Digital Program Director Jobs in Anderson, SC (NOW HIRING)

Description
Join Big Money Retirement as our Director of Marketing, where you'll play a pivotal role in shaping how we guide clients through their retirement journeys. You'll have the opportunity to lead a dynamic team, crafting strategies that not only enhance our brand but also empower clients to embrace their future with confidence. Our company thrives on innovation and collaboration, and your expertise will be key in driving campaigns that resonate deeply and authentically with our audience. Big Money Retirement is not a four-location firm building toward stability - it is a firm building toward dominance. The Director of Marketing is the architect of how the world perceives, engages with, and ultimately trusts Big Money Retirement as the premier retirement planning firm in every market we enter.
This role carries enterprise-level accountability for brand equity, client acquisition infrastructure, digital market presence, and advisor enablement - today across four locations, and tomorrow across one hundred. Every system, campaign, and process this Director builds must be designed with that scale in mind from day one. This is not a tactical marketing coordinator position. It is a growth-and-brand role responsible for turning Big Money Retirement's brand into a nationally recognized name that commands authority, earns trust, and converts prospects into lifelong clients.
Responsibilities
BRAND ARCHITECTURE & NATIONAL POSITIONING
As Big Money Retirement expands into new markets, brand consistency and recognizability become a firm-wide competitive asset. The Director of Marketing owns the integrity and evolution of that asset.
• Define and maintain the firm's master brand standards, voice, and visual identity across all 4 - and future 100 - locations
• Develop market-specific positioning strategies that reflect local nuance while preserving the national Big Money Retirement brand identity
• Govern all brand applications across locations, ensuring no advisor, location manager, or vendor operates outside defined standards
• Own the Ideal Client Profile (ICP) and continuously refine it as the firm scales into new demographics and geographies
• Build and maintain a Brand Standards Playbook that every location can execute without requiring corporate oversight on every asset
• Manage brand reputation through proactive PR strategy, earned media opportunities, and crisis communication protocols
DIGITAL ECOSYSTEM & WEB STRATEGY
The digital presence of Big Money Retirement is the first impression for the majority of prospects. It must communicate authority, trust, and clarity at every touchpoint.
• Own the firm's website strategy, user experience, and conversion architecture - including location-specific landing pages as new markets launch
• Drive continuous SEO/SEM improvement, ensuring Big Money Retirement ranks prominently in every target market
• Lead paid digital strategy across Google, Meta, YouTube, and emerging platforms - managing budget allocation, creative direction, and performance optimization
• Oversee marketing automation platforms (CRM integrations, email workflows, retargeting sequences) that move prospects through the funnel without manual intervention
• Build a scalable digital infrastructure capable of supporting 100 locations without requiring a 100x increase in headcount
• Ensure all digital assets meet compliance standards applicable to financial services marketing (FINRA, SEC, where applicable)
GEOFENCED & LOCAL MARKET DIGITAL CAMPAIGNS
As Big Money Retirement enters new markets, hyper-local digital targeting is a primary acquisition lever. This requires sophisticated execution, not spray-and-pray advertising.
• Design and deploy geofenced digital advertising campaigns targeting high-net-worth prospect concentrations in each market (retirement communities, golf courses, country clubs, medical campuses, financial districts)
• Build market-entry campaign templates that can be rapidly deployed as each new location launches - compressing the ramp time from open to pipeline-active
• Execute behavioral and demographic retargeting strategies that serve Big Money Retirement content to prospects who have engaged with financial content, attended competitive seminars, or searched retirement-related keywords
• Partner with the Director of Events to geofence event venues before, during, and after dinner seminars to extend reach beyond the room
• Track hyperlocal campaign performance by market and continuously optimize spend allocation based on cost-per-lead and cost-per-acquisition data
CONTENT STRATEGY & THOUGHT LEADERSHIP ENGINE
In financial services, trust is the primary currency. Content is how Big Money Retirement earns it at scale.
• Build and manage a content production system that consistently generates high-value retirement planning content across video, written, and audio formats
• Own the firm's email marketing program - newsletters, nurture sequences, and educational campaigns that keep Big Money Retirement top-of-mind with prospects and clients between touchpoints
• Develop thought leadership content that positions BMR advisors and principals as the most authoritative voices in retirement planning in each market served
• Create and manage a YouTube and social media content calendar across LinkedIn, Facebook, Instagram, and any emerging platform relevant to the 55+ affluent demographic
• Commission or produce market-specific content that reflects the economic character of each location
• Ensure all content is FINRA-reviewed and compliant before distribution, maintaining a documented content approval workflow
LEAD GENERATION & FULL-FUNNEL PERFORMANCE
The Director of Marketing is directly accountable for building and sustaining a predictable, measurable lead generation engine. This role does not produce activity - it produces a pipeline.
• Design and optimize the firm's full lead generation funnel from awareness through appointment booked, owning conversion performance at every stage
• Build lead capture infrastructure across all digital channels - website forms, landing pages, lead magnet campaigns, webinar registrations, and referral portals
• Partner with the Director of Events to ensure all event leads are immediately entered into a structured digital nurture sequence, eliminating the post-event drop-off that plagues most financial services firms
• Own and report on Cost Per Lead (CPL), Cost Per Acquisition (CPA), MQL volume, and Marketing-Attributed Revenue on a monthly cadence
• Build lookalike and custom audience strategies in Meta and Google that replicate the profile of the firm's best clients at scale
• Develop a referral marketing program that systematizes word-of-mouth growth
ADVISOR ENABLEMENT & PERSONAL BRAND DEVELOPMENT
At the individual advisor level, the Director of Marketing functions as a strategic partner - not just a service provider. Advisors who show up professionally and consistently in their markets close more business. This role makes that happen at scale.
• Develop the BMR Advisor Marketing Playbook - a standardized, turnkey system every advisor can execute to build their personal brand within the Big Money Retirement framework
• Create social media content libraries and posting templates tailored to each advisor's practice focus, market, and communication style
• Build and manage advisor-level email campaigns (birthday messages, market commentary, milestone acknowledgments) that feel personal and are delivered at scale
• Train advisors on social media best practices, video presence, and digital prospecting - elevating the firm's collective digital footprint
• Establish compliance-cleared content libraries so advisors can post independently without creating regulatory exposure
• Measure advisor engagement with marketing systems and establish accountability metrics
CLIENT EXPERIENCE MARKETING & RETENTION
Acquiring clients is only the beginning. The Director of Marketing owns the systems that keep clients engaged, loyal, and referring.
• Design and manage client communication journeys from onboarding through long-term relationship maintenance - ensuring every client feels connected to Big Money Retirement between annual reviews
• Build milestone-based communication campaigns (retirement dates, account anniversaries, tax season, Social Security eligibility windows) that demonstrate BMR's proactive value
• Develop and manage Centers of Influence (COI) marketing programs targeting CPAs, estate attorneys, and other professionals who serve the firm's ideal client
• Build a systematic client referral program with clear incentive structures, communication templates, and tracking mechanisms
• Own the firm's online reputation strategy - managing Google Business profiles and financial services directories across all locations within compliance guidelines
MARKET EXPANSION SUPPORT & NEW LOCATION LAUNCH PLAYBOOK
This is a responsibility that distinguishes the Big Money Retirement Director of Marketing from a conventional role. As the firm scales toward 100 locations, this Director must build the infrastructure that makes each new market entry faster, cheaper, and more effective than the last.
• Develop a repeatable Market Launch Playbook covering pre-launch awareness campaigns, grand opening digital pushes, geofenced introductory advertising, and local PR strategy - compressing the path from lease signing to first client
• Build market research capabilities to evaluate demographic fit, competitive density, and media cost efficiency before each new location decision
• Establish local SEO and Google Business Profile infrastructure for every new location from day one, ensuring discoverability in each market
• Partner with the Firm Principal and EVP of Operations to build the marketing budget model for new location launches, including media spend recommendations, vendor costs, and ramp timeline projections
• Capture learnings from each new market launch and continuously improve the playbook so location 50 launches more effectively than location 10
ANALYTICS, REPORTING & MARKETING INTELLIGENCE
Gut instinct is not a strategy. The Director of Marketing runs a data-disciplined operation with clear visibility into what is working, what is not, and where the next dollar of investment will generate the highest return.
• Build and maintain a Marketing Performance Dashboard reporting weekly and monthly to firm leadership - covering pipeline generated, CPL, CPA, channel ROI, content performance, and advisor adoption metrics
• Establish A/B testing protocols across all paid media, email, and landing page assets to drive continuous performance improvement
• Implement attribution modeling to accurately credit marketing touches across the full prospect journey from first digital impression to signed client
• Track competitive marketing activity across BMR's markets and deliver quarterly intelligence briefings to firm leadership
• Build predictive models for lead volume and pipeline by market as the firm approaches major growth milestones (25, 50, and 100 locations)
BUDGET OWNERSHIP & VENDOR MANAGEMENT
The Director of Marketing operates with financial accountability. Marketing spend is an investment, and this Director is responsible for its return.
• Own the annual marketing budget - building the investment model, managing allocation across channels and locations, and reporting monthly on spend-to-plan
• Manage all external agency relationships (paid media agencies, creative agencies, PR firms, SEO vendors, technology partners) with clear SOW, KPI, and accountability frameworks
• Evaluate and negotiate technology platform contracts (CRM, marketing automation, analytics, social media management) at enterprise scale
• Build the staffing model for the internal marketing team as the firm grows - determining when to hire in-house talent versus maintain agency relationships
• Conduct quarterly vendor performance reviews and reallocate budget based on ROI evidence, not relationship comfort
Qualifications
• Proven track record of leading marketing teams in a high-growth environment, ideally within the finance industry.
• Experience in developing and executing comprehensive brand strategies that align with company goals and market expansion.
• Ability to manage and optimize digital marketing channels, including SEO, SEM, and social media, to drive brand visibility and lead generation.
• Strong understanding of compliance standards in financial services marketing, ensuring all content and campaigns meet regulatory requirements.
• Demonstrated expertise in building scalable marketing infrastructures that support rapid geographic expansion without proportional increases in headcount.
• Experience in creating and managing content production systems that deliver high-value, compliant content across multiple formats and platforms.
• Ability to develop and implement market-specific positioning strategies that reflect local nuances while maintaining a cohesive national brand identity.