Marketing in Bozeman, Montana at XY Planning Network

About XYPN

XYPN is the only turnkey advice and planning platform that makes it possible for fee-only financial advisors to build the independent firm of their dreams with complete autonomy. We do this through ongoing advocacy and access to education and training, curated technology, compliance support, community, and back-office and client support services.

This is an opportunity to join a company on a mission to help others—and you—live your best lives.

About the role

At XYPN, we’re redefining what’s possible for independent financial planners. As the Director of Marketing, you’ll develop and execute the marketing strategy that drives member growth, engagement, and long-term value. You’ll ensure we attract the right advisors, convert them into members, and engage them throughout their lifecycle, shaping and strengthening our reputation in the market along the way.

With focused, intentional growth goals, you’ll bring together brand, demand generation, content, and lifecycle communications within a small, high-performing team. You’ll identify where we invest, where we experiment, and how we measure success, bringing clarity to competing priorities and focusing the team’s energy on the work that drives the greatest impact.

As a hand-on, results-driven leader, you’ll work with the VPs of Emerald and Sapphire to set marketing strategy and define positioning, ensuring day-to-day marketing efforts translate into measurable, sustainable growth outcomes. You’ll collaborate closely with Sales, Sales & Marketing Operations, Member Success, and Product to translate business goals into clear marketing priorities and ensure alignment across the funnel.

Where We Hire: We’re excited to review applications from across the U.S., but we give priority to candidates residing in the following states: AZ, CA, CO, FL, GA, IL, IN, MA, MN, MT, NC, OH, OR, PA SC, TN, TX, & UT

What you'll be doing

Marketing Strategy & BrandLead and manage the Marketing team and oversee contractor and agency relationships, setting direction, creating focus, and ensuring strong execution.Optimize the funnel to drive predictable new member acquisition.Manage XYPN’s brand and market reputation, including brand voice, positioning, and PR, working with an external partner to drive visibility and earned media.Partner with Product to align new product positioning, launches, and messaging with broader marketing initiatives.Demand Generation & Campaign StrategyDevelop scalable, multi-channel demand generation programs, driving awareness, engagement, and qualified leads.Identify, test, and prioritize the most effective acquisition channels, including paid media, organic, and partnerships.Design campaigns that leverage content, webinars, digital channels, partnerships, and events.Website, SEO & Conversion OptimizationOversee website performance, messaging, positioning, and key conversion assets.Develop and optimize landing pages, website experiences, and digital assets to improve qualified contact acquisition.Drive qualified traffic through search, including SEO, AEO, GEO, and evolving channels.

Lifecycle Marketing & Revenue Growth

Own lifecycle marketing strategy across the prospect and member journey and drive engagement, retention, and revenue expansion through tailored, well-timed member communication. Partner with Sales & SMOPS to design and optimize nurture programs, segmentation strategies, and funnel progression.Collaborate with Product and Member Success to align lifecycle messaging with the member portal experience and product adoption.Marketing Performance & AnalyticsOwn and analyze key marketing metrics, including lead generation, conversion rates, pipeline contribution, and channel performance.Partner closely with SMOPS to ensure accurate reporting, attribution, and visibility into marketing performance.

Measurables:

Funnel conversion rates and lead qualityWeb traffic from all sourcesNew contacts createdEmail Engagement ratesEarned media placements

The Deets:

Start Date: Immediately

Status: Full-time (40-45 hours per week with flexible schedule)

Location: Remote and/or Bozeman, MT

Overtime Status: Exempt (i.e., overtime ineligible)

Team: Emerald

Reports To: Vice President of Emerald

Direct reports: Content Manager and Brand Designer

Travel: Up to 15% travel (e.g., 4-5 weeks /year) required for team retreats and other company events

What you'll bring to the table:

(If you think, “I only meet 80% of these qualifications,” still apply!)

5+ years of experience owning marketing outcomes across the funnel, including acquisition, conversion, and engagement, not just individual channels.A track record of defining strategy and driving execution in an environment, where you’ve had to prioritize, make tradeoffs, and focus on what matters most.Strong judgment in deciding where to invest, what to test, and how to measure success, with the ability to make decisions without perfect information.Experience connecting brand, demand generation, and lifecycle efforts into a cohesive approach that breaks through the noise and drives measurable results.Ability to shape and strengthen a reputation through PR, developing narratives and guiding execution.Comfort operating as a hands-on leader, able to set direction while also stepping in to move work forward when needed.Experience leading and developing small, multidisciplinary teams, creating clarity, focus, and accountability.A clear, practical understanding of how marketing drives growth, including funnel dynamics, conversion, and customer lifecycle.Strong communication skills, with the ability to translate complex ideas into clear messaging and align cross-functional partners.A bias toward action, paired with the ability to step back, assess what’s working, and adjust course.Legally authorized to live and work in the United States without present or future need for sponsorship.

What would make us drool:

Experience leading a marketing function, including defining priorities, processes, and measurement.Experience with HubSpot, Google Analytics, GoogleAds (including YouTube), MetaAds, Reddit Ads and any other ad platforms.Experience evolving a human, approachable brand voice, and holding a high standard for how it shows up across all marketing touchpoints.Experience in a membership, subscription, or community-driven business model.Familiarity with or experience in financial services, fintech, or adjacent industries.Experience improving funnel conversion and driving measurable growth.Experience working closely with Sales and operations teams to align on pipeline, lead quality, and conversion.A strong point of view on how brand and performance marketing should work together.

XYPN welcomes applications from individuals who may have had nontraditional career paths, or who may have taken time off for family reasons (e.g., children, caring for disabled or elderly family). We encourage applications from minorities, women, individuals with disabilities, protected veterans and all other qualified applicants

Compensation & Benefits:

Salary: $96,000 - $129,600/ annuallyAll team members at XYPN are owners! We offer a 100%- employer-funded Employee Stock Ownership Plan (ESOP). Unlimited vacation days to maintain work-life harmony (we require that you take a minimum of 3 weeks of vacation per year)9 paid holidays (we offer flexible holidays!)401(k) with match; you put in 6%, and we put in 4.5%.12 weeks paid parental leave for the birth or adoption of a child.Health insurance w/ employer contribution.Dental, Vision, Voluntary Life and AD&D, and Accident insurance options.Pet insurance availability Health Savings & Flex Spending (Health, Limited & Dependent Care) Accounts availableEmployer-paid Life and AD&D insurance.Employer-paid Long Term Disability coverage.Up to $150/month to cover the cost of working with a financial planner, plus up to $500 toward the upfront fee.$2000/year (prorated by start date) to put towards professional development$250/quarter to spend on yourself specific to our core value of "Be Well Being You.”$500 donated to a non-profit organization of your choice when you volunteer 40 hours within the calendar year.A sabbatical program that includes a cash bonus and extra time off at 5, 10, and 15 years.Subsidized employer-sponsored childcare through our internal child care program. (Subject to availability)Various Gym discounts Company-owned laptop computer provided (Apple Products).

XYPN believes that our team members, and the individual identities and experiences of our team members, are our key differentiators. We won't settle for mere acceptance of each other's differences because we maintain that our team is better because of our differences, not in spite of them. As such, our culture celebrates, champions, supports, protects, and thrives on our various and collective identity categories. XYPN is beyond proud to be an equal opportunity employer.