Vice President, Segmentation Marketing
LPL Financial Services - San Diego, CA

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Company Background

LPL Financial was founded with a pioneering vision–to help entrepreneurial financial advisors establish successful businesses through which they could offer truly independent financial guidance and advice. Today, as the nation’s largest independent broker-dealer, a top RIA custodian, and a leading independent consultant to retirement plans, LPL Financial is an enabling partner to more than 13,000 financial advisors and approximately 685 financial institutions. We believe that objective financial guidance is a fundamental need for everyone. Through our proprietary technology and a suite of customized services, we enable our customers to focus on creating the personal, long-term client relationships that are the foundation for turning life’s aspirations into financial realities.

By tailoring our programs and services to the unique needs of our partners, we help them to stay focused on their core areas of expertise, while enabling them to provide outstanding service and financial advisory strategies to their clients. Being 100% committed to the success of the financial professionals we serve is what has helped LPL Financial become one of the leading diversified financial services organizations in the country, with headquarters in Boston, San Diego, and Charlotte.

Hiring Group

The Marketing group manages marketing, branding, conference, customer communication, and public relations activities for the company and creates solutions that drive productivity, loyalty, and growth for our customers. Specifically, the group is responsible for:
  • managing our brand and corporate reputation within a complex audience ecosystem that includes customers, end investors, shareholders, the public, and the media;
  • delivering comprehensive, multi-channel advertising and lead generation strategies for business development;
  • providing customized marketing solutions and collateral;
  • creating unique and differentiated conference experiences; and
  • providing innovative and relevant social media and digital marketing strategies and solutions

The group is also charged with attracting and developing high quality talent and provides its team members with the opportunity to contribute to becoming the premier financial services marketing team.

Responsibilities

The VP, of Segmentation role is responsible for the day-to-day business and program management of our Enterprise Segmentation efforts. LPL Financial engaged in an advisor growth segmentation effort in 2012 and is in the deployment phase of this effort. We led this effort to identify opportunities for sustainable profitable growth, and develop recommendations to improve LPL go to market effectiveness and efficiency. This role will support this critical initiative by the following

Specific responsibilities of this role include:
  • Oversee and champion the segmentation
    • Work with senior leaders across the firm to drive segment-level objectives
    • Establish strong working relationships with internal partners, identifying and supporting use of advisor segmentation insights and activities
    • Provide education and information (tailoring to different departments / levels of the organization)
    • Communicate segmentation learning
    • Adapt / refine over time (based on learning and new insights)
    • Develop segmentation priorities, goals and metrics
      • Determine segment priorities
      • Determine segment growth and productivity improvement opportunities
      • Align with business and corporate objectives
      • Lead cross-functional collaboration to better serve the needs of our advisors in a more customized and coordinated way
        • Proactively identify potential solutions and opportunity on a segment by segment basis
        • Lead the implementation of a customized and cross-business unit coordinated go-to-market approach by managing buy-in, and providing creative solutions to roadblocks
        • Put in place a process to track and measure the effectiveness of the segmentation over time. Develop and institute segmentation reporting (working with Analytics)
        • Advance LPL’s insights regarding their advisors and their needs
          • Provide insightful, actionable customer analysis and recommendations for enabling the development of customized offerings and experience
          • Identify and execute new research. Develop new insights
  • Accountability for developing goals and metrics
  • Initiative in identifying potential segment solutions and messaging
  • Responsibility for segmentation related insights

Qualifications:

The position requires outstanding business management skills, entrepreneurial thinking, team and leadership skills, a data-driven mindset, and a customer facing / executive presence. The ideal candidate will have a collaborative and results-driven working style and be able to collaborate with professionals across all levels of a dynamic, entrepreneurial, and fast-paced organization.

Specifically, the incumbent should have:
  • Strong understanding of and experience in driving change in an organization
  • Strong, practical knowledge of customer segmentation and statistical analysis techniques
  • Exceptional project management and organizational skills
  • Problem solving skills that enable efficient identification of issues, structuring and execution of analysis, development of actionable recommendations and implementation of those recommendations
  • Strong communication skills – both oral and written – and a strong senior executive presence
  • Highly collaborative with experience in leading and influencing teams and individuals across lines of business, functional areas and different levels of an organization
  • Action orientation and desire to roll-up sleeves, get hands dirty and dig into the depths of the business
    • MBA or relevant Master’s degree plus 5 years experience post-degree in management consulting, and/or marketing strategy preferably in financial services

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