Director, Performance Marketing

About Willow Wealth

Willow Wealth is a leading private markets investment platform. We believe that private market investment products should be a fundamental part of your portfolio. That’s why we’re expanding access to make it easier to get started. We partner with experienced investment managers to provide investors with a wide range of opportunities across real estate, venture capital, private equity, art, short-term notes, and more. All of our offerings are curated and vetted by our team to help investors diversify away from the stock market.

About the Role

We are seeking a strategic, data-driven Director of Performance Marketing to lead our paid media efforts and drive direct-to-consumer customer acquisition across digital channels. Reporting to the Chief Marketing Officer, this individual will own our full paid media strategy - from channel planning and budget allocation to campaign execution and performance analytics.

This is a high-impact role that sits at the intersection of marketing strategy and financial services, requiring deep fluency in direct marketing acquisition alongside an understanding of the regulatory and compliance environment in which retail investment firms operate.

Key Responsibilities 

• Paid Media Strategy & Execution  

• • Own and manage the end-to-end paid media strategy across search, social (LinkedIn, Meta), display, programmatic, and affiliate marketing 

• • Develop and execute data-driven acquisition campaigns targeting high-net-worth individuals (HNWIs) through direct digital channels 

• • Set channel investment priorities, allocate media budgets efficiently, and continuously optimize for CAC and conversion 

• • Lead campaign creative briefing and collaborate with internal and external design and content teams to develop compelling, compliant ad creative 

• Customer Acquisition & Funnel Optimization  

• • Build and refine full-funnel acquisition strategies from awareness through conversion, partnering closely with the CRM and sales team 

• • Develop audience segmentation frameworks and targeting strategies to reach ideal investor profiles across digital channels 

• • Contribute to web strategy and conversion rate optimization in collaboration with product team 

• • Implement and maintain robust attribution modeling to accurately measure cross-channel performance 

• Analytics & Reporting 

• • Define KPIs and build dashboards to track paid media performance, customer acquisition metrics, and ROI across all channels  

• • Deliver regular performance reports and strategic recommendations to senior leadership 

• • Lead quarterly and annual paid media planning cycles, incorporating competitive intelligence and market trends 

• Team & Vendor Management 

• • Manage relationships with paid media agencies, ad tech vendors, and platform partners (Google, LinkedIn, Meta, etc.) 

• • Manage and mentor Media Manager 

• • Collaborate with Brand and Creative teams to develop campaign materials and messaging 

• • Partner with Legal and Compliance to ensure all campaigns adhere to applicable SEC, FINRA, and marketing regulations 

Qualifications 

• Required  

• • 7+ years of experience in performance marketing or paid media, with at least 3 years in a director-level role 

• • Proven track record managing significant paid media budgets ($10M+) with demonstrable impact on customer acquisition and revenue growth 

• • Deep expertise in at least three major paid channels: paid search, paid social, programmatic display, or content syndication 

• • Proficiency with marketing analytics tools (e.g., Google Analytics 4, Looker) and ad platforms (Google Ads, LinkedIn Campaign Manager, Meta Business Suite) 

• • Strong analytical mindset with experience in attribution modeling, incrementality testing, and media mix optimization 

• • Exceptional leadership and people management skills with a track record of building and developing teams 

• • Excellent communication skills with the ability to present complex data and strategy clearly to senior stakeholders 

• Preferred  

• • Deep experience in financial services, fintech, wealth management, or a regulated industry is strongly preferred 

• • Familiarity with direct-to-consumer marketing to HNW investors in a digital environment 

• • Experience with marketing automation and CRM platforms (e.g., Salesforce, HubSpot) 

• • Understanding of SEC/FINRA marketing compliance requirements for investment advisers 

What’s in it for you 

Competitive compensation package, including equity 

Health, dental & vision coverage with FSA/HSA options 

Unlimited PTO 

401k match 

Commuter benefit 

Life insurance 

This is a New York-based role. The base salary range for this position is USD 150,000 to 200,000 annually, depending on experience and qualifications. This role is eligible for a discretionary bonus and equity compensation as part of the total compensation package.